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A Comparative Study on Effectiveness of

Marketing Strategies Adopted by ITC’s B-


Natural and Dabur’s Real

In the partial fulfilment of the requirements of Summer Internship Program in the Master of
Business Administration Program at GLS University

Submitted to
Faculty of Management
Under the Guidance of

Roshni Tijoriwala - Associate Professor, Sishir Dave – Sales Area Executive, ITC
GLS University (Internal Guide) (External Guide)

Submitted By
Name Enrolment No
Anurag Goswami 201800620012364
Muskan Bapna 201800620012869
Batch 2018-20
Faculty of Management *

Certificate
This is to certify that Mr. Anurag Goswami (Enrolment No. 201800620012364) student of
faculty of management has successfully completed his Summer Project on “A Comparative
Study on Effectiveness of Marketing Strategies Adopted by ITC’s B-Natural and Dabur’s
Real” at “ITC Limited” in the partial fulfilment of the requirements of MBA programme of
GLS University. This is his original work and has not been submitted elsewhere.

_______________ ___________________

Dr. Hitesh Ruparal Roshni Tijoriwala


(Associate Professor)
(Dean)

Date: _________________

Place: _________________

i
Faculty of Management *

Certificate
This is to certify that Ms. Muskan Bapna (Enrolment No. 2018006200123869) student of
faculty of management has successfully completed her Summer Project on “A Comparative
Study on Effectiveness of Marketing Strategies Adopted by ITC’s B-Natural and Dabur’s
Real” at “ITC Limited” in the partial fulfilment of the requirements of MBA programme of
GLS University. This is her original work and has not been submitted elsewhere.

___________________
_______________
Roshni Tijoriwala
Dr. Hitesh Ruparal
(Associate Professor)
(Dean)

Date: _________________

Place: _________________

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GLS University Faculty of Management
Declaration

We, Mr. Anurag Goswami (Enrolment No. 201800620012364), and Ms. Muskan Bapna
(Enrolment No. 2018006200123869) students of Faculty of Management hereby declare that
we have successfully completed this project on ‘“A Comparative Study on Effectiveness of
Marketing Strategies Adopted by ITC’s B-Natural and Dabur’s Real” in the academic year
2019-20.

We declare that this submitted work is done by us and to the best of our knowledge; no such
work has been submitted by any other person for the award of degree or diploma.

We also declare that all the information collected from various secondary and primary sources
has been duly acknowledged in this project report.

Anurag Goswami
Muskan Bapna

(enrolment no)

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Preface

Management today is must for day-to-day life. Management is the integral part of the business.
In this world, all things need proper management for its success. Business without proper
management is like a castle of sand built on seashore. Even individuals need proper
management for running their life smoothly. Only theoretical knowledge is not enough in MBA
along with one needs some practical exposure in the corporate world also. MBA provides this
opportunity through the medium of summer training. This training has made one thing clear
that there are two pillars for getting success in business i.e. efficiency and effectiveness; it
means not only doing right things but also doing things rightly.

In MBA, Theory of any subject is important but without its practical knowledge it becomes
useless particularly for the Management Students. As a student of the Business Administration,
we have studied many theories and concepts in the classroom, but only after taking up this
project work we have experienced & understood these Management theories & practices in its
fullest sense, which plays a very vital role in business field today.

ITC Ltd. is a good FMCG company in Indian market. In this project we compare the Marketing
Strategies of ITC’s B – Natural with Dabur’s Real. Find the market share & market potential
of this company etc.

This Project report gives knowledge of research on “A COMPARATIVE STUDY ON


EFFECTIVENESS OF MARKETING STRATEGIES ADOPTED BY ITC’S B-NATURAL
AND DABUR’S REAL”.

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Acknowledgement

It gives us tremendous pleasure in bringing out this project entitled “A COMPARATIVE


STUDY ON EFFECTIVENESS OF MARKETING STRATEGIES ADOPTED BY ITC’S B-
NATURAL AND DABUR’S REAL” taken as our comprehensive project.

We are highly indebted to Prof. Roshni Tijoriwala for their guidance and constant supervision
as well as providing necessary information regarding the project and also for their support in
accomplishing this project.

We express our Gratitude to Dr. Hitesh Ruparal, Director of Faculty of Management, GLS
University for the support and the environment he has provided us. The genuine sense of
gratitude goes to GLS University that gave us a chance to brighten our academic qualification
that provided us this opportunity.

At last, we are obliged to Mr. Hiren Chawda & Mr. Sishir Dave (Sales Area Executive, ITC
Ltd.) who allotted us this chance and without their guidance and constructive criticism this
report might have not been completed. We are also thankful to the management & all
employees of ITC LTD.

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Executive Summary

The main area of the study is “A COMPARATIVE STUDY ON EFFECTIVENESS OF


MARKETING STRATEGIES ADOPTED BY ITC’S B-NATURAL AND DABUR’S
REAL”. The sources of data collection used in the study are both primary and secondary in
nature. We are going to conduct a survey to know the Effectiveness of marketing strategies
adopted by ITC’s B-Natural, which is a part of primary data. The real aim of the project is to
compare the marketing strategies of ITC’s B-Natural and Dabur’s Real.

In this project researcher has covered the 4Ps of marketing Product, Price, Place & Promotion
of both the brands ITC’s B-Natural and Dabur’s Real. In this analysis we have shown history
and present scenario of the juice industry in India.

The project is based on marketing strategies so we have first explained about 4Ps of marketing
Product, Price, Place & Promotion. We have analysed the growth drivers of packaged fruit
juice sector, major players in Indian packaged fruit juice industry, key challenges in packaged
fruit juice sector.

Primary data has been collected in which focus group study had been conducted to design the
customer survey questionnaire with a sample size of 100 respondents. This survey has been
conducted in Ahmedabad. Secondary data was collected through various websites, magazines
and books.

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TABLE OF CONTENTS
SR. NO. PARTICULARS PAGE NO.
CHAPTER-1 RESEARCH METHODOLOGY 1
1.1 ABSTRACT 2
1.2 LITERATURE REVIEW 3
1.3 RESEARCH OBJECTIVES 6
1.4 SCOPE OF THE STUDY 6
1.5 NEED OF STUDY 7
1.6 RESEARCH DESIGN 7
1.7 DATA COLLECTION METHOD 7
1.8 SAMPLING PLAN 8
1.9 IMPORTANCE OF STUDY 8
1.1 LIMITATIONS OF STUDY 8
1.11 DATA ANALYSIS TOOL 8
CHAPTER-2 INDUSTRY PROFILE 9
2.1 INTRODUCTION OF FRUIT JUICE INDUSTRY 10
2.2 PREFERED PACK SIZE 10
2.3 GROWTH DRIVERS 11
2.4 KEY CHALLENGES 12
2.5 OPPERTUNITIES 13
2.6 PORTER’S FIVE FORCE ANALYSIS 14
CHAPTER-3 COMPANY PROFILE 19
3.1 INTRODUCTION OF COMPANY 20
3.2 SWOT ANALYSIS 32
CHAPTER-4 INTRODUCTION OF TOPIC 36
4.1 INTRODUCTION 37
4.2 WHAT IS MARKETING STRATEGIES 37
4.3 INTRODUCTION OF B-NATURAL 39
4.4 4PS OF B-NATURAL 40
4.5 INTRODUCTION OF REAL 53
4.6 4PS OF REAL 74
CHAPTER-5 ANALYSIS & INTERPRETATION 62
CHAPTER-6 FINDINGS 92
CHAPTER-7 RECOMMANDATIONS 94
CHAPTER-8 CONCLUSION 96
BIBILIOGRAPHY 98
ANNEXURE 100

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LIST OF TABLES
SR. PAGE
TOPICS
NO. NO.
5.01 Gender Frequency 63
5.02 Age Frequency 64
5.03 Frequency of Occupation 65
5.04 Like Packaged Juice 66
5.05 Frequency of packaged juice usage 67
5.06 Awareness about different packaged juice brands 68
5.07 Which Medium of marketing is More Effective 69
5.08 Which juice brand you like to drink 70
5.09 Most popular brand 71
5.1 Frequency of Advertisement 72
5.11 Awareness about no concentrate campaign of B-Natural 73
5.12 while purchasing juice which feature you are looking for 74
5.13 Affecting Factors of B-Natural 75
5.14 Affecting Factors of Real 76
5.15 Most Preferred Channel for purchasing packaged juice 77
5.16 Effectiveness of Advertisements 78
5.17 Effectiveness of Packaging 79
5.18 Sample Tasting Influence you to buy product 80
No Concentrate and no preservatives influence you to buy B -
5.19 81
Natural
5.2 What is your overall view for B - Natural 82
5.21 What is your overall view for Real 83
5.22 One Way Anova 85
5.23 One Way Anova 87
5.24 One Way Anova 89
5.25 One Way Anova 91

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CHAPTER - 1
RESEARCH METHODOLOGY

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1.1Abstract:-

The juice market in India is witnessing a plenty of activity. With the focus on a healthy diet,
there has been an increase in demand for fresh fruit juices. In terms of market shares, Dabur’s
Real and Pepsi’s Tropicana dominate the 100 percent juice category with market shares of 56
percent and 29.3 percent respectively. The appearance plays an important role in influencing
consumer perception and subsequent acceptance of the product. The trends are showing that
there will be a healthy competition in juice market in India. Hence apart from the marketing
strategies like targeting, distribution, segmenting and packaging, it is imperative to analyse the
demand by finding the consumer perception towards ITC’s B-Natural and the level of
acceptance for the product

Our prime objective is to compare Marketing strategies of ITC’s B-Natural and Dabur’s Real
How the companies do product placement, product positioning, product segmentation, and
targeting of their products in the market? What are the schemes and discounts given by the
company to consumers and to retailers? To Study the expectations and demands of retailers
towards the product or the company. Market survey will be done through filling of the
questionnaires which helps us to know about the consumer buying behaviour which explains
about the consumers’ choices or preferences for a particular product. Our study will also help
us to know various perspective of people towards the juice brands with special reference to B-
Natural and Real

After analysing the data we would give suggestions and some ideas what are the changes
required in current marketing strategies for achieving good number of sales as well as good
position in the emerging market.

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1.2 Literature Review:-

(Aline & Sharlayne , 2018) The Article “Study of the consumers of ready-to-drink juices
and fruit nectars” talks about marketing strategies, especially nutritional marketing, can
influence the purchasing decisions of consumers. However, the level of education, age, gender
and even income are important variables in the buying process. It was evident that regardless
of social class or age, practicality is the primary motivation for consuming juices and nectars.
However, what determines the buying decision and the brand choice was, in most cases, the
price. Fruit nectar was the most consumed product, and women purchased most of the product.
Women were also the most likely to analyse the labels and packaging, noting the need to
improve the information, particularly the information concerning the fruit content existence,
presence of additives, sweeteners and detailed descriptions. It is the role of the beverage
industries to provide clear and understandable information for the entire consumer population.

(Vikram, Rambir, & Ashima, 2014) The article “Consumer Behaviour for fruit juices
market in India” talks about consumer behaviour with respect to fruit juices. From the study
it is found that REAL has retained maximum number of customers whereas other brands have
retained lesser number of consumers. The parameters which are considered in this study really
affect the consumer buying behaviour which are availability of the product, price, quality,
quantity, customer feedback and packaging. Real has gained maximum number of points in
availability, quality, flavour, packaging. Also, packaging has great importance towards
consumer preference as it gives massive purchase and storage.
It is obtained from the study that the awareness increases the market share of the product

(DR. Ganesh L, 2013) The article “Consumer Perception and Acceptance of Minute Maid
Pulpy Orange in Puducherry” talks about the consumer perception towards Minute Maid
Pulpy Orange in which it is briefly discussed factors that affect the perception process and the
significance of food product development in the food industry. According to Researcher the
acceptance of the product which plays a major role in increasing the demand and sales of the
product. Their findings says that Price was a major hindrance for people in Puducherry, who
were willing to increase their frequency of purchase of Minute Maid Pulpy Orange. Also,
Researcher concluded that advertisements regarding the product focuses more on fresh juice
but fails to address qualities like pulp, the target customers are not clearly defined as health
conscious, smaller packs need to be introduced for smaller towns.

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(Bhattacharya, 2016) The Article on “Market Study of Mango Juice in Hindustan COCA
COLA Beverage PVT. LTD” talks about the need of company to strengthen its product line
by introducing new flavours and new sizes and also to increase the stock holding. Researcher
concluded that retailers are loyal to coco cola, mazaa holds good brand image, brand awareness,
and average market share in fruit drink category. It is obtained that retailers are showing interest
to stock and sell mazaa but the company needs to improve its margin, distribution, promotional
strategies, brand building, brand awareness and brand image for some of the products to
improve its market share.

(Luis & Costa, 2004) The article “Sensory Acceptance Of Mixed Nectar Of Papaya,
Passion fruit And Acerola” talks about Nectar which is non-fermented beverage, produced
from the dissolution of the edible portion of the fruit and sugars in water, for direct
consumption, and could be added of acid, respecting the characteristics and compositions
established for each fruit, such as sensory attributes, juice content, soluble solids, total acidity,
and total sugar. The nectars had pH values from 3.22 to 3.49. Researchers concluded that some
mixed nectars showed good sensory acceptance and a high vitamin C content, suggesting
potential commercial success. Increased amounts of papaya pulp and sucrose positively
influenced the sensory acceptance of the products (up to 39% and 17%, respectively).

(IIFT) The article “Study of the Indian fruit juice market along with fruit juice
export potentiality analysis” talks about fruit juice market in India along with potential for
export of fruit juices from India to the world. It also talks about increasing awareness of
importance of healthy living which resulted into the growth of fruit juice market which
currently stand at ₹ 3200 crore. As per this report some of the leading player of this sector
include Dabur’s Real, Pepsi’s Tropicana, Parle agro’s Frooti . Further report says that fruit and
vegetable juices like Mango juice, Pineapple juice, and Mixture of juices are most likely for
the export to abroad.

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(Mevlut, Erdal, & Metin , 2011) The article “Analyzing Households’ Fruit Juice
Consumption and Purchasing Tendency: A Case Study from Isparta” talks about fruit
juice consumption and the expenditure of the families in Isparta Province. Thus, this
investigation was conducted in the centre of Isparta. In this means, purchasing behaviours on
socio-economic variables which are related with fruit juice consumption and expenditure
pattern, types and brand preferences, tendency of consumption and purchasing of households
were carried out. Further the report says that according to the campaigns and advertisements
on the fruit juice consumption in the domestic market and with the development of the
consumption consciousness, it is expected that the interest to the fruit juice consumption will
increase.

(Mathur, 2017) “PWC’S Retail and Consumers” The article talks about how beverage space
has been growing in India. Low per capita consumption levels and changing demographics
present a huge opportunity for the industry. With changing competitive dynamics and evolving
consumer tastes and preferences, several new brands are expected to come up and challenge
established players. The non-alcoholic beverage market in India is witnessing steady disruption
as demand side and supply side factors alter the competitive landscape. Consumer preference
for healthy beverages is prompting companies to re-examine their product strategy and launch
products suited to the next generation of millennial consumers. Further report says that the
bottled water and juice categories are among the largest and fastest growing segments. These
days juices have become supplement of morning breakfast in many households as people are
becoming more health conscious thus switching from carbonated drinks to juice drinks.

(Mukherjee, Dutta, & Goyal, 2018) The article “Survey of Fruits, Vegetables & Juices
Intake of school children, Nutritionist & Dieticians” talks about nutrition secure economy.
Researcher’s findings show that there is an inverse correlation between the preference for
drinking juice and intake of fruits and vegetables, those who eat more servings of fruits and
vegetables generally prefer to drink less juice. The survey shows that juice can be an alternative
format for mitigating nutrition gaps as the convenient price to pay is for 200 ml pack of juice
is was INR 21-30,. Also, reasons for choosing packaged juice are concluded as hygiene (66.3
per cent), easy availability (61 per cent), and convenient to carry or store (53 per cent). It is
concluded that packaged juice is a good source of vitamins and minerals, and have reasonable
price and offers.

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(Barkla , 2011) The report “Fruit Juices” talks about Organic juices , industry and market
news and prices, market situation of various fruit juices such as Acerola, Apricot, Banana,
Orange, Pineapple, Peach etc. According to report organic juice market have good growth as
compare to conventional juices. Consumers are ready, willing and able to pay sufficient
premiums, which are usually around 30% of conventional prices. Various companies such as
INDIA's Field Fresh Foods, COCA-COLA, HINDUSTAN UNILEVER Ltd, FRUIT2DAY,
COOL Tropics UK Ltd, SAMBAZON, DEL Monte etc. have entered into the production of
various organic juices as globally market of organic juices is booming rapidly.

1.3 Research Objectives:-

 To Compare the Marketing Strategies of B-Natural and Real.


 To compare the effectiveness of marketing strategies of B-Natural and Real.
 To understand the customer perception about packaged juice.

1.4 Scope of study:-

At the present situation in the packaged juice market there are almost 10 major companies so
in this competitive market it is very essential to know the market situation for that purpose of
the brand awareness and competitive analysis is very significant, through this analysis
organization will also create their marketing strategies that will generate assets which will
provide a distinct and enduring competitive advantages. The study was carried out in
Ahmedabad city of Gujarat state.

(1) The study gives us the information about consumer expectations.


(2) It will also help to know position of company / brand in the market place.
(3) The study gives us the information about competitors.
(4) It helps us to know customers perception.
(5) It also helps to know the market share of the organization.

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1.5 Need of study:-

The basic aim of each and every organization is to maximize profit with minimum expenditure
so there is a need to carry a study in achieving following aspects of the organization.

(1) Increase the market share by exploring the product and service.
(2) Increase the sales and maximize profit.
(3) To determine the new market opportunities.
(4) Determine marketing mix.

1.6 Research Design:-

Our research design is DESCRIPTIVE Research design

1.7 Data Collection Method:-

PRIMARY DATA:

To know the perception of the consumers and retailers of Ahmedabad, we have prepared
relevant questionnaire for the same. We were used following sources of Primary data.

(1) Oral Interview with consumers.


(2) Oral Interview with Retailers.
(3) Online questionnaire filling.

SECONDARY DATA:

The following sources of information was approached for the secondary data collection:

(1) Past research papers


(2) Published articles
(3) Books & Journals
(4) Data from the company
(5) Online Journals etc.

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1.8 Sampling Plan:-

 Sample Size:- 100 Respondents was taken from Ahmedabad city.


 Sampling Method:- Convenience sampling method was used.

1.9 Importance/Benefits of study:-

 To the Company
 To Researcher (i.e. we the students who have conducted the research)
 Educational Institute
 To Customers
 To the Retailers and Wholesalers

1.10 Limitation of the Study:-

 Due to limitation of time only few people would be selected for the study. The sample
size for the study is 100 only
 The study is limited up to Ahmedabad area only.
 The main source of data for the study was primary data with the help of self-
administered questionnaires. Hence, the chances of unbiased information are less.

1.11 Data Analysis Tools:-

 The data analysis tools which we used are SPSS software, Frequency analysis, one
way anova test, Chi-square test etc.

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CHAPTER 2
INDUSTRY PROFILE

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2.1Introduction – Packaged Fruit Juice Industry

The Indian Packaged Fruit Juice Market Within the beverages market, the fruit-based
beverages category is one of the fastest growing categories, and has grown at a CAGR
(Compound annual growth rate) of over 30% over the past decade. At present, the Indian
packaged juices market is valued at INR 1100 crore (~USD 200 million) and is projected to
grow at a CAGR of ~15% over the next three years. The packaged fruit juices market can be
divided into three subcategories, viz. fruit drinks, juices, and nectar drinks. Fruit drinks, which
have a maximum of 30% fruit content, are the highest-selling category, with a 60% share of
the market. Frooti, Jumpin, Maaza, etc. are the most popular products in this category. Fruit
Juices, on the other hand, are 100% composed of fruit content, and claim a 30% market share
at present. In contrast, nectar drinks have between 25-90% fruit content, but account for only
about 10% of the market. The rising number of health-conscious consumers is giving a boost
to fruit juices; it has been observed that consumers are shifting from fruit-based drinks to fruit
juices as they consider the later a healthier breakfast/snack option

Dabur is the market leader in the Indian packaged juices market with its brands Real and Real
Activ. It accounts for ~55% of the total packaged juices market, and is followed by PepsiCo’s
Tropicana with a ~30% share, ITC’s B-Natural with a ~7.7% Share. And remaining 7.3%
market share is covered by other players include Parle, Fresh Gold, Godrej, Paper boat,
Patanjali, Minute maid, Safal, Del Monte, Ceres Etc.

2.2 Preferred Pack sizes


As per the past studies, the most preferred pack size is the individual (small) pack which is
convenient, and easy to carry and consume. These are in great demand as out-of-home
consumption is on the rise. Consequently, there is a growing consumer base, and also intense
competition. Tetra packs are most popular among manufacturers as well as consumers. Some
companies are also offering their products in tins (e.g. Del Monte) and PET bottles (e.g. B-
Natural); however, they are more expensive than Tetra packs, which adds to production costs,
and, as a result, affects the market price. Fruit juices have created a space for themselves in
regular household menus, as a part of a family’s breakfast, social gatherings, and evening
snacks. As a result, consumers are picking up multiple family packs at one go, which is an
emerging consumption trend.

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2.3 Growth drivers

There are several reasons behind the growth the Indian Packaged juices category has realized;
some of these are mentioned below.

 Changing consumer lifestyles:- Given the change in eating habits, the wider global
exposure, and the growing time-poverty, has provided a fillip to the convenience food
segment. Again, consumer preferences are shifting towards healthier lifestyles. As a
result, the packaged juices market has charted a high growth trajectory thanks to its
easy availability, anytime-anywhere consumption, and convenience. Juices are often
seen to be quick, yet nutritional, fillers.

 Increased Health Awareness:- The rising awareness about heart- and weight-related
health issues, especially among teenagers and young adults, has propelled the
consumption of packaged fruit drinks. There is also a greater preference for these
“healthier” beverages than carbonated soft drinks.

 Hygiene matters:- Juices are healthy only when prepared hygienically. Packaged
juices from trusted national and international brands have usually been prepared and
certified to be in accordance with health and safety regulations. They thus underpin the
confidence of consumers in considering them to be a healthy and convenient option,
as compared to the fresh juices available at local joints and street stalls.

 Growing category of informed buyers:- There is a growing category of informed


buyers who are able to distinguish between fruit-based beverages and fruit juices.
These consumers are health conscious, highly aware, and have higher disposable
income. They have, therefore, led the demand for 100% fruit juices in the past couple
of years.

 Rising Disposable Incomes:- In the past few years, there has been a sharp change in
the number of nuclear families, in tandem with a surge in the number of working
couples, which has led to higher disposable incomes. This has aided the affordability
of packaged fruit juices, which are fast replacing fresh, homemade juices and becoming
a compulsory item on breakfast tables.

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 Booming modern retail:- The dynamics of growth in the fruit-based beverage space
are attributed to modern retail and alluring shelf displays which drive impulse
purchases. Habitual purchase: The trend of consumers evolving from fruit drinks in
bottles to sweetened juices to 100% packaged juices has been observed largely in the
past couple of years. Consumers are buying in greater quantities, for household
consumption, and buying fruit juices is becoming more of a habitual purchase than a
need-based purchase.

 Introduction to new flavours:- To kindle consumers’ interest in the category and also
to cater to diverse and changing tastes, fruit juices providers are introducing new
flavours and packaging options.

2.4 Key Challenges

Among all challenges, it is difficult to control the cost of production at the price points of
juices, primarily because of rising food inflation. The continuous, year-long supply of raw
materials, and the non-stop production of juices for the full season, is another production-linked
issue which needs to be managed carefully. Also of vital importance is controlling
transportation and logistics costs.

Packaged Juices are gradually cementing their place in the urban household in the metros and
Tier I cities; however, replicating the same success in Tier II and Tier III cities is still a struggle
as residents in these regions still prefer fresh juices over packaged ones as they are
comparatively cheaper and also in sync with the traditional belief that juices are best consumed
freshly pressed. Challenging and changing consumers’ perspective on value for money, to grab
a regular spot in the common household basket necessitates an aggressive stance towards
improving consumers’ awareness on the positive attributes of packaged juices and their merits
over locally available options.

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2.5 Opportunities

At the same time, the packaged juices market throws up many opportunities. Some of them
are outlined below:

 Shift towards 100% juices from sweetened juices: This offers a wide opportunity to
existing and upcoming juices manufacturing companies to spruce up their existing
business and plan as needed for business or capacity expansion.

 Healthy proposition: it has been observed that consumers are making healthy choices
in their beverage consumption; therefore, fiber-enriched juices and no sugar juices are
more in demand. Some new juice variants claim to have no added sugar; this can be
positioned as a health attribute, e.g. “Dry Fruit Apple Juice” by Balan Natural Foods

 Unique offering: Consumers are seeking unique fruit flavors apart from the usual
mango, orange, or lime-based fruit juices. Companies intoned to identify some of the
unique fruit juices that can be offered - “Dry Fruit Apple Juice” for instance, which is
much sought after due to the nutritive benefits provided by the combination of dates,
figs, raisins, almonds, and apple concentrate.

 Wider Options: Companies need to offer wider varieties and options for the consumer
to choose from, ranging from “mixed” fruit juices to pure, single fruit juices to dry fruit
juices. Thanks to higher incomes, consumers are willing to experiment with variety and
pay a premium for such value-added products.

 Product extension: There has been some recent product extension, e.g. Tropicana
launched Tropicana Fruit Powder with no preservatives or artificial flavours, which will
be available in single-serve sachets and can be made into a full glass of juice simply by
adding water.

It is appropriate to say that the packaged juices market in India is still evolving. As there are
many national and international brands on the verge of succeeding and expanding further into
the field, new entrants can also cash in on this opportunity by positioning/promoting packaged
and bottled fruit juices as part of the consumers’ daily diet.

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2.6 Porters Five Forces Model
The five forces were Porter’s Conclusions on the reasons for differing levels of competition,
and hence profitability, in differing industries. They are empirically derived, i.e. by observation
of real companies in real markets, rather than result of economic analysis.

Porter’s five forces model is useful generic structure for thinking about the nature of industries.
The definition of an industry is as follows

Threat of
new
Entrants

Threat of Threat of
existing Substitutes
Competitors

Porter’s
5
Forces

Bargaining
Bargaining
power of
power of
Consumers
suppliers

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1. COMPETITION BETWEEN EXISTING COMPETITORS:- Fruit Juice beverage
industry has been entered a phase of rapid development. The consumers are more
educated and health conscious. The product has been recognized by the public. At
present, the fruit juices market, there are more competent competitors, the variety of
products in various segments both leader, but lack of a strong brand. Large enterprises
are faced with the plight of lower profits while Small and medium enterprise’s in the
capital, channel, product and other areas subject to significant competitive pressure,
coupled with the impact of a price war.
Leading Manufacturers of packaged fruit juice in India

NO. COMPANY BRAND Market Share


1 Dabur Real / Real Active 55%
2 Pepsi Co Tropicana 30%
3 ITC B-Natural 7.70%
4 Hector Beverages Paper Boat
5 Patanjali Patanjali
6 Coca-Cola Minute Maid
7 Del Monte Del Monte 7.30%
8 Mother Dairy Safal
9 Ceres Ceres
10 24 Mantra Organic 24 Mantra Organic

Dabur is leading the Indian packaged fruit juice market with its brand Real and Real Active. It
accounts for ~55% of the total packaged juices market, and is followed by PepsiCo’s Tropicana
with a ~30% share, ITC’s B-Natural with a ~7.7% Share. And remaining 7.3% market share is
covered by other players include Paper boat, Patanjali, Minute maid, Safal, Del Monte, Ceres,
24 Mantra Etc. “Hence the level of rivalry amongst existing firms is high”.

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2. THE THREAT OF NEW ENTRANTS:- The threat of new entrants in the fruit juice
industry is not that strong. we believe that fruit juice industry, the threat of new entrants
in the following areas :-

 Economics of Scale:- In general the economics of scale barriers the entry form
or new entrants brined the risk of existing enterprises a strong counter-attack in
order to enter the large scale of production. Fruit Juice industry, production
lines, excellent processing technology which higher productivity, lower
production costs.
 Industry Counter-Existing Enterprises:- Fruit Juice industry has huge market
potential, attracting and increasing number of new entrants the market leader in
the use of existing resources to counter the strengths, such as control of raw
material, increasing the cost of new entrants control terminal sales of the
competitors blockade, increasing the cost of sales and other rivals to form
barriers to entry.

New Market Entrant


Market is attracting newcomers like AMUL which recently launched the ‘AMUL TRU’ brand
of packaged fruit juices. Under the new Brand ‘TRU’, AMUL, a pioneer in the dairy products
and synonymous with “Taste of India” now introduces fruit juices in four flavours – Mango,
Orange, Apple and Lychee and is priced at Rs.10 for a 200ml bottle.

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3. THE THREAT OF SUBSTITUTES:- The threat of substitute for juice drinks is
medium
The following products threaten the market of packaged juices directly
 Energy drinks
 Tea,Coffee
 Fresh fruit juices
 Cold / Soft Drinks
 Butter Milk
 Other Milk Products

4. THE BARGAINING POWER OF SUPPLIERS:- The bargaining power of supplier


is low, Threats to the major suppliers to increase supply prices or reduce the supply of
products and services quality. From the raw material supply point of view, China’s fruit
is rich in resources, and many juice drinks companies has its own production base,
suppliers, bargaining power is not strong. However, as China’s low-cost, high-quality,
highly competitive juices to enter the international market, attracting a large number of
domestic and foreign funds to the industry aggregate. On the one hand, over the years
a lot of capital investment, so that our fruit juice concentrate excess capacity, inadequate
supply of raw materials led to price rise in production costs. On the other hand, the
profit reduction also requested enterprises to reduce production costs, while cost
reduction is the most effective way to reduce the price of raw materials, drive down the
purchase price will lead to the interests of farmers has been damaged severely damaged
fruit juice production factors of production enterprises, leading to competition in the
industry gradual loss of benefits. In addition, the PET bottles used for packaging with
a unit value of small, lightweight, bulky, manufacturers focused on the use of features,
making their transport costs are higher, once led to PET suppliers bargaining ability. In
response, many companies adopt measures such as PP bottles, aseptic cold filling and
other alternatives to reduce packaging costs. Juice beverage packaging business to
strictly control the cost of making beverage packaging by the upstream industry (raw
material), with competition in the industry as well as downstream enterprises
(customers), three levels of the profit squeeze, beverage packaging industry profit
margins are low. Of their weaker bargaining power.

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5. THE BARGAINING POWER OF CONSUMERS:-The bargaining power of the
customers is exceptionally solid and apparent. The customers of packaged juice are
predominantly supermarkets and Retail stores. The companies circulate the drinks to
stores for resale to the consumers. The supermarkets and Retail stores buy large
volumes of juice beverages permitting them to purchase at lower cost. Buyers have
access to information through companies various promotions and website, which
results in higher buyer power. As the product line is differentiated and targeted to more
health-conscious consumers, the customers are willing to pay extra for the “taste,
quality and ethics” of the product. Since the switching cost of a buyer is nothing, it
becomes easier for the buyer to switch to the product of similar benefits and lower cost.

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CHAPTER – 3
COMPANY PROFILE

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3.1 Introduction of Company

Type :- Public Limited


BSE:- 500875
Traded as:-
NSE:- ITC
Industry:- Conglomerate
Founded:- August 24th 1910
ITC limited
Virginia House,
Headquarter:-
37 Jawaharlal Nehru Road
Kolkata 700071, West Bengal, India.
Key People:- Sanjiv Puri (Chairman & MD)
FMCG, Paperboard, Paper & Packaging, Hotels,
Products &
Services :- Agricultural Products, Education & Stationery Products, Information
Technology
Revenue :- 47,362 Crore (US $6.9 billion)
Website :- Www.Itcportal.com

Vision:- Sustain ITC's position as one of India's most valuable corporations through world
class performance, creating growing value for the Indian economy and the Company's
stakeholders.

Mission:- To enhance the wealth generating capability of the enterprise in a globalising


environment, delivering superior and sustainable stakeholder value.

About ITC:-
ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India
Limited. As the Company's ownership progressively Indianised, the name of the Company was
changed from Imperial Tobacco Company of India Limited to India Tobacco Company
Limited in 1970 and then to I.T.C. Limited in 1974. In recognition of the Company's multi-
business portfolio encompassing a wide range of businesses - Fast Moving Consumer

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Goods comprising Foods, Personal Care, Cigarettes and Cigars, Branded Apparel, Education
and Stationery Products, Incense Sticks and Safety Matches, Hotels, Paperboards & Specialty
Papers, Packaging, Agri-Business and Information Technology - the full stops in the
Company's name were removed effective September 18, 2001. The Company now stands
rechristened 'ITC Limited,' where 'ITC' is today no longer an acronym or an initialised form.

ITC is one of India's foremost multi-business enterprises with a market capitalisation of US $


50 billion and Gross Sales Value^ of US $ 10 billion. ITC is rated among the World's Best Big
Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine
and as 'India's Most Admired Company' in a survey conducted by Fortune India magazine and
Hay Group. ITC also features as one of world's largest sustainable value creator in the
consumer goods industry in a study by the Boston Consulting Group. ITC has been listed
among India's Most Valuable Companies by Business Today magazine. The Company is
among India's '10 Most Valuable (Company) Brands', according to a study conducted by Brand
Finance and published by the Economic Times. ITC also ranks among Asia's 50 best
performing companies compiled by Business Week.

ITC is an Indian conglomerate company which focused on segments like FMCG, Agricultural
business, Paperboard, Paper & Packaging, Hotels and Information Technology.

 FMCG:- In FMCG segment products like cigarettes and cigars, foods, personal care,
education and stationery products, Safety matches, etc. are included.
 Paperboard, Paper and packaging:- In this segment offer products such as folding
box boards, solid bleached sulphate boards, and poly coated boards among other brands
like Cyber XL Pac, Indobev and Safire XL Pac.
 Hotel Segment:- With more than 100 hotels in over 70 destinations, ITC Hotels has set
new standards of excellence in the hotel industry in Accommodation, Cuisine,
Environment and Guest Safety.
 Information Technology:- ITC InfoTech is a specialized global technology services
provider, led by Business and Technology Consulting. ITC InfoTech’s Digitaligence
work infuses technology with domain, data, design, and differentiated delivery to
significantly enhance experience and efficiency, enabling our clients to differentiate
and disrupt their business.

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Products & Services of ITC

Packaged Food

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& Pasta

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Exquisite
World-class

for the Indian


connoisseur and the world’s

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Personal Care Products

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Heat Powder

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Education & Stationery Products

and Notepads

Agarbatti Safety Matches

Number 1 in

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Lifestyle Retailing

Formal Wear, Casual Wear, Presents a


Evening Wear & Designer Wear Complete Fashion
wardrobe

Paperboard, Paper & Packaging Segment

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Hotel Segment

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Information Technology

Agricultural Business

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3.2 SWOT Analysis of ITC

It is an analysis which talks about a company’s strengths and weaknesses and tries to figure
out opportunities and threats which a company is most likely to meet in the future on the basis
of current happenings. This analysis is conducted to improve operations and competitiveness
of the company, dealing with risks efficiently, to discover emerging opportunities for the
company and to use resources efficiently. SWOT analysis can be conducted in following terms.

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The SWOT analysis of ITC Limited is as follows:

Strengths:-

1. Brand image:- ITC is the most valuable brand of India with net income of Rs. 11,224 crore
in 2018.

2. Competence:- ITC has a track record of 100 years of presence, quality, consistency and
continuous progress, expansion and diversification.

3. Market position:- ITC is dominating Indian tobacco market by selling 81% of the cigarettes
and cigar such as Gold Flake, Gold Flake Super Star, Wills Navy Cut, Premium Lights, Classic
(Regular, Verve, Menthol, Menthol Rush, Citric Twist, Ice Burst, Mild & Ultra Mild) etc.

4. Core competency:- Today, ITC’s FMCG products reach every second household in India.
In terms of annual consumer spend, Aashirvaad is today over 4000 crores; Sunfeast over 3500
crores; Bingo! Over 2000 crores; Classmate & Yippee! Are over 1000 crores each and Vivel,
Mangaldeep & Candyman are over 500 crores each. These world-class Indian brands support
the competitiveness of domestic value chains of which they are a part, ensuring the creation
and retention of value within the country.

5. Leader of other sectors:- ITC has India’s largest hotel chain with over 90 hotels throughout
India. ITC is exclusive franchise holder of two brands owned by Sheraton International Inc.

Weaknesses:-

1. Declining industry trend:- Legal cigarette business has witnessed a 25% decline in volumes
from 2012-13 which has affected the profits of ITC Limited.

2. Tax reforms in India:- Under the newly enforced Goods and Services Tax Act, 2017 tax is
charged at a higher rate than before GST which is exacerbating the business especially cigarette
business of ITC.

3. Multiple brands:- ITC Limited has way too many brands and its business is expanded to
various different industries which is causing brand dilution.

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4. Debt:- ITC has total debt of 3.38 billion this is much higher than that of the sector and
significantly higher than that of the Total Debt Industry.

5. Dependence on tobacco products:- ITC Limited is largely depending upon tobacco


products which may become detrimental to its progress in future

Opportunities:-

1. Growth rate of the economy:- Growth rate of Indian economy is expected to be 7% that
means new opportunities will arise in future in different sectors and industries of the economy.

2. Change in customer habits:- Living standard of Indians is rising causing the increase in
their purchasing power because of which now customers are choosing to buy branded products
over unbranded cheap products for better quality, have started to dine out in restaurants and
hotels which is opening doors of new opportunities for ITC.

3. Unchanged interest rate:- In the meeting of the Monetary Policy Committee of the Reserve
Bank of India held in October, 2017 RBI left the repo rate unchanged (6%) consequently, banks
will not increase interest rate on the amount of loan that they will advance to borrowers hence
raising debt funds will not be expensive for further expansion or diversification of the business.

4. Growing demand in FMCG sector:- Increasing urbanization and a growing middle class
are resulting in an ever-growing demand for processed food in the FMCG sector consequently
a total investment of Rs. 68,000 crore has been proposed from various global and domestic
companies in the World Food India, 2017 out of which ITC is planning to invest Rs. 10,000
crore in food processing over the next five to seven years which will ultimately reduce the over
dependence of ITC on tobacco business.

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Threats:-

1. Competition:- ITC Limited is facing and will face in future, intense competition from
domestic and foreign companies in various industries.

2. Compliance:- GST has imposed stricter and heavier compliance regulation and filings which
will ultimately increase the cost of compliance of ITC.

3. Political disturbance:- Disruption caused by demonetization has affected Indian economy


adversely in many ways, causing its growth forecast to be reduced from 7.4% to 7% by the
World Bank. It may affect all the sectors and companies operating within the economy.

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CHAPTER - 4
INTRODUCTION OF THE TOPIC

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4.1 Introduction of the Topic:-
Basically our research topic is “A Comparative study on effectiveness of marketing strategies
adopted by ITC’s B-Natural and Dabur’s Real in which we have compared the strategies of
both the ITC’s B-Natural and Dabur’s Real. For that we were studied and analysed the
marketing strategies such as Product, Price, Place, Promotion and other things which is related
to marketing strategies of both the companies in detail.

4.2 What is Marketing Strategies?


Marketing strategy is a process that can allow an organization to concentrate its resources
on the optimal opportunities with the goals of increasing sales and achieving a sustainable
competitive advantage. Marketing strategy includes all basic and long-term activities in the
field of marketing that deal with the analysis of the strategic initial situation of a company
and the formulation, evaluation and selection of market-oriented strategies and therefore
contributes to the goals of the company and its marketing objectives. Marketing strategies serve
as the fundamental underpinning of marketing plans designed to fill market needs and reach
marketing objectives. Plans and objectives are generally tested for measurable results.
Commonly, marketing strategies are developed as multi-year plans, with a tactical plan

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detailing specific actions to be accomplished in the current year. Time horizons covered by the
marketing plan vary by company, by industry, and by nation, however, time horizons are
becoming shorter as the speed of change in the environment increases. Marketing strategies are
dynamic and interactive. They are partially planned and partially unplanned.
Marketing strategy involves careful scanning of the internal and external environments.
Internal environmental factors include the marketing mix, plus performance analysis and
strategic constraints. External environmental factors include customer analysis, competitor
analysis, target market analysis, as well as evaluation of any elements of the technological,
economic, cultural or political/legal environment likely to impact success. Once a thorough
environmental scan is complete, a strategic plan can be constructed to identify business
alternatives, establish challenging goals, determine the optimal marketing mix to attain these
goals, and detail implementation. A final step in developing a marketing strategy is to create a
plan to monitor progress and a set of contingencies if problems arise in the implementation of
the plan.

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4.3 Introduction of B Natural:-

Our special reference is with B Natural juices. As we have done our internship in ITC
under the category of juices which is B Natural juice.
ITC acquired B Natural in 2014 from South Indian firm Balan Natural Food. B Natural has
branded itself as a 100% fruit juice brand that can be part of a healthy diet and also offers
regional flavours in addition to common juices such as orange and mixed fruit. The marketing
plank is similar to what other rapidly growing niche brands such as Raw Pressery and Paper
Boat have been offering to their largely urban consumers.

When looking for authentic fruit nutrition, turn to B Natural Fruit beverages, made with 100%
Indian Fruit and 0% Concentrate. The entire range is crafted from Indian fruits sourced through
local Indian farmers, from all across the country. Company ensure that consumers are able to
taste the fruit of hard work and dedication put in by the farmers through B Natural packs. This
is why the process of developing B Natural fruit beverages does not involve the additional step
of concentration, which involves heating of juice/pulp to remove water content, which may
lead to loss of nutrients, in the form of antioxidants, like Vitamin C. Company extend their
support to local Indian farmers and help in preventing wastage of fruit, by sourcing 100% of
the produce from the farmers.

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4.4 Marketing Mix of B-Natural

 Functionality  List Price


 Brand  Discounts
 Packaging  Bundling
 Services  Credit Terms

Product Price

B-Natural

Promotion Place

 Advertising  Channel
 Sales force  Inventory
 Publicity  Logistics
 Sales promotion  Distribution

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product,
Promotion and Place. There can be several types of pricing strategies, several types of
promotional strategies, Products differentiations, Market Positioning each tied in with an
overall business plan.

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4.4.1 Product mix of B-Natural
Product means the goods and services combination the company offer to the target market

B Natural’s USP is the purity of its juice offerings to the consumers as juices are made
of fruits grown in the orchards of Himalayas, Ratnagiri and Dakshin Karnataka with
zero per cent concentrate and preservatives. B Natural mainly have following flavours such
as Mango, Litchi, Apple, Guava, Pomegranate, Watermelon, Masala Jamun, Mixed fruit,
Orange, Pineapple. The entire range of B Natural is made with 100% Indian fruits and 0%
concentrate.

To provide an authentic fruit experience to consumers, fruit beverages are made with 100%
Indian Fruit and 0% Concentrate. The process of developing B Natural fruit beverages does
not involve the additional step of concentration, which involves heating of juice/pulp to remove
water content, which may lead to loss of nutrients, in the form of antioxidants, like Vitamin C.
Company extend support to local Indian farmers and help in preventing wastage of fruit, by
sourcing 100% of produce from them. B Naturals aims at helping the consumers maintain a
healthy lifestyle by ensuring that its products are 100% Indian fruit with 0% concentrate and
0% added preservatives.

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B-Natural Mango Juice:-

B-Natural Masala Jamun Juice:-

B-Natural Guava Juice:-

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B-Natural Pineapple Juice:-

B-Natural Cloudy Apple Juice:-

B-Natural Mixed Fruit Juice:-

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B-Natural Watermelon Juice:-

B-Natural Pomegranate Juice:-

B-Natural Litchi Juice:-

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B-Natural Orange Juice:-

B-Natural also available in Pet Bottles which is available in three flavours


1. Ratnagiri Alphonso
2. Dakshin Pink Guava
3. Himalayan Mixed Fruit

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4.4.2 Price Mix of B-Natural
Price is the amount of money customer must pay to obtain the product
B Natural priced target both the mass and premium segments. Pricing strategies of B Natural
is as below:-

No Product Description MRP

1 Liter Tetra pack


1. B-Natural Mixed Fruit Juice (1 Ltr) ₹ 99
2. B-Natural Orange Juice (1 Ltr) ₹ 99
3. B-Natural Litchi Juice (1 Ltr) ₹ 99
4. B-Natural Guava Juice (1 Ltr) ₹ 99
5. B-Natural Pomegranate Juice (1 Ltr) ₹ 99
6. B-Natural Mango Juice (1 Ltr) ₹ 99
7. B-Natural Watermelon Juice (1 Ltr) ₹ 109
8. B-Natural Masala Jamun Juice (1 Ltr) ₹ 99
9. B-Natural Pineapple Juice (1 Ltr) ₹ 99
10. B-Natural Cloudy Apple Juice (1 Ltr) ₹ 99
180 ML Tetra pack
11. B-Natural Mixed Fruit Juice (180 ML) ₹ 20
12. B-Natural Masala Jamun Juice (180 ML) ₹ 20
13. B-Natural Guava Juice (180 ML) ₹ 20
14. B-Natural Litchi Juice (180 ML) ₹ 20
15. B-Natural Pomegranate Juice (180 ML) ₹ 20
16. B-Natural Apple Juice (180 ML) ₹ 20
18. B-Natural Mango Juice (180 ML) ₹ 20
19. B-Natural Orange Juice (180 ML) ₹ 20
750 ML PET Bottle
20. B-Natural Ratnagiri Alphonso Juice(750 ML) ₹ 110
21. B-Natural Dakshin Pink Guava Juice (750 ML) ₹ 110
22. B-Natural Himalayan Mixed Fruit Juice (750 ML) ₹ 110
450 ML PET Bottle
23. B-Natural Ratnagiri Alphonso Juice(450 ML) ₹ 45
24. B-Natural Dakshin Pink Guava Juice (450 ML) ₹ 40
25. B-Natural Himalayan Mixed Fruit Juice (450 ML) ₹ 40

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4.4.3 Place Mix of B-Natural
ITC’s B-Natural Juice is an Indian brand and has extended its reach to cover every part of rural
and urban India. B-Natural Juice has an excellent and widespread distribution network that
makes its products available in consumer market easily and regularly. Its distribution channel is
one of its main strength that has helped the company in reaching across far and wide. B Natural
products can be found everywhere ranging from super-markets, grocery stores, convenience
stores and general and provision stores. It is consumed in Mega cities and Metro cities in a
much greater volume.

B Natural is also available on various e-commerce platforms like Amazon, Bigbasket, Grofers
etc. If we talk about B-natural’s availability in Ahmedabad They have a strong distribution
network as across Ahmedabad they have 10 wholesale distributors such as Parshotam sales
agency, Mahadev sales agency, Taiyab sales agency, Mahalaxmi sales agency, Shyaam sales
agency etc. which makes the strong distribution channel of the company and under these
distributors comes sales persons who takes orders from retail stores which makes their products
easily available through many local retailers.

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4.4.4Promotion Mix of B-Natural
The promotional and advertising strategy of B Natural is as follows:

B Natural promotes its products through television commercials, Hoardings and social media
platforms like Facebook, Twitter, Instagram and YouTube. It also undertakes sales promotion
in supermarkets like National Handloom, D-mart by setting up stalls and offering the customers
with free samples, thereby increasing product awareness. The target market of B Natural
includes health conscious people. The company has also launched various campaigns. One
such campaign is the “NO CONCENTRATE” campaign (when part of the water is taken out
from the fruit juice or pulp by heating it becomes concentrate) B Natural, ITC lets on, is made
directly made from pulp and not from concentrate. Actor Shilpa Shetty is its brand
ambassador.

Some glimpse of free sampling of B Natural juice in National handloom

On 9th April, 2018 B Natural began a movement to start making juices and beverages
concentrate free. The event was held at Bandra Bandstand, Mumbai, with brand Ambassador
Mrs Shilpa Shetty in ushering the new beginning. The event was graced by the farmers whose
crops makes this possible and also joined by Milind Soman who joined in to support the event.

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PRINT MEDIA:-

Through Various Campaing:-

B Natural Indian Fruit League (3rd May-3Rd June)

A strategy in which consumers are targeted with sales promotions such as contests which are
conducted by the company such promotion is adopted by the B Natural in which fruits will
match up against each other in a round robin format participants need to root for their favourite
fruit and indicates their fruit preference in the respective matches. The most liked fruit by
consumers will be crowned champion of IFL.

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SOCIAL MEDIA:-

(Istagram Page)

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(Facebook Page)

Television Advertisement:- The company realizes the positive impact of celebrity


endorsement and has roped in actress Shilpa Shetty as its brand ambassador.

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ITC decided to increase the advertising budget of B-Naturals by at least 60% at current year
and its results into 30 – 40% revenue growth. It’s also look forward for addition of new products
or variants in this segment at this year. Last year ITC spent somewhere between 15 crore – 20
crore on advertisement of B-Natural.

Hording & Banners:-

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4.5 Introduction of Real:-
Real Juice is the product of Dabur Foods which in turn is a subsidiary of its parent company
Dabur India. It is associated with food and beverage industry as it belongs to the beverage
category. This FMCG product is of Indian origin and was introduced in the consumer market
in the year 1996. Dabur Real Juice offers its customers an assortment of international and
Indian flavours like cranberry, litchi, guava, grape, mixed fruit, pineapple, tomato, mango and
orange. It is 100% preservative-free and packaged juice offering wholesome nutrition, great
taste in an attractive and hygienic pack.

Dabur’s Real is the market leader in the Indian packaged juices market with its brands Real
and Real Activ. It accounts for ~55% of the total packaged juices market, and is followed by
PepsiCo’s Tropicana with a ~30% share, ITC’s B-Natural with a ~7.7% Share. And remaining
7.3% market share is covered by other players include Parle, Fresh Gold, Godrej, Paper boat,
Patanjali, Minute maid, Safal, Del Monte, Cares Etc.

Market Share

B-NaturalOthers
8% 7%
Real / Real
Tropicana Active
30% 55%

Real / Real Active Tropicana B-Natural Others

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4.6Marketing Mix of Real

 Functionality  List Price


 Brand  Discounts
 Packaging  Bundling
 Services  Credit Terms

Product Price

Real

Promotion Place

 Advertising  Channel
 Sales force  Inventory
 Publicity  Logistics
 Sales promotion  Distribution

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product,
Promotion and Place. There can be several types of pricing strategies, several types of
promotional strategies, Products differentiations, Market Positioning each tied in with an
overall business plan.

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4.6.1 Product mix of Real

Dabur Real Juice offers its customers an assortment of international and Indian flavours like
cranberry, litchi, guava, grape, mixed fruit, pineapple, tomato, mango and orange.

It is 100% preservative-free and packaged juice offering wholesome nutrition, great taste in an
attractive and hygienic pack. Packaging is an important part of a product that has the ability to
attract customers especially kids towards it. Dabur has changed its design and packaging to
make it more attractive.

In the year 2004, Dabur Foods launched a sub-brand Real Junior to target kids below six years.
Real Junior is rich in calcium and is available in two flavours apple and mango in 125 ml packs.
The vibrant packs with animated characters of fruit have been a hit with kids. Dabur Real Juice
offers multiple size options to suit individual needs. Its diversified product portfolio includes

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4.6.2 Price mix of Real

Dabur Real Juice has targeted all-age groups from kids, youngsters, adults and oldies, and every
income group from lower, middle and upper class as its target customer. The brand has
positioned itself as a healthy fruit drink that people would like at both parties and at home
regularly. It is also targeting health-conscious and fitness freak people by launching new related
products.

No Product Description MRP

1 Liter Tetra pack


1. Real Fruit Power Mixed Fruit Juice (1 Ltr) ₹ 105
2. Real Fruit Power Orange Juice (1 Ltr) ₹ 105
3. Real Fruit Power Litchi Juice (1 Ltr) ₹ 100
4. Real Fruit Power Tomato Juice (1 Ltr) ₹ 99
5. Real Fruit Power Pomegranate Juice (1 Ltr) ₹ 110
6. Real Fruit Power Mango Juice (1 Ltr) ₹ 100
7. Real Fruit Power Peach Juice (1 Ltr) ₹ 100
8. Real Fruit Power Grapes Juice (1 Ltr) ₹110
9. Real Fruit Power Pineapple Juice (1 Ltr) ₹ 110
10. Real Fruit Power Apple Juice (1 Ltr) ₹ 130
11. Real Fruit Power Mosambi Juice (1 Ltr) ₹ 110
12. Real Fruit Power Apricot Juice (1 Ltr) ₹ 110
13. Real Fruit Power Cranberry Juice (1 Ltr) ₹ 110
14. Real Fruit Power Plum Juice (1 Ltr) ₹ 100
15. Real Fruit Power Guava Juice (1 Ltr) ₹ 100
16. Real Fruit Power Mixed Berries Juice (1 Ltr) ₹ 110
200 ML Tetra pack
16. Real Fruit Power Mixed Fruit Juice (200 ML) ₹ 20
17. Real Fruit Power Orange Juice (200 ML) ₹ 20
18. Real Fruit Power Litchi Juice (200 ML) ₹ 20
19. Real Fruit Power Guava Juice (200 ML) ₹ 20
20. Real Fruit Power Pomegranate Juice (200 ML) ₹ 20
21. Real Fruit Power Mango Juice (200 ML) ₹ 20
22. Real Fruit Power Pineapple Juice (200 ML) ₹ 20
23. Real Fruit Power Apple Juice (200 ML) ₹ 20
24. Real Fruit Power Mosambi Juice (200 ML) ₹ 20
Real Activ 1 Liter Tetra pack
25. Real Activ Apple Juice (1 Ltr) ₹ 130
26. Real Activ Orange Juice (1 Ltr) ₹ 130
27. Real Activ Mixed Fruit Juice (1 Ltr) ₹ 130
28. Real Activ Beetroot Carrot Juice (1 Ltr) ₹ 130

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4.6.3 Place mix of Real

Dabur Real Juice is an Indian brand and has extended its reach to cover every part of rural and
urban India. It has extended its product reach to cover overseas market via its parent company
that already has established channels in more than sixty countries.

It has manufacturing facilities in Jaipur, Siliguri, Nepal. Packaging is an important part of a


real juice industry and Dabur has upgraded its packaging technology by bringing a state-of-
the-art packaging machine in year 1997 from Nimco, based in Chicago.

Dabur Real Juice has an excellent and widespread distribution network that makes
its products available in consumer market easily and regularly. Its distribution channel is one
of its main strength that has helped the company y in reaching across far and wide.

Its products are manufactured at its manufacturing facilities and the packaged products from
these plants are supplied to Carrying and Forwarding Agents. The C&F agents supply them to
distributors and stockists, who in turn hand over it to retailers.

The goods reach customers via grocery stores, convenience stores, hypermarket, supermarket,
malls, café, and corner shops. It has extended its product reach to include places like
restaurants, hotels, railways, airlines, hospitals, and e-commerce portals. Dabur Real Juice is
easily available in every online shopping portal.

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4.6.4 Promotion mix of Real

Dabur Real Juice has a strong brand name and has adopted several plans to market its products
successfully in the consumer market. It has launched a 360-degree campaign to reinforce its
image in the consumer market. Dabur Real Juice has some good taglines attached to its brand
like My Real Fruit Power, and now it has introduced a new one Real Mein Hai Sadharan Fruit
Drink Se Up to 8 Times More Fruit Juice.

The ad campaigns and taglines are being displayed by television channels, radio, magazines,
and billboards, hoardings, at cinema halls, at sides of vehicles, newspapers, magazines, and
Kiosks.

The company realizes the importance of e-marketing and has an official website that offers
every related information like its products, variants, nutrition contents, advantages of drinking
its products and its latest ad campaigns and news. It also connects directly with its customers
via Facebook page, Twitter account, and YouTube. The company realizes the positive impact
of celebrity endorsement and has roped in actress Sonali Bendre as its brand ambassador.

Television Advertisement:- The company realizes the positive impact of celebrity


endorsement and has roped in actress Sonali Bendre as its brand ambassador.

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Hording & Banners:-

Social Media:-

(Facebook Page)

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CHAPTER - 5

ANALYSIS & INTERPRETATION

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5.1 Frequency Analysis

Table No. 5.01 Gender Frequency


Gender Frequency Percent
Male 58 58.0
Female 42 42.0
Total 100 100.0

Figure No. 5.01 Frequency of Gender

Gender

42%

58% Male
Female

Interpretation:-
Above data displays the frequency of gender. There were total 100 respondents. Out of 58%
respondents are Male and 42% respondents are Female.

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Table No. 5.02 Age Frequency
Age Group Frequency Percent
11-20 8 8.0
21-30 56 56.0
31-40 21 21.0
41-50 13 13.0
Above 50 12 12.0
Total 100 100.0

Figure No.5.02 Frequency of Age

Frequency of Age

60 56

50

40

30
21

20 13 12
8
10

0
Nov-20
11-20 21-30 31-40 41-50 Above 50

Frequency

Interpretation:-
Above data displays the frequency of age. There were total 100 respondents.
From the above data collected, it is interpreted that 8% respondents are from the age group of
11-20. 56% respondents are from the age group of 21 – 30. Where 21% respondents are from
the age group of 31 – 40, 13% respondents are from the age group of 41 – 50, and 12%
respondents are from the age of above 50 years.

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Table No. 5.03 Frequency of Occupation
Occupation Frequency Percent
Student 48 48.0
Salaried 14 14.0
Business 14 14.0
Professional 11 11.0
Home Makers 10 10.0
Others 3 3.0
Total 100 100.0

Figure No.5.03 Occupation

Occupation
48
50
45
40
35
30
25
20 14 14
15 11 10
10
3
5
0
Student Salaried Business Proffesional Home Makers Others

Frequency

Interpretation:-

Above data displays the frequency of occupation. There were total 100 respondents.

From the above data collected, it is interpreted that 48% respondents are Students. 14%
respondents are salaried peoples, 14% respondents are business persons, 11% respondents are
professionals, 10% respondents are Home makers and 3% respondents are from other
specializations.

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Table No. 5.04 Like Packaged Juice
Response of Consumers Frequency Percent
Yes 92 92.0
No 8 8.0
Total 100 100.0

Figure No. 5.04 Likings & Dis-likings of Packaged fruit juice

LIKE PACKAGED JUICE


No
8%

Yes
92%

Interpretation:-
Above data displays the behaviour of respondents towards the packaged juice, there were total
100 respondents. Out of 100 respondents 92% of respondents likes to drink packaged fruit
juice, and 8 % respondents does not like the packaged fruit juice due to their trust issue or any
other personal reasons.

There are 8 % respondents who does not like packaged fruit juice they are like to have substitute
of packaged fruit juice like Coconut Water, Cold Drinks, Soft Drinks, Butter milk, Milk Shake,
Lemon Juice etc.

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Table No. 5.05 Frequency of packaged juice usage
Frequency of Usage Frequency Percent
Once a day 26 26.0
More than once a day 13 13.0
Only on special occasions 57 57.0
Never 4 4.0
Total 100 100.0

Figure No. 5.05 Frequency of packaged juice usage

Frequency of packaged juice usage


57
60

50

40
26
30

20 13

10 4

0
Once a day More than once a Only on special Never
day occasions

Frequency

Interpretation:-
Above data displays the frequency of the usage of packaged fruit juice, there were total 100
respondents. Out of 100 respondents, major of them are using the packaged juice only on
special occasion which is 57 % of total respondents. Where 26 % respondents are using
packaged juice for Once a day, and 13 % respondents are using the packaged juice for more
than once a day. Which is either Health Conscious peoples or Fitness freaks. And remaining
4 % respondents are never uses the packaged juice.

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Table No. 5.06 Awareness about different packaged juice brands
Packaged juice brands Frequency Percent
Real 23 23.0
B-Natural 15 15.0
Other 8 8.0
Real & B-Natural 29 29.0
Real, B-Natural & Any Other 20 20.0
Real & Any Other 5 5.0
Total 100 100.0

Figure No. 5.06 Awareness about different packaged juice brands

Awareness about different packaged juice brands


29
30

25 23
20
20
15
15

10 8
5
5

0
Real B-Natural Other Real & B- Real,B-Natural Real & Any
Natural & Any Other Other

Frequency

Interpretation:-
Above data displays the awareness level of different juice brands, It states that the Dabur’s
Real fruit juice is very popular and more people aware about it. And ITC’s B-Natural is less
popular or less awareness about it than Dabur’s Real. Where respondents are also aware about
other packaged juice brand like Tropicana, Paper boat, Minute maid, Del Monte, Safal juices,
Patanjali juices, 24 Mantra, Ceres fruit juices etc.

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Table No. 5.07 Which Medium of marketing is More Effective
Medium Frequency Percent
Television Advertisement 75 75.0
Newspaper / Magazines 29 29.0
Hording & Banners 19 19.0
Social Media 45 45.0
Friends & Colleagues 42 42.0

Figure No. 5.07 Effective Medium of marketing

Effective Medium of marketing


80
75
70

60

50 45
42
40
29
30
19
20

10

0
TELIVISION NEWSPAPER / HORDING & SOCIAL MEDIA FRIENDS &
ADVERTISEMENT MAGZINES BANNERS COLLEAGUES

Interpretation:-
Above data displays the effective channel of marketing, which states that the Television
Advertisements is most effective medium of marketing above all, followed by Social media
and friends & colleagues. And least effective channel of marketing according to survey is
Hoarding and banners, followed by Newspaper and magazines.

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Table No. 5.08 Which juice brand you like to drink
Juice Brand Frequency Percent
Real 47 47.0
B Natural 36 36.0
Any other 17 17.0
Total 100 100.0

Figure No. 5.08 Demand of Packaged Juice

Demand of Juice Brand

47
50
45
36
40
35
30
25 17
20
15
10
5
0
Real B Natural Any other

Frequency

Interpretation:-
Above data displays the demand of packaged juice brands which states that the demand of
Dabur’s Real juice is higher than other brands which is 47% of total 100 respondents. And its
followed by ITC’s B – Natural which is 36% Out of 100 respondents. Where 17% Demand of
other brands like Tropicana, Paper boat, Minute maid, Del Monte, Safal juices, Patanjali juices,
24 Mantra, Ceres fruit juices etc.

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Table No. 5.09 Most popular brand
Juice brands Frequency Percent
B-Natural 20 20.0
Real 38 38.0
Real & B-Natural Both 19 19.0
Don't Know 23 23.0
Total 100 100.0

Figure No. 5.09 Most Popular Brand

Most Popular Brand

38
40

35

30
23
25 20 19
20

15

10

0
BNatural Real Real & BNatural Both Don't Know

Frequency

Interpretation:-
Above data displays the most popular brand among B-Natural and Real, There were total 100
respondents. Out of 100 respondents 20% Says that B-Natural is most Popular and 38%
respondents says that Real is most popular brand. And 19% respondents says that Real & B-
Natural both brads are popular. Where 23% respondents are not aware about that which brand
is popular. Hence it’s states that the Dabur’s Real is Most popular brand among B-Natural and
Real.

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Table No. 5.10 Frequency of Advertisement
Juice Brands Frequency Percent
B Natural 16 16.0
Real 36 36.0
Real & B-Natural Both 35 35.0
None of Above 13 13.0
Total 100 100.0

Figure No. 5.10 Frequency of advertisement

Frequency of advertisement

40 36 35
35

30

25

20 16
13
15

10

0
B Natural Real Real & BNatural Both None of Above

Frequency

Interpretation:-
Above data displays the frequency of Television advertisement, it states that advertising
strategy of Real is more effective than the B-Natural. There were total 100 respondents out of
them 16% respondents has seen the advertisement of B-Natural, and 36% respondents has seen
the advertisement of Real. Where 35% respondents has seen the advertisements of both the
brands, and 13% has never seen the advertisement of any brand.

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Table No. 5.11 Awareness about no concentrate campaign of B-Natural
Aware or not Frequency Percent
yes 42 42.0
No 58 58.0
Total 100 100.0

Figure No. 5.11 Awareness about no concentrate campaign of B-Natural

Awareness about no concentrate campaign of


B-Natural

42%
58%

yes No

Interpretation:-
Above data displays the awareness about No Concentrate campaign of B-Natural. There were
total 100 respondents, out of them 42% respondents are aware about the campaign, and 58%
respondents are not aware about the campaign.

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Table No. 5.12 while purchasing juice which feature you are looking for
Features Frequency Percent
No Added Sugar 51 51
No Added Preservatives 63 63
Expiry Date 64 64
Fruit Pulp 49 49

Figure No. 5.12 while purchasing juice which feature you are looking for

while purchasing juice which feature you


are looking for

63 64
70
60 51 49
50
40
Frequency
30
20
10
0
No Added Sugar No Added Expiry Date Fruit Pulp
Preservatives

Interpretation:-
While purchasing the packaged juice, consumers are looking for some features like No Added
Sugar, No Added Preservatives, Expiry Date, Fruit pulp etc. Above data displays that most of
respondents are looking for No Added Preservatives, and Expiry Date and 50% of respondents
are looking for No Added Sugar & Fruit pulp while making purchase of packaged fruit juice.

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Table No. 5.13 Affecting Factors of B-Natural
Flavour Taste Nutritional Value Quality Offers
Very Bad 2 2 1 1 1
Bad 2 5 4 4 4
Average 29 25 30 27 38
Good 42 43 41 39 41
Very Good 25 25 24 29 16
Total 100 100 100 100 100

Average (Means) of Factors of B-Natural (Which Ratings from 1 to 5)


Rate Flavour of Rate Taste of B- Rate Nutritional Rate Quality of Rate Offers of B-
B-Natural On 1 Natural On 1 To Value of B- B-Natural On 1 Natural On 1 To
To 5 scale 5 scale Natural On 1 To 5 To 5 scale 5 scale
scale
3.8600 3.8400 3.8300 3.9100 3.6700

Figure No. 5.13 Affecting Factors of B-Natural

Affecting Factors of B-Natural


42 43
45 41 41
39 38
40
35
29 30 29
30 27
25 25 25 24
25
20 16
15
10
5 4 4 4
5 2 2 2 1 1 1
0
Flavour Taste Nutritional Value Quality Offers

Very Bad Bad Average Good Very Good

Interpretation:-
There are 5 major factors are taking into consideration while making a purchase of packaged
fruit juice like Flavours, Taste, Nutritional Values, Quality, Discount offers etc. Above data
displays the factors of B-Natural juice. Which states that all 5 factors of B-Natural juice are
seems good and brand image of B-Natural is good.

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Table No. 5.14 Affecting Factors of Real
Flavour Taste Nutritional Value Quality Offers
Very Bad 1 1 1 1 3
Bad 1 2 1 2 2
Average 30 32 38 34 49
Good 32 37 40 32 33
Very Good 36 28 20 31 13
Total 100 100 100 100 100

Average (Means) of Factors of Real (Which Ratings from 1 to 5)


Rate Flavour of Rate Taste of Rate Nutritional Rate Quality of Rate Offers of
Real On 1 To 5 Real On 1 To 5 Value of Real On Real On 1 To 5 Real On 1 To 5
scale scale 1 To 5 scale scale scale
4.0100 3.8900 3.7700 3.9000 3.5100

Figure No. 5.14. Affecting Factors of Real

Affecting Factors of Real


49
50
45 40
37 38
40 36
34 33
35 32 32 32 31
30
28
30
25 20
20
13
15
10
3 2
5 1 1 1 2 1 1 1 2
0
Flavour Taste Nutritional Value Quality Offers

Very Bad Bad Average Good Very Good

Interpretation:-
There are 5 major factors are taking into consideration while making a purchase of packaged
fruit juice like Flavours, Taste, Nutritional Values, Quality, Discount offers etc. Above data
displays the factors of Real juice. Which states that all 5 factors of Real juice are seems good
and brand image of Real is good.

As par the data discounts offered by ITC’s B-Natural is much better than Dabur’s Real juice.

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Table No. 5.15 Most Preferred Channel for purchasing packaged juice
Frequency Percent
Retail Stores 30 30.0
National Handloom 11 11.0
Reliance Market 20 20.0
D-Mart 34 34.0
Online 5 5.0
Total 100 100.0

Figure No. 5.15 Preferred channel for purchasing of Juices

Preferred channel for purchasing of Juices

34
35
30
30

25
20
20

15 11

10
5
5

0
Retail Stores National Reliance Market D-Mart Online
Handloom

Interpretation:-
Above data displays the most preferred channel for purchasing of packaged juice. There were
total 100 respondents, out of 100 respondents 30 % are buying packaged juice from Retail
stores, followed by D-mart there are 34 % respondents are buying from D-mart, and rest of the
respondents are buying fruit juices from National Handlooms, Reliance Marts and from Online
Platforms.

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Table No. 5.16 Effectiveness of Advertisements
Advt by Shilpa shetty Influence Advt by Sonali Bendre
you to buy B-Natural Influence you to buy Real
Strongly Disagree 15 10
Disagree 13 20
Neutral 42 44
Agree 24 22
Strongly Agree 6 4
Total 100 100

Figure No. 5.16 Effectiveness of advertisements

Effectiveness of Advertisements
44
42
45
40
35
30
24
22
25 20
20 15
13
15 10
10 6
4
5
0
Strongly Disagree Disagree Neutral Agree Strongly Agree

Advt by Shilpa shetty Influence you to buy B-Natural Advt by Sonali Bendre Influence you to buy Real

Interpretation:-
Above data displays that does the advertisement endorsed by the celebrity influence the
consumers to buy fruit juices, It clearly states that there are almost 50% respondents does not
get influenced by that, and almost 30% of respondents get influenced by that strategy.

Advertisement done by Shilpa shetty Is more effective than the advertisement done by Sonali
Bendre.

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Table No. 5.17 Effectiveness of Packaging
Creative Packaging and campaign Creative Packaging and
Influence to buy B-Natural campaign Influence to buy Real
Strongly
8 10
Disagree
Disagree 10 10
Neutral 42 36
Agree 32 30
Strongly Agree 8 14
Total 100 100

Figure No. 5.17 Effectiveness of Packaging

Effectiveness of Packaging
42
45
40 36
32
35 30
30
25
20 14
15 10 10 10
8 8
10
5
0
Strongly Disagree Neutral Agree Strongly Agree
Disagree

Creative Packaging and campaign Influence to buy B-Natural


Creative Packaging and campaign Influence to buy Real

Interpretation:-
Above data displays the effectiveness of packaging. There were total 100 respondents are
taken, from which we came to know that the packaging of B-Natural is more creative than
Real’s packaging. While purchasing the packaged fruit juice creative packaging of the product
has moderate effect on consumer’ buying behaviour.

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Table No. 5.18 Sample Tasting Influence you to buy product
Frequency Percent
Strongly Disagree 10 10.0
Disagree 11 11.0
Neutral 35 35.0
Agree 18 18.0
Strongly Agree 26 26.0
Total 100 100.0

Figure No. 5.18. Sample Tasting Influence you to buy product

Effect of Sample Testing


35
35

30 26

25
18
20

15 10 11

10

0
Strongly Disagree Disagree Neutral Agree Strongly Agree

Frequency

Interpretation:-
From the above data collected, it is interpreted that 10 respondent strongly disagree that sample
testing do influence to buy the products. 11 respondent disagree that sample testing do
influence to buy the products. 35 respondent have neutral responses in sampling testing do
influence to buy the products. 18 respondents agree that sample testing do influence to buy the
product. 26 respondents strongly agree that sample testing do influence to buy the products.

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Table No. 5.19 No Concentrate and no preservatives influence you to buy B - Natural
Frequency Percent
Strongly Disagree 8 8.0
Disagree 7 7.0
Neutral 38 38.0
Agree 16 16.0
Strongly Agree 31 31.0
Total 100 100.0

Figure No. 5.19 Sample Tasting Influence you to buy product

Frequency

38
40

35 31

30

25

20 16

15
8 7
10

0
Strongly Disagree Disagree Neutral Agree Strongly Agree

Interpretation:-
From the above data collected, it is interpreted that 8% respondent strongly disagree that No
Concentrate and no preservatives do influence to buy the products. 7% respondent disagree
that No Concentrate and no preservatives do influence to buy the products. 38% respondent
have neutral responses in No Concentrate and no preservatives do influence to buy the
products. 16% respondents agree that No Concentrate and no preservatives do influence to buy
the product. 31% respondents strongly agree that No Concentrate and no preservatives do
influence to buy the products.

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Table No. 5.20 What is your overall view for B - Natural
Frequency Percent
Very Good 26 26.0
Good 41 41.0
Normal 30 30.0
Bad 2 2.0
Very Bad 1 1.0
Total 100 100.0

Figure Table No. 5.20 Overall view for B - Natural

Overall view for B-Natural

45 41

40
35 30
30 26

25
20
15
10
2 1
5
0
Very Good Good Normal Bad Very Bad

Interpretation:-
From the above data collected, it is interpreted that 26% respondents says that over all view of
B-Natural is Very Good for them. 41% respondents says that over all view of B-Natural is
Good for them. Where 30% respondents says that over all view of B-Natural is Normal for
them. And only 3% respondents are not happy with features and factors of B-Natural.

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Table No. 5.21 What is your overall view for Real
Frequency Percent
Very Good 27 27.0
Good 42 42.0
Normal 30 30.0
Bad 1 1.0
Total 100 100.0

Figure No. 5.21overall view for Real

Frequency

42
45
40
35 30
27
30
25
20
15
10
5 1

0
Very Good Good Normal Bad

Frequency

Interpretation:-
From the above data collected, it is interpreted that 27% respondents says that over all view of
Real is Very Good for them. 42% respondents says that over all view of Real is Good for them.
Where 30% respondents says that over all view of Real is Normal for them. And only 1%
respondents are not happy with features and factors of Real.

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One Way Anova Test

B-Natural juice:-

H01: There is no significant relation between gender and satisfaction level of Flavours of B –
Natural Juice
H11: There is a significant relation between gender and satisfaction level of stores. Flavours of
B –Natural Juice
H02: there is no significant relation between gender and satisfaction level of Taste of B –
Natural Juice
H12: there is a significant relation between gender and satisfaction level of Taste of B –Natural
Juice
H03: there is no significant relation between gender and satisfaction level of Nutritional Value
of B –Natural Juice
H13: there is a significant relation between gender and satisfaction level of Nutritional Value
of B –Natural Juice
H04: there is no significant relation between gender and satisfaction level Quality of B –Natural
Juice
H14: there is a significant relation between gender and satisfaction level of Quality of B –
Natural Juice
H05: there is no significant relation between gender and satisfaction level of Offers of B –
Natural Juice
H15: there is a significant relation between gender and satisfaction level of Offers of B –Natural
Juice

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Table No. 5.22 Gender and satisfaction level factors – B-Natural Juice
One way ANOVA
Satisfaction level factors for B – Sum of df Mean F Sig.
Natural juice Squares Square
Between
.184 1 .184 .232 .631
Rate Flavour of B- Groups
Natural On 1 To 5 Within
77.856 98 .794
scale Groups
Total 78.040 99
Between
.442 1 .442 .509 .477
Rate Taste of B- Groups
Natural On 1 To 5 Within
84.998 98 .867
scale Groups
Total 85.440 99
Between
1.932 1 1.932 2.552 .113
Rate Nutritional Groups
Value of B-Natural Within
74.178 98 .757
On 1 To 5 scale Groups
Total 76.110 99
Between
1.588 1 1.588 1.980 .163
Rate Quality of B- Groups
Natural On 1 To 5 Within
78.602 98 .802
scale Groups
Total 80.190 99
Between
.405 1 .405 .586 .446
Rate Offers of B- Groups
Natural On 1 To 5 Within
67.705 98 .691
scale Groups
Total 68.110 99

Interpretation:-
To see the relation between gender and satisfaction level of various factors for B-Natural Juice,
One way Anova was used. From the above table the significant values for Flavours, Taste,
Nutritional Value, Quality, Discount Offers are .631, .477, .133, .163, .446, respectively which
is more than 0.05. Thus, H0 is accepted that is there is no significant relation between gender
and satisfaction level of Flavours, Taste, Nutritional Value, Quality, and Discount Offers for
B-Natural Juice.

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Real Fruit juice :-

H06: There is no significant relation between gender and satisfaction level of Flavours of Real
Fruit Juice
H16: There is a significant relation between gender and satisfaction level of stores. Flavours of
Real Fruit Juice
H07: there is no significant relation between gender and satisfaction level of Taste of Real Fruit
Juice
H17: there is a significant relation between gender and satisfaction level of Taste of Real Fruit
Juice
H08: there is no significant relation between gender and satisfaction level of Nutritional Value
of Real Fruit Juice
H18: there is a significant relation between gender and satisfaction level of Nutritional Value
of Real Fruit Juice
H09: there is no significant relation between gender and satisfaction level Quality of Real Fruit
Juice
H19: there is a significant relation between gender and satisfaction level of Quality of Real
Fruit Juice
H010: there is no significant relation between gender and satisfaction level of Offers of Real
Fruit Juice
H110: there is a significant relation between gender and satisfaction level of Offers of Real Fruit
Juice

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Table No. 5.23 Gender and satisfaction level factors – Real Fruit Juice
One way ANOVA
Satisfaction level factors for Real Sum of df Mean F Sig.
juice Squares Square
Between
.007 1 .007 .009 .925
Groups
Rate Flavour of Real
Within
On 1 To 5 scale 78.983 98 .806
Groups
Total 78.990 99
Between
.078 1 .078 .101 .751
Groups
Rate Taste of Real
Within
On 1 To 5 scale 75.712 98 .773
Groups
Total 75.790 99
Between
.005 1 .005 .007 .933
Rate Nutritional Groups
Value of Real On 1 Within
65.705 98 .670
To 5 scale Groups
Total 65.710 99
Between
.026 1 .026 .032 .859
Groups
Rate Quality of Real
Within
On 1 To 5 scale 80.974 98 .826
Groups
Total 81.000 99
Between
1.206 1 1.206 1.646 .202
Groups
Rate Offers of Real
Within
On 1 To 5 scale 71.784 98 .732
Groups
Total 72.990 99

Interpretation:-
To see the relation between gender and satisfaction level of various factors for Real fruit Juice,
One way Anova was used. From the above table the significant values for Flavours, Taste,
Nutritional Value, Quality, Discount Offers are .925, .751, .933, .859, .202, respectively which
is more than 0.05. Thus, H0 is accepted that is there is no significant relation between gender
and satisfaction level of Flavours, Taste, Nutritional Value, Quality, and Discount Offers for
Real fruit Juice.

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B-Natural juice:-

H011: There is no significant relation between Occupation and satisfaction level of Flavours of
B –Natural Juice.

H111: There is a significant relation between Occupation and satisfaction level of stores.
Flavours of B –Natural Juice.

H012: there is no significant relation between Occupation and satisfaction level of Taste of B –
Natural Juice.

H112: there is a significant relation between Occupation and satisfaction level of Taste of B –
Natural Juice.

H013: there is no significant relation between Occupation and satisfaction level of Nutritional
Value of B –Natural Juice.

H113: there is a significant relation between Occupation and satisfaction level of Nutritional
Value of B –Natural Juice.

H014: there is no significant relation between Occupation and satisfaction level Quality of B –
Natural Juice.

H114: there is a significant relation between Occupation and satisfaction level of Quality of B
–Natural Juice.

H015: there is no significant relation between Occupation and satisfaction level of Offers of B
–Natural Juice.

H115: there is a significant relation between Occupation and satisfaction level of Offers of B –
Natural Juice.

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Table No. 5.24 Occupation and satisfaction level factors – B-Natural Fruit Juice
One way ANOVA
Satisfaction level factors for B – Natural Mean
juice Sum of Squares df Square F Sig.
Between
Groups 11.000 5 2.200 3.085 .013
Rate Flavour of B-
Natural On 1 To 5 scale
Within Groups 67.040 94 .713
Total 78.040 99
Between
Groups 14.756 5 2.951 3.925 .003
Rate Taste of B-Natural
On 1 To 5 scale
Within Groups 70.684 94 .752
Total 85.440 99
Between
Rate Nutritional Value Groups 7.933 5 1.587 2.188 .062
of B-Natural On 1 To 5
scale Within Groups 68.177 94 .725
Total 76.110 99
Between
Groups 4.592 5 .918 1.142 .344
Rate Quality of B-
Natural On 1 To 5 scale
Within Groups 75.598 94 .804
Total 80.190 99
Between
Groups 4.993 5 .999 1.487 .201
Rate Offers of B-
Natural On 1 To 5 scale
Within Groups 63.117 94 .671
Total 68.110 99

Interpretation:-
To see the relation between occupation and satisfaction level of various factors for Real fruit
Juice, One way Anova was used. From the above table the significant values for Flavours,
Taste, Nutritional Value, Quality, Discount Offers are .013, .062, .344, .201, respectively which
is more than 0.05. Thus, H0 is accepted that is there is no significant relation between
occupation and satisfaction level of Flavours, Nutritional Value, Quality, and Discount Offers
for Real fruit Juice. Where the value for the taste factor is less than 0.05 which is 0.03 thus H0
is rejected that is there is a significant relation between occupation and satisfaction level of
Taste.

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Real Fruit Juice:-

H016: There is no significant relation between Occupation and satisfaction level of Flavours of
Real fruit juice.

H116: There is a significant relation between Occupation and satisfaction level of stores.
Flavours of Real fruit juice.

H017: there is no significant relation between Occupation and satisfaction level of Taste of Real
fruit juice.

H117: there is a significant relation between Occupation and satisfaction level of Taste of Real
fruit juice.

H018: there is no significant relation between Occupation and satisfaction level of Nutritional
Value of Real fruit juice.

H118: there is a significant relation between Occupation and satisfaction level of Nutritional
Value of Real fruit juice.

H019: there is no significant relation between Occupation and satisfaction level Quality of Real
fruit juice.

H119: there is a significant relation between Occupation and satisfaction level of Quality of
Real fruit juice.

H020: there is no significant relation between Occupation and satisfaction level of Offers of
Real fruit juice.

H120: there is a significant relation between Occupation and satisfaction level of Offers of Real
fruit juice.

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Table No. 5.25 Occupation and satisfaction level factors – Real Fruit Juice
One way ANOVA
Satisfaction level factors for Real Sum of df Mean F Sig.
fruit juice Squares Square
Between
8.379 5 1.676 2.231 .058
Groups
Rate Flavour of Real
Within
On 1 To 5 scale 70.611 94 .751
Groups
Total 78.990 99
Between
6.973 5 1.395 1.905 .101
Groups
Rate Taste of Real
Within
On 1 To 5 scale 68.817 94 .732
Groups
Total 75.790 99
Between
2.497 5 .499 .743 .594
Rate Nutritional Groups
Value of Real On 1 Within
63.213 94 .672
To 5 scale Groups
Total 65.710 99
Between
5.568 5 1.114 1.388 .236
Groups
Rate Quality of Real
Within
On 1 To 5 scale 75.432 94 .802
Groups
Total 81.000 99
Between
4.755 5 .951 1.310 .266
Groups
Rate Offers of Real
Within
On 1 To 5 scale 68.235 94 .726
Groups
Total 72.990 99

Interpretation:-
To see the relation between occupation and satisfaction level of various factors for Real fruit
Juice, One way Anova was used. From the above table the significant values for Flavours,
Taste, Nutritional Value, Quality, Discount Offers are .058, .101, .594, .236, .266, respectively
which is more than 0.05. Thus, H0 is accepted that is there is no significant relation between
occupation and satisfaction level of Flavours, Taste, Nutritional Value, Quality, and Discount
Offers for Real fruit Juice.

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CHAPTER-6

FINDINGS

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Findings:-

 The brands which are present in the market is Real, Tropicana, B-Natural, Paper boat,
Minute maid, Patanjali, Safal, Ceres, 24Mantra, Del Monte Etc.
 After carrying survey and interacting with the respondents it was observed that 60% of
customers are aware with the brand B-Natural.
 After carrying a survey and interacting with respondents it is observed that almost 67%
customers are happy with the existing range of B-Natural.
 Almost 57% of respondents are using the fruit juice only on special occasion, where
26% and 13% respondents are using the packaged fruit juice for once a day and more
than once a day which is either health conscious peoples or fitness freaks.
 While purchasing the packaged fruit juice almost 65% of respondents are looking for
No Added Preservatives, and Expiry Date and 50% of respondents are looking for No
Added Sugar & Fruit pulp.
 Television advertisement & Social media marketing both are very effective medium of
marketing.
 Advertising strategies of the B-Natural is not that much of good as compare to Real’s
strategies.
 Consumers are not much happy with the discount offers provided by the company.
 Market share of B-natural is keep on increasing day by day.

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CHAPTER-7

RECOMMENDATIONS

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By analysing the market situation and interacting with the consumers, retailers, and distributors
and spending the 8 weeks of time in the ground level market then we suggested the
recommendations to the company.

Recommendations:-
 Company should launch brand awareness program for consumers and should keep it in
regular basis
 Analyzing and identifying major competitors. Keeping a tab on their strengths and
weakness and accordingly preparing own strategy.
 Increasing the efficiency of distribution system. Ensuring every shop in the area must
have B-Natural’s product.
 Appointing knowledgeable salesmen who can market products to retailers effectively.
 Tie up with regional/local newspapers running competitions at the time of festive
season.
 Company should give attractive offers and seasonal schemes for retailers as well as
customers to increase the sales of B-Natural
 For the health conscious peoples and diabetic peoples Company should also have to
add some features in their products like No Added sugar, Increase the fruit pulp etc.

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CHAPTER-8

CONCLUSION

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Conclusion:-

The brand awareness and competitive analysis is very important key factor for deciding the
marketing mix and develop the marketing strategy. In the existing market there are almost four
major and other many local companies of packaged fruit juice companies in Ahmedabad
district. So, it is very necessary to conduct the brand awareness and competitive analysis. The
brand awareness is likelihood that consumer recognize the existence and availability of
companies products.
The competitive analysis gives us the information about the brand position in the market and
also SWOT Analysis help to take a competitive advantage of the market situation. Also it helps
to organization to take advantage of market situation over competitors for the business gains.
Competitive analysis helps the organisation to develop the marketing strategy and marketing
mix and future course of action.
The competitive study and brand awareness give a lot of information about market and
competitors and it help to the marketers for deciding business, corporate and functional
strategies. In this competitive packaged fruit juice companies the customers want new less price
and better quality of juice. At the present situation in the market place there are almost 10 big
players. In this situation the organisation has a very good image in the market.
After conducting a brand awareness programme and competitive analysis programme in the
Ahmedabad district of the Gujarat State, it is find that the company has regularly gone through
kind of the brand awareness programme and market research for increase their market share,
and sustain strongly in the industry.

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