Comparative Study Between Fruit Juice Brand With Special Context of Tropicana and Real in Dehradun City by Mohd. Ashad Lovely Professional University

L O V E L Y P R O F E S S I O A L U N I V E R S I T Y

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SUMMER TRAINING PROJECT REPORT

ON

Comparative study between fruit juice brands in Dehradun

city with special context of Tropicana and real fruit juice brand

AT

VARUN BEVERAGE LTD PEPSICO

DEHRADUN

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION

M.B.A (2009-2011)

UNDER THE GUIDANCE OF

Internal guide Mr. Krishna gopal

External guide Mr. Pavan gaur

SUBMITTED BY

MOHD ASHAD

REG N. 10901750

SUBMITTED TO

LOVELY PROFESSIONAL UNIVERSITY PHAGWARA


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DECLARATION

I Mohd Ashad declaring that all the information given in this report is correct and all the

data is given by me in this report are true as far as I know.

I am also declaring that all the work in this report is my real work

and I did not copy it from anywhere.

Mohd Ashad

MBA 3rd SEM.(LPU)

RT1901B43 REG N. 10901750


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COMPANY GUIDE CERTIFICATE

This is to certify that the summer project titled “Comparative study between fruit juice

brand in dehradun city with special context of Tropicana and Real fruit juice

brand” at Varun beverage Ltd.. PepsiCo is an original work of Mr. Mohd Ashad, student

of Lovely Institute of management, Phagwara and is being submitted for partial

fulfillment of the award of the Master of Business Administration (MBA) degree of Lovely

Professional University, Phagwara. The final compilation of the report was also done

under my guidance and it has not been submitted earlier to anywhere else.

Place: Dehradun Mohd Ashad

Date: Regd. No. – 10901750

MBA

Pavan Gaur (ME), PepsiCo

Name & Signature of the guide


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CERTIFICATE OF THE INSTITUTE GUIDE

This is to certify that the project titled “Comparative study between fruit juice brand

in dehradun city with special context of Tropicana and Real fruit juice brand” is

an original work of Mr. Mohd Ashad bearing University Registration Number 10901750

a student of Lovely Institute of management, Phagwara and is being submitted in partial

fulfillment of the requirements for the award of the degree of Master of Business

Administration of Lovely Professional University, Phagwara. The summer project report

has not been submitted earlier to this University or to any other University / Institution

for the fulfillment of the requirement of a course of study.

.

Date: Mr. Krishna Gopal

Name and signature of the guide


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ACKNOWLEDGEMENT

It is great pleasure for me to express my hearty and sincere gratitude to my faculty

guide, Mr. Krishna go pal (faculty of lovely professional university Punjab) under whose

genuine and inspiring guidance the present piece of investigation could get its present

shape within such a limited range of time.

I am highly thankful to Mr. BP Chauhan (territory development manager), Mr. Pavan

gaur (marketing executive), Mr. Vishal khosla (customer executive) who guide me in the

survey the area and to management of PepsiCo for permitting me to carry out the

present research work.

Special thanks are also due to all the employees, customers, retailers and distributors

related to PepsiCo company for their precious co-operation provided to the investigator

during the period of data collection.

Place: Dehradun Mohd Ashad


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EXECUTIVE SUMMARY

Comparative study between fruit juice brand in Dehradun city with special

context of Tropicana and Real fruit juice brand. At Varun beverage limited,

PEPSICO in Dehradun city

(1) To study the brand awareness toward the Tropicana and Real fruit juice brand.

(2) To study the parameters which mostly affect while purchasing the Tropicana and Real Fruit

juice brand.

(3) To study the satisfaction level toward the Real and Tropicana fruit juice brand.

(4) To compare the Tropicana and Real fruit juice brand.

This study help to find out the strength, weakness ,opportunity, and threats of real and Tropicana

with the help of retailer and consumer . We find out the weakness of Tropicana fruit juice brand

and the opportunity to increase the sale of Tropicana in dehradun city. This study is very

important for PepsiCo in Dehradun city to increase the Tropicana sale by overcoming from the

threats of PepsiCo.

This study is completed in Dehradun city and I contacted the retailer and consumer, and found

out the problem in Tropicana sale. I have selected 100 respondents from consumer group and

100 respondents from retailer group of different area of Dehradun city.I have used SPSS for

data analysis and interpretation and find many strength, weakness, opportunity and threats of

Tropicana and I gave many suggestion to increase Tropicana sale.

On 14th

of June I started my project under the guidance of Mr. BP Chauhan(TDM) /Mr.Pavan

Gaur (M.E.) Dehradun. I have been allocated the area for survey in Dehradun and collect the

data.


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CONTENT

Chapter 1

Introduction

Chapter 2

Objective of the study

Chapter 3

Review of literature

Chapter 4

Research methodology

Chapter 5

Data analysis and interpretation

Chapter 6

Findings

Suggestion

Chapter 7

Reference

Annexure


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INTRODUCTION

Fruit juice

Juice is the liquid that is naturally contained in fruit or vegetable tissue. Juice is prepared by

mechanically squeezing or macerating fresh fruits or vegetables flesh without the application of

heat or solvents. For example, orange juice is the liquid extract of the fruit of the orange tree.

Juice may be prepared in the home from fresh fruits and vegetables using a variety of hand or

electric juicers. Many commercial juices are filtered to remove fiber or pulp, but high-pulp fresh

orange juice is a popular beverage. Juice may be marketed in concentrate form, sometimes

frozen, requiring the user to add water to reconstitute the liquid back to its "original state".

However, concentrates generally have a noticeably different taste from that of their "fresh-

squeezed" counterparts. Other juices are reconstituted before packaging for retail sale. Common

methods for preservation and processing of fruit juices include canning, pasteurization, freezing,

evaporation and spray drying .

Labeling

Most nations define a standard purity for a beverage to be considered a "fruit juice." This name is

commonly reserved for beverages that are 100% pure fruit juice. In the United Kingdom the

name of a fruit or fruits followed by juice can only legally be used to describe a product which is

100% fruit juice, as required by the Fruit Juices and Fruit Nectars (England) Regulations and the

Fruit Juices & Fruit Nectars (Scotland) Regulations 2003. However a juice made by

reconstituting concentrate can be called juice. A product described as the "nectar" of a fruit must

contain a minimum of juice between 25% and 50% for different fruits. A juice or nectar

including concentrate must state that it does. The term "juice drink" is not defined in the

Regulations and can be used to describe any drink which includes juice, however little.

Comparable rules apply in all EU member states in their respective languages. In the USA fruit

juice can only legally be used to describe a product which is 100% fruit juice. A blend of fruit

juice(s) with other ingredients, such as high-fructose corn syrup, is called a juice cocktail or juice

drink. According to the Food and Drug Administration (FDA), the term "nectar" is generally

accepted in the U.S. and in international trade for a diluted juice to denote a beverage that

contains fruit juice or puree, water, and which may contain artificial sweeteners. In New Zealand

and Australia particularly (and others) juice denotes a sweetened fruit extract, whereas nectar

denotes a pure fruit or vegetable extract. Fruit juice labels may be misleading, with juice

companies actively hiding the actual content. "No added sugar" is commonly printed on labels,

but the products may contain large amounts of naturally occurring sugars; however, sugar

content is listed with other carbohydrates on labels in many countries. Some carbonated

http://en.wikipedia.org/wiki/Liquid

http://en.wikipedia.org/wiki/Fruit

http://en.wikipedia.org/wiki/Vegetable

http://en.wikipedia.org/wiki/Maceration_%28food%29

http://en.wikipedia.org/wiki/Orange_juice

http://en.wikipedia.org/wiki/Fruit

http://en.wikipedia.org/wiki/Orange_%28fruit%29

http://en.wikipedia.org/wiki/Juicer

http://en.wikipedia.org/wiki/Filtering

http://en.wikipedia.org/wiki/Juice_vesicles

http://en.wikipedia.org/wiki/Concentrate

http://en.wikipedia.org/wiki/Water

http://en.wikipedia.org/wiki/Canning

http://en.wikipedia.org/wiki/Pasteurization

http://en.wikipedia.org/wiki/Freezing

http://en.wikipedia.org/wiki/Evaporation

http://en.wikipedia.org/wiki/Spray_drying


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beverages, not described as fruit juice, contain fruit juice (such as Mountain Dew, which

contains orange juice.

Health effects

Juices are often consumed for their perceived health benefits. For example, orange juice is rich in

vitamin C, folic acid, potassium, is an excellent source of bio available antioxidant

phytochemicals and significantly improves blood lipid profiles in people affected with

hypercholesterolemia .Prune juice is associated with a digestive health benefit. Cranberry juice

has long been known to help prevent or even treat bladder infections, and it is now known that a

substance in cranberries prevents bacteria from binding to the bladder. The high sugar content of

fruit juices is often not realized—many fruit juices have a higher sugar (fructose) content than

sweetened soft drinks; e.g., typical grape juice has 50% more sugar than Coca Cola.

Fruit juice consumption overall in Europe, Australia, New Zealand and the USA has increased in

recent years, probably due to public perception of juices as a healthy natural source of nutrients

and increased public interest in health issues. Indeed, fruit juice intake has been consistently

associated with reduced risk of many cancer types, might be protective against stroke and delay

the onset of Alzheimer's disease. The perception of fruit juice as equal in health benefit to fresh

fruit has been questioned, mainly because it lacks fiber and has often been highly processed.

High-fructose corn syrup, an ingredient of many juice cocktails, has been linked to the increased

incidence of type II diabetes. High consumption of juice is also linked to weight gain, but fruit

juice consumption in moderate amounts can help children and adults meet daily

recommendations for fruit consumption, nutrient intake and calories.

Introduction of fruit Juice Company in India India is a market of diversity diverse with regards to incomes, price points of products, culture

and preferences and a marketer has to get use to these diverse characteristics of the market.

Drinking juice is not a part of our culture. We drink water with our meals but in the West one

starts the day with breakfast and a glass of juice. Juice is to a great extent considered as a luxury

not a necessity in our society, surely but slowly things are changing mainly in the urban and semi

urban areas, where the population is getting more and more health conscious and are realizing

the important nutrient values of fruit and are making them a part of their daily diet. The

companies in this Rs. 100 crore industry will have to organize various promotional activities

from time to time mainly to increase sampling and to educate the consumers about packaged

fruit juice that it is as pure and nutritious as fresh juice which is perceived as fresh as it is

extracted in their presence i.e. actual or assumed .There are two main brands in this segment of

noncarbonated drink markets; they are ‘Real’ from Dabur and ‘Tropicana’ from PepsiCo.

These two players command around 80% market share in the organized sector. We can observe

this industry growing and new players entering the market. In recent times we have seen the

entries of some international brands, like Berri [Australia], Ballantyne [Australia], and Tipco

[Thailand], with the intention to strengthen their hold in India and to grow with the market

India is the second largest for foods and vegetables in the world. The total production of food

and vegetables is estimated to be around 148.5 million tones, out of which fruit account for only

48.5 million tones and the rest 100 million tones is accounted for by vegetables. However, the


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fruit juice market has not been fully tapped because of poor infrastructure, poor storage facility,

and highly unorganized market, chiefly constituted by road side vendors. Consumer still prefers

to buy juice from road side vendors even if juices are unhygienic. The major growth drivers in

fruit juice market are, increase in health consciousness among consumers, increase in disposable

incomes, and more sophisticated cocktail culture.

Major Player and their brands:

· Pepsi with its brand Tropicana.

· Dabur foods with its brand Real.

· Coca Cola India with its brand Maaza.

Leading Manufacturers of Fruit Beverages in India:

Company Brand Flavours

1. Parle Agro Frooti Mango, Guava, Pineapple,

Strawberry & Orange

Appy Apple

2. PepsiCo Ltd. Tropicana Orange, Nature Sweet, Apple,

Grape Pineapple, Tomato Mixed fruit

Slice Mango, Litchi, Orange & Guava.

3. Dabur Real Grape, Guava, Orange, Pineapple

Tomato Mixed Fruit, Litchi, Mango.

Real Active Orange, Apple

4, Godrej Foods Jumpin Orange, Apple

Re Orange, Apple

Xs Orange, Apple

5. Coca Cola Maaza Mango

6. BBI. II Tree Top Mango

7. Voltas Volfruit Mango

8. Hindustan Grapy Red Grapes, Litchi, etc.

9. HP Agri HPMC Apple Marketing


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10. North East AgroMkt. Ltd. NERAMAC Pineapple

11. Kerala Milk Mkt. Milma Mango, Pineapple

12. Salstar Foods Regold Mango, Apple Mixed

13. Mohan Meakins Gold Coin Apple Juice

14. Modern Foods Rasika Mango, Guava

15. Eastern Fruit Efil Mango, Litchi

16. NAFEED Nafed Apple, Mango, Processed Guava,

Pineapple, orange

17. Vadilal IndustriesLtd. Vadilal Mango, Pineapple, Orange

18. Himgiri Foods Himgiri Mango, Pineapple, Orange

19. Lakhanpal Foods VAFA Mango, Pineapple, Orange

20. WIMCO Ltd. Sunsip Tropical Fruits Kioces

21. Tims Products TIMS Mango, Pineapple, Orange, Guava

22. BEC foods ROLZ Mango, Mixed Fruit Juices

23. The MaharashtraInds. NOGA Pineapple Agro

DevelopmentCorp. Ltd.

.

The above mentioned list consists of the brands noticeable in metros and as such there are a large

number of small canning units scattered all over the country catering to niche markets.

Industry analysis:

The Rs 100 crore packaged fruit juice market is estimated to be growing at 20% to 25%

annually, with Tropicana and Real holding 40% market share each. The market can be

categorized in terms of product content and there are three major product contents available.

· Drinks: Juice with pulp content less than 40%,

· Nectars: Juice with pulp content between 40 - 80%,

· Juices: Juice with pulp content more than 80%,

The canned juice market initially covered brands like NAFED, Noga, Midland, Gold Coin and

Druk. These were fruit juices and nectars and not drinks. But they did not make a mark in the


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market due to reasons such as high price, unattractive packaging and lack of right promotion

programme. Parle Agro‘s Frooti, a mango drink, was introduced in the tetra pack in 1985 and

since then has been a leader in its segment. The market has suddenly picked up since 1994-95

and a few players have emerged as market leaders

Market segmentation

There has been no general acceptance of the product forms in the fruit beverage market. The

consumer is basically concerned if it is a fruit juice or synthetically constituted product. Product

segmentation, therefore, should be clearly delimited. Under the fruit drinks the first segmentation

is between real fruit drinks and synthetic drinks.

The real fruit drinks are based on natural fruit pulp or juice.

The synthetic drinks are synthetic products with fruit or other flavors. Broad taste preferences

could be another way to define the market. The market is at present also segmented on the basis

of fruit pulp content. For the purpose of segmentation, on the basis of fruit pulp content. For

the purpose of segmentation, on the basis of fruit pulp content, market can be segmented as:

Fruit juice with pulp content more than 80%. Brands falling in this category are Onjus, Real,

Tropicana, etc.

Fruit Nectar with pulp content between 40% to *0%. Life and X‘s come in this category.

Fruit Drinks with pulp content less than 40%. Frooti and Jumpin are the popular brands in this

category. Segmentation could also be on the basis of the benefits provided to the consumer:

One benefit could be the nutrition content it gives to the consumer so one market could be

the health-conscious segment.

Second benefit is thirst quenching, so the other segment could be those buying the drink or

nectar for satisfying the thirst. Another very broad segmentation can be on the type of situation

in which the drink or nectar is used:

People who are on the move i.e. Outdoor use e.g. those traveling.

People who are using it on the breakfast table as a part of their menu i.e. in-house use. Players

very often choose one or more of such segmentations to differentiate their product and target

market and accordingly plan their distribution and promotion patterns.

Target Markets:

· The women of the house

· Children

· The teenagers

· In-home consumption

· Out of home consumption

The women of the house and children are an important influencing factor in today‘s scenario. As

the KiwiJoos contains lots of health benefits, the women who care for her family wants her

family to be healthy and so are they are targeted.

The children are attracted to the beautiful ads and demand for the products as they want to

experiment things just for the sake of it or for their self satisfaction.

The teens are the most who like to try out new and different products. Today‘s teens are the

most health conscious and put in lots of efforts to be healthy. So even they are an important

target audience.

In- home consumption:


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This group of people buys fruit juices for home consumption and in many case treated as grocery

item and is on the shopping list and forms an important part of their diet. For an average Indian

population juice consumption is seen as a luxury and is a very urban phenomena as people in the

urban are getting more and more health conscious and relating and accepting juices as a healthy

social drink. These people are typically sophisticated and are exposed to the idea of healthy

living and are concerned of the well being of their families. Usually the lady of the house takes

the buying decision but she is influenced by her offspring‘s many times to the extent of brands

and flavours. One of the strong characteristics features which is common throughout our target

audience is that it is considered that juice is fresh only when it is extracted on the spot for

consumption purpose and it is considered to be better than the packaged ones available in the

market. This mind set will have to be changed and the customers will have to be convinced that

KiwiJoos is fresh, has all the nourishments intact and is available without the hassle of extraction

for consumption.

Out of home consumption:

This consumption pattern is usually observed in people who feel the need to quench their thirst,

get refreshed or both. These types of people are important of Kiwi Joos as they are the people

who will try the product in small quantity and give us an in road in the home for in home

consumption, which is our focus area. If this segment is satisfied then they will start personal use

of KiwiJoos and they will also act as a source of mouth - to - mouth publicity, which is

considered to be one of the best in its kind. This segment is challenging one as there is a dual

pattern of consumption which mainly exists here i.e. firstly an individual decides if he/she would

like to have a fruit juice or a substitute like carbonated soft drinks, water, flavoured milk, etc.

then if he/she chooses fruit juice, they have to chose from the available alternatives then he

makes a choice among the available brands with respect to the perceived value and its cost.

Such type of consumption is usually seen;

· On roads i.e. in front of the general stores, railway stations, bus stands, airports etc.

· Entertainment zones like amusement parks, cinemas, parks, theaters, etc.

· Eating-places like restaurants, college canteens, hotels, etc.

· Working places like offices, aerobics classes, gymnasiums, places of worship etc.

The key to serving this segment would be to be available and visible at points of purchase and

including the person to buy, with effectively communicating to them that KiwiJoos is a healthy

alternative to satisfy the thirst ensuring taste, fun and good health. It is positive that fruit juices

are being perceived as anytime beverage. Generation now is as much inclined to sipping fruit

juices as colas, with teenagers driving the maximum trials.

Substitute

Fruit juice companies have to face a two level competition i.e. on the first level with the

substitutes and the then the players within the industry. The ‗sip war‘ is comprised of the

following players with respect to India.

· Soft Drinks (both carbonated and Non- carbonated soft drinks) Soft Drinks are divided into

carbonated and Non- carbonated drinks. While Cola, lemon and oranges are carbonated drinks

mango drinks come Noncarbonated category.

· Flavoured Milk (energy, N-Joy etc.) Just like fruit drinks Flavoured milk is also positioned on

the health platform. Companies are trying to project it as a fun drink with added

flavours and innovative packaging.


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· Mineral Water

Fruit drink sellers consider even mineral water as substitute to their offerings. The main

assumption is that packs ensure quality delivery.

· Other products

Milk by- products like buttermilk and lassi also serve as major substitutes. They compete in

terms of low price as well as easy availability. These drinks are also considered important from

the health perspective. Main Competitors :A host of brands are jostling for thirst space. Not just

colas but beverage sand fruit juices of all hues are adorning shop shelves. From bottled iced-tea

to branded chhaas, fruit-based drinks and flavoured milk, beverage makers have gone berserk

with product innovation as new variants continue to flood the market. Fruit drinks are high on

the swig list in summers as it is part of the health fad sweeping the nation. Health conscious

consumers are increasingly giving aerated drinks the go by and making a beeline for fruit-based

concoctions. Moreover, sporadic controversies about pesticide-infested cola drinks are said to be

driving consumers towards fruit-based drinks as a safer alternative. That is why even existing

players are going all out to pour out new flavours.

DABUR

Dabur derived from Daktar Burman is India's largest Ayurvedic medicine manufacturer. Dabur's

Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body

conditions-from common cold to chronic paralysis.

History

The story of Dabur goes back to 1884, to a young doctor armed with a degree in medicine and a

burning desire to serve mankind. This young man, Dr. S.K. Burman, laid the foundations of what

is today known as Dabur India Limited. The brand name Dabur is derived from the words 'Da'

for ‗Daktar‘ or ‗Doctor‘ and 'bur' from Burman. From those humble beginnings, the company

has grown into India's leading manufacturer of consumer healthcare, personal care and food

products. Over its 125 years of existence, the Dabur brand has stood for goodness through a

natural lifestyle. An umbrella name for a variety of products, ranging from hair care to honey,

Dabur has consistently ranked among India‘s top brands. Its brands are built on the foundation of

trust that a Dabur offering will never cause anyone slightest of harm. The trust levels that this

brand enjoys are phenomenally high.

Pharmacy Company

Dabur India Limited is the fourth largest FMCG Company in India and Dabur had a turnover of

approximately US$ 750 Million (Rs. 3390.9 Crore FY 09-10) & Market Capitalisation of over

http://en.wikipedia.org/wiki/Physician

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US$ 3.5 Billion (Rs 15500 Crore), with brands like Dabur Amla, Dabur Chyawanprash, Vatika,

Hajmola and Real. The company has kept an eye on new generations of customers with a range

of products that cater to a modern lifestyle, while managing not to alienate earlier generations of

loyal customers.Dabur is an investor friendly brand as its financial performance shows. The

company's growth rate rose from 10% to 40%. The expected growth rate for two years was two-

fold. There is an abundance of information for its investors and prospective information

including a daily update on the share price (something that very few Indian brands do). There‘s a

great sense of responsibility for investors‘ funds on view. This is a direct extension of Dabur‘s

philosophy of taking care of its constituents and it adds to the sense of trust for the brand

overall.The company, through Dabur Pharma Ltd. does toxicology tests and markets ayurvedic

medicines in a scientific manner. They have researched new medicines which will find use in

O.T. all over the country therein opening a new market.Dabur Foods, a subsidiary of Dabur India

is expecting to grow at 25%. Its brands of juices, namely, Real and Active, together make it the

market leader in the Fruit Juice Category

Dabur Foods that was set up in 1997 has brands like Hommade, Lemoneez and Capsico in its

basket. The Rs. 37 crore Dabur Foods ltd, a wholly owned subsidiary of Dabur India ltd ahs two

brands of juice in the market, they are;

· Real

· Real Active

For its Real brand, Dabur is focusing on increasing in home consumption by targeting mothers

and children. It is priced in the range of Rs. 60 to 65 [1 liter] and Rs 15 [200ml] except for

Guava that is sold in the range to Rs 65 to 70 and Grape that is sold for Rs. 70 to 75. Its

ingredients are water, fruit concentrate, sugar, citric acid and flavours of; · Grape, Guava,

Orange, Pineapple, tomato, Mixed Fruit, Litchi and Mango. The Real Active brand is targeted

towards fitness- crazy young consumers. The drink is positioned on the health plank. It was

launched towards the end of 2002. At the same time, the company plans to position Real Active

as its premium juice brand, while Real would be targeted at consumers belonging to socio

economic categories B and C also. It contains only fruit concentrate and water. It is priced at Rs.

68 and 70. It is available in the Flavours of; · Apple and orange. The company was eyeing a

turnover of Rs. 60 crore in the year 2001 -02, which is an increase of nearly 50%. According to

the company it ahs seen a growth of 44% in the financial year 2001-02 as compared to 34% in

2000- 01. The company plans to increase the advertising spends for the brand by nearly 40%.

Today the advertising and marketing budget for the brand by nearly Rs 8 Crore. The company‘s

thrust is on increasing in-home consumption therefore they are mainly targeting the mothers and

children. However, the company has restricted its activities in the urban areas only and wishes to

fully consolidate markets in the cities before looking at the small towns and rural areas Dabur

Foods claims to be the market leader in the pure juice category such as Punjab, Delhi, Haryana,

etc.

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PEPSICO

PepsiCo, Incorporated (NYSE: PEP) is a Fortune 500, American multinational corporation

headquartered in Purchase, New York, with interests in manufacturing and marketing a wide

variety of carbonated and non-carbonated beverages, as well as salty, sweet and cereal-based

snacks, and other foods. Besides the Pepsi brands, the company owns the brands Quaker Oats,

Gatorade, Frito-Lay, SoBe, Naked, Tropicana, Copella, Mountain Dew, Mirinda and 7 Up

(outside the USA).Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since

2006. During her time, healthier snacks have been marketed and the company is striving for a

net-zero impact on the environment.[3]

This focus on healthier foods and lifestyles is part of

Nooyi's "Performance With Purpose" philosophy.Today, beverage distribution and bottling is

undertaken primarily by associated companies such as The Pepsi Bottling Group (NYSE: PBG)

and Pepsi Americas (NYSE: PAS). PepsiCo is a SIC 2080 (beverage) company.

History

Headquartered in Purchase, New York, with Research and Development Headquarters in

Valhalla, The Pepsi Cola Company began in 1898 by a NC Pharmacist and Industrialist Caleb

Bradham, but it only became known as PepsiCo when it merged with Frito Lay in 1965. Until

1997, it also owned KFC, Pizza Hut, and Taco Bell, but these fast-food restaurants were spun off

into Tricon Global Restaurants, now Yum! Brands, Inc. PepsiCo purchased Tropicana in 1998,

and Quaker Oats in 2001. In December 2005, PepsiCo surpassed Coca-Cola Company in market

value for the first time in 112 years since both companies began to compete.

PepsiCo in India

PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government-

owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture

marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo

bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was

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http://en.wikipedia.org/wiki/SoBe

http://en.wikipedia.org/wiki/Naked_Juice

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http://en.wikipedia.org/wiki/Mountain_Dew

http://en.wikipedia.org/wiki/Mirinda

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http://en.wikipedia.org/wiki/SIC_2080

http://en.wikipedia.org/wiki/Purchase,_New_York

http://en.wikipedia.org/wiki/Valhalla,_New_York

http://en.wikipedia.org/wiki/Caleb_Bradham



http://en.wikipedia.org/wiki/Frito_Lay

http://en.wikipedia.org/wiki/KFC

http://en.wikipedia.org/wiki/Pizza_Hut

http://en.wikipedia.org/wiki/Taco_Bell

http://en.wikipedia.org/wiki/Fast-food_restaurant

http://en.wikipedia.org/wiki/Tricon_Global_Restaurants

http://en.wikipedia.org/wiki/Yum%21_Brands

http://en.wikipedia.org/wiki/Tropicana

http://en.wikipedia.org/wiki/Quaker_Oats

http://en.wikipedia.org/wiki/Coca-Cola_Company

http://en.wikipedia.org/wiki/Punjab_%28India%29

http://en.wikipedia.org/w/index.php?title=Punjab_Agro_Industrial_Corporation&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Voltas_India_Limited&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Lehar_Pepsi&action=edit&redlink=1


lo Page 17

banned from import in India, in 1970, for having refused to release the list of its ingredients and

in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. These

controversies are a reminder of "India's sometimes acrimonious relationship with huge

multinational companies." Indeed, some argue that PepsiCo and The Coca-Cola Company have

"been major targets in part because they are well-known foreign companies that draw plenty of

attention." In 2003, the Centre for Science and Environment (CSE), a non-governmental

organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India,

including multinational giants PepsiCo and The Coca-Cola Company, contained toxins,

including lindane, DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer, a

breakdown of the immune system and cause birth defects. Tested products included Coke, Pepsi,

7 Up, Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-produced Pepsi's

soft drink products had 36 times the level of pesticide residues permitted under European Union

regulations; Coca Cola's 30 times. CSE said it had tested the same products in the US and found

no such residues. However, this was the European standard for water, not for other drinks. No

law bans the presence of pesticides in drinks in India.The Coca-Cola Company and PepsiCo

angrily denied allegations that their products manufactured in India contained toxin levels far

above the norms permitted in the developed world. But an Indian parliamentary committee, in

2004, backed up CSE's findings and a government-appointed committee, is now trying to

develop the world's first pesticides standards for soft drinks. Coke and PepsiCo opposed the

move, arguing that lab tests aren't reliable enough to detect minute traces of pesticides in

complex drinks.As of 2005, The Coca-Cola Company and PepsiCo together hold 95% market

share of soft-drink sales in India. PepsiCo has also been accused by the Puthussery panchayat in

the Palakkad district in Kerala, India, of practicing "water piracy" due to its role in exploitation

of ground water resources resulting in scarcity of drinking water for the panchayat's residents,

who have been pressuring the government to close down the PepsiCo unit in the village. In 2006,

the CSE again found that soda drinks, including both Pepsi and Coca-Cola, had high levels of

pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinks

are safe for consumption and have published newspaper advertisements that say pesticide levels

in their products are less than those in other foods such as tea, fruit and dairy products. In the

Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft drinks, was

banned by the state government in 2006, but this was reversed by the Kerala High Court merely

a month later. Five other Indian states have announced partial bans on the drinks in schools,

colleges and hospitals.

The Pepsi operations in India are now the part of the new Asian division of PepsiCo Beverages

International formed by the merger of Pepsi Cola International, Tropicana and Gatorade, the

sports beverage company acquired from Quaker Oates. Earlier, India was one of the eight

business division of the beverage company that used to report to PepsiCo International in New

York directly. Now it reports to PepsiCo Beverage International Asia in Hong Kong. PepsiCo

Beverage International is a division of PepsiCo Inc. This move has been prompted by the need to

give greater regional focus to new products like Tropicana and Gatorade so that they become a

key element of the overall portfolio of the US beverage major. PepsiCo Inc. is one of the world‘s

largest food and beverage companies. The company‘s principle businesses include:

· Frito – Lay snacks

· Pepsi-Cola beverages

http://en.wikipedia.org/wiki/The_Coca-Cola_Company

http://en.wikipedia.org/wiki/Centre_for_Science_and_Environment

http://en.wikipedia.org/wiki/Non-governmental_organization

http://en.wikipedia.org/wiki/Non-governmental_organization

http://en.wikipedia.org/wiki/Toxins

http://en.wikipedia.org/wiki/Lindane

http://en.wikipedia.org/wiki/DDT

http://en.wikipedia.org/wiki/Malathion

http://en.wikipedia.org/wiki/Chlorpyrifos

http://en.wikipedia.org/wiki/Pesticides

http://en.wikipedia.org/wiki/Cancer

http://en.wikipedia.org/wiki/Immune_system

http://en.wikipedia.org/wiki/Birth_defect

http://en.wikipedia.org/wiki/Coca-Cola

http://en.wikipedia.org/wiki/Pepsi

http://en.wikipedia.org/wiki/7_Up

http://en.wikipedia.org/wiki/Mirinda

http://en.wikipedia.org/wiki/Fanta

http://en.wikipedia.org/wiki/Thums_Up

http://en.wikipedia.org/wiki/Limca

http://en.wikipedia.org/wiki/Sprite_%28soft_drink%29

http://en.wikipedia.org/wiki/European_Union

http://en.wikipedia.org/wiki/Pesticide

http://en.wikipedia.org/wiki/Soft-drink

http://en.wikipedia.org/wiki/Panchayat

http://en.wikipedia.org/wiki/Palakkad

http://en.wikipedia.org/wiki/Kerala

http://en.wikipedia.org/wiki/Ground_water

http://en.wikipedia.org/wiki/Newspaper_advertisements

http://en.wikipedia.org/wiki/Kerala

http://en.wikipedia.org/wiki/Kerala_High_Court


lo Page 18

· Gatorade sports drinks

· Tropicana juices

· Quaker Foods

Pepsi India is already working on a strategy to launch a bevy of Gatorade products in the country

by the end of this year. These are as follows:

· Gatorade Thirst Quencher

· Gatorade Nutrition Shake

· Gatorade Energy Drink

· Propel Fitness Water

· Gatorade Energy Bar

It is also planning to give a major thrust to the juice business through the launch of a host of new

products under the Tropicana brand name i.e. on the health and energy platform. PepsiCo has so

far invested around Rs. 100 Crore inn ready to drink juice segment where the company has two

brands Tropicana & Slice. It has 14 plants in India producing fruit juices & 2 of them work on

tetra pack.

Tropicana:

Tropicana entered the country in 1998. Tropicana is currently imported in a concentrated form,

which is later reconstructed at a plant in Baramati, near Pune and vacuum packed into tetra packs

after paying an import duty. It covers around 18 cities of India. The factor of its success is that it

has a tightly controlled distribution system on top of an equally controlled production and this in

turn helps it keep its taste constant and the company boasts of it too. Tropicana Beverage Co.

recently announced the company‘s inclination towards bringing in an entire series of juices and

other health drinks from its international portfolio into India in the coming years. The Tropicana

brand, per se, has been positioned on the ‗health‘ platform. Pepsi also plans to give its juice

brand – which has seen many hurdles in the nascent and niche juice market – a renewed thrust in

the coming days. A price revision of the brands is also on the anvil. Since 2001, Tropicana roped

in celebrities in the field of nutrition and health to sell its brands. Under which they got

renowned people in the field of health to recommend their clients to use their brand. The list of

names included the likes of Anjali Mukherji, Sabina Sehgal Saikia and Vandana Luthra, who

promote the brand, positioned as a health drink, to their upwardly mobile clientele. Even

celebrity doctors and pharmacists wereincluded in its list of marketers. Tropicana is also sold

through various health clubs like Talwalkars, Personal Point, etc. in Mumbai and Delhi. In the

past as a part of its promotional activities, the company had conducted a ‗Tropicana Health Run‘

in the capital, slated for World Health Day, which was on April 7, 2001. Tropicana also runs a

programme called ‗The Tropicana Club‘ under which every time one buys a pack of Tropicana

heearns points which he can collect and exchange for a wide range of gifts and also, as a member

he gets unique offers, exciting gifts and interesting information on keeping fit and looking good.

The company is seen to intensify its distribution network, with a greater thrust on large

institutions. Apart from retail and consumer – level promotions, Tropicana is being promoted

through health bulletins and health leaflets. The company intends to continue with its

‗unconventional‘ retailthrust. Apart from the 20,000 to 25,000 outlets across 18 citiesthat

Tropicana has a presence in, the brand is being placed across gymnasiums, fitness centers in 5-

star hotels, coffee shops, airlines, hospitals, offices and health stores. These points of

consumption are not consequential in providing high volumes, but important from the imagery

point of view. Typically, non-retail stores have been contributing 12 – 15 % of the brands


lo Page 19

sales. Tropicana evokes a high brand loyalty among health – conscious middle and upper-middle

class segments. The company is seeking to project itself on the health platform and has an ad

spend of around 20% of its sales. The brand‘s existing tagline of ‗Taste of Good Health‘ has now

got an extension statement of ‗Don‘t forget the juice‘, ‗Tropicana 100% pure fruit juice‘ is

packaged in a 200 ml slim pack [which replaces its 250 ml pack] and 1-liter in a flat pack tetra

pack. The company is seen to run promotions in coordination with its other offering like a

scheme where 16 gm pack of Lays Magic Masala that comes free with a 200 ml pack of

Tropicana. Worldwide, Tropicana has a host of juice brands under its belt. Brands like Twister,

Dole, Looza, Fruvita and Juice Bowl, which could find their way into the Indian market in the

coming years. It has decided to make changes in the composition of its juices to suit the Indian

taste buds. Forinstance, realizing that Indians like a sweet flavour, it decided to launch a separate

sweet orange juice product specifically for the Indian market. Since it could not dilute its juice

content, it decided to substitute part of it with grape juice to make it sweeter. Even it‘s launched

tomato and mixed fruit juices have been altered to suit the Indian palate. Currently, in terms of

market share, Tropicana is believed to trail behind rival Real (Dabur) but is not far behind and

also has close to 40% market share of the estimated Rs 100 crore branded juice market. Pepsi

sets the pace for backward integration of Tropicana, as a first step towards backward integration

for its pure juice business Tropicana is foraying into contact farming of citrus fruits like oranges

and Keanu. Punjab- Jallowal – has been chosen as the location for the project. The 3phase

project involving trials, nursery and contract farming, is being pursued jointly by Pepsi and the

Punjab Agro Export Corporation. Through in its infancy at the moment, the project vision

however is of about seven years. If successful, it would mean 100% localization of orange juice

and it becomingthe supply center to other regions .A present Tropicana has the following

flavours: Orange, Nature Sweet, Apple, Grape, Pineapple, Tomato, Mixed Fruit.

Slice:

PepsiCo in 2002 poised to make deep inroads into juice drink segment in India with seven new

variants of its ‗Slice‘ brand. For the first time in company‘s history, a ‗Litchi‘ variant of Slice

was introduced. Apart from that, a guava and Orange flavours was also being offered. Apart

from 200 ml slim line cartons priced at Rs 10 each, Slice juice drinks is subsequently made

available in 250 ml returnable glass bottles as well. The company invested significantly to

bolster the Slice brand in the year 2002 and plans to invest heavily through the year while Slice

is now available in litchi, orange, mango and Guava flavours, they are expected to

be soon joined by Slice Cocktails. PepsiCo is sourcing litchis from Muzaffarpur, guavas from

Karnataka and Allahabad, and mangoes from Ratnagiri.

Comparative analysis of the marketing mix of Dabur Real and Pepsi

Tropicana

Can Dabur Real Foods put more juice in the juice market? The company which has turned fruit

juices into a Rs 60-crore business has been turning on the taps in recent months — and it hasn‘t

been afraid to innovate. It‘s heading off in untested directions by launching a new range called

Coolers which includes traditional recipes like Aam Ka Panna (a green mango drink). It has also

launched a pomegranate juice and a water melon drink. A jamun variant will soon follow.

Or, look at Pepsi Foods that has recently launched Tropics, a new range of what are called


lo Page 20

nectars in the fruit juice business. Pepsi has started out with a relatively unadventurous mango

flavour but it will soon be putting guava and litchi on the shelves.

If that‘s not enough, Pepsi Foods is also aiming at customers with more exotic tastes with an

orange-apple combination and a tropical fruit fusion drink (a mix of mango, guava, pineapple,

orange and apple juices).

Dabur and Pepsi Foods aren‘t the only companies that are moving into overdrive in the juice

business. As Indians take bigger swigs than ever before of packaged juices a slew of companies

are hoping to grab a share of the action.

The result is that players like Dabur Foods, Pepsi Foods, Godrej Industries‘ Foods Division,

Mother Dairy and even the small Ladakh Foods are betting big money on this market by flooding

it with new fruit beverages. ―It‘s a huge market with its potential still to be tapped,‖ says Sanjay

Sharma, head of marketing at Dabur Foods.

The results are on show to anyone who steps into a neighbourhood supermarket. There are now

racks filled with fruit juices, nectars and drinks (the difference lies in the pulp content — juices

are 100 per cent while drinks are below 20 per cent and nectars fall in between).

The swift growth in the market is attracting newcomers like Mother Dairy which recently

launched the Safal brand of juices. Safal is currently available in orange, mixed fruit, grape and

an orange-apple combination. Ladakh Foods, makers of the Leh Berry seabuckthorn berry drink,

has now also launched an apple-peach combination juice and a mixed fruit variant.

Even Godrej Industries Foods Division has introduced fruit juices under the Xs brand (which

earlier only consisted of nectars) and a soya milk fruit juice based drink called Sofit this year.

Parle Agro — of Frooti and N-joi fame — too is rumoured to be on the verge of new launches.

To add to the buzz, players are now looking at different pack sizes and price points. New

entrants are also expected to join the fray in the Rs 500-crore organised fruit beverage market

(nectars, drinks and juices combined).

One newcomer is likely to be Ahmedabad-based Pioma Industries — makers of the Rasna brand

of soft drink concentrates, which test marketed a diluted mango juice in Andhra Pradesh, but

dropped the launch plan after a lacklustre response. Industry experts predict that the company

may try again either this year or the next.

What‘s making all these players gung-ho about fruit beverages? For one, the fruit drink market

(juice accounts for 30 per cent, nectar is 10 per cent and fruit drinks are 60 per cent of the market

today) has grown at a 20 per cent to 25 per cent rate. Obviously, some segments are doing better

than others. Fruit-based milk drinks (market size Rs 20 crore to Rs 25 crore) like N-joi are

currently stagnating. But fruit-based soya milk, another emerging segment reckoned to be worth

about Rs 15 crore to Rs 20 crore is expected to grow rapidly. Godrej, which recently launched

the Sofit brand, is experimenting with this market for the second time. Ten years back, its soya

milk brand Great Shakes failed miserably because of its taste.


lo Page 21

But it‘s not just the health fad that has led to the growth spurt. Cola sales fell dramatically after

the pesticide controversy and this seems to have benefited the fruit beverage industry.

POSITIONING OF THE FRUIT JUICE AS A HEALTH PRODUCT

Soft carbonated drinks (colas) grew 17 per cent in 2002 but fell 15 per cent in 2003. Says Alaka

Bhosle, marketing consultant with ad agency Percept H, ―It‘s one of the key factors that has led

to the kind of growth that we have seen in the last year. But this growth will continue since

consumers are now hooked on.‖

―What also made the market work is the fact that tetrapaks offered a solution to provide fruit

juice practically fresh and preservative free,‖ says M P Pusalkar, executive director & president,

Godrej Industries, Foods Division. The proliferation of supermarkets and malls in metros and

mini-metros (key markets for this category), added to the growth story as well. And then there is

the income factor.

The other factors that have helped are the different pack sizes that players started offering in the

last year. Tropicana launched a 500 ml pack at Rs 25 compared to a one litre pack for Rs 76.

Says Subroto Chattopadhyay, executive director, Pepsi Foods, ―These new price points and

packs are aimed at getting more consumers to try the new product, and in turn increase the

consumer base.‖

All of this has resulted in increased in-home consumption of juices which has gone up from 30

per cent three years back to almost 80 per cent today. Says Dabur‘s Sharma, ―Consumers

perceive this as the next best thing to having a fresh fruit. Convenience is no longer the selling

point, the naturalness is.‖

Everyone now has big plans for the future. Dabur, which currently has a 55 per cent market

share, wants to launch more Indian fruits and even fruit and vegetable juice combinations in the

near future. It is also trying to bring down prices. So, it has launched Coolers 15 per cent cheaper

than Real because it has a lower pulp content. And by setting up a food processing plant in

Siliguri, West Bengal, Sharma says Dabur will source fruits directly from farmers and cut down

raw material or pulp costs which comprise almost 30 per cent of the finished product.

Similarly, other players like Godrej are also looking at launching new variants including

combinations by year end. Parle Agro, which has been experimenting with sugarcane juice for

sometime now, has launched mango Frooti in 65 ml packs in Pune, Gurgaon and Mumbai for Rs

5. A year back, it extended the Frooti brand into pineapple and orange variants as well as

launching it in 250 ml and one litre PET bottles.

Pepsi‘s Tropicana has tied up with equestrian sports and polo clubs to build bridges with the

well-heeled young adults. Its recent sampling exercise included an interactive quiz reaching out

to 200,000 students from 150 schools in Delhi. But the big issue is that they are all playing with

the same fruits. It has to be seen how longconsumers can sip the same concoctions.

RETAIL PRICING OF PEPSI TROPICANA VIS A VIS OTHER SIMILAR PRODUCTS


lo Page 22

The details about the product follows in the order

Product Name, Unit, MRP, Our Price:

JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 250ML 16.00 15.68

JUICE TROPICANA PINEAPPLE 250ML 16.00 15.68

JUICE TROPICANA ORANGE 250ML 16.00 15.00

DRINK GODREJ XS LITCHI PULP 250 ML 15.00 14.70

DRINK GODREJ XS MANGO PULP 250ML 15.00 14.70

JUICE REAL MIX FRUIT 200 ML 15.00 14.50

JUICE TROPICANA APPLE 200 ML 15.00 14.50

JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 200 ML 14.00 13.70

JUICE TROPICANA ORANGE 200 ML 14.00 13.70

JUICE REAL ORANGE 200 ML 13.00 12.75


lo Page 23

OBJECTIVE OF THE STUDY

(1) To study the brand awareness toward the Tropicana and Real fruit juice

brand.

(2) To study the parameters which mostly affect while purchasing the

Tropicana and Real? Fruit juice brand.

(3) To study the satisfaction level toward the Real and Tropicana fruit juice

brand.

(4) To compare the Tropicana and Real fruit juice brand.


lo Page 24

REVIEW OF LITERATURE

Uwe Faesel, Roy (1995) Examines the development of Poland's fruit industry up to 1990,

followed by the situation since that year, in which legislative reforms were introduced, mainly to

break up state monopolies and to privatize state assets. Analyses the Polish fruit industry in the

light of the resultant shift from a sellers' to a buyers' market, discussing the grower, wholesaling,

processing and exporting sectors, and finally the role of marketing in exporting. Conducts a

SWOT analysis of the industry, as a result of which makes recommendations for: increasing

growers' influence on exports; introducing a new wholesale marketing system; improving

processing equipment; rationalizing exportprocedures to the advantage of domestic competition.

Sees the current transport and communication set-ups as significant problems. Concludes that,

although the temptation is to follow the capitalist route and opt for the smaller enterprise as an

exporting unit, the old Communist-style large state enterprise is still the ideal vehicle for selling

fruit of Poland's calibre abroad. Nigel Poole, Laura (1996) Reports on research into the level of

consumer awareness of the attributes of citrus fruit. Claims it is necessary to convert consumer

attitudes towards healthy eating into appropriate consumer behaviour. Hypothesizes that

consumer knowledge of some important attributes of fruit and vegetable products is low, and that

better informed consumers might make better informed purchasing decisions. Describes the

methodology and results of the survey which finds evidence that consumers are largely ill-

informed about the attributes of the citrus fruit that they purchase. David Hughes (1996) Notes

that fresh fruit consumption in the UK is low, relative to most other EU countries, and static.

Also that fruits which can be grown commercially in the UK, such as apples and strawberries,

show a declining trend. Observes that in an increasingly competitive market-place, fresh fruit

does not meet the evolving wants of key consumer groups. concludes fruit marketing

organizations must invest in research and development to produce strong consumer-orientated

proprietary products and, then, provide them with the promotional support that premium

products warrant if they are to survive and prosper in markets which will come under increasing

competitive pressure in the next decade and century. Rosemary Duff (1999) This paper

discusses the findings of a market research programme carried out by SMRC ChildWise on

behalf of Tetra Pak UK Ltd, examining use of and attitudes to soft drinks among children and

mothers. This is a product field of increasing interest to children as they grow, and their

appreciation develops from being totally product-focused, to include packaging and then brand

considerations. The research examined behaviour across the key drinking occasions that make up

the child‘s day, looking in detail at drinks consumed at school. It is at school that a child‘s

freedom of choice develops, and awareness of peer group influences becomes increasingly

important. Children are highly receptive to new brands and flavours, but also demand

professional packaging and promotional input for brands to be credible. Younger children

appreciate having their own individual carton with a straw but, for older boys, a can is preferred,

whilst girls like the practicalities of resealable bottles. Alistair Mowat, Ray Collins

(1999)Supply chains in new and emerging agricultural industries typically lack information

linking product quality with consumer behaviour. This case study of the emerging persimmon

industry in Australia and New Zealand demonstrates how adopting a supply chain orientation


lo Page 25

can address this situation. Assessing and modelling consumer response to product quality

provides information that demonstrates to supply chain stakeholders how better product quality

management can improve the performance of the whole chain. Emerging fruit industries,

therefore, have more incentive to adopt a supply chain orientation if they understand quality-

related factors that drive consumer satisfaction and repeat buying behaviour. Soyeon Shim,

Kenneth Gehrt, Sherry Lotz (2001)Examines the Japanese fruit market, which, as a result of

production and distribution factors, represents a viable target for fruit exporters around the

world. The study provides guidance for fruit exporters by identifying three fruit-specific

segments based on fruit-specific lifestyle factors. The process of identifying the lifestyle factors

relies on a cross-culturally validated theoretical framework developed within the context of food

consumption. Cluster analysis is used to identify the segments: creative/highly involved;

practical/moderately involved, and aesthetic/uninvolved. These three segments of the everyday

fruit consumption market are characterized in terms of fruit shopping, fruit consumption, and

socioeconomic factors. The creative/highly involved segment, older and more traditional,

represents today‘s heavy-consumer of fruit in Japan, followed closely by the

practical/moderately involved segment. Although the aesthetic/uninvolved segment is composed

of relatively light consumers, its demographics suggest that exporters need to develop this

segment in order to succeed in this market. Michael S. Donaldson (2001)Reports the results of a

survey of followers of the mostly raw, pure vegetarian, Hallelujah diet, which is promoted by the

Hallelujah Acres Foundation in the USA. Seven-day semi-quantitative dietary records kept by

141 followers of the diet were collected and analyzed for nutrient intake. Claims self-reported

improvements in health and quality of life after adoption of the diet were significant (p < 1E-07).

Mean daily consumption of fruits and vegetables was 6.6 servings and 11.4 servings,

respectively. Salads, fruits, carrot juice and grain products provided 60-88 per cent of most

nutrients. The mean energy intake was 1,460kcal/day for women and 1,830kcal/day for men.

Claims that, with some modifications, this diet pattern allows people to adopt a low calorie diet

sufficient in most nutrients. Srini S. Srinivasan, Brian D. (2002) Previous researchers have

established that brand names are important in determining perceptions of brand quality and

attitude towards the product. In this research we investigate the role of brand name in shaping

consumers‘ evaluation of search, experience, and credence attributes. The findings confirm that,

prior to trial, brand name increases consumers‘ perception of experience and credence attribute

performance evaluations. However, prior to trial, brand name is found not to affect consumers‘

perception of search attributes. Trial of the brand is found to reduce (and not eliminate) the

advantage branded products have in enhancing consumers‘ perception of experience and

credence attributes. Kenneth C. Gehrt, Soyeon Shim (2003) The study demonstrates the

viability of situational segmentation in a market outside the USA. A number of situational

segmentation studies in the USA have examined the snacking market. This study examines

situational segmentation opportunities in the context of the Japanese snacking market. The study

attempts to delineate a situationally-defined market structure for a broadly defined array of snack

products. This is done by characterizing 18 snacks in terms of pertinent situational factors via

dummy variable regression analysis; and grouping the snacks in terms of the similarity of their

situational characterizations via cluster analysis. The study reveals four multi-product snack

segments, including solitary snacking cluster, socializing ensemble cluster, high gravity

socialization cluster, and morning home snack. The results show that situational segmentation is

as effective in complementing more traditional segmentation approaches in Japan as it is in the

USA. S.O. Aroyeun (2004) Cashew apple was used as a nutritional additive in the production of


lo Page 26

yogurt. The yogurt so produced (CAY-A) had a higher vitamin C content of 53.70g/100ml than

both samples B and C with values 14.1/100ml and 19.2g/100ml of vitamin C respectively. The

cashew apple fortified yogurt was evaluated for physicochemical parameters like pH, refractive

index, dpecific gravity, titratable acidity, ash, moisture, protein and fat and the values 4.10 (pH),

20° Brix soluble solid content, specific gravity 1.023, titratable acidity (0.78g/100ml lactic acid),

0.84 per cent ash, 77.0 per cent moisture, 3.22 per cent protein and 3.2 per cent fat were

obtained. The three yogurts produced were presented to ten regular tasters of yogurt for sensory

evaluations using Fan Milk yogurt as the reference sample C. Assessors were asked to identify

the odd sample. This method was used to determine if ingredient substitution or some other

change in the manufacturing process could result in a detectable difference in products. The

result obtained indicated that the yogurt into which cashew apple had been added compared

favorably with the reference sample in all the attributes evaluated and there was no significant

difference at p = 0.05.. Douglas Sorenson, Joe Bogue (2005) The objective of this study is to

identify the optimal product design attributes for a range of chilled probiotic orange juice

beverages, and to evaluate the contribution of market-oriented research methodologies to the

development and strategic marketing of innovative functional beverages. New product

development (NPD) opportunities exist for probiotic juice-based beverages, although

functionality should not be relied on solely to leverage a competitive advantage. Dilber Ulas, H.

Bader Arslan (2006) The purpose of this study is to present a broad view and analysis of brand

switching attitudes of cola consumers in Turkish cola market. Cola Turka, the new cola brand,

has captured almost one-quarter of the market. It has the potential to create loyal consumers.

Despite Coca-Cola preserving its dominance, Pepsi-Cola has been surpassed by this new

product. Gunne Grankvist, Hans Lekedal, Maarit Marmendal (2007) The purpose of this

article is to study whether preference for a product increased, or decreased, as a consequence of

information that the product was either eco- or fair trade labelled. An additional purpose was to

investigate associations between importance attached to values and preference for eco- and fair-

trade labelled food products. No significant effects of the experimental manipulation were

observed. Attaching greater importance to the value ―warm relationships with others‖ was

associated with a more favourable rating of the taste of both eco- and fair-trade labelled juices.

The value ―security‖ was positively associated with an increased taste preference for the group

exposed to the fair trade, but not the eco, label. Mehdi Seltene, Olivier Brunel (2008)

The objective of this paper is to evaluate brand extension from a consumer consumption

perspective. The most relevant entity becomes both the product and the choice vector. This

provides a different aspect of the heterogeneity as it concerns brand extension. The results

confirm the importance of the consumption context in terms of evaluating a brand extension. The

study shows that the effects of the context fit and the typicality are more important when the

category to which the brand extension is found is sensitive to the consumption context. In

contrast, the effect of the association fit is more important when the category to which the brand

extension is found is less sensitive to the consumption context. Marianela Fornerino, François

d'Hauteville (2010) This experimental research seeks to offer a method for measuring the

respective product and brand contributions to the global perceived quality dimension in the case

of five brands of orange juices. Results indicate an assimilation effect for the national brands,

particularly strong with the most preferred brand, and a non-significant brand effect for the

retailer's brand, although both products were rated the same in the blind evaluation


lo Page 27

RESEARCH METHDOLOGY

Sample data collection

This survey is as conducting in the context of retailer and consumer of Tropicana and Real fruit

juice in dehradun city.

Research design

The research design is descriptive in nature with survey method being used to complete the

study. Because under this we already created the hypothesis and we simply tried to find out that

our taken variables of market of dehradun city Able to satisfy their retailer and consumer.

Sample technique

I will use in this research random sampling.

Hypothesis formulation

It is basically a presumption which researcher use when they do research they are two type

Null

Alternative

Data collection

The data collection would be:

PRIMARY DATA : Questionnaire

SECONDARY DATA : Journals, Internet, news paper etc.

Sample design

Retailer and consumer of dehradun city are including under this research and tell their

satisfaction level.

Sample size

Sample size is going to be 100 respondents of retailer and 100 respondents of consumer.


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Sample element

Individual retailer and consumer are sampling element.

Data source

Both Primary and Secondary source of data would be used .The major type of information is

used from primary data.

Tool for data analysis

We will be using the applicable tools and techniques of SPSS as per required with time.


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HYPOTHESIS

For consumer

Null hypothesis-

1) H0-Gender has no effect on consumer satisfaction.

2) H0-Age group has no effect on consumer satisfaction.

3) H0-Quantity has no effect on consumer satisfaction.

4) H0-Preferred channel for purchasing has no effect on consumer satisfaction.

5) H0-Product quality has no effect on consumer satisfaction.

6) H0-Advertising has no effect on consumer satisfaction.

Alternate hypothesis-

1) H1-Gender has a great effect on consumer satisfaction.

2) H1-Age group has a great effect on consumer satisfaction.

3) H1-Quantity has a great effect on consumer satisfaction.

4) H1-Preferred channel for purchasing has a great effect on consumer satisfaction.

5) H1-Product quality has a great effect on consumer satisfaction.

6) H1-Advertising has a great effect on consumer satisfaction.

For retailer

Null hypothesis-

7) H0-Time of selling has no effect on retailer satisfaction.

8) H0-Source of information has no effect on retailer satisfaction.

9) H0-parameters have no effect on retailer satisfaction.

10) H0-Information of scheme has no effect on retailer satisfaction.

11) H0-Product quality has no effect on retailer satisfaction.

12) H0-Type of conveniences has no effect on retailer satisfaction.

Alternate hypothesis-

7) H1-Time of selling has a great effect on retailer satisfaction.

8) H1-Source of information has a great effect on retailer satisfaction.

9) H1-parameters have a great effect on retailer satisfaction.

10) H1-Information of scheme has a great effect on retailer satisfaction.

11) H1-Product quality has a great effect on retailer satisfaction.

12) H1-Type of conveniences has a great effect on retailer satisfaction.


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DATA ANALYSIS AND INTERPRETATION For consumer

ONEWAY CONSUMER SATISFACTION BY GENDER

/MISSING ANALYSIS.

/POSTHOC = SCHEFFE ALPHA (.05).

ANOVA

CONSUMER SATISFACTION

Sum of

Squares Df Mean Square F Sig.

Between Groups 230.670 1 230.670 11.863 .001

Within Groups 1827.736 94 19.444

Total 2058.406 95

Null hypothesis Alternate hypothesis

H0-gender has no effect on consumer

satisfaction

H1- gender has a great significance on

consumer satisfaction

Interpretation:

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis

formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of gender on consumer

satisfaction , we came up with conclusion that the significance level is less than the

alpha value(.001 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater

significance of gender on consumer satisfaction.


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ONEWAY CONSUMER SATISFACTION BY AGE GROUP

/MISSING ANALYSIS.


ANOVA


Sum of

Squares df Mean Square F Sig.

Between Groups .621 1 .621 .028 .867

Within Groups 2057.785 94 21.891

Total 2058.406 95


H0-age group has no effect on CONSUMER

satisfaction

H1- age group has a great significance on

CONSUMER satisfaction

Interpretation:



On applying ONE WAY ANOVA for checking effect of age group on CONSUMER

satisfaction , we came up with conclusion that the significance level is greater than the

alpha value(.867 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower

significance of age group on CONSUMER satisfaction.


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ONEWAY CONSUMER SATISFACTION BY QUANTITY

/MISSING ANALYSIS.


ANOVA


Sum of


Between Groups 100.436 4 25.109 1.167 .331

Within Groups 1957.970 91 21.516

Total 2058.406 95


H0-Quantity has no effect on consumer satisfaction H1- Quantity has a great effect on consumer

satisfaction

Interpretation:



On applying ONE WAY ANOVA for checking effect of quantity on consumer



significance of quantity on consumer satisfaction.


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ONEWAY CONSUMER SATISFACTION BY PREFERRED CHANNEL

/MISSING ANALYSIS.


ANOVA


Sum of


Between Groups 100.436 4 25.109 2.157 .221

Within Groups 1957.970 91 21.516

Total 2058.406 95


H0-Preferred channel has no effect on consumer

satisfaction

H1- Preferred channel has a great effect on


Interpretation:



On applying ONE WAY ANOVA for checking effect of Preferred channel on

consumer satisfaction , we came up with conclusion that the significance level is

greater than the alpha value(.221 > 0.05). Therefore accepting NULL HYPOTHESIS

due to lower significance of preferred channel on consumer satisfaction.


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ONEWAY CONSUMER SATISFACTION BY PRODUCT QUALITY

/MISSING ANALYSIS.


ANOVA


Sum of


Between Groups 198.778 3 66.259 3.278 .024

Within Groups 1859.629 92 20.213

Total 2058.406 95


H0-product quality has no effect on consumer

satisfaction

H1- product quality has a great significance on


Interpretation:



On applying ONE WAY ANOVA for checking effect of product quality on consumer



significance of product quality on consumer satisfaction.


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ONEWAY CONSUMER SATISFACTION BY ADVERTISING

/MISSING ANALYSIS.


ANOVA


Sum of


Between Groups 48.467 1 48.467 2.267 .136

Within Groups 2009.940 94 21.382

Total 2058.406 95


H0-advertising has no effect on consumer

satisfaction

H1- advertising has a great significance on


Interpretation:



On applying ONE WAY ANOVA for checking effect of advertising on consumer


alpha value(.136 > 0.05). Therefore accepting NULL HYPOTHESIS due to higher

significance of advertising on consumer satisfaction.


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For retailer

ONEWAY RETAILER SATISFACTION BY TIME OF SELLING

/MISSING ANALYSIS.


ANOVA

RETAILER SATISFACTION

Sum of


Between Groups 230.670 1 230.670 11.863 .004

Within Groups 1827.736 94 19.444

Total 2058.406 95


H0-Time of selling has no effect on retailer

satisfaction

H1- Time of selling has a great effect on retailer

satisfaction

Interpretation:



On applying ONE WAY ANOVA for checking effect of Time of selling on retailer



significance of Time of selling on retailer satisfaction.


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ONEWAY RETAILER SATISFACTION BY SOURCE OF INFORMATION

/MISSING ANALYSIS.


ANOVA


Sum of


Between Groups .621 1 .621 .028 .772

Within Groups 2057.785 94 21.891

Total 2058.406 95


H0-Source of information has no effect on

retailer satisfaction

H1- Source of information has a great effect on


Interpretation:



On applying ONE WAY ANOVA for checking effect of Source of information on

retailer satisfaction , we came up with conclusion that the significance level is greater

than the alpha value(.772 > 0.05). Therefore accepting NULL HYPOTHESIS due to

lower significance of Source of information on retailer satisfaction.


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ONEWAY RETAILER SATISFACTION BY PARAMETERS

/MISSING ANALYSIS.


ANOVA


Sum of


Between Groups 100.436 4 25.109 1.167 .323

Within Groups 1957.970 91 21.516

Total 2058.406 95


H0-Parameters has no effect on retailer satisfaction H1- Parameters has a great effect on retailer

satisfaction

Interpretation:



On applying ONE WAY ANOVA for checking effect of parameters on retailer



significance of parameters on retailer satisfaction.


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ONEWAY RETAILER SATISFACTION BY INFORMATION OF SCHEME

/MISSING ANALYSIS.


ANOVA


Sum of


Between Groups 100.436 4 25.109 2.157 .219

Within Groups 1957.970 91 21.516

Total 2058.406 95


H0-Information of scheme has no effect on retailer

satisfaction

H1- Information of scheme has a great effect on


Interpretation:



On applying ONE WAY ANOVA for checking effect of information of scheme retailer



significance of information of scheme retailer satisfaction.


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ONEWAY RETAILER SATISFACTION BY PRODUCT QUALITY

/MISSING ANALYSIS.


ANOVA


Sum of


Between Groups 198.778 3 66.259 3.278 .035

Within Groups 1859.629 92 20.213

Total 2058.406 95


H0-product quality has no effect on retailer

satisfaction

H1- product quality has a great effect on retailer

satisfaction

Interpretation:



On applying ONE WAY ANOVA for checking effect of product quality on retailer



significance of product quality on retailer satisfaction.


lo Page 41

ONEWAY RETAILER SATISFACTION BY CONVINCES

/MISSING ANALYSIS.


ANOVA


Sum of


Between Groups 48.467 1 48.467 2.267 .223

Within Groups 2009.940 94 21.382

Total 2058.406 95


H0-Convinces has no effect on retailer

satisfaction

H1- Convinces has a great significance on


Interpretation:



On applying ONE WAY ANOVA for checking effect of Convinces on retailer



significance of Convinces on retailer satisfaction.


lo Page 42

For consumer

(1) Gender of respondents

A) Male B) Female

Male Female Total

No. of respondents 70 30 100

Percentage 70 30 100

INTERPRETATION:-

In this study 70 % male and 30% female respondents are part of my target population and they

help me to fulfill my questionnaire from different area of Dehradun city.

30%

70%


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(2) Your age group

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

Below 18 18-25 Above-25 Total

No. of respondents 10 60 30 100

Percentage 10 120 60 100

INTERPRETATION:-

In this study 10% respondents are of below 18 age ,60% respondents are between 18-25 and 30%

respondents are above 25 .

30% 10%

60%


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(3) Which type of fruit juice brands you are aware mostly?

A) Tropicana B) Real C) Other

Tropicana Real Other Total

No. of respondents 40 35 25 100

Percentage 40 35 25 100

INTERPRETATION:-

In this study 40% respondents are aware about Tropicana juice,35% are aware of Real and 25 %

of other. Maximum respondents are aware about Tropicana juice so Tropicana have a good

awareness in Dehradun city.

25%

35%

40%


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(4) Through which medium you come to know about your preferred fruit drink?

A) Hording and banners B) News paper and magazine

C) TV/Radio D) Any other

H.& banners N.&magazine TV/Radio Any other Total

No. of respondents 30 35 20 15 100

Percentage 30 35 20 15 100

Interpretation:-

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

have knowledge through hoarding and banners so I found that distributor had capture on

hoardings and banners and news and magazines for attracting the consumer in Dehradun city.

20%

%

30%

35%

15%


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(5) For Whom do you buy fruit drink?

A) Myself B) Family C) Children D) Social occasion

Myself Family Children Socical Occasion Total

N of respondents 45 25 28 2 100

Percentage 45 25 28 2 100

INTERPRETATION:-

45% respondents are buy juice for their self, 28% for children ,25% for family and 2% for social

occasion so we find that most of consumer are buying juice for himself.

25%

28%

45%

2%


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6) What quantity do you usually prefer to buy?

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

200-250 300 500 1lt. Other

No of respondents 45 12 30 13 100

Percentage 45 12 30 13 100

INTERPRETATION:- 45% respondents are like to buy 200-250 ml. juice pack ,12% like 300ml. So small pack is

selling in big number in Dehradun city.

30%

13% 45%

12%


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(7) Rank the following drinkon the scale of 1-5 you like most A) Tropicana B) Real C) Maaza D) Slice E) Appy

F) Frooti G)Mangola H) Pulpy orange I) Twister J) Other

Tropicana real Mazza slice appy frooyi Mangola Pulpy

o.

twiter other

No. of

respondents

18 1 2 3 4 5

12 2 1 3 4 5

16 3 2 1 4 5

10 5 2 3 4 1

19 4 1 3 2 5

7 5 4 3 1 2

8 2 1 3 5 4

7 4 1 2 3 5

3 5 3 2 1 4

100


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INTERPRETATION:-

Mostly respondents are give rank 1 to Tropicana, real ,slice, and Maaza, rank 2 has gone to real

and frooty and rank 3 is for Appy. Other give their response according to their taste. So I find

that Tropicana is like the most people and after that Real, Slice, Maaza etc.


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(9) Which is your most preferred channel for purchasing fruit drink ?

A) Retail store/grocery store B) Super market/hyper market C) Cine plexus

D) Pan shop/kiosks E) Restaurant F) Travel

Retail/g.store S,market/H.market Cine

plexus

Pan

shop/K.

Rest. travel Total

No. of res. 35 20 5 15 20 5 100

percentage 35 20 5 15 20 5 100

INTERPRETATION:-

Most preferred channel for consumer is retail and general store.35% consumer expreessed that

they purchase fruit drink from retail and general store. Whereas 40% sales is contributed by the

super market and restaurant. Rest of the sales are from cine plexus, pan shop, travel etc.

20%

5%


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(10) Does advertising and promotion influence your purchasing decision?

A) Yes B) No

Yes no Total

No of respondents 65 35 100

Percentage 65 35 100

INTERPRETATION:-

According to this data 65% respondents are influencing through advertisement, 35% respondents

are not influencing through advertising.

35% 65%


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(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

TROPICANA

Very poor poor Good Excellent Total

No of

respondent

15 20 55 10 100

percentage 15 20 55 10 100

REAL

Very poor poor Good Excellent Total

No of

respondent

12 22 62 4 100

percentage 12 22 62 4 100


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INTERPRETATION:-

55% respondents are with Tropicana juice brand,20% accept that it is a poor brand but 62%

agree that real is a good juice brand. some people are not agree with real juice brand.


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(12) Do you want any improvement in the Tropicana fruit juice brand on the basic of

following parameters? (Tick anyone)

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

PRICE NO. OF

FLAVOR

TASTE AVAILABILITY TOTAL

NO. OF

RESPONDENT

13 15 54 18 100

PERCENTAGE 13 15 54 18 100

INTERPRETATION:-

Most of 54% respondents are wants improvement in the taste of the Tropicana juice brand.


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For retailer

(1) Since how long you are selling fruit juice brand ?

A) Less than 6 months B) 6 months -1 year

C) 1 year - 2 year D) More than 2 year

Less than 6 month

6 months-1 year

1 year-2 year More then 2 year

Total

No. of respondent

10 35 50 5 100

Percenatge 10 35 50 5 100

INTERPRETATION:-

50% respondents are selling the juice brand from last 1-2 years,35% are selling juice brand

from last 6-12 month and 10% are selling from last 6 months and 5% are selling from less than 6

months.

50%

35%

10%

5%


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(2) What is the source of information about juice brand?

A) Distributor B) Advertisement C) Friend D) Other

Distributor Advertisement Friend Other Total

No. of

precentage

55 30 5 5 100


INTERPRETATION:-

55% retailers get information through distributors about juice brand,30% are know about the

brand through advertisement.

30%

5% 5%

55%


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(3) What are the parameters that you take into consideration while taking fruit juice brand?

A) Goodwill B) Service C) Cost D) Demand

Good will service cost Demand Total

No. of respondent

10 15 30 45 100

percentage 10 15 30 45 100

INTERPRETATION:-

45% retailer are consider demand factor to take juice brand,30% are consider to cost. somewhat

consider to goodwill and service. but mostly demand and cost factor is consider by the retailers

to take juice brand.

45%

30%

15%


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(4) Rank the following drink on scale of 1-5 you most prefer to sell

A) Tropicana B) Real C) Maaza D) Slice E) Appy


Tropicana real Mazza slice appy frooyi Mangola Pulpy

o.

twiter other

No. of

respondents

18 1 2 3 4 5

12 2 1 3 4 5

16 3 2 1 4 5

10 5 2 3 4 1

19 4 1 3 2 5

7 5 4 3 1 2

8 2 1 3 5 4

7 4 1 2 3 5

3 5 3 2 1 4

100


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INTERPRETATION:-

Retailers are preferred to all juice brand to sale. But every retailer has their own choice to which

brand he/she sell most.


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(5) Are you receiving the regular information about new scheme?

A) Yes B) No

INTERPRETATION:-

55% retailers are receiving the regular information about new scheme. but 45% has not get

well.so mostly are receiving the regular information about new scheme.

Yes No Total

No. of respondent 55 45 100

percentage 55 45 100


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(7) 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

Very poor poor good Excellent Total

No of

respondent

15 20 55 10 100

percentage 15 20 55 10 100

REAL

Very poor poor good Excellent Total

No of

respondent

12 22 62 4 100



lo Page 62

INTERPRETATION:-

According to this data 62% retailers have given good rate for real juice service and 55% for

Tropicana. But rate poor and very poor retailers choice is also real juice instead of Tropicana.

then I find that Tropicana is the good in their service and its rate is also good.


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(8) Do you have any complain regarding the service?

TROPICANA A) No complain B) Once in a week C) fortnightly D) Once in a month

REAL A) No complain B) Once in a week C) fortnightly D) Once in a month

NO

COMPLAIN

ONCE IN A

WEEK

FORTNIGHTLY ONCE IN A

MONTH

TOTAL

NO. OF

REPONDENTS

12 25 34 29 100

PERCENTAGE 12 25 34 29 100

NO

COMPLAIN

ONCE IN A

WEEK

FORTNIGHTLY ONCE IN A

MONTH

TOTAL

NO. OF

REPONDENTS

8 45 23 24 100

PERCENTAGE 8 45 23 24 100


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INTERPRETATION:-

According to this data retailers have complaint regarding service for both juice brand .but real

juice brand has complaints once in a week, Tropicana has fortnightly complaints .


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(9) Do you call distributor?

TROPICANA A) Yes B) No

REAL A) Yes B) No

TROPICANA

Yes No Total

No of respondent 40 60 100

persantage 40 60 100

REAL

Yes No Total




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INTERPRETATION:-

40% retailers are call distributor for Tropicana juice brand and 55% retailers for real juice brand

in deharadun city.


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(10) Are you getting the solution of problem in time?


REAL A) Yes B) No

Yes No Total



Yes No Total




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INTERPRETATION:-

65% retailers are accept that they getting solution of problem in time from Tropicana juice brand

and 40% in real juice brand. so mostly retailers are happy with Tropicana juice brand.


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(11) Do you feel that service provided by distributor match your expectation?


REAL A) Yes B) No

Yes No Total



Yes No Total




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INTERPRETATION:-

75% retailers are happy with Tropicana service but 25% said that service provided by distributor

doesn‘t match their expectation. But in real juice brand 40% retailers are happy but 60% said

that service provided by distributor doesn‘t match their expectation. so Tropicana is best as

comparison to real.


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(12) Which type of conveniences you want mostly for increasing the sales volume of

Tropicana? (Tick any one) A) Price B) Scheme C) Service

PRICE SCHEME SERVICE TOTAL

NO OF

RESPONDENTS

45 35 20 100

PERCENTAGE 45 35 20 100

INTERPRETATION:-

45% retailers accept that price is best convenience for increasing the sales volume of Tropicana.

some are preferred to scheme and service. But price is the main factor which play a crucial role

in increasing the sales volume.


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FINDINGS

For consumer

On applying ONE WAY ANOVA for checking effect of gender on consumer

satisfaction , we came up with conclusion that the significance level is less than the alpha

value(.001 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater significance

of gender on consumer satisfaction.

On applying ONE WAY ANOVA for checking effect of age group on CONSUMER



significance of age group on CONSUMER satisfaction.

On applying ONE WAY ANOVA for checking effect of quantity on consumer



significance of quantity on consumer satisfaction.

On applying ONE WAY ANOVA for checking effect of Preferred channel on

consumer satisfaction , we came up with conclusion that the significance level is greater


lower significance of preferred channel on consumer satisfaction.

On applying ONE WAY ANOVA for checking effect of product quality on consumer



of product quality on consumer satisfaction.

On applying ONE WAY ANOVA for checking effect of advertising on consumer



significance of advertising on consumer satisfaction.

In this study 70 % male and 30% female respondents are part of my target population and they

help me to fulfill my questionnaire from different area of Dehradun city.

In this study 10% respondents are of below 18 age ,60% respondents are between 18-25 and 30%

respondents are above 25

In this study 40% respondents are aware about Tropicana juice,35% are aware of Real and 25 %

of other. Maximum respondents are aware about Tropicana juice so Tropicana have a good

awareness in Dehradun city.

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

have knowledge through hoarding and banners so I found that distributor had capture on

hoardings and banners and news and magazines for attracting the consumer in Dehradun city.


lo Page 73

45% respondents are buy juice for their self, 28% for children ,25% for family and 2% for social

occasion so we find that most of consumer are buying juice for himself.

45% respondents are like to buy 200-250 ml. juice pack ,12% like 300ml. So small pack is

selling in big number in Dehradun city.

Mostly respondents are give rank 1 to Tropicana, real ,slice, and Maaza, rank 2 has gone to real

and frooty and rank 3 is for Appy. Other give their response according to their taste. So I find

that Tropicana is like the most people and after that Real, Slice, Maaza etc.

Most preferred channel for consumer is retail and general store.35% consumer expreessed that

they purchase fruit drink from retail and general store. Whereas 40% sales is contributed by the

super market and restaurant. Rest of the sales are from cine plexus, pan shop, travel etc.

According to this data 65% respondents are influencing through advertisement, 35% respondents

are not influencing through advertising.

55% respondents are with Tropicana juice brand,20% accept that it is a poor brand but 62%

agree that real is a good juice brand. some people are not agree with real juice brand.

Most of 54% respondents are wants improvement in the taste of the Tropicana juice brand.

For retailer

On applying ONE WAY ANOVA for checking effect of Time of selling on retailer



of Time of selling on retailer satisfaction.

On applying ONE WAY ANOVA for checking effect of Source of information on

retailer satisfaction , we came up with conclusion that the significance level is greater


lower significance of Source of information on retailer satisfaction.

On applying ONE WAY ANOVA for checking effect of parameters on retailer



significance of parameters on retailer satisfaction.

On applying ONE WAY ANOVA for checking effect of information of scheme retailer



significance of information of scheme retailer satisfaction.

On applying ONE WAY ANOVA for checking effect of product quality on retailer


lo Page 74



of product quality on retailer satisfaction.

On applying ONE WAY ANOVA for checking effect of Convinces on retailer



significance of Convinces on retailer satisfaction.

50% respondents are selling the juice brand from last 1-2 years,35% are selling juice brand

from last 6-12 month and 10% are selling from last 6 months and 5% are selling from less than 6

months.

55% retailers get information through distributors about juice brand,30% are know about the

brand through advertisement.

45% retailer are consider demand factor to take juice brand,30% are consider to cost. somewhat

consider to goodwill and service. but mostly demand and cost factor is consider by the retailers

to take juice brand.

Retailers are preferred to all juice brand to sale. But every retailer has their own choice to which

brand he/she sell most.

55% retailers are receiving the regular information about new scheme. but 45% has not get

well.so mostly are receiving the regular information about new scheme.

According to this data 62% retailers have given good rate for real juice service and 55% for

Tropicana. But rate poor and very poor retailers choice is also real juice instead of Tropicana.

then I find that Tropicana is the good in their service and its rate is also good.

According to this data retailers have complaint regarding service for both juice brand .but real

juice brand has complaints once in a week, Tropicana has fortnightly complaints .

40% retailers are call distributor for Tropicana juice brand and 55% retailers for real juice brand

in deharadun city.

65% retailers are accept that they getting solution of problem in time from Tropicana juice brand

and 40% in real juice brand. so mostly retailers are happy with Tropicana juice brand.

75% retailers are happy with Tropicana service but 25% said that service provided by distributor

doesn‘t match their expectation. But in real juice brand 40% retailers are happy but 60% said

that service provided by distributor doesn‘t match their expectation. so Tropicana is best as

comparison to real.


lo Page 75

45% retailers accept that price is best convenience for increasing the sales volume of Tropicana.

some are preferred to scheme and service. But price is the main factor which play a crucial role

in increasing the sales volume.


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SUGGESTION

Suggestions:-

First of all company should provide all sort of promotion equipment such as glow sign board,

banner, rack, freeze, etc. to retailers in time so that they increase their sales which is benefited both

retailer as well as company.

Salesman should have good interaction with the retailers, which result Company in increase in sales.

Company executives should visit the counter on weekly basis. Executives should take the feedback

from the dealers about the service of the sales man and the distributors

Regular visit of technician is required to solve the problems of Freeze in the market at the right

time.

More improvement is required in the distribution network in the outskirt and in the remote areas,

because in the peak seasons like summer the small dealers are taking goods twice or thrice and in

between if the distributors could not supply them, the competitors will get the opportunities to

supply the goods.

The entire Tropicana brand should be displayed at one place so that the customers can aware about

the different brand of Pepsi. In the bus stand, railway canteen, highway.

Few outlets are unaware about scheme so proper communication is necessary between distributor

and dealers/retailers.

More effective scheme should be provided.

Biasness should not happen with retailers on any ground.

There should be more focus on 100% availability so that Tropicana don‘t lose sales &

market share.

More & more research should be made to find new segment & more profitable market for the

product.

Kids constitute the second largest segment of the fruit juice drink market. So, more & more

fun based advertisement for the brands should be necessary. Some life style based

advertisement is also necessary.


lo Page 77

The company strategy should be made in such a way, that maximum no. of consumer will

prefer to consume Tropicana i.e. give importance to quality control, give more importance to

public awareness and in advertisement.

Retailers are the good intermediaries so the company should give more packages to the

retailers, by which they can looks towards the high sales of this particular brand.

The company should start survey time to time to know the grievances of retailer as well as

consumers.

Sometimes absence of stocks annoys retailer and consumers, so company should keep a

watch to the availability of brand.


lo Page 78

REFERENCE

Books:

Kotler, Philip. “Marketing Management” Prentice Hall of India, edition-IX.

Ramaswami, V.S and Namakumari, S. “Marketing Management”. Macmillan, edition-II.

Website:

http://www.emeraldinsight.com/search.htm?st1=research%20paper%20on%20fruit%20juice%20brand

&ct=jnl


&ct=jnl&nolog=534165&page=3


&ct=jnl&nolog=534165&page=4

http://en.wikipedia.org/wiki/Dabur

http://www.dabur.com/Products-foods-fruit%20real

http://www.pepsico.com/Brands/Tropicana-Brands.html

http://www.pepsiindia.co.in/Brands/Beverage/Tropicana.aspx


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QUESTIONNAIRE FOR CONSUMER

To know consumer satisfaction towards Tropicana and real fruit juice

brand in Dehradun city.

Date: Q.N. 12

Centre: Dehradun city (Uttaranchal)

Dear Sir / Madam

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

juice brand in Dehradun city as a part of my project. So, I am requesting you to kindly cooperate

with me in filling the questionnaire. I am assuring you that information provided by you will be

academic purpose only.

Name: Contact no.:

Address: Qualification:

(1) Gender of 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) Other

(4) Through which medium you come to know about your preferred fruit drink?

A) Hording and banners B) News paper and magazine

C) TV/Radio D) Any other

(5) For Whom do you buy fruit drink?

A) Myself B) Family C) Children D) Social occasion

(6) What quantity do you usually prefer to buy?

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


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(7) Rank the following drinkon the scale of 1-5 you like most A) Tropicana B) Real C) Maaza D) Slice E) Appy


(8) Which of the following point satisfy you the most? Kindly rank in your order TROPICANA REAL

1 2 3 4 5 1 2 3 4 5

I. Number of flavor

II. Price

III. Nutrition value

IV. Taste

V. Availability and convenience

VI. Discount and promotion of scheme

(1 for highly satisfied and 5 for highly dissatisfied)

(9) Which is your most preferred channel for purchasing fruit drink ?

A) Retail store/grocery store B) Super market/hyper market C) Cine plexus

D) Pan shop/kiosks E) Restaurant F) Travel

(10) Does advertising 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 brand on the basic of

following parameters? (Tick anyone)

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

Would you like to give any suggestion regarding the Tropicana fruit juice brand?

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….. Thank you


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QUESTIONNAIRE FOR RETAILER

To know retailer satisfaction towards Tropicana and real fruit juice

brand in Dehradun city.

Date: Q.N. 12

Centre: Dehradun city (Uttaranchal)

Dear Sir / Madam

I am doing a brief survey to find out about retailer satisfaction toward Tropicana and real fruit

juice brand in Dehradun city as a part of my project. So, I am requesting you to kindly cooperate

with me in filling the questionnaire. I am assuring you that information provided by you will be

academic purpose only.

Name: Outlet name:

Address: Contact no:

(1) Since how long you are selling fruit juice brand ?

A) Less than 6 months B) 6 months -1 year

C) 1 year - 2 year D) More than 2 year

(2) What is the source of information about juice brand?

A) Distributor B) Advertisement C) Friend D) Other

(3) What are the parameters that you take into consideration while taking fruit juice brand?

A) Goodwill B) Service C) Cost D) Demand

(4) Rank the following drink on scale of 1-5 you most prefer to sell

A) Tropicana B) Real C) Maaza D) Slice E) Appy


(5) Are you receiving the regular information about new scheme?

A) Yes B) No


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(6) Which of the following point satisfy you the most ? Rank in your order

(1 for highly satisfied and 5 for highly dissatisfied) TROPICANA REAL

1 2 3 4 5 1 2 3 4 5

I. Price

II. Quality

III. Service

IV. Product range

V. Availability and convenience

VI. Discount and promotion of scheme

(7) 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

(8) Do you have any complain regarding the service?

TROPICANA A) No complain B) Once in a week C) fortnightly D) Once in a month

REAL A) No complain B) Once in a week C) fortnightly D) Once in a month

(9) Do you call distributor?


REAL A) Yes B) No

(10) Are you getting the solution of problem in time?


REAL A) Yes B) No

(11) Do you feel that service provided by distributor match your expectation?


REAL A) Yes B) No

(12) Which type of conveniences you want mostly for increasing the sales volume of

Tropicana? (Tick any one) A) Price B) Scheme C) Service Would you like to give any suggestion regarding to Tropicana fruit juice brand?

……………………………………………………………………………………………………………………………………………………………

……………………………………………………………………………………………………………………………………………………………

…………………………………………………………………………………………………………………………………………..Thank you


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THANK YOU

Documents

Comparative Study Between Fruit Juice Brand With Special Context of Tropicana and Real in Dehradun City by Mohd. Ashad Lovely Professional University