EXECUTIVE SUMMARY

Alphonso is a mango cultivar that is considered by many to be one of the

best in terms of sweetness, richness and flavor. It has considerable shelf life
of a week after it is ripe making it exportable. It is also one of the most
expensive kinds of mango and is grown mainly in Kokan region of western
India. It is in season April through May and the fruit weigh between 150g
and 300g each.
Non aerated Mango drinks like Frooti (Parle Agro Co.), Jumpin (Godrej
Industries Ltd), Maaza (Coca Cola Co.), Dukes Mangola and Slice (PepsiCo
Inc.) are very popular in India. Many other local brands are also available.
Alphonso mangoes are mostly exported from Ratnagiri and sindhudurg
districts of Maharashtra.
Here main three mango drinks giants Coca Cola, PepsiCo & Parle Agro
marketed their mango drinks i.e. Maaza, Slice & Frooti respectively. India's
mango obsession might be as old as the fruit but the business opportunities it
is creating for food processing sector is something that has never happened
before. While mango drink brands like Coca-Cola (Maaza), Pepsi (Slice),
Dabur (Real Mango juice) and Parle Agro (Frooti) are promoting the
category with new marketing and advertising campaigns.
New capacities, driven by the mango juice and drink segment, are being
added even as the industry consolidates itself. The total domestic processing
capacity for the king of fruits has gone up many times in the past two years
and now is estimated at 15,000 tonnes per day during the season. The
1

demand for processed Indian mango products is growing by about 25% in

both the domestic and the export markets.
The organised beverage market in India is ruled by mango juices, nectars
and drinks that have about 85% of the market share; about 38 million cases
of mango-based drinks are consumed by Indians every year.
Similarly Coca-Cola, whose product Maaza is said to have more than 35%
market share for mango drinks in India. The demand for this mango all over
India is abnormal. Anybody cant forecast the exact demand & growth of
this mango drinks eying on market. India is the world's largest mango
producer, accounting for more than 50 per cent of the world's output in 2012.
Top producers of mangoes, 2008-09 Country Production in millions of tons
are:-

Countries

Production in millions of tons

India
China
Thailand
Indonesia
Mexico
Pakistan
Brazil

13.6
4.2
2.5
2.2
1.9
1.8
1.2

Total

34.9
Top producers of mangoes, 2008-09

"India produced 12,000,000 tonnes of mangoes as against the world's total

production of 23,455,000 tonnes -- 51.1 per cent," S Dave, director of
Agricultural and Processed Food Products Export Development Authority,
said in London.

Countries

Share in Global production (in %)

India
China
Mexico
Thailand
Philippines
Pakistan
Nigeria
Indonesia
Brazil
Egypt

51
9
6
5.2
4
3.8
3
2.6
2.5
1

Top Mango Producing Countries of the World

Source: CIA World Fact book (2011)

Source: www.mapsofworld.com

Thus India is worlds Largest manufacturing Country and the companies like
Coca-cola, PepsiCo and Parle Agro have a big benefit to manufacture there
product which are based on mango. This companys newer get shortage of
raw material and it is an added advantage to the companies.

SCOPE OF STUDY
1. Detailed study of the non-carbonated soft drinks industry in India.
2. Analysis of Slice, Maaza and Frootis performance against each other.
3. Analyzing consumer perception based on various parameters such as
purchase frequency, effect of sales promotion schemes, brand
attributes and consumer loyalty, packaging, pricing and advertising.
OBJECTIVES OF THE STUDY
1. To study the taste and preferences of the consumer among
Slice, Maaza and Frooti.
2. To study the marketing mix of Slice, Maaza and Frooti.
3. To study the market share of Frooti in the non-Carbonated
Soft Drink (NCSD) category.
4. To study the consumption pattern of the Slice, Maaza and Frooti.

RESEARCH METHODOLOGY:
A)

DATA COLLECTION

1)

Primary Source
Consumers

2)

Secondary Source
Website
Magazines and Newspapers

B)

RESEARCH INSTRUMENTS
Questionnaire

C)

SAMPLING PLAN
1)

Sampling Unit: Who is to be surveyed?

Urban Consumers

2)

Sample Size: How many people to be surveyed?

100 Units (of all age groups)

3)

Sampling Procedure:
Convenience Sampling

Literature Review
ARTICLE NO. 1

PepsiCo India launches interactive promotion for Mango Slice

Friday, March 09, 2012
This story ran in PEPline, PepsiCos global employee newsletter, and is
proudly brought by a PepsiCo employee or a friend or family member of a
PepsiCo employee. (Pepsi.com)
In India, Slice has come up with a unique opportunity for its consumers - an
unmatched experience providing "Pure Mango Pleasure," and a special
surprise in each of its glass bottles. Through this unique interactive
promotion "Katrina ka number, crown ke under" (Katrinas number, under
the crown) consumers can win a date with Bollywoods leading actress and
Slice brand Ambassador Katrina Kaif.
Every Slice cap features a mobile number which consumers can call and, if
they're lucky, they win a date with Katrina. One winner will win a date every
day through

March

31. Other

prizes

include

collectible

Slice

merchandize and personalized digital wallpaper.

This Slice campaign is led by a TV commercial that shows Katrina inside a
Slice bottle. Directed by Cannes Gold winning director Prakash Varma, the
7

commercial was shot underwater in Thailand, and has artistically captured

underwater visuals that give Katrina an ethereal look inside the bottle.
Slice is all about the indulgence that is bottled in every single pack, and the
concept of this unique initiative is to offer an unforgettable experience to our
consumers via every bottle of Slice" said Homi Battiwalla, executive vice
president, Colas, Hydration & Mango-based Drinks - PepsiCo India. "We
have focused extensively on building engagement with our consumers via
exciting experiences planned online and on-ground, including radio
integrations, an interactive outdoor campaign with web interfaces and largerthan-life Katrina in a Slice bottle installations, among others."

Article no. 2

Coca-Cola System Investing $2 Billion in Long-Term,

Sustainable Growth in India
(Investment includes new infrastructure, partnerships, brand building and
sustainability programs)
GURGAON, India, Nov. 14, 2011

Coca-Cola India, the country's leading Beverage Company, today announced

that the Coca-Cola system in India will invest US$2 billion over the next
five years, beginning in 2012, to further capture the opportunity in the Indian
nonalcoholic ready-to-drink (NARTD) beverage market. India is a strategic
growth country for The Coca-Cola Company, ranking among its top 10
markets in volume globally and as the largest market in the Eurasia and
Africa Group.
Ahmet C. Bozer, Coca-Cola's President, Eurasia and Africa Group, said,
"India is one of our most important growth markets as we work toward our
2020 Vision of doubling system revenues and servings this decade. The
opportunity in the packaged beverage segment is immense, and our efforts in
India are focused on being the beverage of choice all day, every day. If we
continue to do the right things each day and at all times, it would not
surprise me if India becomes one of the top five markets for the Company
globally by the end of this decade."
9

NARTD beverages have enormous growth potential in India. The Coca-Cola

Company and its bottling partners have robust plans to capture this
opportunity with investments in innovation, consumer marketing and brand
building, expansion of distribution and cold drink equipment placement as
well as further development of manufacturing capacity to meet growing
consumer demand.
The Coca-Cola system has already invested over US$2 billion in India since
it re-entered the country in 1993, and currently it directly employs more than
25,000 people. The system is estimated to have created indirect employment
for more than 150,000 people in related industries through its vast
procurement, supply chain and distribution system. The investments
announced today by Coca-Cola will further catalyze economic growth and
create new opportunities for the local community.
Atul Singh, President & CEO, Coca-Cola India and South West Asia, said,
"This investment is a part of our long-term commitment to invest in
innovation, partnerships and a portfolio of brands that will enable us to grow
our business in a sustainable and responsible way. In addition to our
infrastructure and capabilities, the new investment will also focus on
enhancing the consumer experience, building brand loyalty and contributing
to environmental sustainability and community development. Our India
business has been growing at a robust rate over the last five years, and our
goal is to continue this growth momentum. The country's demographics,
economic and social parameters are all huge drivers of growth and we have
to ensure that we capitalize on the opportunity."
10

The Coca-Cola Company has registered volume growth in India for the past
21 quarters, 15 of which have seen double-digit growth. Two of the
Company's core sparkling brands -- Thums Up and Sprite -- are the country's
top selling soft drink brands. Trademark Coca-Cola is one of our fastest
growing sparkling brands and Maaza is India's largest selling juice drink.
Coca-Cola was recently recognized as India's most trusted beverage brand in
Brand Equity's 2011 "Most Trusted Brands Survey," and Coca-Cola India
ranks among the top five most respected FMCG companies in India as
ranked in Business World's 2011 "Most Respected Companies Survey."
The Coca-Cola system has a long history of partnership with nongovernmental organizations in India for community development and
sustainability initiatives. As a system, Coca-Cola has now achieved a net
zero balance with regard to groundwater usage in India. It is well integrated
with local Indian communities and is a valued contributor to economic and
social growth.
The Company and its bottling partners are strong supporters of education in
India through programs like the 'Coca-Cola NDTV Support My School'
campaign, which is aimed at creating more than 100 model schools in India.
The Company also supports sports programs to encourage active, healthy
living such as the Coca-Cola Under-16 Cup cricket tournament, the CocaCola Mir Iqbal Hussain Trophy football tournament, Sprite Gully Cricket
and Sprite NBA Jam.

11

Worldwide, The Coca-Cola Company and its bottling partners are investing
nearly $30 billion over the next five years to support anticipated growth
across its system. These investments range from new manufacturing
facilities to new distribution systems to new marketing investments in
emerging economies. The Coca-Cola system currently employs more than
700,000 people worldwide, making it one of the world's top five private
employers.

12

Article no. 3
Coca-Cola India, Jain Irrigation Partner with Farmers to
Boost Mango Production (thecoca-colacompany.com)
September 27, 2011

Coca-Cola India and Jain Irrigation have launched a unique partnership to

help India's mango famers double their yields and increase their incomes
through the use of modern farming practices.
Project Unnati will promote the use of Ultra-High Density Plantation
(UHDP) practices, which help mango orchards reach their full potential in
three to four years, compared with seven to nine years with traditional
planting methods. These sustainable techniques also allow nearly 600 trees
to be planted on a single acre, compared to the conventional method of 40
trees per acre.
During the project's first phase, 200 demo farms between one and three acres
will use UHDP techniques for mango cultivation while also utilizing the
benefits of drip irrigation. This will improve farmers' annual income by
increasing per-acre yields while simultaneously decreasing the amount of
water used during mango production.
Coca-Cola India and Jain Irrigation each will invest USD$1 million in the
initial phase of the project, which will focus on select farms in the Chittoor
and Cudappa districts of Andhra Pradesh. This area is renowned for its
13

production of the Totapuri Mango, a key ingredient in Maaza, India's topselling mango drink.
UHDP practices represent viable and sustainable solutions to meet the
growing demand for packaged mango-based beverages in the coming years.
The initial demo farms will showcase and train farmers on UHDP practices
under a capability-building program jointly managed by Coca-Cola
University and Jain Irrigation. Coca-Cola University's curriculum of training
programs in India includes "Parivartan," which has successfully trained
more than 70,000 traditional retailers through classroom teaching and a
customized, on-the-go training bus.

14

Article no. 4

Maaza: Mango mazaa, round the year

By Anushree Bhattacharyya, afaqs!, New Delhi, February 07, 2012

The campaign for the mango drink is based on the thought that things that
people desire and love the most should be accessible to them, anytime and
anywhere.
The new campaign for Coca-Cola's mango-based drink Maaza focusses on
the idea that things that people desire and love the most should be accessible
to them, anytime and anywhere.
Conceptualised by Leo Burnett, the television commercial, titled 'Har
mausam aam', focusses on how fruit-sellers and vendors engaged in selling
mangoes seek alternate employment opportunities (ranging from astrology
to dentistry) during off season. With Maaza, consumers can now experience
the taste of mango in all seasons. This also provides an employment
opportunity to the vendors, who can sell Maaza throughout the year, along
with real mangoes during summer. This proposition is further stressed with
the tagline Maaza - 'Har mausam aam'.
According to Andriy Avramenko, vice-president, juice business, Coca-Cola
India, Indians often passionately debate the experience of having a mango,

15

and it is the experience that they crave more than the taste. "Over the years,
we have relished different varieties of mangoes. The latest campaign for
Maaza is designed to give all mango lovers the choice to enjoy the
superlative taste experience of the delicious fruit all through the year, with a
new variety -- Maaza, the 'Har mausam aam', he says.
"The thought is to strengthen brand Maaza's strong association with the
mango in a very entertaining and engaging manner," adds Avramenko.
K V Sridhar, national creative director, Leo Burnett, explains, "Whether it is
'Bina guthali walla aam' (seedless mango) and 'Aam ki pyaas bujhaye', to
'Jaldi kya hai', Maaza has always been positioned as an alternative for people
who love mangoes and are ready to do anything for it. The new tagline, 'Har
mausam aam', combines all earlier thoughts and re-positions Maaza as the
natural answer to the problem of being unable to consume mangoes once the
summer season gets over."
In addition to a television campaign, Coca-Cola plans to roll out a range of
initiatives including out of home (OOH), point of sale merchandise, and onground activations across key markets.

Striking the right chord

The television campaign draws mixed reviews from industry professionals.
While most agree that 'Har mausam aam' is the right idea for the brand, they
add that the idea could have been brought alive in a more interesting way.

16

Ryan Menezes, chief creative officer, Percept/H, says, "The ad has a

promising start, but ends with a whimper -- with a standard product
endorsement style that shows a kid on top of a mango tree mouthing the line.
The TVC is, however, well produced and cast. 'Har mausam aam' is a strong
platform, which could have probably been exploited better from the
viewpoint of the consumer, rather than the mango sellers, though Maaza has
been down that path before."
Meraj Hasan, vice-president, strategic planning, Everest Brand Solutions,
calls the idea strategically correct on the insight about Indians missing the
mango season, and round the year consumption cues.
"Moreover, the mango sellers' side of the story has been executed well, with
a good cast, which further makes it entertaining. Over all, the idea of the
commercial works and is also a welcome departure from the last 'wannabe
commercial' Jaldi kya hai," he adds.

17

ARTICLE NO. 5
It's all fun and games with Frooti
By Biprorshee Das, afaqs!, Mumbai, April 06, 2011
Continuing with its theme of 'Why Grow Up', Frooti's latest 'Crazy Mango
Fun' campaign takes to further engagement with an outdoor game show.
The shades are drawn. The ice buckets are out. The aroma of luscious
mangoes fills our senses. And, Frooti launches its new campaign as the
country waits eagerly to savour the king of fruits. After Frooti 'Slurpbox' and
the much popular 'Mango Surprise' campaign last summer, Frooti carries
forward the theme of 'Why Grow Up' this year.
This time around, it is a game show. The campaign - Crazy Mango Fun created by Creativeland Asia with the team at Parle Agro, is a conceptualised
branded entertainment for viewers in the form of a mango-themed outdoor
game show.
For the game show, called Mango Slam Bam Bam Bam, a set with giant
mangoes was created with three mango-based games. Eight rigged cameras
on the set captured 150 contestants in the age group of 15-60 years trying
their hands at the games over a period of three days.
Multiple 30-second television commercials featuring the participants in the
games are being aired, currently. Ram Madhvani of Equinox Films has
directed the films.

18

"The last time, we interpreted a certain television format and created it

around the mango. This time, we went a step ahead and took on reality game
shows," says Sajan Raj Kurup, founder and creative chairperson,
Creativeland Asia.
"Madhvani and I often joked after the shoot that maybe we should retire and
do game shows," Kurup quips.
He says that it is challenging to reinvent the category every year and do
different things. "All agencies handling similar products get almost the same
brief. But, how much more can you keep saying the same thing? We broke
Frooti down. It is a fun drink. So, we thought of creating an experience.
People will remember people having fun with the mango," says Kurup.
"Nobody has the time for verbal gymnastics. We are the market leaders and
we want to head confidently and demonstrate the same. That is the genesis
of 'Why Grow Up'," he adds.
According to Madhvani, it is being ridiculous, but in a good way. He says
that communication needs to get people talking about it.
"We are not just looking at a stand-off film, but at interaction. The best work
in advertising is one that goes beyond the usual and becomes a part of
popular culture. With the Frooti campaign, the biggest challenge for me was
to create the atmosphere outside the camera that would capture the emotions,
the overwhelming craziness inside it," he says.

19

"My job was not just about placing the cameras, but to capture the reality the mood - to get people to react spontaneously and be themselves,"
Madhvani adds.
Clearly aimed at higher engagement with the consumer, the integrated
campaign involves multiple 30-second TVCs featuring the participants, an
extensive social media campaign across various vehicles, direct marketing
and on-ground activation such as replicating the games at malls and other
strategic locations, sampling and radio.
A microsite, www.crazymangofun.com, is also live where games are being
developed, where one can superimpose other faces on the faces of the
contestants in the ad and forward it.
Frooti is also tying up with a youth channel to run the content as a branded
game show and a bigger blast is expected during the IPL.
Nadia Chauhan, joint managing director and chief marketing officer, Parle
Agro, says, "We have the advantage of using innovation in our
communications. The new TVC is radical in its approach, taking this
innovative reality TVC format to a whole new level that will help us
communicate the brand philosophy of 'Why Grow Up' and connect with
consumers across age groups."
The media duties for the brand are handled by OMD.

20

Crazy Enough
The campaign has evoked mixed responses from industry experts. While the
strategy that facilitates large scale engagement has been welcomed and
much appreciated, the films have met with slight criticism, as well.
Brijesh Jacob, managing partner, White Canvas, is of the view that the films
get a tad monotonous.
"As a format, the previous campaign was far more entertaining. The films in
this campaign, in the zone of fun games, get a bit repetitive after a few
watches. If you have seen one film, you feel you have seen them all. The
level to up the humour in some gets a little slapstick, too," says Jacob.
However, he is all for the strategy, which he thinks works well for the brand
to stay on top of the mind.
"It is fantastic. There is only so much you can talk about with a product like
this. It is a low involvement category, and it is very important for the brand
to stay on the top of the consumer's mind. So, it is phenomenal for the brand
to take that higher ground," Jacob says.
Jitender Dabas, vice-president and head, planning, McCann Erickson, looks
at the campaign at large, offering his comment on the same, as well as the
category. According to him, Frooti occupying the territory of fun, has both
its advantages, as well as risks.
"Mango as a fruit can be seen at two levels. It is associated with extreme
taste cravings, as well as the fun that is associated with the fruit. Frooti

21

seems to occupy the fun category. The creative device generates curiosity
instead of craving. The format breaks clutter, creates buzz and has the
potential to step off TV for a complete integrated campaign," says Dabas.
"In this case, however, the advertising will be talked about much more than
the product. Do I feel like reaching out for a mango drink after watching the
ad? No! Will I be talking about the campaign? Yes! Right now, Frooti might
not have to bother with the campaign having such clutter breaking potential,
but Maaza and Slice are focussing on taste and craving. Hence, there is a
risk of the brand losing the taste association," adds Dabas.

22

NON-CARBONATED SOFT DRINK INDUSTRY IN INDIA

AN OVERVIEW:
The non-carbonated SOFT DRINK (NCSD) sector can be classified as Fruit
drinks, Nectar and Juices. The classification is based on the percentage of
the fruit pulp content in the beverage.
Fruit drink has to have minimum fruit pulp content of 10%, while Nectar
needs to have a minimum fruit pulp content of 25%. The total size of the
branded noncarbonated beverages in the organized segment is estimated at
Rs.500 crores. The Fruit drink segment is estimated at Rs.250-300 crores,
while the Juice market (Branded & Packaged) is estimated at Rs 150 crores.
Nectar is a small category of around Rs 35-50 crores. In the fruit drink
category, Parles Frooti, Godrejs Jumpin and Coca-Colas Maaza and
Pepsis Slice are the major brands. In the Nectar segment, the key national
players are - Dabur, Godrej Xs and Parles Appy.
The two key national level players in the juice segment are Tropicana and
Real. Real is the market leader with 55-60% market share. Tropicana has an
estimated share of 30-35%. Several local / regional brands also exist, besides
a huge unorganized sector.
The Juice category is the fastest growing segment at present, estimated to be
growing by 20-25% p.a. The fruit drinks category has also been witnessing
growth of around 5% p.a.
23

The main reason for this growth in the NCSD Category is the change of the
consumer preference from the carbonated to the non-carbonated soft drink
sector mainly due to increasing Health Awareness among consumers and the
Pesticide issue relating to Coke and Pepsi.
In the Fruit Drink segment, Frooti is the clear market leader with around
85% market share but in the NCSD category as a whole, its 12 share has
been declining because of the growth in Fruit Juice segment.
So, with the growth of the NCSD category, Frooti has to compete with all
the segments in this category to take a larger share of this growth.

24

BEVERAGE
What is beverage?
A drink, or beverage, is a liquid specifically prepared for human
consumption. In addition to basic needs, beverages form part of
the culture of human society. Or any liquid suitable for drinking; Or a liquid
to consume, usually excluding water; a drink. This may include tea, coffee,
liquor, beer, milk, or soft drinks.
Types of beverage
The various types of beverage are:
Alcoholic beverages
Non-Alcohol beverages
Soft drinks
Fruit juice
Hot beverages
Other
1. Alcoholic beverages
An alcoholic beverage is a drink containing ethanol, commonly known as
alcohol, although in chemistry the definition of an alcohol includes many

25

other compounds. Alcoholic beverages, such as wine, beer, and liquor have
been part of human culture and development for 8,000 years.
2. Non-alcohol beverages
Non-alcoholic beverages are drinks that would normally contain alcohol,
such as beer and wine but are made with less than .5 percent alcohol by
volume. The category includes drinks that have undergone an alcohol
removal process such as non-alcoholic beers and de-alcohol zed wines.
Non-alcoholic variants:
Low alcohol beer
Non-alcoholic wine
Sparkling cider

3. Soft drinks

The name "soft drink" specifies a lack of alcohol by way of contrast to the
term "hard drink" and the term "drink", the latter of which is nominally
neutral but often carries connotations of alcoholic content. Beverages
like colas, sparkling water, iced tea, lemonade, squash, and fruit are among
the

most

common

types

of

soft

drinks,

while hot

chocolate,

hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this
classification. Many carbonated soft drinks are optionally available in
versions sweetened with sugars or with non-caloric sweeteners.

26

4. Fruit juice
Juice is a liquid naturally contained in fruit or vegetable tissue. Juice is
prepared by mechanically squeezing or macerating fresh fruits or vegetables
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 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"
5. Hot beverages
Hot beverages, including infusions. Some times drunk chilled.
Coffee-based beverages
Cappuccino
Coffee
Espresso
Caf au lait
Frappe
Flavored coffees (mocha etc.)
Latte

27

 Hot chocolate

Hot cider
Mulled cider
Tea-based beverages
Flavored teas (Chai etc.)
Green tea
Pearl milk tea
Tea
Herbal teas
Yerba Mate
Roasted grain beverages
Sanka

6. Other
Some substances may either be called food or drink, and accordingly be
eaten with a spoon or drunk, depending on solid ingredients in it and on how
thick it is, and on preference:
Soup
Yogurt

28

BEVERAGE INDUSTRY IN INDIA

India is home to one of the most ancient cultures in the world dating back
over 5000 years. Beverages industry in India plays an important role in the
Indian FMCG market. It is an industry, in which the players constantly
innovate, in order to come up with better products to gain more market share
and to satisfy the existing consumers.

29

BEVERAGE
S

Alcoholic

Non-Alcoholic

Carbonated

Cola

Non-Cola

NonCarbonated
Non-Cola

The beverage industry is vast and there various ways of segmenting it, so as
to cater the right product to the right person. The different ways of
segmenting it are as follows:
Alcoholic, non-alcoholic and sports beverages
Natural and Synthetic beverages
In-home consumption and out of home on premises consumption.
Age wise segmentation i.e. beverages for kids, for adults and for
senior citizens

30

 Segmentation based on the amount of consumption i.e. high levels of

consumption and low levels of consumption.
If the behavioural patterns of consumers in India are closely noticed, it could
be observed that consumers perceive beverages in two different ways i.e.
beverages are a luxury and that beverages have to be consumed occasionally.
These two perceptions are the biggest challenges faced by the beverage
industry. In order to leverage the beverage industry, it is important to address
this issue so as to encourage regular consumption as well as and to make the
industry more affordable.
Four strong strategic elements to increase consumption of the products of
the beverage industry in India are:
The quality and the consistency of beverages needs to be enhanced so
that consumers are satisfied and they enjoy consuming beverages.
The credibility and trust needs to be built so that there is a very strong
and safe feeling that the consumers have while consuming the
beverages.
Consumer education is a must to bring out benefits of beverage
consumption whether in terms of health, taste, relaxation, stimulation,
refreshment, well-being or prestige relevant to the category.
Communication should be relevant and trendy so that consumers are
able to find an appeal to go out, purchase and consume.
The beverage market has still to achieve greater penetration and also a wider
spread of distribution. It is important to look at the entire beverage market,
31

as a big opportunity, for brand and sales growth in turn to add up to the
overall growth of the food and beverage industry in the economy.

Whats in Soft Drinks?

Soft drinks have been part of the American lifestyle for more than 100 years.
Many of todays soft drinks are the same as the first ones enjoyed in the
1800s.
Soft drink production begins with the creation of flavored syrup using a
closely-guarded company recipe. The syrup is mixed with purified water and

32

then carbonated by adding carbon dioxides gas under pressure. This

carbonation creates the tingly fizz that gives soft drinks a refreshing taste.
Now for a closer look at soft drink ingredients.
Like other foods, the ingredients that are used soft drinks are approved and
closely regulated by the U.S. Food and Drug Administration (FDA). All of
the ingredients used in soft drinks are found in a variety of other foods.

Water
Soft drink production starts with a pure source of water. Regular soft drinks
contain 90% water, while diet soft drinks contain up to 99% water. Drinking
water often contains trace amounts of various elements that affect its taste.
You have probably noticed that tap water tastes different in various regions
of the country. Bottlers use sophisticated filtering and other treatment
equipment to remove any residual impurities and to standardize the water
used to make soft drinks.

Carbon Dioxide
A colorless and odorless gas, carbon dioxide is the essential characterizing in
all carbonated beverages. It is given off when we breathe and is used by
plants to produce oxygen.
When dissolved in water, carbon dioxide imparts a unique taste. For that
reason natural sources of carbonated, or effervescent, mineral waters were

33

once highly prized. These rare mineral waters were also believed to have
beneficial medicinal properties. Efforts to make and sell artificial
effervescent mineral water were well underway in Europe and the U.S. by
1800.
It was the innovative step of adding flavors to these popular soda waters
that gave birth to the soft drink beverages we enjoy today. In the early days
of soft drink manufacturing, carbon dioxide was made from sodium salts.
This is why carbonated beverages were called sodas or soda water.
Today, bottlers buy pure carbon dioxide as a compressed gas in highpressure cylinders. Carbon dioxide gas is absorbed into the flavored soft
drink in a carbonator machine just before the container is sealed. While
under pressure and chill the soft drink may a sorbe up to four times the
beverage volume of carbon dioxide.
When you open a soft drink bottle or can, he pop you hear and the fizz
you see is the rapid escape of carbon dioxide gas caused by the sudden
release of pressure on the beverage.

Flavors
One of the most important ingredients in soft drinks is flavoring. Most soft
drink bottlers mix many individual flavors to create distinctive tastes.
Natural flavors in soft drinks come from spices, natural extracts and oils.
Fruit-flavored soft drinks such as orange and lemon-lime often contain

34

natural fruit extracts. Other flavors such as root beer and ginger ale contain
flavorings made from herbs and spices.
There are also some artificial or man-made flavorings used in soft drinks.
Nature does not produce enough of some flavors to satisfy world demand.
Also, some natural flavors are limited geographically and seasonally.

Colors
Many people dont realize how important color is to taste perception. Color
affects our psychological impression of food. If you don believe it, try
eating a familiar food in the dark. The colors used in foods and beverages
come from both natural and synthetic sources.

Caffeine
Caffeine is a substance that occurs naturally in more than 60 plants including
coffee beans, tealeaves, kola nuts and cacao beans. In some cases, small
amounts of caffeine are added to soft drinks as part of the flavor profile. The
amount of caffeine in a soft drink is only a fraction of that found in an equal
amount of coffee or tea.
Caffeine has a classic bitter taste that enhances other flavors. It has been part
of almost every cola-and pepper-type beverage since they were first
formulated more than 100 years ago and has been enjoyed in coffee, tea and
chocolate beverages for centuries.

35

Even though some people feel the effects of caffeine are harmful, scientific
research has refuted these claims. The long history of caffeines use confirms
that it is safe when consumed in moderation. For people who wish to restrict
their caffeine, many caffeine-free soft drinks are available.

Acidulates
Similar to fruit juices and many other food products, most soft drinks are
slightly acidic. Acidulates add a pleasant tartness to soft drinks and act as
preservative. Some soft drinks contain a small amount of one or two
common foods acidulates phosphoric acid and citric acid occasionally,
other acidulates such as malic acid or tartaric acid are also used.

Preservatives
Soft drinks do not normally spoil because of their acidity and carbonation.
However, storage conditions and storage time can sometimes impact taste
and flavor. For this reason, some soft drinks contain small amounts of
preservatives that are commonly used in many foods.

Potassium
Potassium is another essential nutrient found many natural and man-made
food ingredients. Like sodium, potassium exists naturally in drinking water

36

and, therefore, soft drinks. Small amounts of potassium are also found in
some of the flavoring agents and other ingredients used in soft drinks.

Sodium
Because the names soda pop, soda water was associated with early soft
drinks, many people falsely believe that carbonated beverages contain
significant amounts of sodium. This is not true.
Sodium, in the form of various salts, is present in many natural and manmade compounds. It is an essential mineral nutrient responsible for
regulating and transferring body fluids, as well as other important body
functions. Although an adequate daily intake of sodium is necessary for
good healthy, excessive consumption has been tied to high blood pressure in
some people.
Soft drinks are not significant sources of sodium in the diet. In fact, the local
drinking water supply used in making soft drinks contributes most or all of
the sodium. Small amounts of sodium in some soft drinks can also come
from other ingredients.
Soft drinks are classified by FDA as low or very low sodium foods.
Even people who are advised to restrict their intake of sodium by their
doctor can usually drink and enjoy soft drinks with their doctors approval.
Sodium-free soft drinks are available.

37

Sweeteners
Non-Diet Soft Drinks
Most regular (non-diet) soft drinks are sweetened with sucrose or high
fructose corn syrup, (HFCS0). A mixture of these sweeteners may also be
form sugarcane or sugar beets. HFCS is a newer and more convenient liquid
sweetener, similar to sucrose but made from corn. It is now use in many
prepared foods.
With either, the amount of sweetener in a soft drink ranges from 7 to 14%,
about the same amount as a glass of pineapple or orange juice. Both sucrose
and HFCS are easily digested carbohydrates, and carbohydrates are an
important part of the diet. They provide calories, which are the source of
energy for the body.
Sometimes thought to be more fattening than other foods sugar actually
contains the same number of calories by weight as protein (4 calories/gram),
and less than half the calories of fat (9 calories/gram). Sugars also contain
far fewer calories than alcohol (7 calories/gram).

Diet Soft Drinks

The popular class of beverages known as diet soft drinks is made possible by
the intensely sweet substances we refer to as diet or low calorie
sweeteners. Aspartame, saccharin, sucralose and a casual fame K are

38

approved for use in soft drinks today and sweeteners remains an active area
of food research. By choosing from a variety of different sweeteners,
manufacturers can blend sweeteners to match beverage formulations and
better appeal to all consumer tastes and preferences.

Aspartame
After many years of scientific testing, aspartame was first approved for use
in some foods in 1981, and for soft drinks in 1983. it has been reviewed and
approved, not only by the U.S. Food and Drug Administration (FDA), but
also by the governments of more than 60 countries and the World Health
Organization.
Aspartame is a nutritive sweetener, meaning it is easily digested and
provides calories. However, its sweetening power is so great that the tiny
amount needed to sweeten a soft drink adds less than one caloric per 12ounce can.
Soft drink companies use slightly different amounts of aspartame in various
flavor recipes. Most diet soft drinks are sweetened with aspartame alone, but
some may contain a blend of aspartame and saccharin. If aspartame is the
only sweetener used, about 15 milligrams per ounce of beverage is added.
As other diet sweeteners become available, more sweetener blends are likely
to be used.

Saccharin

39

Saccharin has many desirable properties that make it a valuable food

ingredient. It is extremely sweet about 300 times sweeter than sugar and
contributes no calories. It is stable in foods and is metabolically inert, which
means that it goes through the body without changing. Finally, it is relatively
inexpensive.
Because of some concerns raised in the late 1970s, labels formally were
required on all products containing saccharin. It is now generally accepted
by academic scientists, the federal governments National Toxicology
Program and various international health organizations that there is no risk
in consuming saccharin. The many years of saccharin use demonstrate not
only its popularity with soft drink manufacturers, but also with consumers.

Acesulfame k
Acesulfame K, under the brand name of Sunnett, is an example of a new
diet sweetener approved for soft drinks by the FDA in 1998. Acesulfame K
is a calorie free, heat stable sweetener that is 200 times sweeter than sugar.

Sucralose
Sucralose was approved by the FDA in 1998 for use in a wide variety of
food products including soft drinks. Sucralose is a low calorie, high-intensity
sweetener that is about 600 times sweeter than sugar. It is sold under the
brand name of Splenda Sucralose and sucrose (sugar) have been shown to
have similar taste and flavor profiles.
A number of other fascinating low-calorie sweeteners are currently
undergoing safety evaluations for future use. These include all-time, a

40

compound similar to aspartame that is remarkably 2,000 times sweeter than

sucrose and various naturally occurring plant derivatives, such as stevia and
thaumatin.

OVERVIEW OF THE INDUSTRY

The beverage market is worth $55 billion worldwide. The tides are turning
for many beverage categories. While the carbonated soft drink and beer
categories are merely treading water with flat sales, the energy drink
category is surging ahead like never before.
Bottled water, ready-to-drink coffee, ready-to-drink tea and sports drinks
follow close behind with substantial sales increase- drinks without added

41

sugar, no beer, along with developments in juice drinks and dairy-based

drinks, are helping to turn around sales in these categories. What follows is a
category-by-category look at the state of the beverage industry, including the
top brands, new products, innovations and future trendsetters.
In order to be successful in the marketplace, one has to think in terms of
health innovation, flavor innovation, ingredient innovation and specific age
groups. These are the factors that will shape the future of the beverage
industry.
Todays consumers are concerned with overall health and wellness. As a
result, there is significant impact on food and beverage purchases. Many
studies have shown that consumers are as concerned with good health as
they are about maintaining a high quality of life.
Do you know what type of new beverage consumers are most likely to try?
Do you know where they are most likely to pick those products up? Do you
know why?
Beverage Industry wanted to know the answers to these questions and to
delve deeper into the ever-increasing number of new product launches in the
beverage market. The soft drink industry is training people to seek out new
products, even the big guys are coming out with limited-edition flavors, and
consumers are beginning to see that there is more flavor activity going on in
the category. Whether that really nets anybody any sales gains is another
thing, but it is teaching consumers to seek out and try new products. Its also
trying to create some excitement there.
42

In spite of several challenges and restrictions faced by this industry, it is a

roll like never before. Customer preferences may have shifted, but they are
still always on the look out for a can of coke or a new flavored drink to
quench their thirst.

INDIAN BEVERAGE MARKET

The size of the Indian food processing industry is around $ 65.6 billion,
including $20.6 billion of value added products. Of this, the health beverage
industry is valued at $230 million; bread and biscuits at $1.7 billion;
chocolates at $73 million and ice creams at $188 million.
The size of the semi-processed/ready-to-eat food segment is over $1.1
billion. Large biscuits & confectionery units, Soya processing units and
starch/glucose/sorbitol producing units have also come up, catering to
domestic and international markets.

43

The three largest consumed categories of packaged foods are packed tea,
biscuits and soft drinks. The Indian beverage industry faces over supply in
segments like coffee and tea. However, more than half of this is available in
unpacked or loose form. Indian hot beverage market is a tea dominant
market.
Consumers in different parts of the country have heterogeneous tastes. Dust
tea is popular in southern India, while loose tea in preferred in western India.
The urban-rural split of the tea market was 51:49 in 2000. Coffee is
consumed largely in the southern states.
The size of the total packaged coffee market is 19,600 tones or $87 million.
The total soft drink (carbonated beverages and juices) market is estimated at
284 million crates a year or $1 billion.
The market is highly seasonal in nature with consumption varying from 25
million crates per month during peak season to 15 million during off-season.
The market is predominantly urban with 25 per cent contribution from rural
areas.
Coca cola and Pepsi dominate the Indian soft drinks market. Mineral water
market in India is a 65 million crates ($50 million) industry. On an average,
the monthly consumption is estimated at 4.9 million crates, which increases
to 5.2 million during peak season. Below is the table which shows Indian
Beverage Markets share of volume by Category 2002-07 and another table
showing sales volume of non-alcoholic drinks in India 2009.

44

Source: Euromonitor International 2009

45

STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS
Carbonated drinks are dominated by artificial flavors based on cola, orange
and lime with Pepsi and coca-cola dominating the market. The entire part of
the drink is based on its artificial flavors and sweetening agents as no natural
juice is used.
Soft Drinks in India industry profile provide top-line qualitative and
quantitative summary information including: market size (value, and
forecast to 5). The profile also contains descriptions of the leading players
including key financial metrics and analysis of competitive pressures within
the market. Essential resource for top-line data and analysis covering the
India soft drinks market includes market size data, textual and graphical
analysis of market growth trends, leading companies and macroeconomic
information.

Highlights
The soft drinks market consists of retail sale of bottled water, carbonates,
concentrates, functional drinks, juices, RTD tea and coffee, and smoothies.
However, the total market volume for soft drinks market excludes the
concentrates category. The market is valued according to retail selling price
(RSP) and includes any applicable taxes. Any currency conversions used in

46

the creation of this report have been calculated using constant 2010 annual
average exchange rates.
The Indian soft drinks market generated total revenues of $3.8 billion in
2010, representing a compound annual growth rate (CAGR) of 11% for the
period spanning 2006-2010.
Carbonates sales proved the most lucrative for the Indian soft drinks market
in 2010, generating total revenues of $1.9 billion, equivalent to 50.5% of the
market's overall value.
The performance of the market is forecast to decelerate, with an anticipated
CAGR of 9.1% for the five-year period 2010-2015, which is expected to
lead the market to a value of $5.9 billion by the end of 2015.

Soft and Aerated Drinks

The 50-bn-rupee soft drink industry is growing now at 6 to 7% annually. In
India, Coke and Pepsi have a combined market share of around 95% directly
or through franchisees. Campa Cola has a 1% share, and the rest is divided
among local players. Industry watchers say, fake products also account for a
good share of the balance. There are about 110 soft drink producing units
(60% being owned by Indian bottlers) in the country, employing about
125,000 people. There are two distinct segments of the market, cola and
non-cola drinks. The cola segment claims a share of 62%, while the non-cola
segment includes soda, clear lime, cloudy lime and drinks with orange and
mango flavours.
47

The per capita consumption of soft drinks in India is around 5 to 6 bottles

(same as Nepal's) compared to Pakistan's 17 bottles, Sri Lanka's 21,
Thailand's 73, the Philippines 173 and Mexico 605. The industry contributes
over Rs 12 bn to the exchequer and exports goods worth Rs 2 bn. It also
supports growth of industries like glass, refrigeration, transportation, paper
and sugar.
The Department of Food Processing Industries had stipulated that 'containsno-fruit-juice' labels be pasted on returnable glass bottles. About 85% of the
soft drinks are currently sold in returnable bottles. There was a floating stock
of about 1000 mn bottles valued at Rs 6 bn. If the industry were to abide by
the new guidelines, it would have to invest in new bottles, resulting in a cost
outgo of Rs 5 bn. Neither Coke nor Pepsi is in a position to invest such a
large amount.
Around 400,000 tonnes of raw material would be required to replace the
existing stock of bottles. Instead, the soft drink industry suggested that a
seven-year moratorium be extended to the industry so that it can incorporate
the change in a phased manner. There is no such mandatory requirement
anywhere in the world to specifically label the glass surface of returnable
bottles. The government has decided to extend the date for replacing
the bottles to end-march 2006. In the meantime, the producers have shifted
substantially to the use of PET bottles.
Soft and aerated drinks were considered products for the middle class and
the affluent. That segregation is no more valid. Soft and aerated drinks are
consumed by all except those who cannot afford to buy any drink. An
48

NCAER study says that 91% soft drink sales are made to the lower, middle
and upper middle classes. The soft drink industry has been urging the
government to categorise aerated waters (soft drinks) equitably with other
consumer products of mass consumption and remove special excise duty.
The industry estimates that the beverage market should grow at twice the
rate of GDP growth. The Indian market should have, therefore, grown by
atleast 12%. However, it has been growing at a rate of about 6%. In contrast,
the Chinese market grew by 16% a year, while the Russian market expanded
at almost four times the rate of growth of the Indian market.
It may be recalled that Coca-Cola, the world's number one player, was
present in India for a long time in collaboration with an Indian producer but
was thrown out in the late 1970s. It reappeared in India following the
economic liberalization era - but after its rival, world's number two, had
already entered in a big way following a long and tough fight against
the opposition from the domestic producers. When Coca-Cola re-entered, it
installed a new milestone. It acquired the well flourishing India's top player,
Parle. Since then it is basically a fight between the two American giants.
Others are playing a peripheral role, as adjuncts to the two MNCs.
World's third biggest player, Cadbury Schweppes, had also made an
entry but was gobbled up by Coca-Cola. When Coca-Cola acquired Parle
brands, it was, in fact, buying the bottling facilities, the marketing network,
and the established consumer preference during the market build-up. The
brands were a drag on the global brand. Since Coca-Cola was not interested
in brands (like Thumps Up), it did not promote them.
49

The result, at least, in the short run was a loss of the market to the
competitor. Coca-Cola decided to market more effectively the Parle brands.
It had in its armoury Coke, Thumps Up, Limca and Fanta. The latest to enter
market was Parles erstwhile Rimzim, alongside Portello, a black currant
flavoured drink, very popular in Srilanka.
Coca-Cola operates through 35 plants and 16 franchisees throughout the
country, while PepsiCo has 20 plants, but it has 7 more franchisees at 23 to
16 of its rival. Coca-Cola claims a market share of 51%, while Pepsi has a
share of 46%. The claims, however, remain disputed. The other smaller
players like Pure Drinks Ltd claim the rest of the market.
The shares of the two lead players are consolidated figures, which include
the respective bottlers. Coca-Cola had approached the government for a five
year extension for divesting 49% equity in its bottling subsidiary, Hindustan
Coca-Cola Holdings. It had set up the marketing subsidiary as part of its
strategy to integrate all its bottling operations, both company-owned and
franchisee bottlers, apparently keeping in line with its global policy. All
together, it had bought initially over 38 franchisee bottlers.
Kandhari Beverages, coke bottlers for north have been eyeing to lift a stake
in Coca-Cola India. Coca-Cola had filed an application to offload 49% stake
of its bottling operations in favour of their Indian operators. Besides
Kandhari, three other bottlers, one each from Uttar Pradesh, Gujarat and
Jammu, were lined up to invest in Hindustan Coca-Cola Holding. Kandhari
has already invested Rs 300 mn in 1999 and 2000 to upgrade its capacity.

50

The total investment by all the four was expected to be Rs 1000 mn. Both
Coca-Cola and PepsiCo planned for the launch of lemon-flavored versions
of their products. Both have been expanding their non-carbonated drink
line-ups, as consumers seem to be shifting away from carbonated soft
drinks. PepsiCo is deliberating whether to come out with Pepsi Twist, a cola
mixed with lemon. But while both companies have juice sports drinks,
bottled water and other such drinks in their line-ups, neither coke nor Pepsi
has launched a new national variety of a cola-flavoured carbonated soft
drink in years.
PepsiCo had achieved Rs 3 bn worth of exports, which include processed
foods, basmati rice, guar gum and soft drinks concentrate. PepsiCo
completed the second phase of its expansion and with this expansion,
PepsiCo was to explore the possibility of expanding the export of
concentrates to more countries in addition to the exports to Russia and other
South Asian countries.
Pepsi India has entered into a marketing tie up with Hindustan Lever to
promote sales of soft drinks through Pepsi-HLL network of vending
machines and fountains. The major soft drink brand in the Pepsi stable are
Pepsi, 7UP, Mirinda, Tropicana and Acquafina.
As a major strategic departure, both MNCs were expanding their brand
range. Consequent to some diversifying moves, at present, the sales ratio of
Coca-Cola between soft drinks and other beverages is 95.5. The company
intended to change this to 80:20 in the next three years. Its juice
brand, Maaza - acquired from Parle a few years ago - is being given a major
51

thrust.

It has plans to go in for canned coffee, iced tea and

purified categories under expansion schemes. It has already launched its

bottled water brand, Kinley, in the Indian market. Besides, it is intending to
acquire domestic brands in the non-carbonated beverages segment.
The global deal between Coca-Cola and P&G to form a snacks and
beverages joint venture company was reported to have slipped into rough
weather. The P&G brand of potato wafer, Pringles, seemed to be faced with
distribution problems in India. P&G had globally tied up with Coca-Cola to
form a stand-alone juice and snacks company. The new firm is focused on
developing and marketing new juices, juice based beverages and snacks on a
global basis.
The Sharjah-based Allied Beverages was pushing its Ahlan brand in India,
having entered the market in mid-2000. Its target was carbonated drinks
market in PET bottles. Its plans were to launch a PET bottle in the popular
300 ml category. Ahlan expected to gain a 12% share of the total PET bottle
market in northern India. Of the total market, PET bottle segment is
approximately 12%. Presently, Allied Beverages has a manufacturing unit at
Dharuhera in Haryana.
The product range includes carbonated drinks - cola, orange, lemon and soda
in three pack sizes - 500 ml, 1500 ml and 2000 ml. Allied Beverages sells
non-carbonated drinks in 200 ml food grade cups priced at Rs 7 in its
portfolio, available in four different flavours. The company's future plans
include pulp-based fruit drinks in flavours, which will be available in 200 ml
non-returnable glass bottles.
52

COMPANY PROFILE
COCA-COLA
Coca-Cola was created in 1886 by John S Pemberton, a pharmacist in
Atlanta, Georgia, who sold the syrup mixed with fountain water as a potion
for mental and physical disorders. The formula changed hands three more
times before Asa D. Candler added carbonation and by 2003, Coca-Cola was
the worlds largest manufacturer, marketer, and distributor of nonalcoholic
beverage concentrates and syrups, with more than 500 widely recognized
beverage brands in its portfolio.
With the bubbles making the difference, Coca-Cola was registered as a
trademark in 1887 and by 1895, was being sold in every state and territory in
the United States. In 1899, it franchised its bottling operations in the U.S.,
growing quickly to reach 370 franchisees by 1910. Headquartered in Atlanta
with divisions and local operations in over 200 countries worldwide, CocaCola generated more than 70% of its income outside the United States by
2003.
INTERNATIONAL EXPANSION
Cokes first international bottling plants opened in 1906 in Canada, Cuba,
and Panama. By the end of the 1920s Coca-Cola was bottled in twentyseven countries throughout the world and available in fifty-one more. In
spite of this reach, volume was low, quality inconsistent, and effective

53

advertising a challenge with language, culture, and government regulation

all serving as barriers. Former CEO Robert Woodruffs insistence that CocaCola wouldnt suffer the stigma of being an intrusive American product,
and instead would use local bottles, caps, machinery, trucks, and personnel
contributed to Cokes challenges as well with a lack of standard processes
and training degrading quality.
Coca-Cola continued working for over 80 years on Woodruffs goal: to make
Coke available wherever and whenever consumers wanted it, in arms reach
of desire. The Second World War proved to be the stimulus Coca-Cola
needed to build effective capabilities around the world and achieve dominant
global market share. Woodruffs patriotic commitment that every man in
uniform gets a bottle of Coca-Cola for five cents, wherever he is and at
whatever cost to our company was more than just great public relations. As
a result of Cokes status as a military supplier, Coca-Cola was exempt from
sugar rationing and also received government subsidies to build bottling
plants around the world.
TURN OF THE CENTURY GROWTH IMPERATIVE
The 1990s brought a slowdown in sales growth for the Carbonated Soft
Drink (CSD) industry in the United States, achieving only 0.2% growth by
2000 (just under 10 billion cases) in contrast to the 5-7% annual growth
experienced during the 1980s. While per capita consumption throughout the
world was a fraction of the United States, major beverage companies
clearly had to look elsewhere for the growth their shareholders demanded.

54

The looming opportunity for twenty-first century was in the worlds

developing markets with their rapidly growing middle class populations.
THE WORLDS MOST POWERFUL BRAND
Interbrands Global Brand Scorecard for 2003 ranked Coca-Cola the #1
Brand in the World and estimated its brand value at $70.45 billion. The
rankings methodology determined a brands valuation on the basis of how
much it was likely to earn in the future, distilling the percentage of revenues
that could be credited to the brand, and assessing the brands strength to
determine the risk of future earnings forecasts. Considerations included
market leadership, stability, and global reach, incorporating its ability to
cross both geographical and cultural borders.
From the beginning, Coke understood the importance of branding and the
creation of a distinct personality. Its catchy, well-liked slogans (Its the real
thing (1942, 1969), Things go better with Coke (1963), Coke is it
(1982), Cant beat the Feeling (1987), and a 1992 return to Cant beat the
real thing) linked that personality to the core values of each generation and
established Coke as the authentic, relevant, and trusted refreshment of
choice across the decades and around the globe.
PATENTS, COPYRIGHTS, TRADE SECRETS AND TRADEMARKS
Company owns numerous patents, copyrights and trade secrets, as well as
substantial know-how and technology, which we collectively refer to as
technology. This technology generally relates to Companys products and

55

the processes for their production; the packages used for products; the design
and operation of various processes and equipment used in business; and
certain quality assurance software. Some of the technology is licensed to
suppliers and other parties. Companys sparkling beverage and other
beverage formulae are among the important trade secrets of Company.
Company own numerous trademarks that are very important to business.
Depending upon the jurisdiction, trademarks are valid as long as they are in
use and/or their registrations are properly maintained. Pursuant to companys
bottlers agreements, company authorize bottlers to use applicable Company
trademarks in connection with their manufacture, sale and distribution of
Company products. In addition, we grant licenses to third parties from time
to time to use certain of companys trademarks in conjunction with certain
merchandise and food products.
EMPLOYEES
Company refer to its employees as associates. As of December 31, 2009
and 2008, Company had approximately 92,800 and 92,400 associates,
respectively, of which approximately 17,900 and 16,500, respectively, were
employed by consolidated variable interest entities (VIEs). The increase
in the total number of associates in 2009 was primarily due to an increase in
the Latin America operating group driven by its finished product business, as
well as an increase in the Bottling Investments operating group.
These increases were partially offset by the impact of the Companys
ongoing productivity initiatives. As of December 31, 2009 and 2008,
56

Company had approximately 11,700 and 13,000 associates, respectively,

located in the United States, including Puerto Rico, of which approximately
190 and 90, respectively, were employed by consolidated VIEs.
Coca cola Company, through its divisions and subsidiaries, has entered into
numerous collective bargaining agreements. Company currently expect that
it will be able to renegotiate such agreements on satisfactory terms when
they expire. The Company believes that its relations with its associates are
generally satisfactory.

57

PEPSICO
PepsiCo is a world leader in convenient foods and beverages, with revenues
of about $27 billion and over 147,000 employees. The company consists of
the snack business of Frito-Lay North America and the beverage and food
businesses of PepsiCo Beverages and Foods, which includes PepsiCo
Beverages

North

America

(Pepsi-Cola

North

America

and

Gatorade/Tropicana North America0 and Quaker Foods North America.

PepsiCo International includes the snack businesses of Frito-Lay
International and beverage businesses of PepsiCo Beverages International.
Pepsi Co brands are available in nearly 200 countries and territories.
Many of PepsiCos brand names are over 100-Years old, but the corporation
is relatively young. PepsiCo was founded in 1965 through the merger of
Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo
merged with the Quaker Oats Comp0any, including Gatorade, in 2001.
PepsiCos success is the result of superior products, high standards of
performance, distinctive competitive strategies and the high integrity of our
people.
Our mission is to be the worlds premier consumer Products Company
focused on convenient foods and beverages. We seek to produce healthy
financial rewards to investors as we provide opportunities for growth and
enrichment to our employees, our business partners and the communities in

58

which we operate. And in everything we do, we strive for honesty, fairness

and integrity.
PepsiCos beverage business was founded at the turn of the century by Caleb
Bradham, a New Bern, North Carolina druggist, who first formulated Pepsi
Cola. Today consumers spend about $33 billion on Pepsi-Cola beverages.
Brand Pepsi and other Pepsi-Cola products including Diet Pepsi, PepsiOne, Mountain Dew, Slice, Sierra Mist and Mug Brands- account for nearly
one-third of total soft drink sales in the United States, a consumer market
totaling about #60 billion.
Peps-Cola also offers a variety of non-carbonated beverages, including
Aquafina bottled water, Fruit works and all Sport. In 1992 Pepsi-Cola
formed a partnership with Tomas J. Lipton Co. today Lipton is the biggest
selling ready-to drink tea brand in the United States. Pepsi-Cola also markets
Frappuccino ready-to drink coffee through a partnership with Starbucks.
In 2001 so be became a part of Pepsi-Cola. So be manufactures and markets
an innovative line to beverages including fruit blends, energy drinks, dairybased drinks, exotic teas and other beverages with herbal ingredients.
Outside the United States, Pepsi-Cola soft drink operations include the
business of Seven-Up International. Pepsi-Cola beverages are available in
about 160 countries and territories.
Pepsi-Cola began selling its products internationally in 1934 with its
operations in Canada. Operations grew rapidly beginning in the 1950s. In
addition to brands marketed in the United States, major products include
59

Mirinda and Pepsi-Cola North America includes the United States and
Canada. Key international markets include Argentina, Brazil, China, India,
Mexico, Philippines, Saudi Arabia, Spain, Thailand and the United
Kingdom. Pepsi-Co Beverages International also produces, sells and
distributes Gatorade sports drinks as well as Tropicana and other juices
internationally.
Pepsi-Cola provides advertising, marketing, sales and promotional support
to Pepsi-Cola bottlers and food service customers. This New advertising and
exciting promotions keep Pepsi-Cola brands young. The company
manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The
company also provides fountain beverage products.
SHAREHOLDERS
PepsiCo (symbol: PEP) shares are traded principally on the New York Stock
Exchange in the United States. The company is also listed on the
Amsterdam, Chicago, Swiss and Tokyo stock exchanges. PepsiCo has
consistently paid cash dividends since the corporation was founded.
CORPORATE CITIZENSHIP
PepsiCo believes that as a corporate citizen, it has a responsibility to
contribute to the quality of life in our communities. This philosophy is put
into action through support of social agencies, projects and programmes.
The scope of this support is extensive ranging form sponsorship of local
programs and support of employee volunteer activities, to contributions of
60

time, talent and funds to programs of national impact. Each division is

responsible for its own giving program. Corporate giving is focused on
giving where PepsiCo employees volunteer.
PEPSICO HEADQUARTERS
PepsiCo World Headquarters is located in Purchase, New York,
approximately 45 minutes from New York City. The seven building
headquarters complex was designed by Edward Durrell Stone, one of
Americas foremost architects. The building occupies 10 acres of a 144
acre complex that includes the Donate M. Kendall Sculpture Gardens, a
world acclaimed sculpture collection in a garden setting.
The collection of works is focused on major twentieth century art, and
features works by masters such as Auguste Rodin, Henri Laurens, Henry
Moore, Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro and Class
Olden berg. The gardens were originally designed by the world famous
garden planner, Russelll Page, and have been extended by Francois Goffinet.
The grounds are open to the public, and a visitors booth is in operation
during the spring and summer.

61

PARLE AGRO
Parle Agro is an Indian private limited company. It owns the brands like
Frooti, Appy, LMN, Hippo and Bailley. Parle Products was founded in 1929
in British India. It was owned by the Chauhan family of Vile Parle, Mumbai.
The Parle brand became well known in India following the success of
products such as the Parle-G biscuits and the Thums Up soft drink.
The original Parle company was split into three separate companies, owned
by the different factions of the original Chauhan family:
Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the
brands Parle-G, Melody, Mango Bite, Poppins, Monaco and
KrackJack)
Parle Agro, led by Prakash Chauhan and his daughters Schauna,
Alisha and Nadia (owner of the brands such as Frooti and Appy)
Parle Bisleri, led by Ramesh Chauhan
All three companies continue to use the family trademark name "Parle".
Parle Agro commenced operations in 1984. It started with beverages, and
later diversified into bottled water (1993), plastic packaging (1996) and
confectionary (2007). Frooti, the first product rolled out of Parle Agro in
1985, became the largest selling mango drink in India.
The original Parle group was amicably segregated into three non-competing
businesses. But a dispute over the use of "Parle" brand arose, when Parle
Agro diversified into the confectionary business, thus becoming a
competitor to Parle Products. In February 2008, Parle Products sued Parle

62

Agro for using the brand Parle for competing confectionary products. Later,
Parle Agro launched its confectionery products under a new design which
did not include the Parle brand name.
In 2009, the Bombay High Court ruled that Parle Agro can sell its
confectionery brands under the brand name "Parle" or "Parle Confi" on
condition that it clearly specifies that its products belong to a separate
company, which has no relationship with Parle Products.
BRANDS
Parle Agro Pvt. Ltd operates under three major business verticals:
Beverages fruit drinks, nectars, juice, sparkling drinks
Water packaged drinking water
Foods confectionery, snacks
Parle Agro also diversified into production of PET preforms (semi-finished
bottles) in 1996. Its customers include companies in the beverages, edible
oil, confectionery and pharmaceutical segments.
BEVERAGES
Frooti
Launched in 1985, Frooti was India's only beverage sold in a Tetra Pak
packaging at the time. It went on to became the largest selling Mango drink
in the country.

63

Appy
Appy Classic was launched in 1986 as apple nectar and originally available
in a white tetra pack with an apple and leaf graphic. As of 2011, it comes in
black tetra packaging. It was the first apple nectar to be launched in India.
Appy Fizz
Launched in 2005, Appy Fizz is Indias first sparkling apple drink available
in a champagne shaped PET bottle.
Saint Juice
Launched in 2008, Saint Juice is available in three variants Orange, Mixed
fruit, Grape and Apple. At the time of its launch, its USP was "100% juice
with no added color, sugar or preservatives".
LMN
LMN was launched in March 2009, as non-carbonated lemon drink (nimbu
paani or lemonade).
Grappo Fizz
Launched in 2008, Grappo Fizz is a sparkling grape juice drink. Credited
with creating the sparkling fruit drinks category in India, Grappo Fizz is
along the lines of existing product Appy Fizz.
64

WATER
Bailley, packaged drinking water
FOOD
Confectionary
Mintrox mints (launched in 2008), hard mint candy available in 2
flavors.
Buttercup candies (launched in 2008), hard boiled candy; it is targeted
at kids and adults alike.
Buttercup Softease, a toffee available in 4 flavors.
Softease Mithai, a toffee available in 3 flavors.
Snacks
Hippo (launched in 2009), baked snack available in seven flavors.

65

PLAYERS IN MANGO DRINKS SEGMENT

FROOTI
Mango - Indias national and most premium fruit was a virtually untapped
segment until the year 1985, which saw the launch of Frooti Mango in
a trendy convenient tetra-pack. Frooti Mango is Parle Agros flagship
brand and Indias leading fruit drink with an 85% market share. Now,
Frooti also comes in PET bottle packing. Frooti is like an Indian
ambassador and is a hot favourite not only in India but all across the
world.
Frooti is the first tetra pack fruit juice in India. Launched in 1984, Frooti still
holds a dominant position in the Rs300 crore tetra pack fruit juice (TFJ)
market. 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 within 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 tetra pack have extended
the shelf life of Frooti because tetra packs have 2 layers of paper and a
plastic coating that ensured tamper proof and enhanced shelf life.
Lured by the success of Frooti, there were a lot of new launches in the TFJ
market. Players like Godrej with Jumpin; kissan etc tried their luck in
66

this market but failed to dislodge Frooti. Frooti was positioned as a

mango drink that is Fresh-n-juicy For over 7 years, the company
promoted the product using that famous baseline. The product has tried
to create excitement in the market through a series of new variants and
packing. But in late nineties the brand was facing stagnated sales. The
company tried to excite the market with an orange and pineapple
variant but both the variant bombed. They came with the experiment in
packaging.
The YO! Frooti variant came with a slim paper can aimed at the
college going youth. Worried by the stagnating sales, Parle tried to
reposition the brand to appeal to youth aged between 16-21 years. The
positioning changed to be more fun based. The package also changed.
The old green color of the bottle changed to brighter mango color with
lot of graphics added to it.
One of the most famous marketing campaigns India has witnessed took
place during the repositioning. The campaign is the famous Digen
Verma campaign. This campaign was considered as one of the most
successful teaser campaigns in India. The campaign lasted for 15 days
started in February 2001. The campaign was about a faceless person
Digen Verma. There were posters and outdoors all across the markets
that had messages like Who is Digen verma Digen Verma was here
etc. This created lot of excitement in the market and Digen Verma
became the most talked about faceless name at that time. The
campaign was executed by Everest communication. But the campaign
was not followed up and the hype was not translated to long term brand
building.
67

Frooti is basically a nectar based drink so it is not 100% fruit juice, it also
has some preservatives added to increase the shelf life. Although Frooti
did not face much competition in the category it created, competition
came from a slightly different category, 100% fruit juices. Parle saw the
emergence of the 100% fruit drink market and launched Njoy brand
but it did not clicked. Parle could have extended Frooti to this market
also.
The brand Real from Dabur is the main player in this category. Real
effectively positioned itself as a premium healthy drink for adults.
Frooti was not able to appeal to adults and was considered as a mango
drink while Real is not restricted to any flavour. Frooti also changed its
positioning statement from Fresh-N-juicy to Juice Up your life
which has not clicked with the customers.
Although Frooti enjoys a commanding (75%) market share, Frooti is facing
stagnation. May be some serious steps should be taken to increase the
usage of the product. The launch of PET bottle Frooti is a step in this
direction. Recently Frooti also launched a Green mango variant just
to create some hype in the market. Frooti may have to reposition itself
again to appeal to cola drinkers.

68

MAAZA
Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh,
the most popular drink being the mango variety so much that over the years,
the Maaza brand has become synonymous with Mango. Initially Coca-Cola
had also launched Maaza in orange and pineapple 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 competes with
Pepsi's 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
69

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 tastes slightly
sweeter than Slice. Maaza claims to contain mango pulp of the Alphonso
which is known as King of Mangoes in India and Totapuri variety.

HISTORY OF MAAZA

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 Africa in 1976. By 1995, 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 and Gold Spot. As
for North America, Maaza was acquired by House of Spices in 2005.

70

SLICE
Slice is a line of fruit-flavored soft drinks manufactured by PepsiCo and
introduced in 1984, with the lemon-lime flavor replacing Teem.
Varieties of Slice have included apple, fruit punch, grape, passion fruit,
peach glaze, Mandarin orange, pineapple, strawberry, Cherry Cola, "Red",
Cherry-Lime, and Dr Slice. Until 1994, the drink contained 10% fruit juice.
The original design of the can was a solid color related to the flavor of the
drink. These were replaced in 1994 with black cans that featured colorful
bursts (once again, related to the flavor of the drink), along with slicker
graphics. In 1997, the cans became blue with color-coordinated swirls. The

71

original orange flavor was reformulated around this time with the new
slogan, "It's orange, only twisted." Orange Slice has since been changed
back to its original flavor.
In the summer of 2000, lemon-lime Slice was replaced in most markets by
Sierra Mist, which became a national brand in 2003. The rest of the Slice
line was replaced in most markets by Tropicana Twister Soda in the summer
of 2005, although the Dr. Slice variety can still be found in some fountains.
In early 2006, Pepsi resurrected the Slice name for a new line of diet soda
called Slice ONE. Marketed exclusively at Wal-Mart stores, Slice ONE was
available in orange, grape and berry flavors, all sweetened with Splenda.
As of 2009, Slice (orange, diet orange, grape, strawberry and peach flavors)
was available solely from Wal-Mart Stores. In India, Slice is a mango
flavored soft drink under the PepsiCo brand and can be bought in any
general grocery store and other eateries, catering shops, promoted by a
Bollywood actress, Katrina Kaif.

Brand History
Slice was launched in India in 1993 as a refreshing mango drink and quickly
went on to become a leading player in the category.
In 2008, Slice was re-launched with a 'winning' product formulation which
made the consumers fall in love with its taste. With refreshed pack graphics
and clutter breaking advertising, Slice has driven strong appeal within the
category.
72

Brand Advantage
With the launch of Aamsutra campaign in 2008 along with a winning taste
& most appealing pack graphics, Slice created disruptive excitement in the
category and celebrated mango indulgence like no other.
While other players have portrayed mango as a simple and innocent fruit,
Slice celebrates the indulgence and sensuality of consuming a Mango. The
creative idea Aamsutra communicates the art of experiencing pure mango
pleasure through the taste of Slice.
As a first ever by any brand in the Juice and Juice Drinks Category,
Bollywoods reigning Diva, Katrina Kaif was signed on as the Brand
Ambassador on Slice.
Slice took INDULGENCE to a new level in 2009 with the launch of the
Slice Pure Pleasure Holidays, giving its consumers a chance to win
luxuriant all-expense-paid holidays to their dream European destinations like
Paris, Vienna, Greece and Venice.

73

SWOT ANALYSIS
SWOT

analysis is

a strategic

planning method

the Strengths, Weaknesses, Opportunities,

used

and Threats

to

evaluate

involved

in

a project or in a business venture. It involves specifying the objective of the

business venture or project and identifying the internal and external factors
that are favorable and unfavorable to achieve that objective. The technique is
credited to Albert Humphrey, who led a convention at Stanford University in
the 1960s and 1970s using data from Fortune 500 companies.

74

A SWOT analysis must first 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

objective(s).

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

Opportunity, 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 root cause of problems.
SWOT analysis enable the company to choose define its wanted future.

SWOT Analysis of Mango Drinks in India

Strength

Weakness

1. Market leader in NCSD category75

60% Market share.

2. As a fruit juice Mango drinks is
mostly accepted throughout India.
3. Ready to serve fruit drinks.
4. Enriched by different vitamins.
5. Lower entry barrier.

Opportunity

1. Consumers are mostly children &

women.
2. Presence of higher amount of
carbohydrates & sugar.
3. It isnt perceived as health drinks.

Threat

1. Higher availability of resources.

2. Target customers are frequent
buyers.

1. Availability of other fruit juices in

reasonable prices.
2. Tight competitions with carbonated
soft drinks.
3. High consumer preference for
flavors other than mango and green
mango.

SWOT Analysis of Maaza

Strength

Weakness

1. Mostly accepted fruit drinks.

2. Available in different pack size.
3. Maaza has got a strong Brand
Equity.
4. Efficient

distribution

1. Chilled form taste better.

2. Maaza is not perceived as a health
drink. As per survey majority of
respondent didnt consider Maaza

network-

readily available.
5. Maaza is a health drink - Contains

has a health drink.

3. Margin given to retailers and
distributors is less as compared to

Vitamin A, B, C.
4.

Opportunity

its competitors.
Maaza has no brand ambassador.

Threat

76

1.

Huge untapped unorganized sector

in NCSD category.
2. Growing market share of NCSD
category.
3. Ready to serve fruit drinks.
4. Available throughout the year.
5. Huge untapped market in other
flavors - Orange, Pineapples, Grape.
6. Demographically, in the coming
years around 55% of the population

1. So many competitors.
2. Competitors are having many pack
sizes.
3. Presence of huge unorganized
market.
4. High consumer preference for
flavors other than mango and green
mango.
5. Competition with Soft drinks giants
Parle Agro and Pepsi.

will consist of below 35 years in

age, which should be major target
market for Maaza.

SWOT Analysis of Slice

Strength
1.
2.
3.
4.

Different pack size.

Slice got good brand equity.
Most popular brand ambassador.
Running more Schemes.

Opportunity
1. Growing market share in NCSD
2.

group.
Increasing health awareness among
consumers, 88% of those preferred
fruit drink to carbonated drink.

Weakness
1. Taste is not good like its
competitors.
2. Not perceived as health drinks.

Threat
1. Main competitor is Maaza &
Frooti, they have good market
share.
2. Tight competition with carbonated
soft drinks.
3. High consumer preference for
flavors other than mango and green
mango.

77

SWOT Analysis of Frooti

Strength
1. Innovative - First packaged Mango
drink in Indian market, first to
introduce Tetra pack, PET bottle
packaging in NCSD category.
2. Frooti has got a very large quantity
basket - available in various
quantities like 65 ml, 200 ml, 250
ml, 500 ml and 1 Liter & 2liter.
3. Efficient distribution networkreadily available.
4. Frooti has got a strong Brand
Equity.

Opportunity
1.

Huge untapped unorganized sector

in NCSD category.
2. Huge untapped market in other
flavors - Orange, Pineapples,
Grape.
3. Growing market share of NCSD
category.

Weakness
1. Frooti is not perceived as a health
drink. As per survey majority of
respondent didnt consider Frooti
has a health drink.
2. Frooti has limited variety of flavor only mango.
3. Margin given to retailers and
distributors is less as compared to
its competitors.
4. The main target audience of Frooti
is kids.
5. No brand expansion - Brand equity
of Frooti is not utilized properly.

Threat
1. Decreasing share in NCSD category
- Fruit juice segment consisting of
Real and Tropicana is increasing at
the rate of 2025% per annum as compared to
sluggish growth in other segment.
2. Presence of huge unorganized

78

4.

Demographically, in the coming

years around 55% of the population
will consist of below 35 years in
age, which should be major target
market for Frooti.
5. Increasing health awareness among
consumers, 88% of those preferred
fruit drink to carbonated drink.

market.
3. High consumer preference for
flavors other than mango and green
mango.
4. Competition with global giants Coke and Pepsi.

Differential analysis of Mango Drinks According

to Price in Market

Prices of Maaza
Pet Size

200 ml
TTP
12

Price (Rs)

250 ml
Mobile
17

250 ml RGB 600 ml

Mobile
12
28

1200 ml
Mobile
50

Prices of Slice
Pet Size

200 ml TTP

200 ml RGB

500 ml Mobile

1200ml Mobile

Price (Rs)

10

10

25

55

Prices of Frooti
Pet Size

110 ml
TTP

200 ml
TTP

250 ml

500 ml
+ (100 ml
Free)

1000 ml
+ (200 ml
Free)

2000 ml

Price (Rs)

10

13

27

45

70

79

Different companies have different pack size to meet the demand of different
levels of customers. Such as, Maaza having 200 ml TTP, 250 ml RGB
(returnable glass bottle), 250 ml Mobile pack, 600 ml Mobile pack & 1200
ml Mobile pack. Slice is having 200 ml TTP, 200 ml RGB, 500 ml Mobile,
and 1200 ml Mobile pack.
Companies are generally having so many pack sizes only for meeting
different types of demand of different kind of customers. Now a days The
companies are looking at larger pack formats and will focus on a well
planned SKU (stock-keeping unit) strategy to addresses on-the-go as well
as in-home consumption for drinks. As an example of Frooti a one-liter
carton and two-liter PET pack to cater mainly to in-home consumers and
families who prefer staggered consumption. A 600 ml PET bottle priced Rs
28 is another new launch of Maaza, targeted at on-the-go consumers. Prices
of Frooti in various SKUs range from Rs 5 for a 100 ml pack to Rs 70 for
the two-liter pack.
On the other hand, companies are also adapting different pricing strategy to
attract the customers. While Maaza 1200 ml offers to the customers at a
price of 50, same time its competitor Frooti adopt different policy to
compete with its rival Maaza by offering 1000ml Frooti at a price of only 45,
in which 200 ml is absolutely free. So, customers are getting 1200 ml mango
drinks at an Rs 45 only. Frooti is also adapted another policy to attract little
amount consuming customers by making 110 ml TTP at only Rs 5.

80

According to this kind of strategy, Maaza is far behind from its competitors.
Because they dont have 100 ml TTP which is specially made for children,
the lower volume customers. On the other hand, when customers are getting
1200ml Frooti in just Rs 45, so why they would pay more for Maaza.
In general retailers are selling each of these products above the MRP. MRP
of 600 ml Maaza is Rs. 28, so retailers can easily sell it in Rs. 30. But in case
of 1200 ml Maaza, the MRP is Rs. 50. If the retailers want to sell it above 50
then customers need to pay some more coins which are very difficult for
customers. Same thing happen with TTP, whose MRP is 12, so retailers are
asking for 15 or 20 for this TTP. So, retailers are much interested to sell
Tropicana TTP whose price Rs 10. 600 ml Maaza is best selling product as
well as best selling pet size only because is price.
Generally consumers are attracted by the pricing of the product and thus this
influences customers to buy Frooti more than its competitors. One of the
best moves by Frooti is that they are providing extra quantity at no price
which also attracts consumer to buy that. However consumers have yet not
been brand loyal in this Mango drink segment.

81

MARKETING MIX
Marketing Mix is the set of marketing tools that the firm uses to pursue its
marketing objectives. It has a classification for these marketing tools. These
marketing are classified and called as the Four Ps i.e. Product, Price, Place
and Promotion.
The most basic marketing tool is product which includes product design,
quality, features, branding, and packaging. A critical marketing tool is price
i.e. the amount of money that customers pay for the product. It also includes
discounts, allowances, credit terms and payment period.
Place is another key marketing mix tool. And it includes various activities
the company undertakes to make the product accessible and available to the
customer. Some factors that decide the place are transport facilities, channels
of distribution, coverage area, etc.

82

Promotion is the fourth marketing mix tool which includes all the activities
that the company undertakes to communicate and promote its product to
target market. Promotion includes sales promotion, advertising, sales force,
public relations, direct marketing, etc.
These four Ps are the parameters that the marketing manager can control,
subject to the internal and external constraints of the marketing environment.
The goal is to make decisions that center the four Ps on the customers in the
target market in order to create perceived value and generate a positive
response.

4Ps of Frooti
PRODUCT:
A product is anything that can be offered to a market to satisfy a want or
need. Indias first real fruit drink in a Tetra Pak is available in - Frooti
Mango, Green Mango. Frooti Mango is from premium Indian Mangoes.
Frooti has also been introduced in PET bottle packing. Mango Frooti
contains vitamin A which is essential for eye sight, growth and healthy skin.
Frooti is a delicious and refreshing ready to serve fruit beverage. Frooti
comes in Fruit drink segment of NCSD category (NON-CARBONATED
SOFT DRINK).
Frooti is available in following quantities:-

83

65 ml (only Tetra pack packaging)

200 ml (only pet Bottle)
500 ml (only PET Bottle)
1000 ml (only PET Bottle)
1500 ml (pet bottle)
Hence, we can see that Frooti has got a very large quantity
basket .

PRICE:
In order to maintain its position as a market leader, Frooti is
offering its product in different quantities and prices depending
upon the consumer requirements, preferences and income-levels.
Frootis new 65 ml packaging is priced at Rs 4.50 only; targeting
the lower income-group and it has also been introduced in PET
bottle packaging as it is more cost-effective as compared to
Tetra-pack packaging to become more competitive in the market.
PLACE:
Frooti is the highest distributed brand in Fruit drink segment
with an 85% market share in India. Frooti reaches more than 10
lakh retail outlets through more than 1500 distributors and
wholesalers directly and indirectly. This is borne out by Parle
Agro winning the Beverage Industry award for the Best Managed
84

Supply Chain 2002 and the Highest Retail Availability in the year
2002.
Frootis excellent distribution system has already been proved in
the market survey and analysis where 90% of the respondents
agreed that Frooti is readily available to them. Thus it proves
that Frooti is available at all the retail shops.

PROMOTION:
The company has taken a different marketing route by launching
a host of new retailing and packaging initiatives to pump up
volumes. Five years ago, Parle Agro introduced a mysterious
character called Digen Verma and created hype around this
person through an aggressive outdoor campaign which was a big
success. Parle Agro had introduced two characters called Froo
and Ti on every 200 ml pack of Frooti as part of its retailing
initiative. These two characters are being displayed on the packs
of the drink. And through tongue twisters, puzzles and various
interactive games, the characters are entertaining the children as
well as increasing their knowledge about famous personalities
and current affairs. These two characters are very different in
nature. While Froo is an affable girl who is good at studies, Ti is
a naughty boy who keeps running after Froo to get his homework done. With this move, the company expects to share various
activities of its target audience--kids. Recently, Frooti was
85

introduced in a new tetra pack packaging in 65 ml quantity which

is priced at Rs 4.50 each.
The

company

has

appointed Siddharth as the new brand

ambassador of mango drink Frooti. This is the first time that

Frooti has chosen a brand ambassador for its new campaign. An
ad featuring Siddharth was shot recently and itll be aired soon in
Hindi, Telugu, Tamil, Kannada, Malayalam, Marathi, Bangla, and
English.

4Ps of Maaza
PRODUCT:
A product is anything that can be offered to a market to satisfy a want or
need. Coca Cola introduced Maaza into a recognised beverage brand,
offering Maaza in 10 different flavours (e.g. Mango, Tropical, Guava,
Lychee, Passion Fruit/Maracuja, Pineapple, Banana, Papaya, Fruit Punch
and Guanabana) in 9 different packaging formats (e.g. PET bottles, cartons,
glass bottles and cans) suitable for all segments of the market. This gives
customer various options to select from.
PRICE:
Maaza 1200 ml offers to the customers at a price of 50. A 600 ml PET bottle
priced Rs 28 is another new launch of Maaza, targeted at on-the-go
consumers. The company lacks only small tetra pack in its all category.

86

However the brand loyal customers will prefer Maaza and nothing else.
However pricing strategy is decent. The price of Maaza starts at 12 Rs and
ends at 50 Rs.
PLACE:
Maaza is one of the product which is trying to make its product available
every where in the market. However, Maaza has its presence in more than 33
countries (and expanding) worldwide. The Maaza drinks are distributed to
supermarkets, convenience stores, hotels, cafes and many other outlets. The
company is trying to tap each and every customer by reaching them at every
general store by giving them availability of the product.
PROMOTION:
The company is promoting Maaza as Maaza the wholesome family fun. It
provides the most authentic experience of rich, juicy mangoesanytime,
anywhere! It has its slogan as Maaza lao aur Aam ki pyaas bujhao. The
company changes its slogan time to time to make the entire customer aware
about its product.
The company has made a new effort to promote its product Maaza with a
new slogan that is Bin Mausam Aam, Har Mausam Aam. This is a new
ad made by the company which attracts mango lovers to buy it when there is
no season of Mango. This ad also suggests that Maaza Mango drink is
available 12 months a year. However, the season of mango lasts for 3-4

87

months only. This ad promises that we will provide you Mango drink no
matter the season of mango is there or not.

4Ps of Slice
PRODUCT:
Slice is known for its luscious Mango taste and unmatched experience of
providing Pure Mango Pleasure to its customers. Slice is available in 200ml
and 250ml returnable glass bottles (rgb) of Mango Slice. The product is also
available in all other regular pack sizes i.e. 350ml, 500ml, 1.2 L & 1.8 L
PET bottles and 200ml Tetra pack. Thus the impact of providing different
packs is that every class is able to buy its products. Thus there is a different
product size available in the market.
PRICE:
The product is in competition with other products like Frooti, Maaza and
local products. Thus company doesnt have big variation in pricing as

88

compared to there competitors. However the little difference in price also

affects the sales of the product. Slice is cheaper than Maaza and costlier than
Frooti. Thus it helps slice to still stay in the competition. Pricing for slice
plays important role to stay in competition.
PLACE:
Slice is one of the product which has competition form both local and
multinational company and thus to survive in the market company is
focusing more on supply chain. The company has an objective wherein the
products which are available are sold more than other. The company
believes in Jo Dikhta hai, wo Bikta hai.
PROMOTION:
The company had started promoting there product with new ad wherein the
customers will get a chance to meet the Bollywood queen Katrina Kaif.
Katrina Kaif is the brand ambassador of Slice Product. The promotion has
started on Valentines Day, February 14th 2012 and will go on till March
31st 2012 across the country.
Consumers simply have to look under the crown of a Slice glass bottle and
dial the number given there. One lucky winner everyday will get to win a
date with Katrina Kaif! All consumers will get to hear some really surprising
and humorous messages, from people who know Katrina! This promotion is
valid only on 200ml and 250ml glass bottles of Mango Slice.

89

Data Analysis and Findings:1. Which Mango drink do you prefer?

Frooti
Maaza
Slice

90

ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 41% of the respondents prefer Frooti Mango Drink.
b) 37% of the respondents prefer Maaza Mango Drink.
c) 22% of the respondents prefer Slice Mango Drink.

FINDINGS:
From the above survey, it has found that people Prefer Frooti in comparison
of Maaza and Slice. However it is difficult to say that Frooti is a Market
Leader as there is not a vast difference in consumers preference. There is a
huge competition and there is no one who could be said as market leader.
However from the survey it suggests that Frooti is preferred by 41% of
respondents.

91

2. Frequency of consumption of your preferred drink in a week?

Daily
2-5 times
More than 5 times

ANALYSIS:
From the survey it was found that amongst 100 respondents.
92

a) 67% of the respondents consume there preferred drink 2-5 Times in a

week.
b) 22% of the respondents consume there preferred drink Daily in a week.
c) 11% of the respondents consume there preferred drink More than 5 Times
a week.

FINDINGS:
From the survey, it has found that 67% of the Respondents
consume there preferred drink 2-5 times in a week. So it is clear
that Mango drink is not preferred more on daily basis. It would
sell more in the non-season of Mango. In the season of Mango
people can enjoy it directly so it is less preferred at that time
period and thus it affects the daily consumption of Mango Drink.

93

3. On what occasions, do you often consume the Mango Drinks?

Feeling Thirsty
Parties / Celebrations
Without any reason (just like that)
Any other

ANALYSIS:
94

From the survey it was found that amongst 100 respondents.

a) 55% of the respondents consume Mango drink without any reason (just
like that).
b) 24% of the respondents consume Mango drink when they feel thirsty.
c) 14% of the respondents consume Mango drink when they are in
parties/Celebrations.
d) 7% of the respondents consume Mango Drink with other reasons.

FINDINGS:
From the survey, it has found that more than half of the
respondents have mango drink without any reasons. However it
has been observed that 7% of the respondents said any other
reason. This reason could be no choice at retailers shop, others
having mango drink and can opt for own choice, price of the
product, Parents Choice or may be forced to drink due to non
availability of other product.

95

4. What induces you to buy Mango Drink?

Price with quantity
Health Drink
Status symbol
Taste
Variety

ANALYSIS:
96

From the survey it was found that amongst 100 respondents.

a) 67% of respondents buy Mango Drink because of the Taste.
b) 16% of respondents buy Mango Drink because of the price and
with good amount of quantity.
c) 8% of respondents buy Mango Drink because they feel it is a
Health Drink.
d) 8% of respondents buy Mango Drink because of variety.
e) Only 1% of respondent buy Mango Drink because of status
symbol.
FINDINGS:
From the survey, it has found that people buy Mango drink for
the purpose of taste and this is because of absence of Mango in
all the seasons. Thus to get the feel of Mango people buy Mango
Drink. There are 16% of People who buy Mango Drink keeping
price in mind with quantity. The price is one of the other factor
which influences to buy Mango Drink.
There are some people who also prefer to buy mango drink just
to make a change in their Taste as they feel it is a different
variety. Health conscious people look it as Health Drink and thus
it influences to buy Mango Drink. However Mango drink cannot
be said as Status symbol. So there are very rare people who feel

97

it as buying Mango drink is Status symbol and thus it influences

them.

5. How do you view Mango Drink?

As a health drink
As a status symbol
As an aid to put off thirst
Any other

98

ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 49% of respondents view Mango Drink as an aid to put off
thirst.
b) 38% of respondents view Mango Drink as a health drink.
c) 12% of respondents view Mango Drink as any other drink.
d) Only 1% of respondent view Mango Drink as status symbol.
FINDINGS:
From the survey, it has found that mango drink is viewed as just
an aid to put off the thirst by nearly 50% of the crowd. At the
same time it is also viewed as a health drink by 38% of the
crowd. This is because it contains Mango and mango has many
benefits for the purpose of health.
The remaining crowd feels that it is just another drink to hang
out with. May be it is seen as a children drink or a drink which a
general public drinks and there is no adventure in it as compared
to cola drinks.

99

6. Do advertisements affect your purchases?

Yes
No

ANALYSIS:

100

From the survey it was found that amongst 100 respondents.

a) 53% of respondents say that advertisement doesnt affect their
purchases.
b) 47% of respondents say that advertisement does affect their
purchases.

FINDINGS:
From the survey, it has found that its nearly 50-50 situation in
advertisement affecting purchases. Nearly 50% of People think
that brand ambassador has made them buy Mango drink.
However, now all the three companies are using it just to attract
consumers. And the other 50% say it doesnt affect as ads are not
effective and it doesnt influence them to buy the product.
This is a sign wherein companies have to make changes in their
advertising strategy. And also think over it that should they
spend more on advertisement or should focus on distribution
strategy.

101

7. What do you feel about the price of Mango drinks?

Very high
High
Medium
Low
Reasonable

ANALYSIS:
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From the survey it was found that amongst 100 respondents.

a) 53% of respondents feel that the price of Mango drink is
Reasonable.
b) 22% of respondents feel that the price of Mango drink is
Medium.
c) 20% of respondents feel that the price of Mango drink is high.
d) 5% of respondents feel that the price of Mango drink is Very
high.
e) None of the respondents feel that the price of Mango drink is
low.
FINDINGS:
From the survey, it has found that mango drink has a reasonable
price and more than 50% of the crowd feels that the price for
mango drink is reasonable. And 22% of people find it as price is
medium i.e. the cost of mango drink is not higher nor is it lower.
Reasonable means specifically affordable to each class of people
and medium means comparatively affordable.
However 20% of people feel that the cost is high if compared
with the quantity which is provided. And the remaining people
find that it is very costly in comparison with the quantity. None
of the crowd feels that it is low rated. This may be because of the
quantity provided by the companies is lesser against the price.
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And any product provided at cheaper or lower rate would be said

as costly as people have to pay for it.

8. Do you feel a price reduction will increase your purchasing power?

Yes
No

ANALYSIS:

104

From the survey it was found that amongst 100 respondents.

a) 62% of respondents says that reduction in price will increase
there purchasing power.
b) 47% of respondents says that reduction in price will not
increase there purchasing power.
FINDINGS:
From the survey, it has found that 62% of people will have more
purchasing power as the price is reduced. This is because of the
quantity provided against the price charged. People would love to
buy more of Mango drink if the price is reduced. This could
increase sales.
The other remaining 38% of people says that its not going to
affect there purchasing power as they are happy with the product
and they need the product anyhow no matter the price increases
or decreases. Another reason is also that people buy a specific
quantity and if price decreases they are going to save that money
instead of buying more mango drink.

105

9. Which pack do you consume the most?

Tetra pack
250 ml
600 ml
1.2 lit

ANALYSIS:
From the survey it was found that amongst 100 respondents.

106

a) 42% of respondents consume 250 ml pack.

b) 26% of respondents consume 600 ml pack.
c) 18% of respondents consume Tetra pack.
d) 14% of respondents consume 1.2 ltr of pack.
FINDINGS:
From the survey, it has found that 42% of people prefer to buy
250 ml pack. This is due to many reasons such as may be he
wants it to consume with lunch or dinner or may be he is alone to
consume it or it is the best pack which is consumed by all as it is
easily available.
The other 26 % of respondents consume 600 ml pack may be due
to they are in a group or a couple sharing the bottle. 18% of
people consume Tetra pack. The simple reason could be to put off
thirst. And the remaining 14% of people are those who buy 1.2 ltr
of pack. The reason could be family enjoying it or parties and
celebrations.

107

10. Rank the following according to your taste and preference?

Frooti
Slice
Maaza

ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 41% of respondents ranked Frooti as no.1 preference in terms
of taste.

108

b) 33% of respondents ranked Maaza as no.1 preference in terms

of taste.
c) 26% of respondents ranked Slice as no.1 preference in terms
of taste.
d) 43% of respondents ranked Frooti as no.2 preference in terms
of taste.
e) 33% of respondents ranked Maaza as no.2 preference in terms
of taste.
f) 24% of respondents ranked Slice as no.2 preference in terms
of taste.
g) 16% of respondents ranked Frooti as no.3 preference in terms
of taste.
h) 34% of respondents ranked Maaza as no.3 preference in terms
of taste.
i) 50% of respondents ranked Slice as no.3 preference in terms
of taste.
FINDINGS:

109

From the survey, it has found that Frooti is most preferred drink.
It is then followed by Maaza and slice respectively. Frooti is
mostly preferred due to its taste and thus it is at no.1. However
Maaza is not so far behind at no.2. There is a vast gap between
Frooti and slice and to be ahead in competition, slice has to make
necessary changes in the taste.
11. Give your ratings to following attributes of Maaza?
ATTRIBUTES

VERY
GOOD

GOOD

AVERAGE

BAD

VERY BAD

QUALITY
BRAND IMAGE
AVAILABILITY
PACKAGING

110

ANALYSIS:
From the survey it was found that amongst 100 respondents.
Quality
a) 51% of respondents rated Maaza as having good quality
product.

111

b) 30% of respondents rated Maaza as having Very good quality

product.
c) 18% of respondents rated Maaza as having Average quality
product.
d) Only 1% of respondents rated Maaza as having Bad quality
product.
e) None of the respondents rated Maaza as having Very Bad
quality product.
Brand Image
a) 65% of respondents rated Maaza as having a good Brand
Image.
b) 25% of respondents rated Maaza as having a very good Brand
Image.
c) 10% of respondents rated Maaza as having an Average Brand
Image.
d) None of the respondents rated Maaza as having Bad or Very
Bad Brand Image.
Availability
a) 44% of respondents rated that Maaza has Average availability
in the market.
b) 37% of respondents rated that Maaza has Good availability in
the market.

112

c) 16%

of

respondents

rated

that

Maaza

has

Very

Good

availability in the market.

d) 3% of respondents rated that Maaza has Bad availability in the
market.
e) None of the respondents rated Maaza as having Very Bad
availability in the market.
PACKAGING
a) 42% of respondents rated Maaza as having Average Packaging.
b) 29% of respondents rated Maaza as having Good Packaging.
c) 18% of respondents rated Maaza as having Bad Packaging.
d) 10% of respondents rated Maaza as having Very Good
Packaging.
e) Only 1 % of respondents rated Maaza as having Very Bad
Packaging.

FINDINGS:
From the survey, it has found that 51% of people say that quality
is good and 30% of people say that quality is Very Good. It
means overall quality of Maaza is good.

113

65% of people say the brand image is good and 25% of people
say that brand image is Very good. It means the overall brand
image of Maaza is good.
44% of people say that the availability of Maaza is average and
37% of people say that the availability is good. It seems the
overall availability of the product is average. And this is the
place where company has to look out for making changes in their
distribution strategy.
42% of people say that packaging of Maaza is just average and
29% of people say that Maaza has good packaging. It means the
packaging of the company is average and thus they need to work
on it.

12. Give your ratings to following attributes of Slice?

ATTRIBUTES

VERY
GOOD

GOOD

AVERAGE

BAD

VERY BAD

QUALITY
BRAND IMAGE
AVAILABILITY
PACKAGING

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ANALYSIS:
From the survey it was found that amongst 100 respondents.
Quality

115

a) 39% of respondents rated Slice as having good quality

product.
b) 39% of respondents rated Slice as having Average quality
product.
c) 18% of respondents rated Slice as having Very good quality
product.
d) 4% of respondents rated Slice as having Bad quality product.
e) None of the respondents rated Slice as having Very Bad
quality product.
Brand Image
a) 54% of respondents rated Slice as having a good Brand Image.
b) 29% of respondents rated Slice as having an Average Brand
Image.
c) 16% of respondents rated Slice as having a very good Brand
Image.
d) Only 1% of respondents rated Slice as having a Bad Brand
Image.
e) None of the respondents rated Slice as having Very Bad Brand
Image.
Availability
a) 40% of respondents rated that Slice has Good availability in
the market.

116

b) 37% of respondents rated that Slice has Average availability in

the market.
c) 19% of respondents rated that Slice has Very Good availability
in the market.
d) 4% of respondents rated that Slice has Bad availability in the
market.
e) None of the respondents rated Slice as having Very Bad
availability in the market.
PACKAGING
a) 28% of respondents rated Slice as having Average Packaging.
b) 58% of respondents rated Slice as having Good Packaging.
c) 4% of respondents rated Slice as having Bad Packaging.
d) 10%

of

respondents

rated

Slice

as

having

Very

Good

Packaging.
e) None of the respondents rated Slice as having Very Bad
Packaging.

FINDINGS:
From the survey, it has found that 39% of people say that quality
is good and 39% of people say that quality is Average. It means
overall quality of Slice is Average.
117

54% of people say the brand image is good and 16% of people
say that brand image is Very good. It means the overall brand
image of Slice is good.
37% of people say that the availability of Slice is average and
40% of people say that the availability is good. It seems the
overall availability of the product is average. And this is the
place where company has to look out for making changes in their
distribution strategy.
58% of people say that Slice has good packaging and 10% of
people say that packaging of Slice is Very Good and. It means the
packaging of the company is really good and thats what people
like it as it gets easy to handle.

13. Give your ratings to following attributes of Frooti?

ATTRIBUTES

VERY
GOOD

GOOD

AVERAGE

BAD

VERY BAD

QUALITY
BRAND IMAGE
AVAILABILITY

118

PACKAGING

ANALYSIS:
From the survey it was found that amongst 100 respondents.
Quality
119

a) 43% of respondents rated Frooti as having good quality

product.
b) 41% of respondents rated Frooti as having Very good quality
product.
c) 13% of respondents rated Frooti as having Average quality
product.
d) 2% of respondents rated Frooti as having Bad quality product.
e) Only 1% of the respondents rated Frooti as having Very Bad
quality product.
Brand Image
a) 63% of respondents rated Frooti as having a good Brand
Image.
b) 23% of respondents rated Frooti as having a very good Brand
Image.
c) 12% of respondents rated Frooti as having an Average Brand
Image.
d) Only 1% of respondents rated Slice as having a Bad Brand
Image.
e) Only 1% of respondents rated Frooti as having Very Bad
Brand Image.
Availability

120

a) 53% of respondents rated that Frooti has Good availability in

the market.
b) 31%

of

respondents

rated

that

Frooti

has

Very

Good

availability in the market.

c) 15% of respondents rated that Frooti has Average availability
in the market.
d) 1% of respondents rated that Frooti has Bad availability in the
market.
e) None of the respondents rated Frooti as having Very Bad
availability in the market.
PACKAGING
a) 58% of respondents rated Frooti as having Good Packaging.
b) 20% of respondents rated Frooti as having Very Good
Packaging.
c) 17% of respondents rated Frooti as having Average Packaging.
d) 3% of respondents rated Frooti as having Very Bad Packaging.
e) 2% of respondents rated Frooti as having Bad Packaging.

FINDINGS:
From the survey, it has found that 43% of people say that quality
is good and 41% of people say that quality is Very good. It means
overall quality of Frooti is Very good.
121

63% of people say the brand image is good and 23% of people
say that brand image is Very good. It means the overall brand
image of Frooti is Very good.
53% of people say that the availability of Frooti is good and 31%
of people say that the availability is Very good. It seems the
overall availability of the product is good.
58% of people say that Frooti has good packaging and 20% of
people say that packaging of Frooti is Very Good and. It means
the packaging of the company is really good and thats what
people like it as it gets easy to handle.
However the stats show that Frooti is at no.1 followed by Maaza
and Slice respectively at no.2 and no.3 position.

14. Would you visit another store, if you do not find your brand at your
store?
Yes
No

122

ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 53% of respondents says that they would visit another store to
find there preferred Mango drink.
b) 47% of respondents says that they would not visit another
store to find there preferred Mango drink.
FINDINGS:
From the survey, it has found that yet there are 47% of people
who will stick to only one shop where whichever Mango drink is

123

available they will buy it. And 53% of crowd says that they will
definitely go and visit another store to find there preferred
Mango drink. This 53% people are Brand conscious people. And
thus it shows that company has been partly successful to make
people brand conscious.

Recommendation and Suggestions:

For Maaza:

124

 Need to start local advertisements.

Need to change the pricing strategy.
Appoint Brand ambassador as both other company has it already.
Need to Work on Distribution Strategy (Availability).
Improvement in the packaging of Maaza bottles.
Introduction of small tetra pack of Maaza of Rs 3/For Slice:
Need to improve Quality in terms of thickness.
Need to Work on Distribution Strategy (Availability).
Introduction of small tetra pack of slice of Rs 3/ Decrease in the price of slice
Need to start local advertisements.
For Frooti:
Need to focus more on advertisements strategy.
Focus on Brand positioning.
Need to improve Brand Loyalty.
Need to expand brand, brand equity is not utilize properly.
Must increase flavours.

CONCLUSION

125

From the survey we can conclude that, there is a big competition in Mango
drinks segment in regards to Maaza, Frooti and Slice. Though, it has been
seen that people prefer Frooti more than Maaza and Slice from the survey.
However, Frooti is not a clear Market Leader as it is followed by Maaza and
Slice respectively. People prefer Mango Drink less than Cola drink. Thus
companies have to create more awareness about mango drink by the way of
Advertisement. Companies can endorse Brand Ambassador to promote there
product which is very necessary. There is 50-50 situation in advertisement
affecting purchases. Thus ads must be made more attractive.
Generally people are not having any regular timing or drinking soft drink but
we can assume that on an average every customer drink these drinks 2-5
times in a week and most people drink it without any reason (Just like that).
The taste of the product influences people to Buy Mango Drink. However it
is looked as an aid to put off thirst and as a Healthy drink compared to cola
drink.
Price is reasonable but if it is lowered than obviously the purchasing power
of people will increase. Companies should emphasis on sales promotion
techniques such as price discount, buy two get one free & something free
with product respectively. This will help company to improve sales.
Generally people prefer to drink 250 ml. quantity of Mango drink at once.
Again there are half of the crowd who are Brand loyal and another half are
those who switch from one product to another. Generally it is because of non
availability of the product. However no clear Market leader, still Frooti is
leading with followers Maaza and Slice respectively.
126

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