CHAPTER 1 INTRODUCTION

Parle Products has been India's largest manufacturer of biscuits and confectionery for OVER 80 years now. Parle-G, the worlds largest selling biscuit brand that also provides a host of other very popular brands, from the Parle family, symbolizes quality, nutrition and great taste. It is famously known for reaching even the remotest of villages with its offerings. With over 40% share in the biscuit market, Parle has won numerous accolades and awards. One of the greatest strengths of Parle is its widespread distribution channel with approximately 33lakh distribution outlets. Parle Agro Ltd commenced its operations in 1984. One of the biggest companies, Parle Agro has an annual turnover of 10bn which is expected to reach 30bn in the coming years. It has various segments- Beverages, Bottled water, Plastic packaging and confectionary items. FROOTI was the first product to come out from this subsidiary and it is the flagship product and is the most successful product from Parle Agro Ltd. Other beverage offerings of Parle Agro are Appy Fizz, Grappy Fizz and Frooti. Frooti came into its existence in 1985, and within few years created its standing as THE MOST TRUSTED FRUIT BEVERAGE BRAND, with its tag line as Fresh n Juicy being one of the most spoken lines across the Frooti drinkers. Its packaging was a unique way of attracting the youth among others. As we know, every product goes through life cycle (ITNRODUCTION GROWTH MATURITY DECLINE), and after many years of its operation Frooti is slowly making its entry in the decline stage. It has been losing out on its market share due to immense competition in the segment. Its toughest competitors being Mazaa, Slice, Real juices. This now poses a serious threat and question that what steps it will take to regain its lost market share and thereby re-enter as the no 1 fruit based drink in the market.

1.1

OBJECTIVES OF STUDY

To gain an insight into consumers perception towards fruit juice consumption. To understand how the consumers differ with respect to different fruit juice brands.

1.2

RESEARCH METHODOLOGY

The system of collecting data for research projects is known as research methodology. The data may be collected for either theoretical or practical research for example management research may be strategically conceptualized along with operational planning methods and change management. Some important factors in research methodology include validity of research data, Ethics and the reliability of measures most of your work is finished by the time you finish the analysis of your data.

Primary Data: includes all those ways and methods where there is some direct contact with the consumers, decision maker of the company, or the company itself, For examplequestionnaire, survey, personal interview, telephonic interview etc. For our research, we will make use of Questionnaires. Secondary Data: includes all those secondary material which are available on internet, company brochures, newspaper articles, company websites, competitors websites, etc. It is a tedious task to get major chunk of true and correct information, by directly communicating the company sources, or the prospective consumers. With major emphasis on primary information, we will use some information from company magazines, internet etc. as well.

The sampling technique which we have put to use for our research is NON-PROBABLITY SAMPLING TECHNIQUE. Non Probability Sampling: Under the NON PROBABILITY SAMPLING, we have selected QUOTA sampling for the research. Under this, we have based our research focusing on age group. Because we had this perception that Frooti as a beverage is generally for the Youth, so we have designed our questionnaire based keeping these factors in mind.

In short we summaries our research methods as: Technique: QUOTA sampling (age group: 21-28, NON PROBABILITY) Method: questionnaire Sample Size: 50 Area of Survey: IILM, Gurgaon.

CHAPTER 2 DATA ANALYSIS

1) What do you preferred when you are thirsty? (except water)
Preference Frequency Percent Valid Percent Cumulative Percent soft drinks fruit juice Valid lemonade energy drinks Total Missing Total System 4 9 1 1 15 4 19 21.1 47.4 5.3 5.3 78.9 21.1 100.0 26.7 60.0 6.7 6.7 100.0 26.7 86.7 93.3 100.0

INFERENCE-

This shows that out of the data collected 47.4% population prefer fruit juice while only 21.1% prefer cold drinks.

2) What taste or flavors do you like the most?

flavor Frequency Percent Valid Percent Cumulative Percent mango orange Valid lemon Total Missing Total System 4 15 4 19 21.1 78.9 21.1 100.0 26.7 100.0 100.0 7 4 36.8 21.1 46.7 26.7 46.7 73.3

INFERENCE-: Out of the total population surveyed 36.8% prefers mango flavor of their drinks.

3) What type of packaging would you prefer?

packaging Frequency Percent Valid Percent Cumulative Percent tetra pack Valid pet bottles Total Missing Total System 2 13 15 4 19 10.5 68.4 78.9 21.1 100.0 13.3 86.7 100.0 13.3 100.0

INFERENCE-: Of the total surveyed 68.4% people like to have their drink in pet bottles while only 10.5% like to have tetra packs for their drinks.

4) Which brand of soft drink would you prefer?

brand Frequency Percent Valid Percent Cumulative Percent frooti real juice minute maid Valid tropicana maaza Total Missing Total System 3 1 15 4 19 15.8 5.3 78.9 21.1 100.0 20.0 6.7 100.0 93.3 100.0 4 4 3 21.1 21.1 15.8 26.7 26.7 20.0 26.7 53.3 73.3

INFERENCE-: This shows that frooti and real juice are being preferred equally by the customers.

5) What is important to you while choosing fruit drink?

importance Frequency Percent Valid Percent Cumulative Percent Valid Missing Total quality System 15 4 19 78.9 21.1 100.0 100.0 100.0

INFERENCE-: Out of the total consumers surveyed major chunk of them prefer quality as their main constrain while choosing their fruit drinks.

6) Frooti is a nutritional drink?

Nutritional drink Frequency Percent Valid Percent Cumulative Percent agree Valid neutral Total Missing Total System 6 9 15 4 19 31.6 47.4 78.9 21.1 100.0 40.0 60.0 100.0 40.0 100.0

INFERENCE-: Out of the total consumers surveyed 31.6% agree that frooti is a nutritional drink while 47.4% were neutral.

7) According to you frooti is a drink of which age group?

agegroup Frequency Percent Valid Percent Cumulative Percent Valid Missing Total all System 15 4 19 78.9 21.1 100.0 100.0 100.0

INFERENCE-: Frooti is meant for all age groups as it is not age specific as said by the consumers surveyed.

8) Should frooti comes out with new flavours?

New flavors Frequency Percent Valid Percent Cumulative Percent yes Valid no Total Missing Total System 12 3 15 4 19 63.2 15.8 78.9 21.1 100.0 80.0 20.0 100.0 80.0 100.0

INFERENCE-: Frooti should come out with a new flavor as replied by 63.2% of the total consumers surveyed.

9)
Word association Frequency Percent Valid Percent Cumulative Percent cool relaxing Valid fresh jazzy Total Missing Total System 4 7 3 1 15 4 19 21.1 36.8 15.8 5.3 78.9 21.1 100.0 26.7 46.7 20.0 6.7 100.0 26.7 73.3 93.3 100.0

INFERENCE-: Frooti is a relaxing drink as responded by 36.8% consumers and a cool drink responded by 21.1% consumers.

9) Do you prefer frooti if the price is increased?

price Frequency Percent Valid Percent Cumulative Percent Same pice i.e. Rs12 Rs15 Valid Rs18 Total Missing Total System 6 15 4 19 31.6 78.9 21.1 100.0 40.0 100.0 100.0 3 6 15.8 31.6 20.0 40.0 20.0 60.0

INFERENCE-: This shows that customers prefer quality and taste and for that they are willing to pay a bit higher price also.

CHAPTER 3 RELATING CONSUMER PERCEPTION OF FROOTI THROUGH THEORY

3.1 Elements of Perception:
There are four perception elements, sensation, the absolute threshold, the differential threshold, subliminal perception. Sensation is the immediate or direct response of the sensors organs to stimuli. In case of Frooti, when seller gives you two option. First, chilled water and second, Frooti, usually your immediate response to the seller would be Frooti. It is because of Frooti flavor a unique mango flavor which creates direct sensation of mango flavor in consumers mind, there can be many influence. The absolute threshold is the lowest level at which an individual can experience sensation. In same case of Frooti, a consumer can experience low level of sensation when he/she is trusty and Frooti is available in 1 liter pack instead of normal 300ml or 500ml pack, and opposite Nimboos is available in 300ml or 500ml. Here consumer is taste conscious Frootis mango flavor most of time, but Frootis 1 liter pack does not create enough sensation in consumers mind to buy it and hence consumer could prefer to buy Nimboos. The differential threshold is the minimum difference that can be detected between similar stimuli. In Frootis case differential threshold can be identify in sense of, when there are two options between Nimboos and Frooti, and consume normally prefer Frooti but this time his/her sensation drag towards Nimboos. The reason behind choosing Nimboos is because the seller told that this is new drink in flavor of lemon. Here influence term is word of mouth by seller, which is minimum difference between choosing drink. The subliminal perception is about weak or rapid stimuli. Just imaging that a person who never prefer a mango taste, in that case Frooti drink influence is very weak, because that kind of person would never prefer to buy a mango flavor Frooti drink. In vice a versa if a person is highly prefer mango taste then it is hard to influence him/her for other drink, like Nimboos.

3.2 THE PERCEPTUAL PROCESS

1. Selection- A consumer decides to buy Frooti on three basisa. Exposure- Consumer chooses Frooti over other drinks as he/she gets attracted to the packaging which is of yellow color that signifies mango. b. Attention- Advertisements play a very important role in sale of Frooti as they catch the attention of consumers. Mango Frooti Fresh and Juicy is a very famous jingle which makes consumers feel connected with the drink. c. Selective perception- As the product has the first mover advantage, consumers perception regarding Frooti has been constant for many years as most of the consumers associate mango juice with Frooti. 2. Organization- As Frooti came into existence long time back, consumers recognize this brand. The market positioning of Frooti has established both product categorization and product uniqueness.

Interpretation- Frooti has formed a brand image which in turn represents the overall perception of the brand. Brand image of this refreshing drink has been formed on the consumers inferences about this brand.

3.3 Distorting Influences

In perception we perceive any product because of many of is characteristics but there there some distorting elements present in the product or environment that influences the perception of the consumer towards any product and same is the case with Frooti. 1. Physical Appearance of Frooti is one of the most distorting element that makes the perception of the consumer as because of the design and shape of the bottle consumer get attracts and makes a perception that it must be delicious in terms of taste also. 2. First Impressions make the mind of consumers. It is well said that first impression is the last impression so Frooti has already made its impression in the mind of consumers as a chilling and delicious drink to consume at any point of time and at any place. Now, even if the product may not satisfy the consumers but they have made an impression that it is the trusted product and this influences their perception. 3. Halo Effect is the element which makes the perception and influences the consumer to buy product. As Parle is a very known company and its products are very well known to consumers like Hide & Seek Biscuits, Kaccha Mango Bite, Parle G, Krack Jack, etc. All its products has made a halo effect on the consumers as their experiences with the

products in terms of taste was good so they perceived that Frooti as a product of Parle would also be the same in terms of taste.

3.4

STP ANALYSIS OF FROOTI

MARGET SEGMENTATION OF FROOTI Frooti, or Mango Frooti, as it is popularly called, is the largest-selling mango drink in India. iT is the flagship product of and the most successful drink offered by Parle Agro IndiaPvt. Ltd. First tetra pack drink to be introduced in the Indian market. It is also now available in PET bottles and rectangular shaped packs. Frooti has a majority market share of the Rs.300 cr. Demographic: The brands consumer section is broadly divided into two segments. Primary segment: Consists of children in the age group of 4-12 years. Secondary segment: Consists of all adults who love fruit based, on carbonated drinks. Psychographic: The Strategy for 'frooti', therefore focused on the one hand on breaking the image which youth associated 'Frooti' with and on the other on convincing the youth that it is the better alternative than the colas. The Brand 'Frooti' aimed frooti as a fun, trendy and modern drink targeted at the youth segment. The brand's consumer section is broadly divided into two segments. 1) The primary segment consists of children in the age group of 4-12 years. This is because of the growing health awareness among mothers who are very particular about giving fruit drinks to their kids. 2) The secondary segment consists of all adults who love fruit based drinks because they are wholesome and non-carbonate The youth segment was targeted with sub-segments: Pre-teens (9-12), Teenagers (1215) Above teenagers (16-19) These are the new impulse category. The sporty and funloving nature of the teens and their likings of hanging out together while drinking fruit juices or other soft drinks were taken into account.

Geographic: Frooti is exported to the U.S.A., Canada, U.K., U.A.E., Saudi Arabia, Malaysia, Maldives, Singapore, Thailand, NewZealand, Australia,Mozambique, Congo, Ghana, Malawi, Zambia, Nigeria, Tanzania, Japan etc.We segmented Indian market into three major states Maharashtra, Delhi, Karnataka. The brandfrooti is not limited to any age group, profession, religion etc. Initially frooti was launched in three states and after the consumer response was found to be good it was introduced throughout the nation

Positioning of Frooti Frooti Advertisement are no longer just to create buzz, they are created keeping in mind a long term brand vision. Advertisements of Frooti are more about situations and showcasing how consumers connect with Frooti. TARGETING Targeting is the second stage of STP process. After the market has been separated into its segments, the marketer will select a segment or series of segments and 'target' it them. Resources and effort will be targeted at the segment.Frooti initially targeted only the kids. Later, they realized the significance of the drink on the adults since it was considered healthy.Frooti over these years have carved out a niche for itself in the market. Frooti instantly caught the fancy of Indian consumer with its tetra pack and some smart campaigns. Initially the drink was positioned as a kids drink. The product was perceived as a healthy fruit drink by the mothers . So withing a short span of time, the brand was an alternative to the unhealthy colas. The tetra pack had other benefits also. Fruit juice is a perishable product and tetrapack have extended the shelf life of Frooti because tetrapacks have 2 layers of paper and a plastic coating that ensured tamper proof and enhanced shelf life. Targeted Areas: CANTEENS: It can be noticed that in the later advertisements Frooti has targeted the collegegoing students who wants to bunk classes and hang out in canteens with fruit drinks. RESTAURANTS: All the restaurants were targeted from the dhabas to the high profilerestaurants. BUSES/LOCAL TRAINS : Various inter-state and local buses, trains were provided with frooti and almost all the stalls in the bus stations and train stations had frooti available with them MOVIE THEATRES : Frooti is made available in most of the movie theatres around the country

3.5

Perceptual Mapping

Quality High Tropicana Real juice Price High Minute maid Low Frooti Maza

Low

CHAPTER 4 Findings and Summary

When asked what would they prefer to have when thirsty, 47.4% of the respondents claimed that they would go for fruit juices while soft drinks came a close second with 21.1% going for it. Next, we wanted to know what flavours do the respondents like, and surprisingly Mango was the top favourite with 36.8% opting for it. To a question where we asked what packaging style do they feel comfortable with using, 68.4% and 10.5% of the respondents chose pet bottles and tetra packs, which implies they look for ease of carry and storage. When asked by the respondents that which brand of fruit juice do they prefer most, it was surprising to see that 21.1% prefer Frooti and 21.1% of the respondents prefer Real juice. This shows that Frooti is getting tuff competition from Real juice. When asked by the respondents that what do they seek important between price, availability, quality, out of them 78.9% seek quality as their main constrain. This shows that even if the company raises its price of the product a little higher customers will still prefer quality as their main constrain. Frooti is not restricted to a specific age group. It is meant for all age groups as replied by the respondents. Frooti should come out with some new flavours as consumers want to associate frooti with some other fruit also except mango and 63.2% of the respondents gave positive answer. When asked by the respondents to define frooti in one word, 36.8% of them said that after drinking it they fell relaxed while 21.1% responded that frooti is a cool drink.

CHAPTER 5 CONCLUSION

We conducted our survey to find out customers perception about Frooti that what they think of Frooti as fruit drink, so we conducted our research based on this in Gurgaon. Based on the above findings, it is noted that the overall perception of respondents for Frooti is Good. In order to attain the next 2 levels VERY GOOD and EXCELLENT, Frooti needs to develop innovative strategies, give a serious look into its product offerings and utilize its core competencies in the most effective manner. Its 2 closest competitors are Real juice and Mazaa. While Real juice takes the lead as an EXCELLENT drink (based on analysis), Mazaa is also posing serious threat with its innovative and creative advertisements, in what is called THE BEST WAY TO PROMOTE YOUR PRODUCTS. People want to taste frooti in an entirely new flavour. Parle Agro should come out with some new flavour of Frooti like Real juices, Tropicana on public demand and to give its competitors a tuff competition. With intense competition in processed fruit juice segment (Real, Mazaa, Tropicana, Slice), Parle Agro should focus on the factors and features that once made FROOTI, the most dominant Mango juice brand in the market , which would ultimately put a curb in its falling market share. It should look for gender specific distribution strategies since every individual behaves in a certain way, and that doesnt remain stable always.

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1.

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