MM3 Project Report Group 7

Project report on
MM3 Project Report Group 7

ACKNOWLEDGEMENT

The project in its present form and state would not have been possible had it not been for
the able guidance and support of Prof. .. whom we always looked up to, when faced
with any difficulty and have disturbed him at all times and hours.

We would also like to thank our seniors and classmates who provided us with references
required for collection of data. No research would be successful, without the active
involvement of the respondents and we take this opportunity to thank our various
respondents for having patiently filled our response sheet.

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EXECUTIVE SUMMARY

Frooti, or Mango Frooti, as it is popularly called, is the largest-selling ready-to-consume

mango drink in India. Launched in 1985, it is the flagship product of Parle Agro Pvt. Ltd.
When it was launched, it took the country by storm as it was the only beverage sold in an
innovative Tetra Pak packaging which was a new concept for Indian consumers. Ever since
its launch, Frooti has acquired a large market share and continues to be the most popular
mango drink even today. The tagline Mango Frooti - Fresh and Juicy has huge brand recall
value for consumers and has helped the brand strengthen and consolidate its position as the
market leader. However of late, as there were many new launches in the fruit juice market,
the sales of Frooti stagnated. Worried by the stagnating sales, Parle tried to reposition the
brand to appeal to youth aged between 16 and 21.This project aims in finding the cause of
the declining sales of Frooti and the acceptance of the brand of it s competitors.Data was
collected through in-depth interviews, focus group discussions and survey methodology (an
online questionnaire was used to collect data) and apart from spreadsheet analysis, Jaccard
Analysis, SWOT Analysis and Stochastic Share Analysis was also done to reach at the results.

The Qualitative Analysis revealed that customers of Mango Juices are very brand conscious
and have a preference for Frooti as they have consumed Frooti from childhood ,also Frooti
enjoys a preference because of it price. However customers could not recall the
advertisements of Frooti and also perceived it as dilute. The retailers complained of the lack
of supply and the absence of POSM materials in the outlets.The qualitative findings are
substantiated by the quantitative findings that the attribute Brand and Price has been the
most important attribute while selecting Mango Juices.

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Table of Contents

ACKNOWLEDGEMENT ............................................................................................................................ 1
EXECUTIVE SUMMARY ........................................................................................................................... 2
Table of Contents .................................................................................................................................... 3
BACKGROUND ........................................................................................................................................ 4
FROOTI .................................................................................................................................................. 4
COMPETITORS OF FROOTI ......................................................................................................................... 5
MARKETING OBJECTIVE: ........................................................................................................................ 6
VARIABLES: ................................................................................................................................. 6
RESEARCH METHODOLOGY ................................................................................................................... 7
QUALITATIVE ANALYSIS ......................................................................................................................... 9
FOCUS GROUP DISCUSSIONS .............................................................................................................. 9
RETAILER ANALYSIS ............................................................................................................................... 12
QUANTITATIVE ANALYSIS .................................................................................................................... 14
DEMOGRAPHIC DETAILS OF RESPONDENTS: .................................................................................... 14
TOMA ................................................................................................................................................ 15
JACCARD ANALYSIS ........................................................................................................................... 16
STOCHASTIC SHARE ANALYSIS........................................................................................................... 18
SWOT ANALYSIS ................................................................................................................................ 20
FACTOR ANALYSIS .................................................................................................................................. 23
CONCLUSION BASED ON QUANTITATIVE AND QUALITATIVE FINDINGS: ........................................................... 25
RECOMMENDATIONS BASED ON QUANTITATIVE AND QUALITATIVE FINDINGS: ............................. 25
LIMITATIONS OF THE RESEARCH:.............................................................................................. 26
Works Cited ........................................................................................................................................... 26

Table 1 : Content Analysis of FGD ......................................................................................................... 10

Table 2: Gender distribution of Respondents ....................................................................................... 14
Table 3: Age distribution of Respondents............................................................................................. 15
Table 4 :Employment status of Respondents ....................................................................................... 15
Table 5: TOMA Analysis ........................................................................................................................ 16
Table 6: Jaccard Scores ......................................................................................................................... 17
Table 7:Stochastic Share ....................................................................................................................... 20
Table 8:SWOT Score .............................................................................................................................. 21
Table 9:Rotated Component matrix ..................................................................................................... 24

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BACKGROUND

FROOTI
Frooti, or Mango Frooti, as it is popularly called, is the largest-selling mango drink in India. It
is the flagship product of and the most successful drink offered by Parle Agro India Pvt. Ltd.
Frooti over these years have carved out a niche for itself in the market. The packaging
caught the attention of consumers. Frooti became successful because of its fantastic
concept because India is crazy for Mango.

Frooti was positioned as a mango drink that is Fresh-n-juicy For over a 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. In late ninetees the
brand was facing stagnated sales. The company tried to excite the market with an orange
and pineapple variant but both the variant bombed. Then came the experiment with
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. The positioning changed to be more fun based. The package also changed.
The old green color of the bottle changed to more bright mango color with lot of graphics
added to it.

One of the most famous marketing campaigns India have witnessed took place during the
repositioning. The campaign is the famous Digen Verma campaign. This campaign was
not followed up and the hype was not translated to long term brand building.

Lately, the mango drink segment in India has expanded with the entry of many players.
Being the market leader in mango drinks, it is important that Frooti stands out while also
retaining the brand association with mangoes. Although Frooti enjoys a commanding (55%)
market share , Frooti is facing stagnation. Keeping this in mind, Frootis brand
communication evolved to a new level.

While most people loved it as kids, when they grew up they felt Frooti was for the younger
lot. What followed was a complete revamping exercise. Frootis most recent ad campaign
with the Why grow up theme, lays the foundation for a long-term strategy and vision for
the brand. It not only highlights the brand make-over, it also stays true to Frootis core
mango values. (MANGO SURPRISE)

Continuing with the same idea for the packaging and to connect better with the youth,
Frooti designed 'Mango Emoticons' or 'Mangoticons' and put them on the Frooti pack. Right

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now, there are packs with 21 different Mangoticons in the market. From the television
commercial to on-ground and online activities to the little sticker that goes on to the packs,
every piece of communication has delivered to strengthen the theme. (Kashyup)

COMPETITORS OF FROOTI

M
aaza 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.
While Frooti was sold in small cartons, Maaza and Slice were initially sold in
returnable bottles. However, all brands are also now available in small cartons and
large PET bottles. 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 variety, which is
known as the "King of Mangoes" in India.

S
lice 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 relaunched 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.

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. 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.

T ropicana was founded in Bradenton, Florida, USA, in 1947. And is now enjoyed
almost everywhere in the world. Carefully nurtured for over 50 years, it has matured
into one of the most respected beverage brands. Today it is the World's no. 1 juice
brand and is available in 63 countries. Since 1998, it has been owned by PepsiCo, Inc.
Tropicana Premium Gold was re-launched as Tropicana 100% in year 2008..

R
eal has been the preferred choice of consumers when it comes to packaged fruit juices,
which is what makes India's No. 1 Fruit Juice brand. A validation of this success is
that Ral has been awarded Indias Most Trusted Brand status for four years in a
row.

Today, Ral has a range of 14 exciting variants - from the exotic Indian Mango, Mausambi,
Guava & Litchi to international favourites like Pomegranate, Tomato, Cranberry, Peach,
Blackcurrant & Grape and the basic Orange, Pineapple, Apple & Mixed Fruit. This large
range helps cater different needs and occasions and has helped Ral maintain its dominant
market share.

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MARKETING OBJECTIVE:
Objective: To study the factors affecting the decline in market share of Frooti in Bhubaneswar

Today the Indian food and beverages industry is growing by leaps and bounds. We have the
presence of all major international chains right from Mc Donalds to KFC and from Coke to Pepsi.

One major segment in this category is that of the Non Carbonated Beverages segment which
comprises of fruit or fruit concentrate based drinks like Frooti, Tropicana, Real etc.

On further segmentation we have the category of mango flavour based drinks which have created
there own niche in the market. The dominant players in this category are Mazaa, Slice and Frooti.

Over the years we are seeing that Frooti, once a market leader in this category is slowly loosing its
market share to the other new entrants like Mazaa and Slice.

Our marketing objective is to determine which factors are the driving forces behind the decline in
the market share of Frooti. With research convenience perspective we have confined ourselves to
Bhubaneswar geographical area.

VARIABLES:

DEPENDENT VARIABLE:
Intention to Purchase: Through this variable we try to identify the factors, which
influence consumer behavior of buying a non carbonated beverage and the
contribution made to it by the various underlying independent attributes.

INDEPENDENT VARIABLE:
Taste: This attribute is one of the major driving forces behind the sale of any
food or beverage item across any segment. A good taste guarantees that user
will repeat his purchase and recommend it to others as well.
Sweetness: This is a very critical element as many users make their choice based
entirely on the sweet content of the drink. In fact internationally, Pepsi and Coke
have differentiated themselves majorly on the basis of the sweetness content of
their drinks.
Freshness: When competing with juices like Tropicana and Real, it becomes
mandatory for the players in this category to maintain their freshness content,
Stale taste is a sure way to drive the consumers away to other brands.
Good packaging: Considering the Indian weather and transport conditions, it
becomes mandatory for the producers to ensure a good packaging because no
matter how good a product is manufactured, it makes sense to the end
consumer only if it reaches to him in a good and attractive state. Also for kids

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and many adults also, the attractiveness of packaging is one major driving factor
behind preference for a drink.
Availability: Considering the vast stretch of the country and areas which are still
not accessible easily, availability of the drink at all consumer locations is big
challenge.
Affordable Price: Our country is divided into disparate economic zones and the
consumer base comprises of people from all the categories. Also due to the
enhanced levels of competition and substitutability of the product in question,
price sensitivity is one of the most critical factors to be considered.
Energy: The energy content of the drink is also critical as due to the weather
conditions prevailing, the drinks do serve as instant sources of energy to people
travelling or otherwise.
Kids love it: Kids are one of the most dominant consumer segments present in
this category. They form a major chunk of consumer base, and their importance
can be gauged from the fact that many traditional advertising campaigns like
those of Rasna etc. were based totally on kids.
Visual appeal: We all like our food to be dressed up attractively, then why
different for our drinks. Visual appeal of the packaging makes for one major
reason of buying preference of the consumers when it comes to product
categories which are not differentiated or are easily substitutable.
Nutritional value: When competing with drinks like fruit juices, it becomes
important for the marketer to focus on the nutritional value of the drink as well
as it nutrient content also.
Refreshment: This is one of the most important attributes behind the purchase
of any beverage, it should be able to refresh the consumers and provide a feeling
of replenishment, and then only will the consumer go for this dink again.
High Pulp Content: With increased competition from drinks like Real and
Tropicana which also position themselves based on the high pulp content of the
drink, which in turn gets associated with natural ingredients for the drink, the
pulp content has become an important factor for many consumers while buying
their drink.

RESEARCH METHODOLOGY
Prime focus of the research: To find what have been the basic factors that affect customers
decisions while purchasing a fruit juice.

TARGET GROUP
Since we were studying the consumer purchase dynamics there was only target group for us i.e.

Existing consumer who drink Mango juice.

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We basically studied the following categories of people for our analysis:

Working professionals
Youths in the age group of 16-25
Housewifes
First year students of XIMB were also considered for the study

METHODOLOGY
The attempt of this study was to find out the factors that affect customers decisions while
purchasing a fruit juice ., the coverage included quantifying or finding the strong and the weak
attributes that pursues the sales of the various juices hence the methodologies used are:

Focus Group Discussions

In-depth Interviews (With Retailers)
Survey methodology (Sample Size = 83)
While the group observation and discussion helped us to identify the qualitative aspect of the study
at length the survey methodology helped us to reach to a various inferences related to percentage
of people preferring the Fruit Juices esp. Frooti , the primary drivers for the various Fruit Juices the
strengths and weaknesses of the brands, stochastic share of brands etc. which is discussed in detail
in the report at a later part.

PROCESS
Since we are targeting such a consumer group within Bhubaneswar our survey did not extend
beyond regional level. However certain people from other parts have also filled our survey.

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QUALITATIVE ANALYSIS
Qualitative Analysis was carried out using in-depth interviews and focus group discussions to
generate hypothesis about purchase decision of a watch for people and how different factors affect
their decision. Qualitative analysis will be helpful for getting a detail insight into the problem.

FOCUS GROUP DISCUSSIONS

As already described, today the market is flooded with different types of fruit drinks. They not only
fulfill a customers need for a quenching there thirst, but also some other needs like social
recognition, a symbol of health and refreshment. Increasingly, companies are also using
advertisement strategies to capture this share of the customers mind and allure him towards their
products.

We spoke to a group of individuals, who are in the age group of twenties and were from different
parts of India. They were young and energetic. They have tried almost all the available brands in this
sector of fruit drinks. All of them were single except one and had no family obligations. We present a
brief account of our focus group discussion with them. We tried to understand their behavior while
purchasing fruit drinks and the different needs they try to satisfy through the purchase of a fruit
drink. The discussion is an attempt to probe deeper to find out factors and attributes that define
customer requirements, expectations, and other factors influencing a consumers purchase decision.
We also try to find out the reasons for the rapidly changing consumer behavior and desirability of
fruit drinks. These findings ultimately helped us to answer our research questions.

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CONTENT ANALYSIS
Motivators The main motivator is their brand. Location of consumption.

Brand ambassador doesnt matter. Sugar i.e. sweet given

preference in India.
Frooti being consumed from
childhood , so loyalty.

Expectations Ad to have some effect on Tetra packs preferred.

consumer minds. Taste should not
Airtight. Well store.
change.
Chilled .use of refrigerators
To be served in cans.
instead of ice boxes.
Can try on different variety of
mangoes like alphonso, ratnagiri,
devgadh etc

Awareness levels not on TOMA. Dilute not as strong as other

fruit juices.
Barriers Not close to mango flavor is
comparison to other brands. Level of preference low.

Less consumed product. Mapping of ad concept with

the product concept.
Not unique in taste.

Table 1 : Content Analysis of FGD

SUMMARIZED RESULTS OF THE FOCUS GROUP DISCUSSION

There were some very interesting findings that came out during the FGD. They are as follows:

People have received the frooti to be dilute

They have an expectation of frooti to come in different flavors of mango
They have an issue with the storage facilities like use of ice boxes, distorted packs etc.
They have perceived the frooti brand as a juice for children and any confusion with this
concept can destroy the brand image of frooti
They have a liking of sweet things which is a demographic feature and therefore a very good
chance for frooti to score on others.

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Also the ads of fruit drinks have very low impact expect the only one where Katrina Kaif is
endorsing for Slice. So they are linking her only with Mango not slice as such.
Some fruit juices they perceive to be closer to the mango taste like Maaza.
Also as per the discussion we see though they have a positive loyalty factor towards the
frooti because of it being consumed heavily in their childhood and slowly that image is being
tarnished and fading from customers mind. If frooti has to save his brand then they have to
align their marketing and sales objective keeping their loyal customer in mind.

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RETAILER ANALYSIS

ANALYSIS OF RESPONSES TO GENERAL QUESTIONS

We collected responses from 10 retailers, to know what they say about the declining sales of Frooti
Mango Juice. As retailers are supposed to have direct contact with customers, they receive daily
complaints directly from the customers. So their input was of great importance.

LOCATION OF RETAILERS
We selected retailers from major areas of Bhubaneswar for our analysis. Out of the 60 retailers, 8
were from Shaid Nagar , Bapuji Nagar and Nayapalli as we found out that these are the major sales
generating area of Bhubaneswar in case of Frooti Mango Juices.

DURATION IN RETAIL BUSINESS

The number of years spent in a particular business is one of the important attribute, as old is a retail
store, more it is known by the community. We selected those retailers who were at least in the
retailing business for more than a year.

REGULAR SUPPLY OF FROOTI MANGO JUICE

We asked the retailers about whether they get timely and sufficient supply of Frooti Mango Juice,
and surprising results were revealed. 3 of the retailers replied that they do not receive timely and
sufficient supply from Parle. The shops located in Chandrasekharpur and some in Nayapalli did not
get regular supply of Frooti so they supplied Mazza or Slice to customers. The lead time was nearly
seven days.

PARLE CHILLERS
While we surveyed the distributors we found out that nearly all of the distributors had proper Frooti
chillers available with them .However surprisingly only 2 shops had placed juice to cool down and
from these chillers. For others the reason for not utilizing the fridge was .
1. To save electricity cost they utilized the chillers of other companies
2. Parle did not provide regular supply so two of the retailer had kept the fridge in their shops.
3. Inside chillers of other brands the frooti were kept behind other brands.
As coke has provided majority of the dealers with chillers and in Carbonated segment Thumbs up is
the market leader the retailers kept coke`s chillers. In these chillers they had to keep Maaza in the
front and frooti in the back.

PACKAGING OF FROOTI WHICH SELLS THE MOST

Also during our study we tried to figure out that as per the distributors, what package size of Frooti
Mango juice is being sold the most. From the survey results we found out that the sales of both

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1500ml and 1000 ml PET packs were almost the same. 200ml tetra packs sales also comparable .
Thus we can see and conclude that both 200ml and 1000ml packs of Frooti Mango Juice are equally
popular with the people and when people are in need of and buy both sizes. The huge 1500ml and
1000ml PET packs are popular with the families and housewifes .While the 200ml is popular with
college students .The demand of 1000ml is slightly more that 200ml but this difference is very small
and is almost negligible. The sales of 250ml and 500ml were poor and many small retailers did not
store them and it was kept only in big retail outlets like Reliance Retail.

DEGREE OF SATISFACTION WITH PACKAGING OF FROOTI MANGO JUICE

According to the question posed to retailers regarding packaging of Frooti Mango Juice, we found a
favorable response towards packaging by the retailers . In some retailers view Frooti should not
come out with 500 ml and 250ml PET packs .

MAJOR COMPETITORS OF FROOTI MANGO JUICE

We asked the retailers to tell us about the major competitors of Frooti Mango Juice so as to know
what may be the reason attributed by the retailers to the declining sales of Frooti Mango Juice.
Retailers marked Maaza and Slice as being the major competitors where the consumer is most likely
to witch to. 8 of the retailers ranked Maaza as top competitors. The major reason that Maaza was
selling was that it was getting a regular supply where as frooti supply was erratic .

AFFECT OF PRICE CHANGE ON SALES

In 2011, the price of Frooti Mango Juice has also been raised . We asked the retailers whether
increase in price effects the sales. The retailers said that it did not affect their sales. However some
of the retailers said that few customers had complained.

ADVERTISING STRATEGY OF FROOTI

According to the retailers frooti had very low visibility in the shops .The company did not provide
and POS materials ,where as Maaza and Slice have provided posters and stickers regularly .Frooti
had a few promotional tie ups .Slice had tied up with reliance retail and so the sales of Slice in
reliance retail was high .

CONCLUSION
As all the questionnaires were administered by us, we came across certain findings other than our
questionnaires. We recorded those findings as:
Retailers had biggest supply problem. They said that the only thing that is hindering the sales is lack
of timely supply as well as insufficient supply. They say that demand is very much higher than the
supply received. Generally when customers if they wanted any mango juice they would ask for frooti

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and if frooti was not available if the retailer provided them with Mazza or Slice they were
comfortable with it. Also, they said that there is a low availability of POS from Parle. Juices that were
advertised properly were preferred like in the case of Maaza and Slice.

QUANTITATIVE ANALYSIS

Quantitative data analysis has been done in the following way. An Excel Analysis of the demographic
profile was done first to understand the respondents background and to check the general
attributes of the respondents. Then Jaccard Analysis was done to find out the primary drivers for
category. It was followed by stochastic share analysis and SWOT analysis. This is how an extensive
quantitative analysis for our research was done.

DEMOGRAPHIC DETAILS OF RESPONDENTS:

GENDER:

# Answer Response %

1 Male 63 76%

2 Female 20 24%

Total 83 100%

Table 2: Gender distribution of Respondents

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AGE
# Answer Response %
1 Between 16 and 20 3 4%
2 Between 21 and 25 48 58%
3 Between 25 and 35 29 35%
4 Between 41 and 50 0 0%
5 Over 50 3 4%
Total 83 100%
Table 3: Age distribution of Respondents

EMPLOYMENT STATUS:

# Answer Response %
1 Employed full time 32 39%
2 Student 48 58%
3 Homemaker 0 0%
4 Retired 3 4%
Total 83 100%
Table 4 :Employment status of Respondents

Our analysis is based on the responses collected from a set of 83 respondents.

The set comprises of males and females of various age groups ranging from 16 to over 50. In terms
of employment status the set has people who are student, employed and retired.

TOMA
TOMA is top of mind awareness. Businesses that are at the top of consumers' minds have a high
market share. Consistent, creative advertising will get the brand business top of mind awareness.
The brand can be the first business local consumers think of when buying products or services in
your category.

TOMA survey was unaided and unaltered. Only a picture of Mango was shown to answer the survey.
All survey answers are recorded as presented by the respondents, being grouped under a single
business name only when the answer clearly and without question matches that business name.

Frooti has high brand/business awareness ,however it lags behind Mazza .

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Spontaneous Awareness
TOM SIM Total
Spontaneous
Frooti 33.7% 2.4% 36.1%
Maaza 36.1% 6.0% 42.2%
Slice 10.8% 4.8% 15.7%
Tropicana 1.2% 0.0% 1.2%
Real 0.0% 0.0% 0.0%
Others 16.9% 4.8% 21.7%
Table 5: TOMA Analysis

JACCARD ANALYSIS

The Jaccard Analysis establishes which attributes are important to consumers and the extent to
which each of the brands is managing to satisfy these expectations.

Here we identify which attributes are important for the category of the study using five brands
namely Frooti, Mazaa, Slice, Real and Tropicana that are driving the brand primarily.

The Jaccard score is calculated as:

We ask the respondents for their preference for each of the brands for which the study is done.
Then the respondents are asked whether they associate the brands with a particular positioning that
are listed in the table below. The responses are stored as:

YY: If the respondent prefers a brand and associates with a particular positioning.

YN: If the respondent prefers a brand but does not associate with a particular positioning.

NY: If the respondent doesnt prefer a brand but associates with a particular positioning.

Then the Jaccard Score is calculated as:

Jaccard Score = YY across all the brands

----------------------------------------------------------------------------
(YY score + YN score + NY score) across all the brands

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In this way we calculate the Jaccard scores for each of the attributes and then we rank them in the
descending order of the scores. Then we list the primary drivers by selecting the attributes with a
score above a benchmark score depending upon the category for which we are doing the study.

Below we find the table showing the Jaccard scores for each of the brands in consideration.

Frooti Mazza Slice Real Tropicana

Taste - According to my 65% 63% 32% 24% 40%
Preference
Sweetness 49% 55% 43% 18% 13%
Freshness of Juice 57% 34% 22% 23% 33%
Good Packaging 56% 33% 27% 36% 37%
Easy Availability 55% 51% 38% 22% 20%
Affordable Price 57% 54% 42% 13% 15%
Nutritional value 42% 21% 15% 33% 44%
Value for money 59% 49% 32% 34% 25%
Provides Refreshment 67% 51% 42% 35% 41%
Provides Energy 57% 40% 29% 33% 35%
Kids love it 65% 36% 30% 9% 9%
High Pulp Content 32% 29% 26% 27% 28%
Table 6: Jaccard Scores

In our analysis we posed two questions to the survey takers,

The first was; which are the preferred brands when it comes to Non Carbonated Soft Drinks?

We gave them a set of options and based on them the consumers could select several alternatives
out of the five brands provided by us.

Subsequently we asked the survey takers to select certain attributes they associated with the five
brands mentioned by us.

Based on the data entered by the survey takers, we then proceeded to conduct the Jaccard analysis,
and our findings were that the following attributes are the brand drivers for Frooti;

1) Refreshment Value

2) Kids Preference

3) Taste

4) Value for money

The consumers find frooti similar to a drink that is capable of providing refreshment, has a good
taste, and is value for money. Apart from this, the kids show a clear preference for the drink.

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STOCHASTIC SHARE ANALYSIS

When we are talking about the strength of a brand there are few parameters using which we judge
the strength of the brand based on the share it has like:

SHARE OF MARKET
This measures the hold of the brand of the market. The problem with this kind of analysis is that it
tells the strength of the brand today it reflects no projections and possibilities for future.

Share of Mind and Heart is the one that highlights the prospects of the brand in the nearing future.
It tires to capture what the consumer thinks and believe of a particular brand and thus helps us to
determine the prospects of the brand in future based on present perceptions.

While conducting the market research for Frooti we have resorted to stochastic share analysis, to
see the strength of the brand Frooti relatively to other brands in terms of share of mind.

The analysis has two parts:

Preferred set size of the brand

Stochastic share of the brand

PREFERRED SET SIZE ANALYSIS

This part of the analysis hovers to procure the data regarding the preference of the brands in the
market.

It is the simple process in which the respondent has been asked for preference for the brand from
the given choices. Respondents response for each brand is treated as a unit for each brand; he can
prefer more than one brand. All the brands for which the respondents has respondent in affirmative
get allocated a unit i.e. if the respondent says he is aware of Xylys and Rolex 2 will be appended to
the column of Xylys and Rolex both.

In the end summation of the response is taken and the preferred set size is calculated.

Preferred set size Summation of the response for the Brand

of a brand = ----------------------------------------------------------------------
Total no of respondents that has a preference for that brand

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STOCHASTIC SHARE ANALYSIS

This is the second part of the analysis here we approach the core of the analysis. Taking data from
the preferred set size analysis we proceed to calculate the stochastic share of the brand

The number of respondents that have responded in affirmative for any brand represents the set,
which can become the buyer of the brand hence they represent the future market share for the
brand and todays share of mind this is calculated as

No of respondents who responded in affirmative for the brand preference

______________________________________________________________

Total set size of the respondents considered

Now this is the market share of the brand but as we have analyzed before the brand is preferred
alongside other brands as well so this share of the mind includes the respondents who prefer other
brand as well.

Thus to get the actual % representation of a brand in the market we calculate

Proportionate market share = % of market calculated earlier

-------------------------------------------------------
Preferred set size

This is now the actual share of the brands but this is not the actual share of mind of the brands that
is represented by the share of the brand among the brands considered for study.

Proportionate share of the brand

Stochastic Share = ----------------------------------------------------------------------------
Proportionate share of all the brands in the consideration set

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Our findings are collated in the table given below:

Stochastic
% Preferred set ratio share

Frooti Preference 89.15663 4.243243243 21.0114343 23

Mazaa Preference 92.77108 4.116883117 22.5343012 25

Tropicana
Preference 66.26506 4.636363636 14.292464 16

Slice Preference 90.36145 4.186666667 21.5831479 24

Real Preference 55.42169 4.673913043 11.8576632 13

91.2790106

Table 7:Stochastic Share

Inference

As we can see from the data, there is a lot of competition in this section for the market share. The
ideal preferred set size for each brand should be 1. But over here the ideal brand size is close to 4 for
each of the brands, thus this proves that none of the brands have a clear cut market share.

This highlights the case of brand preference dilution thus all the brands that have been taken into
consideration set suffers from almost same level of dilution.

The lowest preferred set size is of Mazaa followed up by slice and frooti. Thus we can infer from the
data as it is seen later that the stochastic market share is maximum for mazaa and then for slice and
frooti, though the difference is very insignificant.

This highlights the case of brand preference dilution thus all the brands that have been taken into
consideration set suffers from almost same level of dilution.

SWOT ANALYSIS
This analysis is done to find out the relative advantages or disadvantages of the various brands with
respect to each other.

SWOT SCORE = (Brand Attribute score Attribute Average) (Brand Average

Grand Average).

We have obtained the following table after calculating the Swot scores for various brands and
for various attributes.

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Frooti Mazza Slice Real Tropicana

Taste - According to my
Preference 0.03 0.16 -0.04 -0.09 -0.06

Sweetness -0.01 0.13 0.08 -0.10 -0.11

Freshness of Juice -0.05 -0.09 -0.06 0.05 0.16

Good Packaging -0.05 -0.12 -0.07 0.13 0.10

Easy Availability 0.11 0.06 0.11 -0.16 -0.12

Affordable Price 0.18 0.11 0.10 -0.19 -0.21

Nutritional value -0.17 -0.19 -0.10 0.20 0.26

Value for money -0.01 0.07 0.01 -0.01 -0.06

Provides Refreshment 0.03 0.02 0.00 -0.02 -0.02

Provides Energy -0.11 -0.06 -0.03 0.08 0.12

Kids love it 0.28 -0.01 -0.01 -0.09 -0.17

High Pulp Content -0.23 -0.09 0.00 0.21 0.11

More than 0.1 From 0 to 0.1

More than -0.1 From 0 to -0.1

Table 8:SWOT Score

The negative scores indicate that the brands are weak on these attributes and positives shows that
these are the strong points. We have considered it as a weakness if it is less than 0.1 and a threat if
it lies in the range 0.1 to 0 score. This is precisely because we consider that it is not of that much
great intensity if it lies in 0.1 to 0 range and can be improved to make it an opportunity or strength.

On the similar lines we have for strength and opportunity in the range more than 0.1 and from 0 to
0.1 respectively.

We can find from the above table what are the strengths and weaknesses of the different brands
with respect to the other brands in question.

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Analysis and Inference:

Based on the survey taker preferences, we then proceeded to conduct the SWOT analysis.

Our findings from the SWOT analysis were, that for Frooti brand, the attributes could be listed into
the following sets;

Strength: Opportunities:

Easy Availability Taste

Affordable Pricing Provides Refreshment
Kids Preference

Threat: Weakness:

Sweetness Nutritional Value

Packaging High Pulp Content
Freshness of Juice Energy

Thus according to the SWOT analysis, for market growth frooti needs to work on its weaknesses and
threats and turn it into strengths. Thus it needs to look into its packaging, the sweetness content of
the drink, and the freshness of juice to the end consumers.

Further it needs to exploit the opportunities that it has, that is the attributes for which they are not
preferred but people have a liking; that is the taste of the juice, the taste value needs to be
enhanced, and also the refreshment content needs to be looked into.

Now the refreshment issue might be due to lack of effective cooling, or better packaging, that need
to be looked into by the firm.

Also the firm needs to analyse, what taste attribute might make it the market preferred drink in its
segment, now it may be that the taste needs to be modelled more towards raw mango taste, or
certain specific varieties of mangoes, or maybe the sweetness content needs to be altered. These all
need to be looked into by the firm.

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Furthermore the firm needs to work heavily and sincerely on the weaknesses. These are the
attributes which are not attributed to the drink, and they might be deterrent to many prospective
consumers.

The firm needs to improve the nutritional value of the drink, and then further communicate it to the
end consumers through effective marketing. Further the firm needs to work on the pulp content of
the drink, and the energy being provided by the drink.

Now the firm needs to look into what might be the issues behind the perception of lack of
nutritional value and energy content of the drink. Are the attributes actually lacking or are they not
communicated effectively to the end consumers, these need to be looked into.

Also, the firm needs to take into view how are the competitors performing on the same lines.

For e.g. Frooti can pick up cues from Tropicana which clearly has all the three attributes High energy
content, high nutritional value and pulp content as its strength.

Frooti can make changes to its product on the lines of Tropicana, it can also look into the marketing
efforts undertaken by Tropicana to etch into the consumers its high nutrient valued image.

Frooti can also look towards Mazaa for its taste attribute, what is it that makes the taste of Mazaa
click with the end consumers ?

Based on the relative analysis of its strengths and weaknesses viz a viz its competitors, the firm can
make changes to its product line to better suit to the end consumers and deepen its market
penetration.

FACTOR ANALYSIS
Factor analysis is foremost a data reduction technique: It takes the entire data set and whittles the
individual variables down to underlying factors. Factor analysis can analyze "interdependence" by
tying together variables highly correlated with one another to reveal patterns flowing just beneath
the surface, allowing new insights into the data under study.

Factor analysis and the resulting factors let you focus on the underlying structures tying together the
individual variables while letting those detailed variables operate in the background, providing solid
data to bolster the structure .

We have used the factor analysis to find the Consumer purchase dynamics for mango fruit juices
.Based on the result we could reduce the data to four important factors .

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Factor 1 : Health and Diet Conscious Product Users

Underlying Variables:

I drink fruit juice at least once a day

I try to avoid food products with additives
I prefer low calorie juice more than the average person.
I often choose juice because they contribute to weight control

Factor 2 : Information Seeker Users

Underlying Variables:

To me product information is of high importance

I compare product information labels to decide which brand to buy
I compare labels to select the most nutritious food.

Factor 3 : Price Conscious Users

Underlying Variables:

I notice when products I buy regularly change in price

I look for discounts and plan to take advantage of them when I go shopping.
I find myself checking the prices in the stores even for small items.

Factor 4 :New Product Triers

Underlying Variables:

I am the kind of person who would try any new product once.
When I see a new brand on the shelf, I often buy it just to see what it's like.
I like the challenge of doing something I have never done before.

Table 9:Rotated Component matrix

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Thus the consumers generally while buying a juice look for the following factors
Health and Diet products.
Products which give a lot of information.
Price
Brand which offers new varieties.

CONCLUSION BASED ON QUANTITATIVE AND QUALITATIVE FINDINGS:

The analysis reveals to us that the market for Non-carbonated mango flavour based
beverages is a red ocean where in there is intense competition for the market share and
space between the dominant market players.

The players need to take into consideration all the factors including price, taste, and
nutrient value into consideration before jumping into the market.

Further there is intense brand dilution and most of the brands are seen as substitutable
among themselves, thus there is a need to create a brand identity for the individual brands.

RECOMMENDATIONS BASED ON QUANTITATIVE AND QUALITATIVE FINDINGS:

There is a clear case of brand preference dilution thus all the brands that have been
taken into consideration set suffer from almost same level of dilution.
Frooti needs to position it across different age segments.
Frooti needs to work on its weaknesses like nutritional value, pulp percentage etc to
become attractive to the market segment currently being served by Tropicana etc.
Frooti needs to work on its marketing and advertising efforts to create a fresh image
in consumer minds.
Frooti can work on its packaging, maybe for a canned variant, or go for a product line
extension to diet or health concious variants.
Frooti needs to improve its supply chain to improve its availability at all point of
sales.
Frooti needs to work on point of sales and promotional activities to allure customers
at the point of sales.
Frooti needs to ensure that its brand get good visibility at the point of sales, and its
refrigeration needs to be improved.
Frooti needs to differentiate itself from the competition, people should ask for frooti
and not get satiated by any mango drink other than frooti.

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LIMITATIONS OF THE RESEARCH:

The data for this analysis has been collected from an online survey. Hence, the research was
limited in its scope to people who have access to Internet.

The competitor set size has been defined with great caution. But there are a large number of
brands and hence competitors. Not possible to include all. So responses could vary based on
different brands in the competitor set.

Also, the analysis was done taking into consideration the mango flavoured variants only, but in
the real market situation the competition is between a number of different flavoured drinks as
well.

Works Cited
Kashyup, P. G. (n.d.). Brand Yatra: From Fresh n Juicy to Why grow up, Frooti goes the mango way . Retrieved from
exchange4media: http://www.exchange4media.com/e4m/news/fullstory.asp?news_id=37920&section_id=42&tag=3499

MANGO SURPRISE. (n.d.). Retrieved from http://www.spikes.asia/winners/2010/direct/entry.cfm?entryid=818

Nair, P. N. (n.d.). The growing fruit juice and health drinks market. Retrieved from
http://www.fnbnews.com/article/print.asp?articleid=15042

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