A

PROJECT ON
COMPITIVE ANALYSIS OF FROOTI AND ITS
COMPEITITORS
AT
SWASTIK FRUIT PRODUCT PRIVATE LIMITED
RANCHI-835103
JHARKHAND

SUBMITTED BY BY :-SATISH BHAGAT

ROLL NO-25
MARKETING

ACKNOWLEDGEMENT
It gives me immense pleasure for pursuing on the topic Competitive
analysis of FROOTI and its Competitors.
I wish to express my indebted gratitude to Swastik fruits Pvt. Ltd. &
Swastik Aqua Pvt. Ltd., Ranchi, Jharkhand for allowing me to carry out
my industrial Project work at their esteemed organization and
extending during the training.
I express my heartful thanks to Mr. R.R. Bakshi, Chief executive officer
(CEO), for taking part in useful discussion & giving necessary advices
and guidance.
It is my glowing feeling to place on record my best regards, deepest
sense of gratitude to Mr. Rajeev Ranjan Bakshi (Head Marketing
Manager) and Mr., manish for their Judicious and precious guidance
which were extremely valuable for my study both theoretically and
practically.
Place

Signature:

Date:
Name of the Student:
Satish bhagat
MBA (marketing)
Year 20113-2015

DECLARATION
I hereby declare that project titled competitive analysis of frooti and its
competitor is is an original piece of research work carried out by me
under the guidance and supervision of Mr. Manish kumar. The
information has been submitted in partial fulfilment of the requirement
of MBA to our college.

Place:
Date:
signature
Name of the student:
Satish bhagat
MBA year
2013-2015

Preface
Progress is a continuous process, it is relative and absolute. We cannot
stop at a certain destination and declare that target has been achieved
and we need not to go further.
In this new are all the countries & their companies are trying their best
to improve economic growth. This trend has created a very complex &
competitive environment in the field of business, trend & win the race
a new system of management is much needed. To fulfill this need a
new field of modern science has developed very fast i.e. master of
Business Administration. In this curriculum, there are several phases,
which have to be covered & compelled properly.
At the completion of the third year of BBA, we got opportunity to
provide them particular knowledge about each and every aspect of
market. It could be in related fields viz. Human Resource Management,
Marketing or Finance as per their specialization in the course. It is
important because it provides the student about the practical
knowledge of the field, which is very essential beside the theoretical
knowledge.
The experience that I have gathered during this period has certainly
provided me with an orientation which, I believe, will help me to
shoulder my assignment successfully in near future. During this period,
I have collected all the information of competitive analysis of
Frooti and its competitors through primary data which were
available at the Ranchi.
On the basis of my training program, I have tried my best to arrange
my work in symmetric way. However to cover the detailed information
in such a short period was not possible. Despite the inherent
shortcoming s of the study, a genuine attempt was made on my part
4

see that the study was carried out in the right respective.

Satish bhagat
MBA YEAR 2013-2015
Table of contents
Chapte

particulars

Page

List of figures

number
1

Chapte

Executive summary
Industry/company

6
7-12

r2

profile

r1

1.1 industry profile

Chapte

1.2 company profile

Research

r3

methodology
3.1

13-19

research

objectives
3.2

research

methodology
3.3 research design
3.4 population
3.5secandary data
3.6 sample method
3.7 sample size
3.8 statistical tools
3.9 limitation of the
study
Chapte

Review of literature

20-37

r4
Chapte

analysis

38-49

r5
5

Chapte

Questionnaire

50-52

r6
Chapte

findings

53

r7
Chapte

suggestions

54

r8

Executive summary
Progress is a continuous process. It is relative and absolute. We cannot
stop at certain destination and declare that target has been achieved
and we need not to go further.
In this new are all the countries &their companies are trying their best
to improve economic growth. This trend has created a very complex
&competitive environment in the field of business, trend &win the race
a new system of management is much needed. To fulfil this need a new
field of modern science has developed very fast i.e. master of
management .inthis curriculum there are several phases, which have
to be covered & compelled property.
The experience that i have gathered during this period has certainly
provided me with an orientation which believe, will help me to shoulder
my assignment successfully in near future. During this period, i have
collected all the information of competitive analysis of frooti and its
competitors through primary data which were available at the Ranchi.
On the basis of my training program .i has tried my best to arrange my
work in symmetric way. However to cover the detailed information in
such a short period was not possible. Despite the inherent shortcoming
of the study, a genuine attempt was made on my part see that the
study was carried out in the right respective.

Be it a city or a remote village of India ,the parle agro name symbolizes quality,
health and great taste ,and this reputation has been built ,by constantly
innovating and catering to new tastes , due to change in market scenario i.e.
rising trend in organized retailing ,the distribution of parle nagro product
would like to know where it s products are better placed.

INDUSTRY PROFILE OF SWASTIK GROUP

About us
A house of diversified Excellence
The swastik group renders services in the form of consultancy.
Supply of equipments and spares, erection and commissioning and operation
in the following field:

1.

Mining and construction

2.

A. open cast mining

Hydraulic excavators, rope shovels, blast whole drills, loading

Equipment, rear end dumpers, draggles, bulldozers, motor graders etc.
Coal and mineral deprecation beneficiation
Plants &material handling equipment.
Pollution control equipment
Complete equipment for large open pit-mining with annual
Production of ten million tons by shover-hauler process or semi-continuous process
B.underground mining
Drilling, loading, man and material transportation equipments, underground support
vehicles.
Complete project for mining (minerals and metals)
2.

power plants

Mini/micro Ryder power projects.

Thermal power projects up to 1000 MW
Hyden power projects up to 360mw
Transmission and distribution equipment.

3. Materials handling and reduction equipments

Cranes-EOT/HOT up to 250mt capacity.
Mobile cranes-tire mounted and crawler.
Port cranes (luffing cranes, container handling cranes)
Crushers and grinders.

4.

Ferrous and non ferrous metal, Errol-alloys minerals and other metals

Aluminium, brass, copper, chromium metal, Ferrol-silicon, rolled products, steel, silicon
metal etc.
5.
machine tools
Special purpose machine tools
Foundry equipment and machines
Electrical pneumatic and cordless engineering tools
CNC machines.
6.
forgings and castings
Forging & castings of ferrous and non ferrous metals, a steel casting, liner plates, rolling
mills etc.
7.

Manufacturing

Frooti
Appy fizz
Bailley
8.
Export
Commodities
Tea,spices,jute,processed food(veg. & fruits),rice,fruit pulp &
juice,garments,textiles,cosmetics,decorative laminates,marble,minerals,granite(polished
and unpolished)etc.

Ferrous & non-ferrous metals.

Forgings & Castings.
Engineering products.
Material reduction Equipments.

9.

General Trading

Bearings, Cement, Ferrous & Non-ferrous Metals gears and Speed Reducers , Lubricants,
Premium Products, rubber compounds and /chemicals, Steel, Ayres and Tube etc.

Electrical Equipment and components

Transformers
Switchgears
Motors
Luminaries
LT an HT Cables
11. Consultancy Services
We provide Engineering and management consultancy services for infrastructure Projects
i.e. Roads, Bridges, ports and Harbours, water treatment and Distribution, Service
treatment, Material Handling plants, Railways, Urban development etc.

News
The pioneer Jharkhand edition
SWASTIK GROUP
An ISO 9001-2008
Swastik aqua ltd
Swastik coke pvt.ltd.
STI marketing pvt.ltd.

10

Swastik global pvt.ltd

Promoters
Chairman h.p.sawawgi
Directors
Bishwa nath sawagi
Binod sarawgi
Bijay sawagi
Richa sarawgi
Aditya sarawgi
Abhay sarawagi

Promoters
HANUMAN SARAWGI
CHAIRMAN
SWASTIK GROUP OF COMPANIES
SWASTIK HOUSE, GANDHI CHOWK,
UPPER BAZAR, RANCHI-834001
JHARKHAND.

11

COMPANY PROFILE
COMPANY NAME: SWASTIK FRUITS PRODUCT PVT LTD
COMPANY PROFILE: SALES AND MANUFACTURER
ESTABLISHED IN: 2004
MANAGING DIRECTOR BINAY SARAWGI

Mr. Binay sarawgi is b.sc. Is having 22 years of experience with the group
and is responsible for the general administration, finance and trading
activities of the group companies. he is also responsible for the franchise
Units of frooti,appy b.\,fizz and bailey mineral water.
Mr.Binay sarawagi was born on 25th April 1964 at Ranchi in a respectable
jain (aggarwal) family .he is the youngest son of shri hanuman sarawgi
A renowned philanthropist and a well known social leader. He completed the
education from st.Xavier school and and Ranchi college, Ranchi.

LOCATION
12

Main office: Swastik house, upper bazaar

Gandhi chowk,Ranchi
(Jharkhand)

MARKETING DIV: Swastik chambers, 3rd floor,

Gopal complex, Ranchi

Manufacturing unit: Tatishilwai, industrial area

Phase 2, Ranchi
(JHARKHAND)

Employee:

13

5000

OBJECTIVES
To develop an understanding about the structure of
distribution channels adopted by various organizations
in the Swastik Fruits Product Pvt. Ltd.
(Franchisee of Parle Agro Product) market in Jharkhand
& Bihar.
To estimate stock position of Frooti Products and its
competitors products in different outlets.
To estimate the market share of Parle products, Parles
cooling equipments in Jharkhand.
To estimate per day sale o parle brands and its
competitors and to determine the industry value of
Fruits products in Jharkhand.
To develop understanding of coverage of signage
and glow signs of Parle Agro.
To understand the level of consumer awareness

of Parle Agro brands.

To understand the effect of advertisements of

Frooti and its competitors from consumers point

of view.
To estimate the percentage share of

consumption of Frooti brands and its

competitors by various age groups and gender.
14

 To analyze the strength and weakness of Frooti

in terms of Fruits products marketing.

To analyze consumers perception of FROOTI as

compared to MAZZA, SLICE & others FRUITS

JUICES.

To access the strength of the relationship with

customers.
To find out the problems of the Retailers from

distributer channels.
To determine is there is any relation between

consumers age group who likes frooti and price

level of frooti.
To know the satisfaction level of customers

about prices of frooti.

To know the how to improvement of advertising

and campaign of frooti in the market.

15

Research methodology

The sources of data used in this project report

are both primary and secondary data.
1. Primary data
Primary data consists of original information
gathered from sample size of 200respondents
residing in Ranchi, India.
2. Secandary data
Secondary data consist of information that
already exists and that was collected in the past
for other purposes.

16

Sampling technique:
Stratified sampling1. Stratification is the process of dividing members of the population
into homogeneous subgroups before sampling. the strata should be
mutually exclusive. Every element in the population must be assigned
to only one stratum. The strata should also be collectively exhaustive;
no population element can be excluded. Then simple random sampling
or systematic sampling is applied within each stratum. This often
improves the representativeness of the sample by reducing sample
error.

RESEARCH
The wardresses rah derives from the French

recherch, from

recherch, to search closely where chertier means to search.

Research can be defined as the search for knowledge or any
systematic investigation to establish facts. The primary purpose for
applied research is discovering, inter prating and the development of
methods and systems for the advancement of human knowledge on a
wide variety of scientific matters of our world and the universe.
Qualitative research: qualitative research is a method of inquiry
appropriated in many different academic disciplines, traditionally in the
social sciences, but also in market research and further contexts.
Qualitative researchers aim to gather an ion-depth understanding of
human behaviour and the reasons that govern such behaviour. The
qualitative method investigates the why and how of decision making,
got just what, where, when. Hence, miller but focused samples are
more produce information only on the particular cases studied, and any
more general conclusions are only hypotheses (informative guesses).
Quantitative methods can be used to verify, which of such hypotheses
are true.
17

Quantitative research : quantitative research is used widely in social

sciences such as sociology, anthropology
Researching

mathematical

sciences

such

and political science,.

as

physics

is

also

quantitative by definition, though this use of the term infers in

context. In the social sciences, the term relates to empirical methods
originating in both philosophical positivism and the history of statistics,
which contrast qualitative research thuds. Qualitative methods produce
information only on the particular cases studied, and any more general
conclusions are only hypotheses. Quantitative methods can be used to
verity, which of such hypotheses are true.
Quantitative research is generally made using scientific methods,
which can include:

The generation of models, theories and hypotheses

The development of instruments and methods for measurement.

Experimental control and manipulation of variables.

Collection of empirical data.

Modelling and analysis of data.

Evaluation of results.

Quantitative methods are research techniques that are used to gather

quantitative data information dealing with umbers and anything that
is measurable .Statistics, tables and graphs are often used to present
the results of these methods. They are therefore to be distinguished
from qualitative methods.
Research can also fall into two distinct types:
Primary research: Primary research (also called field research)
involves the collection of data that does not already exist. This can be
through numerous forms, including questionnaires and telephone
interviews amongst others. This information may be collected in things

18

like questionnaires and interviews. The term is widely used in mar kept
researched competitive intelligence.

19

Sampling Method
Convenience Sampling Method : convenience Sampling (Sometimes
known as grab or opportunity sampling) is a type of no probability
sampling know as grab or opportunity sampling which involves the
sample being drawn from that part of the population which is close to
hand. That is , a sample population selected because it is readily
available and convenient. That researcher using such a sample cannot
scientifically make generalizations about the total population from this
sample because it would not be representative enough. For example, if
the interviewer was to conduct such a survey at a shopping canter
early in the morning on a given day, the people that he/she could
interview would be limited to those given there at that given time. This
would not represent the views of other members of society in such an
areas, if the survey was to be conducted at different times of day and
several times per week. This type of sampling is most useful for pilot
testing.

Several

important

considerations

for

researchers

using

convenience samples include:

Are there controls within the research design or experiment

which can serve to lessen the impact of a non-random,
convenience sample whereby ensuring the results will be more
representative of the population?

Is there good reason to believe that a particular convenience

sample would or should respond or behave differently than a
random sample form the same population?

Is the question being asked by the research one that can

adequately be answered using a convenience sample?

20

Scope of the study

1. To increase sales of parle agro products.
2. To cope up with competition.
3. To avoid advertising clutter.
4. DATA SCOPE: data is collected from the consumer.

Limitations of the study

1. Some of the responses might be biased.
2. Most of the survey was carried out in and around Ranchi.
3. it is wholly based on primary data.

21

Industry introduction

Parle products pvt ltd based in Mumbai, India has been Indias largest
selling biscuits, parle-g and a host of other very popular brands. Its
reach spans even to the remotest villages of India .many of the parle
products-biscuits or confectioneries, are market leaders in there.
Category and have won acclaim at the mode selection, since 1971.with
a 40% share of the total biscuit market and a 15% share of the total
confectionery market in India, parle has grown to become a multi
million dollar company. Parle agro is a food and beverage company
based in Mumbai, India.
Parle agro-a trusted name in the beverage industry for agro based
drinks. Parle agro is a leading Indian beverage company, the only
Indian transnational giant with the past experience

of having

successfully launched leading soft drink brands like frooti,appy

classic,appy-fizz,bailley packaged drinking water & confectionery
brands like matrix and buttercup parle agro strength is our people who
have worked towards making our presence felt throughout the country
and all over the world through a strong Mumbai see network and well
developed strong infrastructure. Parle agro has its factories located in
silvassa, paralganga, Bhopal, Chennai, Ghaziabad and Hyderabad. At
parle agro, success is a habit, where greater heights are achieved

22

through consumer insight, sond business practices, marketing and

sales innovation, with the focus on the consumer. Thinking consumer,
tasting success, always that is what parle agro is all about.
In the 1950s the undivided chauhan family manufactured beverages,
water, confectionery, biscuits etc. Under its registered brand name
parle.
Over the years the group split into tree different companies-parle agro,
parle bisleri and parle products. Currently all three are separate
ownership and management. They also have different products
manufactured under them. all three companies continue to use the
family trademark-parle under which the current companies are named

parle agro commenced operations in 1984.starting with only beverages

and diversifying to include bottled water in 1993 and confectionery in
2007.frooti was the first product that was rolled out of parle agro in
1985. It went on to become Indias favourite mango drink. It still has a
leading market share.
Mr.prokash chauhan is the executive chairman of parle agro.
Schauna chauhan is the CEO of parle agro.
Alisha chauhan is the director of parle agro.
Nadia chauhan is the director of parle agro.
Parle agro is an Indian company in the beverages industry and has
brands

like

frooti,

consistent

winner

of

Indias

fruit

brand.appy,appy fizz and packaged drinking water, bailey.

23

beverage

A pioneer in Indian industry, parle agro is associated with many firsts

they were the first to introduce fruit drinks in tetra packing ,first to
introduce apple nectar and first to introduce fruit drinks in PET bottles.
In 2008 parle agro forayed into foods with the launch of two
confectionery brands, mintrox mints and buttercup candies. this was
soon followed by two more brands buttercup softease and softease
mithai.recent beverage products from parle agro include saint juice,
LMN and grappo fizz in 2009 parle agro forayed into snacks with the
launch of hippo in line with the companys vision of becoming a major
player in the foods and beverages industry.

24

Parle agro products

Parle agro pvt. Ltd operate under three business verticals: beveragefruit drinks,nectar,100% juice, sparking drinks water packaged
drinking water, food confectionery, snacks

1. Beverages
Frooti launched in 1985 as a mango drinks, frooti is the first beverage
to be launched in tetra packaging in india.frooti is indiafavorate
mango drink and is ranking amongst the most trusted brands in
numerous national surveys

Appy classic
(A)Launched in 1986 as apple nectar and originally available in a
white tetra pack with an apple and leaf graphic, today it comes in
black tetra packaging .appy remains the first apple nectar to be
launched in India.

25

26

(B) Appy fizzLaunched in 2005, appy fizz is Indias first sparking apple drink
available

in

champagne

shaped

PET

bottle.

Considered

the

champagne of fruit drinks.

Appy fizz is a one of a kind product in the beverage market; recently
appy fizz has been given a makeover in terms of a new packaging.
Saint juice: launched in 2008, saint juice is available in three variantsorange, mixed, fruit, grape and apple. Saint juice is 100% juice with no
added

27

color,sugar

or

preservatives.

(B)LMN(C)Launched in 2009, LMN is a fresh take on nimbu pani. It contains

real lemon juice and has no artificial flavours or preservatives.
LMN works as an emergency lemon refresher and tastes closest
to authentic nimbu pani.

28

(D) Grappo fizzLaunched in 2008, grappo fizz is a sparking grape juice drink. Credited
with creating the sparking fruit drinks category in India.
Grappo fizz is along the lines of existing products appy fizz. it is purplered in colours and has no close competition in the market 2.3snacks &
confectionery.

29

(E) Hippo
HIPPO is a baked snack with the goodness of wheat. It is available in
seven

flavours

from

around

the

world

Italian

pizza,

Chinese

Manchurian, hot-n-sweet tomato, Thai chilli, yoghunt mint chutney,

Indian chapatti and Arabian salted. These baked wheat munchies have
no added MSG, no cholestesterol and zero trans-far.

30

Financial information
In todays global marketplace, where growth via acquisition is
prominent, the key to sustained positive financial performance is the
ability to understand and respond to consumer demands and
competitive pressures while reducing cost of production. INDUSTRY
SUSTAINABILITY
Manufactures want to have a positive impact on society and the
environment; in addition, they want to turn sustainability challenges
into business advantages. At the heart of well-planned sustainability
program is the belief that corporate investment in environment in
environmental and social responsibility must strengthen business
performance to be successful. it must reduce environment impact,
achieve genuine economy in the use of resources, deliver a return on
investment, and enhance the equity of your company. Through
automation, three major sustainability objectives can be addressed.
Energy conservation and efficiency. Environmental responsibility and
resource management .safety for workers, machinery, processes and
products.

BRAND EQUITY
Customer loyalty is key to the success of your business and
maintaining

customer

loyalty

is

achieved

through

consistently

manufacturing high-quality products, batch after batch. In doing so you

add value to your brand.

31

COMPETITORS OF FROOTI

Maaza

Type: fruit juice

Manufacturer: the coca-cola company
Country of origin: India
Introduced: 1976
Variants: maaza orange, maaza pineapple
Related products: slice, frooti

32

Maaza is a Coca-Cola fruit drink brand marketed in India and Bang

Bangladesh, the most popular drink being the mango variety, so much
which over the years, the mazza brand has become synonymous with
Mango. Initially Coca-Cola has also launched Maaxa in orange and
pineapple variants, but these variants, but these variants were
subsequently dropped. Coca-Cola has recently re-launched these
variants again in the Indian market.
Mango drinks currently account for 90% of the fruit juice market in
India. Maaza currently dominates the fruit drink category and
compeers with Pepsis Slice brand of mango drink and Frooti
manufactured by parle Agro.
While Frooti was sold in small cartons, Maaza and Slice were initially
sold in returnable bottles. However, all brands are also now available in
small cartons and large PET bottles. Of late, the Indian market is
witnessing the entry of a large number of small manufacturers
producing only mango fruit drink.
Maaza has a distinct pulpy taste as compared to Frooti and tested
slightly sweeter than Slice. Maaza Claims to contain mango pulp of the
Alphonso variety, which is known as the King of Mangoes in India.

History
Maaza was launched in 1976 in India. The union Beverages Factory,
based in the United
Arab Emirates began selling Maaza as a franchisee in the Middle East
and Afric in 1976.
BY1995, it had acquired rights to the Maaza brand in these countries
through maaza International Co LLC Dubai. In India, Maaza was
acquired by Coca-cola India in 1993 from parle-Bisleri along with
other brands such as Limca, citra, Thums Up a Gold Spot, As for
North America, Maaza was acquired by House of Spices in 2005.
Maaza was launched in 1976 in India. The union Beverages Factory,
based in the United Arab Emirates, began selling Maaza as a
franchisee in the Maaza brand in these countries through Maaza
International Co LLC Kubai In India, Maaza was acquired by cocacola India in 1993 from parle- Bisleri along with other brands such

33

as Limac, Thums up and Gold spot. As for North America, Maaza

was acquired by House of Spices in 2005.

34

Tropicana
Tropicana
Brand History was founded, Florida, USA, in 1947. And is now enjoyed
almost everywhere in the world. Carefully nurtured for over 50 years, it
has matured into one of the most respected beverage brands. Today it
is the worlds no. 1 juice brand and is available in 63 countries. Since
1998, it has been owned by Pepsi Co, Inc. Tropicana Premium Gold was
re-launched as Tropicana 100% in year 2008 Brand Advantage
It continues to select the best in fruit to craft high-quality juices, create
original products, pioneer innovative processes and explore new
markets for its products. It is devoted towards a healthful lifestyle by
ensuring that the products are naturally nutritious and provide the
daily benefits that one needs.

35

Categories in India, Tropicana comes in 2 varieties: 100% Juices (sold

as Tropicana 100%) and Juice beverages & nectars (sold as Tropicana).

Dabur real fruit juice

Real has been the preferred choice of consumers when it comes to
packaged fruit juices, which is what makes Indias No. 1 juice brand. A
validation of this success is that Real has been awarded Indias Most
Trusted Brand status for four years in a row.
Today, Real has a range of 14 exciting variants from the exotic Indian
Mango, Mausambi, Guava & Litchi to international favourite slide
pomegranate, Tomato, Cranberry, Peach, Blackcurrant & Mixed Fruit.

36

This large range helps cater different needs and occasion and has
helped real maintain its dominant market share.
A research conducted by Blank stone Market Facts even pointed out
that Real was preferred by over 50% of the respondents. Whats more,
real was liked for being the better tasting juice a category where
likeability is primarily driven by taste.
Made form best quality fruits, Real does not have artificial flavours and
preservatives, and offer your kinds not just great taste, but also Fruit
Power the power of Fruits .the power ot stay ahead. Loaded with
the power of Vitamin C, Real fruit juices have all the necessary
nutrients that keep you active all day long.

Real is endorsed by PFNDAI

The nutritional contents of Real Fruit Juices & Nectars are endorsed by
PFNDAI.. Protein Foods & Nutrition development Association of India.
Protein Foods Association has been in existence for about forty years. It
has gained credibility in health and food professionals such as
physicians, nutritionists, dieticians, food scientists and technologist,
etc. as an unbiased body, almost of the stature of an NGO. Even
government officials have high regards for the association. So when
the association lends its logo to any product, the product is accepted
by them to deliver the nutritional contents as claimed by the
manufacturer.

37

Godrej jump in mango juice

The foods division of Godrej Industries produces and markets edible
oils, vanaspati, fruit drinks, fruit nectar and bakery fats.
The division has two state-of-the-art manufacturing facilities: at wadala
in Mumbai, the capital of the western Indian state of Maharashtra; and
at Mandideep near Bhopal in the northern Indian state of Madhya
Pradesh. It has a national distribution network consisting of 800
distributors and 24 consignments for the processing and packaging of
a wide variety of food products. These include:
The Jump in range of fruit drinks, which come in flavours such as
mango, apple, pineapple and orange.

The Xs range of fruit nectar

(mango, litchi, sweet orange and pineapple flavours). Tomato puree

(under the Godrej brand). Fruit pulps and juices in bulk aseptic
packaging.
A Godrej industry, in keeping with the keeping with the philosophy of
the Godrej Group, believes that quality is the product of a combination
of man and machine. The foods division has people of outstanding
calibre to go with the modern Technology it uses. The result: the ability
to deliver outstanding products.

38

PROFILE OF THE ORGANISATION

MISSION
We will be the leaders in leaders in our business by maintaining high
quality, introducing new and innovative products, reaching every part
of India, remaining customer centric, and constantly upgrading our
knowledge and skills.
to provide consumers superior, wholesome agro based food and drink
bands through which parle can build profitable, growth oriented
organization.

HISTORY
In 1929 a small company by the name of parle products emerged in
British dominated India. The inter was to spread joy and cheer to
children and adults alike, all over the country with its sweets and
candies. the company knew that it wouldnt be an essay task ,but they
decided to take the brave step . Small factory was set up in the
suburbs of Mumbai, to manufacture sweets and toffees. apart from the
factories in Mumbai and Bangalore parle also has factories in
bahadurgarh in Haryana and neman in Rajasthan, which are the largest
biscuit and confectionary plants in the country .additionally, parle
products also have 7 manufacturing units and 51 manufacturing units
on contract.

OBJECTIVE:
To build successful channel relationships (vendor to partner).
39

To assess the critical success factors when selling through distributors.

To outline terms and conditions for establishing partnerships.
To integrate sales and marketing objectives.

Quality assurance
All the products of parle agro Pvt. Ltd. Are manufactured under the
most hygienic conditions. Great care is exercised in the selection &
quality control of raw materials.
Packaging materials. Rigid quality standards are ensured at every
stage of the manufacturing process. Every batch of drink, packaged
drinking water and confectioneries are thoroughly checked by quality
experts using the most Morden equipment.
Our drinkings made available in tetra packs and pet bottle s which
retains the freshness of the drinks for a long time. The special
technology used in the packing keeps the drink fresh for a long period
of time .owing to all these reasons, our products have been awarded
with ISO certification .thus we are edged in providing the new
generation consumers with healthy and delicious during to refresh.

40

Infrastructure
For the brands frooti, appy classic and appy fizz, parle agro Pvt.Ltd. has
strategically located manufacturing facilities at patalganga, Bhopal,
Chennai, Hyderabad and Ghaziabad. We have franchise locations at
Kolkata, guwahati, ambala and Jharkhand .the locations of these units
ensure a consultant output and easy distribution, each factory has
state of the art machinery with automatic packaging facilities.
The plant that produces bailey meets the stringent requirements of the
bis norms comprising of chemical and microbiological tests. All the
plants adhere to the recommended international code of practices and
the general principles of food hygiene.
The state of the art plants also minimize the wastage and render high
yield. we have strength of highly qualified and expoperienced team of
dedicated engineers. These engineers along with our team of R&D
professionals are constantly involved in innovating various techniques
and methods to add value to the industry. The extensive distribution
network, built over the years, is a major strength for our company,
since it helps us to make available to consumers our products even in
the most remote places.

Product range:

FROOTI -mango drink

APPY -apple drink

APPY FIZZ-packaged drinking water
BAILLEY -packaged drinking water
41

COMPITITERS
MAZZA, SLICE, TROPICANA, JUMPIN, BISLERI, AQUAFINA, KINLEY

Primary competitive advantages

Product are manufactured under the most hygienic conditions
The drinks are made available in tetra pack and pet bottles
Healthy and nutritious alternative which are also delicious
Access to best quality fruits
Strategically localed manufacturing facilities
State of the art manufacturing plants
An extensive distribution network

Memberships
Agricultural and processed food products exports
Developments authority (APEDA)
Federation of Indian chambers of commerce and industry (FICCI)
Project exports promotion council of India(PEPC)
Federation of Indian export organizations(FIEO)
Standard certification
ISO certification
HACCP certification

42

SWOT ANALYSIS
SWOT analysis is a strategic planning method used to evaluate
The Strengths, Weakness, Opportunities, and threats involved in a
project or in a business venture. It involves specifying the objective of
the of the business venture or project and identifying the internal and
external.
Factors that is favourable and unfavourable to achieve that objective.
The technique is credited to Albert Humphrey, who led a convention at
Stanford University in the 1960 s and 1070s using data from Fortune
500 companies.
A SWOT analysis must firs start with defining a desired end state or
objective. A SWOT analysis may be incorporated into the strategic
planning model. Strategic Planning has been the subject of much
research.

Strengths : attributes of the person or company that is helpful to

achieving the objective (s)

Weaknesses: attributes of the person or company that is harmful

to achieving the objective (s).

Opportunities: external conditions that is helpful to achieving the

objective (s).

Threats: external conditions which could do damage to the

objectives (s).

Planning for an enterprise is entirely based upon Strength, Weakness,

Opportunity, and Threat (SWOT). The SWOT is an excellent technique
for strategic planning. Howard business school has been by planner all
over the world first develops the technique. Such analysis helps to
promote deep thinking and creative solution by highlighting the rot
cause of problems SWOT analysis enable the company to choose
define its wanted future.

43

Under SWOT analysis, Strength is any characteristic or an organization

originates from its intrinsic capabilities and environment condition.
Weakness arises from adverse internal and external factor.
Opportunities for a firm imply the area of profitable investment there is
created by growth of a country and industry. Threats results from new
competition, substitute product etc. The Opportunity and threats
comes under external analysis and which is done through the ETOP
analysis. Whereas Strength and weakness comes under external
analysis and which is done through the SAP.

SWOT ANALYSIS OF SWASTIK PVT.PLD.

STRENGTH:
Good quality
Good distribution channel
High available
Suitable for all users
After sales services

WEAKNESS:
High price
Lack of promotional scheme

OPPERTUNITIES:
Industrial growth
Offices automation

THREATS:
44

 Emergence of competition
Promotional schemes by the competitors
Threats from local assemblers

45

Analysis of data
(1) Where do you purchase frooti?
(a)general store

(b)pan shop

(c) Sweet shop

(d) canteen

Option

no. Of respondent
percentage

General store

84
42

Pan shop

56
28

Sweet shop

50
25

Canteen

10
05

46

47

(2) Which brand of soft drink you deal in.

(a)frooti

(b)maaza

(c) Slice

(d) jump in

(e) Dabour real

Option

(f) other.

no. Of
respondent

Percentag
e

Frooti

65

35.5

Maaza

36

18

Slice

26

13

jumo in

22

11

dabur real

26

13

others

25

12.5

48

Interpretation-in the mostly soft drink are available frooti and maaza are the
more frequent soft drink which is found and other soft drinks are available i.e
slice,jump in ,dabur real.

49

(3) Which brand is the nearest competitor of frooti brand in your

opinion?
(a) Dabur

(b) maaza

(c) Slice

(d) jump in

(e) Other.

Option

Percentag
e

no. Of
respondent

Maaza

84

42

slice

75

37.5

jumo in

25

12.5

dabur real

25

6.5

1.5

others

Interpretation-according to the retailer

50

(4) Which company have better distribution network?

(a)frooti

(b)maaza

(c) slice

(d)jump in

(e)dabur real

Option

(f)other.
Percentag
e

no. Of
respondent

Frooti

60

30

Maaza

54

27

Slice

40

20

jumo in

16

dabur real

20

10

others

10

51

(5) Which is most preferred size of the bottle by you ?

(a)200ml

(b)300ml

(c) 500ml

(d) 1000ml

(e) 1500ml

Option

Percentag
e

no. Of
respondent

200ml

65

32.5

300ml

40

20

500ml

29

14.5

1000ml

45

22.5

21

10.5

1500ml

52

(6) You know the difference between branded and non branded soft
drink ?
(a) Yes
option

(b) No
yes

No. Of respondent
Percentage

no
170

85

30
15

Interpretation:
In the market the maximum customer know about the branded soft
drink so this is advantage for the soft drink brand in the market.

53

(7) What do you feel about the price of soft drinks

(a)very high

(b)high

(c) Medium

(d) low

(e) Reasonable
option
very high
high
medium
low
reasonable

no. Of
respondent
24
70
51
36
19

percentag
e
12
35
25.5
18
9.5

InterpretationAccording to the mostly retailer opinion the price of soft drink is high so
the branded company need to change the price of the soft drink that
helps to increase the sales.

54

(8) Do you feel a price reduction will increase the sales of branded soft
drinks?
(a) Yes

Option
No. Of
respondent
percentage

(b) No

yes

no
145
72.5

55
27.5

InterpretationIf the price of the soft drinks will reduced then the sales will be
increase as per the given data.

55

(9) Which medium affected to you to buy?

(a)television

(b)magazine/newspapers

(c) Display

(d) hoardings

(e) Campaign

option
television
magazine
/newspapers
display
hoardings
campaign

no. Of
respondent

percentag
e
75
37.5
40
30
25
30

20
15
12.5
15

InterpretationIn the given data explain that the advertising media is the most
prominent then other media sso we can say that for improving sale of
fruit soft drink shouldd be use this media and that will affect the sale in
the market.
56

(10) Do you think that aggressive advertisement further increase the

sales volume of frooti?
(a) yes

(b)no

(c) no reply

option
No. Of
respondent
percentage

Yes

No
120
60

45
22.5

No reply
35
17.5

InterpretationAggressive advertisement is the beneficial promotional activities for

the sale promotion,maximum retailer are agree from the aaggressive
advertisement.

57

QUESTIONAIRE
1) Wwhere do you purchase frooti?
(a)general store

(b)pan shop

(c) sweet shop

(d)canteen.

2) Which brand of soft drink you deal in.

(a)frooti

(b) maaza

(c) slice

(d) jump in

(e) dabur real

(f) other.

3) Which brand is nearest competitor of frooti brand in your

opinion?
(a) Dabur real

(b)maaza

(c)slice

(d) jump in

(e) other.
4)which company have better distribution network?
(a) frooti

(b) maaza

(c) slice
(e)dabur real

(d) jump in
(f) others

5) Which is the most preferred size of the bottle by you ?

(a) 200ml
(b)300ml
(c) 500ml
(d)1000ml
(e) 1500ml

58

6) Do you know the difference between branded and non branded

soft drink?
(a) Yes
(b)No
7) What do you feel about the price of soft drinks.
(a) Very high
(b)High
(c) Medium
(d)Low
(e) Reasonable
8) Do you feel a price reduction will increase the sales of branded
soft drinks?
(a) Yes
(b)No
9) Which medium affect the sales most?
(a) Telcision
(b)Magazine/newspapers
(c) Display
(d)Hoardings
(e) Campaign
10)

Do you thinks that aggresstion to improve the sale?

(a) Yes
(b)No
(c) No reply

59

11)what are your suggestion to improve the sale?

(a) New scheme
(b)Advertisement
(c) Regular supply
(d) Credit facilities
(e) Refrigeration system

60

FINDING
1) In the outlet the mostly doft drink are available and frooti and
maaza are the more frequent soft drink which is found and other
soft drinks are available i.e slice,jump in ,dabur real.
2) In the market the most customer is the 15 to 35 .they are the
prominent to visit the retail shop and purchase the soft drink.so
the brand need to focus on this segment of customers.
3) According to the mostly retailer opinion the price of soft drink is
high so they prefer frooti.
4) The advertising media is The most prominent then other media
so we can say that for improving sale of fruit soft drink should be
use this media and that will affect the sale in the market.
5) Aggressive advertisment is the beneficial promotional activities
for the sale promotiion . maximum retailer are agree from the
aggressive advertisement.
6) Frooti and other soft drinks are mostly sale in the general store
so we can say that better place for improving sale is the general
store and after that other place is the pan shop.

61

SUGGESTION
Need improveement in supply and distribution during the
summer season.
It should provide some extra scheme for retailer and salesman.

It should provide board,banner,and other advertising tools to the

retailers.
A.G.M should also visit at regular interval in the small area.

The salesman should be trained to be friendly with retailers.

Monitoring should be continued every time so the entire market
can be covered.

62