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SUMMER TRAINING PROJECT REPORT ON Comparative study between fruit juice brands in Dehradun city with special conte

xt of Tropicana and real fruit juice brand AT VARUN BEVERAGE LTD PEPSICO DEHRADUN IN PARTIAL FULFILLMENT OF THE REQUIREMENT S FOR THE AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION M.B.A (2009-2011) UNDER THE GUIDANCE OF Internal guide Mr. Krishna gopal External guide Mr. Pavan gaur SUBMITTED BY MOHD ASHAD REG N. 10901750 SUBMITTED TO LOVELY PROFESSIONAL UNIVERSITY PHAGWARA LOVELY PROFESSIOAL UNIVERSITY lo Page 1

DECLARATION I Mohd Ashad declaring that all the information given in this report is correct and all the data is given by me in this report are true as far as I know. I am a lso declaring that all the work in this report is my real work and I did not cop y it from anywhere. Mohd Ashad MBA 3rd SEM.(LPU) RT1901B43 REG N. 10901750 LOVELY PROFESSIOAL UNIVERSITY lo Page 2

COMPANY GUIDE CERTIFICATE This is to certify that the summer project titled Comparative study between fruit juice brand in dehradun city with special context of Tropicana and Real fruit j uice brand at Varun beverage Ltd.. PepsiCo is an original work of Mr. Mohd Ashad, student of Lovely Institute of management, Phagwara and is being submitted for partial fulfillment of the award of the Master of Business Administration (MBA) degree o f Lovely Professional University, Phagwara. The final compilation of the report was also done under my guidance and it has not been submitted earlier to anywher e else. Place: Dehradun Date: Mohd Ashad Regd. No. 10901750 MBA Pavan Gaur (ME), PepsiCo Name & Signature of the guide LOVELY PROFESSIOAL UNIVERSITY lo Page 3

CERTIFICATE OF THE INSTITUTE GUIDE This is to certify that the project titled Comparative study between fruit juice brand in dehradun city with special context of Tropicana and Real fruit juice br and is an original work of Mr. Mohd Ashad bearing University Registration Number 10901750 a student of Lovely Institute of management, Phagwara and is being subm itted in partial fulfillment of the requirements for the award of the degree of Master of Business Administration of Lovely Professional University, Phagwara. T he summer project report has not been submitted earlier to this University or to any other University / Institution for the fulfillment of the requirement of a course of study. . Date: Mr. Krishna Gopal Name and signature of the guide LOVELY PROFESSIOAL UNIVERSITY lo Page 4

ACKNOWLEDGEMENT It is great pleasure for me to express my hearty and sincere gratitude to my fac ulty guide, Mr. Krishna go pal (faculty of lovely professional university Punjab ) under whose genuine and inspiring guidance the present piece of investigation could get its present shape within such a limited range of time. I am highly tha nkful to Mr. BP Chauhan (territory development manager), Mr. Pavan gaur (marketi ng executive), Mr. Vishal khosla (customer executive) who guide me in the survey the area and to management of PepsiCo for permitting me to carry out the presen t research work. Special thanks are also due to all the employees, customers, re tailers and distributors related to PepsiCo company for their precious co-operat ion provided to the investigator during the period of data collection. Place: Dehradun Mohd Ashad LOVELY PROFESSIOAL UNIVERSITY lo Page 5

EXECUTIVE SUMMARY Comparative study between fruit juice brand in Dehradun city with special contex t of Tropicana and Real fruit juice brand. At Varun beverage limited, PEPSICO in Dehradun city (1) To study the brand awareness toward the Tropicana and Real fruit juice brand . (2) To study the parameters which mostly affect while purchasing the Tropicana and Real Fruit juice brand. (3) To study the satisfaction level toward the Real and Tropicana fruit juice brand. (4) To compare the Tropicana and Real fruit ju ice brand. This study help to find out the strength, weakness ,opportunity, and threats of real and Tropicana with the help of retailer and consumer . We find o ut the weakness of Tropicana fruit juice brand and the opportunity to increase t he sale of Tropicana in dehradun city. This study is very important for PepsiCo in Dehradun city to increase the Tropicana sale by overcoming from the threats o f PepsiCo. This study is completed in Dehradun city and I contacted the retailer and consumer, and found out the problem in Tropicana sale. I have selected 100 respondents from consumer group and 100 respondents from retailer group of diffe rent area of Dehradun city.I have used SPSS for data analysis and interpretation and find many strength, weakness, opportunity and threats of Tropicana and I ga ve many suggestion to increase Tropicana sale. On 14th of June I started my proj ect under the guidance of Mr. BP Chauhan(TDM) /Mr.Pavan Gaur (M.E.) Dehradun. I have been allocated the area for survey in Dehradun and collect the data. LOVELY PROFESSIOAL UNIVERSITY lo Page 6

CONTENT Chapter 1 Introduction Chapter 2 Objective of the study Chapter 3 Review of lite rature Chapter 4 Research methodology Chapter 5 Data analysis and interpretation Chapter 6 Findings Suggestion Chapter 7 Reference Annexure LOVELY PROFESSIOAL UNIVERSITY lo Page 7

INTRODUCTION Fruit juice Juice is the liquid that is naturally contained in fruit or vegetable tissue. Ju ice is prepared by mechanically squeezing or macerating fresh fruits or vegetabl es flesh without the application of heat or solvents. For example, orange juice is the liquid extract of the fruit of the orange tree. Juice may be prepared in the home from fresh fruits and vegetables using a variety of hand or electric ju icers. Many commercial juices are filtered to remove fiber or pulp, but high-pul p fresh orange juice is a popular beverage. Juice may be marketed in concentrate form, sometimes frozen, requiring the user to add water to reconstitute the liq uid back to its "original state". However, concentrates generally have a noticea bly different taste from that of their "freshsqueezed" counterparts. Other juice s are reconstituted before packaging for retail sale. Common methods for preserv ation and processing of fruit juices include canning, pasteurization, freezing, evaporation and spray drying . Labeling Most nations define a standard purity for a beverage to be considered a "fruit j uice." This name is commonly reserved for beverages that are 100% pure fruit jui ce. In the United Kingdom the name of a fruit or fruits followed by juice can on ly legally be used to describe a product which is 100% fruit juice, as required by the Fruit Juices and Fruit Nectars (England) Regulations and the Fruit Juices & Fruit Nectars (Scotland) Regulations 2003. However a juice made by reconstitu ting concentrate can be called juice. A product described as the "nectar" of a f ruit must contain a minimum of juice between 25% and 50% for different fruits. A juice or nectar including concentrate must state that it does. The term "juice drink" is not defined in the Regulations and can be used to describe any drink w hich includes juice, however little. Comparable rules apply in all EU member sta tes in their respective languages. In the USA fruit juice can only legally be us ed to describe a product which is 100% fruit juice. A blend of fruit juice(s) wi th other ingredients, such as high-fructose corn syrup, is called a juice cockta il or juice drink. According to the Food and Drug Administration (FDA), the term "nectar" is generally accepted in the U.S. and in international trade for a dil uted juice to denote a beverage that contains fruit juice or puree, water, and w hich may contain artificial sweeteners. In New Zealand and Australia particularl y (and others) juice denotes a sweetened fruit extract, whereas nectar denotes a pure fruit or vegetable extract. Fruit juice labels may be misleading, with jui ce companies actively hiding the actual content. "No added sugar" is commonly pr inted on labels, but the products may contain large amounts of naturally occurri ng sugars; however, sugar content is listed with other carbohydrates on labels i n many countries. Some carbonated LOVELY PROFESSIOAL UNIVERSITY lo Page 8

beverages, not described as fruit juice, contain fruit juice (such as Mountain D ew, which contains orange juice. Health effects Juices are often consumed for their perceived health benefits. For example, oran ge juice is rich in vitamin C, folic acid, potassium, is an excellent source of bio available antioxidant phytochemicals and significantly improves blood lipid profiles in people affected with hypercholesterolemia .Prune juice is associated with a digestive health benefit. Cranberry juice has long been known to help pr event or even treat bladder infections, and it is now known that a substance in cranberries prevents bacteria from binding to the bladder. The high sugar conten t of fruit juices is often not realizedmany fruit juices have a higher sugar (fru ctose) content than sweetened soft drinks; e.g., typical grape juice has 50% mor e sugar than Coca Cola. Fruit juice consumption overall in Europe, Australia, Ne w Zealand and the USA has increased in recent years, probably due to public perc eption of juices as a healthy natural source of nutrients and increased public i nterest in health issues. Indeed, fruit juice intake has been consistently assoc iated with reduced risk of many cancer types, might be protective against stroke and delay the onset of Alzheimer's disease. The perception of fruit juice as eq ual in health benefit to fresh fruit has been questioned, mainly because it lack s fiber and has often been highly processed. High-fructose corn syrup, an ingred ient of many juice cocktails, has been linked to the increased incidence of type II diabetes. High consumption of juice is also linked to weight gain, but fruit juice consumption in moderate amounts can help children and adults meet daily r ecommendations for fruit consumption, nutrient intake and calories. Introduction of fruit Juice Company in India India is a market of diversity diverse with regards to incomes, price points of products, culture and preferences and a marketer has to get use to these diverse characteristics of the market. Drinking juice is not a part of our culture. We drink water with our meals but in the West one starts the day with breakfast and a glass of juice. Juice is to a great extent considered as a luxury not a neces sity in our society, surely but slowly things are changing mainly in the urban a nd semi urban areas, where the population is getting more and more health consci ous and are realizing the important nutrient values of fruit and are making them a part of their daily diet. The companies in this Rs. 100 crore industry will h ave to organize various promotional activities from time to time mainly to incre ase sampling and to educate the consumers about packaged fruit juice that it is as pure and nutritious as fresh juice which is perceived as fresh as it is extra cted in their presence i.e. actual or assumed .There are two main brands in this segment of non- carbonated drink markets; they are `Real' from Dabur and `Tropicana' fr om PepsiCo. These two players command around 80% market share in the organized s ector. We can observe this industry growing and new players entering the market. In recent times we have seen the entries of some international brands, like Ber ri [Australia], Ballantyne [Australia], and Tipco [Thailand], with the intention to strengthen their hold in India and to grow with the market India is the seco nd largest for foods and vegetables in the world. The total production of food a nd vegetables is estimated to be around 148.5 million tones, out of which fruit account for only 48.5 million tones and the rest 100 million tones is accounted for by vegetables. However, the LOVELY PROFESSIOAL UNIVERSITY lo Page 9

fruit juice market has not been fully tapped because of poor infrastructure, poo r storage facility, and highly unorganized market, chiefly constituted by road s ide vendors. Consumer still prefers to buy juice from road side vendors even if juices are unhygienic. The major growth drivers in fruit juice market are, incre ase in health consciousness among consumers, increase in disposable incomes, and more sophisticated cocktail culture. Major Player and their brands: Pepsi with its brand Tropicana. Dabur foods with its brand Real. Coca Cola India with its brand Maaza. Leading Manufacturers of Fruit Beverages in India: Company 1. Parle Agro Brand Frooti Appy Flavours Mango, Guava, Pineapple, Strawberry & Orange Apple 2. PepsiCo Ltd. Tropicana Slice Orange, Nature Sweet, Apple, Grape Pineapple, Tomato Mixed fruit Mango, Litchi, Orange & Guava. Grape, Guava, Orange, Pineapple Tomato Mixed Fruit, Litchi, Mang o. Orange, Apple Orange, Apple Orange, Apple Orange, Apple 3. Dabur Real Real Active 4, Godrej Foods Jumpin Re Xs 5. Coca Cola 6. BBI. II 7. Voltas 8. Hindustan 9. HP Agri Maaza Tree Top Volfruit Grapy HPMC Mango Mango Mango Red Grapes, Litchi, etc. Apple Marketing LOVELY PROFESSIOAL UNIVERSITY lo Page 10

10. North East AgroMkt. Ltd. 11. Kerala Milk Mkt. 12. Salstar Foods 13. Mohan Me akins 14. Modern Foods 15. Eastern Fruit 16. NAFEED NERAMAC Milma Regold Gold Coin Rasika Efil Nafed Pineapple Mango, Pineapple Mango, Apple Mixed Apple Juice Mango, Guava Mango, Li tchi Apple, Mango, Processed Guava, Pineapple, orange Mango, Pineapple, Orange M ango, Pineapple, Orange Mango, Pineapple, Orange Tropical Fruits Kioces Mango, P ineapple, Orange, Guava Mango, Mixed Fruit Juices Pineapple Agro 17. Vadilal IndustriesLtd. 18. Himgiri Foods 19. Lakhanpal Foods 20. WIMCO Ltd. 21. Tims Products 22. BEC foods 23. The MaharashtraInds. DevelopmentCorp. Ltd. . Vadilal Himgiri VAFA Sunsip TIMS ROLZ NOGA The above mentioned list consists of the brands noticeable in metros and as such there are a large number of small canning units scattered all over the country catering to niche markets. Industry analysis: The Rs 100 crore packaged fruit juice market is estimated to be growing at 20% t o 25% annually, with Tropicana and Real holding 40% market share each. The marke t can be categorized in terms of product content and there are three major produ ct contents available. Drinks: Juice with pulp content less than 40%, Nectars: J uice with pulp content between 40 - 80%, Juices: Juice with pulp content more th an 80%, The canned juice market initially covered brands like NAFED, Noga, Midla nd, Gold Coin and Druk. These were fruit juices and nectars and not drinks. But they did not make a mark in the LOVELY PROFESSIOAL UNIVERSITY lo Page 11

market due to reasons such as high price, unattractive packaging and lack of rig ht promotion programme. Parle Agro`s Frooti, a mango drink, was introduced in the tetra pack in 1985 and since then has been a leader in its segment. The market h as suddenly picked up since 1994-95 and a few players have emerged as market lea ders Market segmentation There has been no general acceptance of the product forms in the fruit beverage market. The consumer is basically concerned if it is a fruit juice or synthetica lly constituted product. Product segmentation, therefore, should be clearly deli mited. Under the fruit drinks the first segmentation is between real fruit drink s and synthetic drinks. The real fruit drinks are based on natural fruit pulp or juice. The synthetic drinks are synthetic products with fruit or other flavors. Broad taste preferences could be another way to define the market. The market i s at present also segmented on the basis of fruit pulp content. For the purpose of segmentation, on the basis of fruit pulp content. For the purpose of segmenta tion, on the basis of fruit pulp content, market can be segmented as: Fruit juic e with pulp content more than 80%. Brands falling in this category are Onjus, Re al, Tropicana, etc. Fruit Nectar with pulp content between 40% to *0%. Life and X`s come in this category. Fruit Drinks with pulp content less than 40%. Frooti an d Jumpin are the popular brands in this category. Segmentation could also be on the basis of the benefits provided to the consumer: One benefit could be the nut rition content it gives to the consumer so one market could be the health-consci ous segment. Second benefit is thirst quenching, so the other segment could be t hose buying the drink or nectar for satisfying the thirst. Another very broad se gmentation can be on the type of situation in which the drink or nectar is used: People who are on the move i.e. Outdoor use e.g. those traveling. People who ar e using it on the breakfast table as a part of their menu i.e. in-house use. Pla yers very often choose one or more of such segmentations to differentiate their product and target market and accordingly plan their distribution and promotion patterns. Target Markets: The women of the house Children The teenagers In-home consumption Out of home consumption The women of the house and children are an i mportant influencing factor in today`s scenario. As the KiwiJoos contains lots of health benefits, the women who care for her family wants her family to be health y and so are they are targeted. The children are attracted to the beautiful ads and demand for the products as they want to experiment things just for the sake of it or for their self satisfaction. The teens are the most who like to try out new and different products. Today`s teens are the most health conscious and put i n lots of efforts to be healthy. So even they are an important target audience. In- home consumption: LOVELY PROFESSIOAL UNIVERSITY lo Page 12

This group of people buys fruit juices for home consumption and in many case tre ated as grocery item and is on the shopping list and forms an important part of their diet. For an average Indian population juice consumption is seen as a luxu ry and is a very urban phenomena as people in the urban are getting more and mor e health conscious and relating and accepting juices as a healthy social drink. These people are typically sophisticated and are exposed to the idea of healthy living and are concerned of the well being of their families. Usually the lady o f the house takes the buying decision but she is influenced by her offspring`s man y times to the extent of brands and flavours. One of the strong characteristics features which is common throughout our target audience is that it is considered that juice is fresh only when it is extracted on the spot for consumption purpo se and it is considered to be better than the packaged ones available in the mar ket. This mind set will have to be changed and the customers will have to be con vinced that KiwiJoos is fresh, has all the nourishments intact and is available without the hassle of extraction for consumption. Out of home consumption: This consumption pattern is usually observed in people who feel the need to quench th eir thirst, get refreshed or both. These types of people are important of Kiwi J oos as they are the people who will try the product in small quantity and give u s an in road in the home for in home consumption, which is our focus area. If th is segment is satisfied then they will start personal use of KiwiJoos and they w ill also act as a source of mouth - to - mouth publicity, which is considered to be one of the best in its kind. This segment is challenging one as there is a d ual pattern of consumption which mainly exists here i.e. firstly an individual d ecides if he/she would like to have a fruit juice or a substitute like carbonate d soft drinks, water, flavoured milk, etc. then if he/she chooses fruit juice, t hey have to chose from the available alternatives then he makes a choice among t he available brands with respect to the perceived value and its cost. Such type of consumption is usually seen; On roads i.e. in front of the general stores, ra ilway stations, bus stands, airports etc. Entertainment zones like amusement par ks, cinemas, parks, theaters, etc. Eating-places like restaurants, college cante ens, hotels, etc. Working places like offices, aerobics classes, gymnasiums, pla ces of worship etc. The key to serving this segment would be to be available and visible at points of purchase and including the person to buy, with effectively communicating to them that KiwiJoos is a healthy alternative to satisfy the thi rst ensuring taste, fun and good health. It is positive that fruit juices are be ing perceived as anytime beverage. Generation now is as much inclined to sipping fruit juices as colas, with teenagers driving the maximum trials. Substitute Fruit juice companies have to face a two level competition i.e. on the first lev el with the substitutes and the then the players within the industry. The sip war` is comprised of the following players with respect to India. Soft Drinks (both c arbonated and Non- carbonated soft drinks) Soft Drinks are divided into carbonat ed and Non- carbonated drinks. While Cola, lemon and oranges are carbonated drin ks mango drinks come Noncarbonated category. Flavoured Milk (energy, N-Joy etc.) Just like fruit drinks Flavoured milk is also positioned on the health platform . Companies are trying to project it as a fun drink with added flavours and inno vative packaging. LOVELY PROFESSIOAL UNIVERSITY lo Page 13

Mineral Water Fruit drink sellers consider even mineral water as substitute to t heir offerings. The main assumption is that packs ensure quality delivery. Other products Milk by- products like buttermilk and lassi also serve as major substi tutes. They compete in terms of low price as well as easy availability. These dr inks are also considered important from the health perspective. Main Competitors :A host of brands are jostling for thirst space. Not just colas but beverage sa nd fruit juices of all hues are adorning shop shelves. From bottled iced-tea to branded chhaas, fruit-based drinks and flavoured milk, beverage makers have gone berserk with product innovation as new variants continue to flood the market. F ruit drinks are high on the swig list in summers as it is part of the health fad sweeping the nation. Health conscious consumers are increasingly giving aerated drinks the go by and making a beeline for fruit-based concoctions. Moreover, sp oradic controversies about pesticide-infested cola drinks are said to be driving consumers towards fruit-based drinks as a safer alternative. That is why even e xisting players are going all out to pour out new flavours. DABUR Dabur derived from Daktar Burman is India's largest Ayurvedic medicine manufactu rer. Dabur's Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body conditions-from common cold to chronic paralysis. History The story of Dabur goes back to 1884, to a young doctor armed with a degree in m edicine and a burning desire to serve mankind. This young man, Dr. S.K. Burman, laid the foundations of what is today known as Dabur India Limited. The brand na me Dabur is derived from the words 'Da' for Daktar` or Doctor` and 'bur' from Burman. From those humble beginnings, the company has grown into India's leading manufac turer of consumer healthcare, personal care and food products. Over its 125 year s of existence, the Dabur brand has stood for goodness through a natural lifesty le. An umbrella name for a variety of products, ranging from hair care to honey, Dabur has consistently ranked among India`s top brands. Its brands are built on t he foundation of trust that a Dabur offering will never cause anyone slightest o f harm. The trust levels that this brand enjoys are phenomenally high. Pharmacy Company Dabur India Limited is the fourth largest FMCG Company in India and Dabur had a turnover of approximately US$ 750 Million (Rs. 3390.9 Crore FY 09-10) & Market C apitalisation of over LOVELY PROFESSIOAL UNIVERSITY lo Page 14

US$ 3.5 Billion (Rs 15500 Crore), with brands like Dabur Amla, Dabur Chyawanpras h, Vatika, Hajmola and Real. The company has kept an eye on new generations of c ustomers with a range of products that cater to a modern lifestyle, while managi ng not to alienate earlier generations of loyal customers.Dabur is an investor f riendly brand as its financial performance shows. The company's growth rate rose from 10% to 40%. The expected growth rate for two years was twofold. There is a n abundance of information for its investors and prospective information includi ng a daily update on the share price (something that very few Indian brands do). There`s a great sense of responsibility for investors` funds on view. This is a dir ect extension of Dabur`s philosophy of taking care of its constituents and it adds to the sense of trust for the brand overall.The company, through Dabur Pharma L td. does toxicology tests and markets ayurvedic medicines in a scientific manner . They have researched new medicines which will find use in O.T. all over the co untry therein opening a new market.Dabur Foods, a subsidiary of Dabur India is e xpecting to grow at 25%. Its brands of juices, namely, Real and Active, together make it the market leader in the Fruit Juice Category Dabur Foods that was set up in 1997 has brands like Hommade, Lemoneez and Capsico in its basket. The Rs. 37 crore Dabur Foods ltd, a wholly owned subsidiary of Dabur India ltd ahs two b rands of juice in the market, they are; Real Real Active For its Real brand, Dab ur is focusing on increasing in home consumption by targeting mothers and childr en. It is priced in the range of Rs. 60 to 65 [1 liter] and Rs 15 [200ml] except for Guava that is sold in the range to Rs 65 to 70 and Grape that is sold for R s. 70 to 75. Its ingredients are water, fruit concentrate, sugar, citric acid an d flavours of; Grape, Guava, Orange, Pineapple, tomato, Mixed Fruit, Litchi and Mango. The Real Active brand is targeted towards fitness- crazy young consumers. The drink is positioned on the health plank. It was launched towards the end of 2002. At the same time, the company plans to position Real Active as its premiu m juice brand, while Real would be targeted at consumers belonging to socio econ omic categories B and C also. It contains only fruit concentrate and water. It i s priced at Rs. 68 and 70. It is available in the Flavours of; Apple and orange. The company was eyeing a turnover of Rs. 60 crore in the year 2001 -02, which i s an increase of nearly 50%. According to the company it ahs seen a growth of 44 % in the financial year 2001-02 as compared to 34% in 2000- 01. The company plan s to increase the advertising spends for the brand by nearly 40%. Today the adve rtising and marketing budget for the brand by nearly Rs 8 Crore. The company`s thr ust is on increasing in-home consumption therefore they are mainly targeting the mothers and children. However, the company has restricted its activities in the urban areas only and wishes to fully consolidate markets in the cities before l ooking at the small towns and rural areas Dabur Foods claims to be the market le ader in the pure juice category such as Punjab, Delhi, Haryana, etc. LOVELY PROFESSIOAL UNIVERSITY lo Page 15

PEPSICO PepsiCo, Incorporated (NYSE: PEP) is a Fortune 500, American multinational corpo ration headquartered in Purchase, New York, with interests in manufacturing and marketing a wide variety of carbonated and non-carbonated beverages, as well as salty, sweet and cereal-based snacks, and other foods. Besides the Pepsi brands, the company owns the brands Quaker Oats, Gatorade, Frito-Lay, SoBe, Naked, Trop icana, Copella, Mountain Dew, Mirinda and 7 Up (outside the USA).Indra Krishnamu rthy Nooyi has been the chief executive of PepsiCo since 2006. During her time, healthier snacks have been marketed and the company is striving for a net-zero i mpact on the environment.[3] This focus on healthier foods and lifestyles is par t of Nooyi's "Performance With Purpose" philosophy.Today, beverage distribution and bottling is undertaken primarily by associated companies such as The Pepsi B ottling Group (NYSE: PBG) and Pepsi Americas (NYSE: PAS). PepsiCo is a SIC 2080 (beverage) company. History Headquartered in Purchase, New York, with Research and Development Headquarters in Valhalla, The Pepsi Cola Company began in 1898 by a NC Pharmacist and Industr ialist Caleb Bradham, but it only became known as PepsiCo when it merged with Fr ito Lay in 1965. Until 1997, it also owned KFC, Pizza Hut, and Taco Bell, but th ese fast-food restaurants were spun off into Tricon Global Restaurants, now Yum! Brands, Inc. PepsiCo purchased Tropicana in 1998, and Quaker Oats in 2001. In D ecember 2005, PepsiCo surpassed Coca-Cola Company in market value for the first time in 112 years since both companies began to compete. PepsiCo in India PepsiCo gained entry to India in 1988 by creating a joint venture with the Punja b governmentowned Punjab Agro Industrial Corporation (PAIC) and Voltas India Lim ited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joi nt venture in 1994. Others claim that firstly Pepsi was LOVELY PROFESSIOAL UNIVERSITY lo Page 16

banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the mark et shortly afterwards. These controversies are a reminder of "India's sometimes acrimonious relationship with huge multinational companies." Indeed, some argue that PepsiCo and The Coca-Cola Company have "been major targets in part because they are well-known foreign companies that draw plenty of attention." In 2003, t he Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India, i ncluding multinational giants PepsiCo and The Coca-Cola Company, contained toxin s, including lindane, DDT, malathion and chlorpyrifos pesticides that can contri bute to cancer, a breakdown of the immune system and cause birth defects. Tested products included Coke, Pepsi, 7 Up, Mirinda, Fanta, Thums Up, Limca, and Sprit e. CSE found that the Indian-produced Pepsi's soft drink products had 36 times t he level of pesticide residues permitted under European Union regulations; Coca Cola's 30 times. CSE said it had tested the same products in the US and found no such residues. However, this was the European standard for water, not for other drinks. No law bans the presence of pesticides in drinks in India.The Coca-Cola Company and PepsiCo angrily denied allegations that their products manufactured in India contained toxin levels far above the norms permitted in the developed world. But an Indian parliamentary committee, in 2004, backed up CSE's findings and a government-appointed committee, is now trying to develop the world's first pesticides standards for soft drinks. Coke and PepsiCo opposed the move, arguin g that lab tests aren't reliable enough to detect minute traces of pesticides in complex drinks.As of 2005, The Coca-Cola Company and PepsiCo together hold 95% market share of soft-drink sales in India. PepsiCo has also been accused by the Puthussery panchayat in the Palakkad district in Kerala, India, of practicing "w ater piracy" due to its role in exploitation of ground water resources resulting in scarcity of drinking water for the panchayat's residents, who have been pres suring the government to close down the PepsiCo unit in the village. In 2006, th e CSE again found that soda drinks, including both Pepsi and Coca-Cola, had high levels of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company ma intain that their drinks are safe for consumption and have published newspaper a dvertisements that say pesticide levels in their products are less than those in other foods such as tea, fruit and dairy products. In the Indian state of Keral a, sale and production of Pepsi-Cola, along with other soft drinks, was banned b y the state government in 2006, but this was reversed by the Kerala High Court m erely a month later. Five other Indian states have announced partial bans on the drinks in schools, colleges and hospitals. The Pepsi operations in India are no w the part of the new Asian division of PepsiCo Beverages International formed b y the merger of Pepsi Cola International, Tropicana and Gatorade, the sports bev erage company acquired from Quaker Oates. Earlier, India was one of the eight bu siness division of the beverage company that used to report to PepsiCo Internati onal in New York directly. Now it reports to PepsiCo Beverage International Asia in Hong Kong. PepsiCo Beverage International is a division of PepsiCo Inc. This move has been prompted by the need to give greater regional focus to new produc ts like Tropicana and Gatorade so that they become a key element of the overall portfolio of the US beverage major. PepsiCo Inc. is one of the world`s largest foo d and beverage companies. The company`s principle businesses include: Frito Lay sn acks Pepsi-Cola beverages LOVELY PROFESSIOAL UNIVERSITY lo Page 17

Gatorade sports drinks Tropicana juices Quaker Foods Pepsi India is already work ing on a strategy to launch a bevy of Gatorade products in the country by the en d of this year. These are as follows: Gatorade Thirst Quencher Gatorade Nutritio n Shake Gatorade Energy Drink Propel Fitness Water Gatorade Energy Bar It is als o planning to give a major thrust to the juice business through the launch of a host of new products under the Tropicana brand name i.e. on the health and energ y platform. PepsiCo has so far invested around Rs. 100 Crore inn ready to drink juice segment where the company has two brands Tropicana & Slice. It has 14 plan ts in India producing fruit juices & 2 of them work on tetra pack. Tropicana: Tr opicana entered the country in 1998. Tropicana is currently imported in a concen trated form, which is later reconstructed at a plant in Baramati, near Pune and vacuum packed into tetra packs after paying an import duty. It covers around 18 cities of India. The factor of its success is that it has a tightly controlled d istribution system on top of an equally controlled production and this in turn h elps it keep its taste constant and the company boasts of it too. Tropicana Beve rage Co. recently announced the company`s inclination towards bringing in an entir e series of juices and other health drinks from its international portfolio into India in the coming years. The Tropicana brand, per se, has been positioned on the health` platform. Pepsi also plans to give its juice brand which has seen many hurdles in the nascent and niche juice market a renewed thrust in the coming day s. A price revision of the brands is also on the anvil. Since 2001, Tropicana ro ped in celebrities in the field of nutrition and health to sell its brands. Unde r which they got renowned people in the field of health to recommend their clien ts to use their brand. The list of names included the likes of Anjali Mukherji, Sabina Sehgal Saikia and Vandana Luthra, who promote the brand, positioned as a health drink, to their upwardly mobile clientele. Even celebrity doctors and pha rmacists wereincluded in its list of marketers. Tropicana is also sold through v arious health clubs like Talwalkars, Personal Point, etc. in Mumbai and Delhi. I n the past as a part of its promotional activities, the company had conducted a T ropicana Health Run` in the capital, slated for World Health Day, which was on Apr il 7, 2001. Tropicana also runs a programme called The Tropicana Club` under which every time one buys a pack of Tropicana heearns points which he can collect and exchange for a wide range of gifts and also, as a member he gets unique offers, exciting gifts and interesting information on keeping fit and looking good. The company is seen to intensify its distribution network, with a greater thrust on large institutions. Apart from retail and consumer level promotions, Tropicana i s being promoted through health bulletins and health leaflets. The company inten ds to continue with its unconventional` retailthrust. Apart from the 20,000 to 25,0 00 outlets across 18 citiesthat Tropicana has a presence in, the brand is being placed across gymnasiums, fitness centers in 5star hotels, coffee shops, airline s, hospitals, offices and health stores. These points of consumption are not con sequential in providing high volumes, but important from the imagery point of vi ew. Typically, non-retail stores have been contributing 12 15 % of the brands LOVELY PROFESSIOAL UNIVERSITY lo Page 18

sales. Tropicana evokes a high brand loyalty among health conscious middle and u pper-middle class segments. The company is seeking to project itself on the heal th platform and has an ad spend of around 20% of its sales. The brand`s existing t agline of Taste of Good Health` has now got an extension statement of Don`t forget the juice`, Tropicana 100% pure fruit juice` is packaged in a 200 ml slim pack [which re places its 250 ml pack] and 1-liter in a flat pack tetra pack. The company is se en to run promotions in coordination with its other offering like a scheme where 16 gm pack of Lays Magic Masala that comes free with a 200 ml pack of Tropicana . Worldwide, Tropicana has a host of juice brands under its belt. Brands like Tw ister, Dole, Looza, Fruvita and Juice Bowl, which could find their way into the Indian market in the coming years. It has decided to make changes in the composi tion of its juices to suit the Indian taste buds. Forinstance, realizing that In dians like a sweet flavour, it decided to launch a separate sweet orange juice p roduct specifically for the Indian market. Since it could not dilute its juice c ontent, it decided to substitute part of it with grape juice to make it sweeter. Even it`s launched tomato and mixed fruit juices have been altered to suit the In dian palate. Currently, in terms of market share, Tropicana is believed to trail behind rival Real (Dabur) but is not far behind and also has close to 40% marke t share of the estimated Rs 100 crore branded juice market. Pepsi sets the pace for backward integration of Tropicana, as a first step towards backward integrat ion for its pure juice business Tropicana is foraying into contact farming of ci trus fruits like oranges and Keanu. Punjab- Jallowal has been chosen as the loca tion for the project. The 3phase project involving trials, nursery and contract farming, is being pursued jointly by Pepsi and the Punjab Agro Export Corporatio n. Through in its infancy at the moment, the project vision however is of about seven years. If successful, it would mean 100% localization of orange juice and it becomingthe supply center to other regions .A present Tropicana has the follo wing flavours: Orange, Nature Sweet, Apple, Grape, Pineapple, Tomato, Mixed Frui t. Slice: PepsiCo in 2002 poised to make deep inroads into juice drink segment i n India with seven new variants of its Slice` brand. For the first time in company`s history, a Litchi` variant of Slice was introduced. Apart from that, a guava and Or ange flavours was also being offered. Apart from 200 ml slim line cartons priced at Rs 10 each, Slice juice drinks is subsequently made available in 250 ml retu rnable glass bottles as well. The company invested significantly to bolster the Slice brand in the year 2002 and plans to invest heavily through the year while Slice is now available in litchi, orange, mango and Guava flavours, they are exp ected to be soon joined by Slice Cocktails. PepsiCo is sourcing litchis from Muz affarpur, guavas from Karnataka and Allahabad, and mangoes from Ratnagiri. Comparative analysis of the marketing mix of Dabur Real and Pepsi Tropicana Can Dabur Real Foods put more juice in the juice market? The company which has t urned fruit juices into a Rs 60-crore business has been turning on the taps in r ecent months and it hasn`t been afraid to innovate. It`s heading off in untested dir ections by launching a new range called Coolers which includes traditional recip es like Aam Ka Panna (a green mango drink). It has also launched a pomegranate j uice and a water melon drink. A jamun variant will soon follow. Or, look at Peps i Foods that has recently launched Tropics, a new range of what are called LOVELY PROFESSIOAL UNIVERSITY lo Page 19

nectars in the fruit juice business. Pepsi has started out with a relatively una dventurous mango flavour but it will soon be putting guava and litchi on the she lves. If that`s not enough, Pepsi Foods is also aiming at customers with more exot ic tastes with an orange-apple combination and a tropical fruit fusion drink (a mix of mango, guava, pineapple, orange and apple juices). Dabur and Pepsi Foods aren`t the only companies that are moving into overdrive in the juice business. As Indians take bigger swigs than ever before of packaged juices a slew of compani es are hoping to grab a share of the action. The result is that players like Dab ur Foods, Pepsi Foods, Godrej Industries` Foods Division, Mother Dairy and even th e small Ladakh Foods are betting big money on this market by flooding it with ne w fruit beverages. It`s a huge market with its potential still to be tapped, says Sa njay Sharma, head of marketing at Dabur Foods. The results are on show to anyone who steps into a neighbourhood supermarket. There are now racks filled with fru it juices, nectars and drinks (the difference lies in the pulp content juices ar e 100 per cent while drinks are below 20 per cent and nectars fall in between). The swift growth in the market is attracting newcomers like Mother Dairy which r ecently launched the Safal brand of juices. Safal is currently available in oran ge, mixed fruit, grape and an orange-apple combination. Ladakh Foods, makers of the Leh Berry seabuckthorn berry drink, has now also launched an apple-peach com bination juice and a mixed fruit variant. Even Godrej Industries Foods Division has introduced fruit juices under the Xs brand (which earlier only consisted of nectars) and a soya milk fruit juice based drink called Sofit this year. Parle A gro of Frooti and N-joi fame too is rumoured to be on the verge of new launches. To add to the buzz, players are now looking at different pack sizes and price p oints. New entrants are also expected to join the fray in the Rs 500-crore organ ised fruit beverage market (nectars, drinks and juices combined). One newcomer i s likely to be Ahmedabad-based Pioma Industries makers of the Rasna brand of sof t drink concentrates, which test marketed a diluted mango juice in Andhra Prades h, but dropped the launch plan after a lacklustre response. Industry experts pre dict that the company may try again either this year or the next. What`s making al l these players gung-ho about fruit beverages? For one, the fruit drink market ( juice accounts for 30 per cent, nectar is 10 per cent and fruit drinks are 60 pe r cent of the market today) has grown at a 20 per cent to 25 per cent rate. Obvi ously, some segments are doing better than others. Fruit-based milk drinks (mark et size Rs 20 crore to Rs 25 crore) like N-joi are currently stagnating. But fru it-based soya milk, another emerging segment reckoned to be worth about Rs 15 cr ore to Rs 20 crore is expected to grow rapidly. Godrej, which recently launched the Sofit brand, is experimenting with this market for the second time. Ten year s back, its soya milk brand Great Shakes failed miserably because of its taste. LOVELY PROFESSIOAL UNIVERSITY lo Page 20

But it`s not just the health fad that has led to the growth spurt. Cola sales fell dramatically after the pesticide controversy and this seems to have benefited t he fruit beverage industry. POSITIONING OF THE FRUIT JUICE AS A HEALTH PRODUCT S oft carbonated drinks (colas) grew 17 per cent in 2002 but fell 15 per cent in 2 003. Says Alaka Bhosle, marketing consultant with ad agency Percept H, It`s one of the key factors that has led to the kind of growth that we have seen in the last year. But this growth will continue since consumers are now hooked on. What also made the market work is the fact that tetrapaks offered a solution to provide fr uit juice practically fresh and preservative free, says M P Pusalkar, executive d irector & president, Godrej Industries, Foods Division. The proliferation of sup ermarkets and malls in metros and mini-metros (key markets for this category), a dded to the growth story as well. And then there is the income factor. The other factors that have helped are the different pack sizes that players started offe ring in the last year. Tropicana launched a 500 ml pack at Rs 25 compared to a o ne litre pack for Rs 76. Says Subroto Chattopadhyay, executive director, Pepsi F oods, These new price points and packs are aimed at getting more consumers to try the new product, and in turn increase the consumer base. All of this has resulte d in increased in-home consumption of juices which has gone up from 30 per cent three years back to almost 80 per cent today. Says Dabur`s Sharma, Consumers percei ve this as the next best thing to having a fresh fruit. Convenience is no longer the selling point, the naturalness is. Everyone now has big plans for the future . Dabur, which currently has a 55 per cent market share, wants to launch more In dian fruits and even fruit and vegetable juice combinations in the near future. It is also trying to bring down prices. So, it has launched Coolers 15 per cent cheaper than Real because it has a lower pulp content. And by setting up a food processing plant in Siliguri, West Bengal, Sharma says Dabur will source fruits directly from farmers and cut down raw material or pulp costs which comprise alm ost 30 per cent of the finished product. Similarly, other players like Godrej ar e also looking at launching new variants including combinations by year end. Par le Agro, which has been experimenting with sugarcane juice for sometime now, has launched mango Frooti in 65 ml packs in Pune, Gurgaon and Mumbai for Rs 5. A ye ar back, it extended the Frooti brand into pineapple and orange variants as well as launching it in 250 ml and one litre PET bottles. Pepsi`s Tropicana has tied u p with equestrian sports and polo clubs to build bridges with the well-heeled yo ung adults. Its recent sampling exercise included an interactive quiz reaching o ut to 200,000 students from 150 schools in Delhi. But the big issue is that they are all playing with the same fruits. It has to be seen how longconsumers can s ip the same concoctions. RETAIL PRICING OF PEPSI TROPICANA VIS A VIS OTHER SIMIL AR PRODUCTS LOVELY PROFESSIOAL UNIVERSITY lo Page 21

The details about the product follows in the order Product Name, Unit, MRP, Our Price: JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 250ML 16.00 15.68 JUICE TRO PICANA PINEAPPLE 250ML 16.00 15.68 JUICE TROPICANA ORANGE 250ML 16.00 15.00 DRIN K GODREJ XS LITCHI PULP 250 ML 15.00 14.70 DRINK GODREJ XS MANGO PULP 250ML 15.0 0 14.70 JUICE REAL MIX FRUIT 200 ML 15.00 14.50 JUICE TROPICANA APPLE 200 ML 15. 00 14.50 JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 200 ML 14.00 13.70 JUICE TROPICANA ORANGE 200 ML 14.00 13.70 JUICE REAL ORANGE 200 ML 13.00 12.75 LOVELY PROFESSIOAL UNIVERSITY lo Page 22

OBJECTIVE OF THE STUDY (1) To study the brand awareness toward the Tropicana and Real fruit juice brand . (2) To study the parameters which mostly affect while purchasing the Tropicana and Real? Fruit juice brand. (3) To study the satisfaction level toward the Rea l and Tropicana fruit juice brand. (4) To compare the Tropicana and Real fruit j uice brand. LOVELY PROFESSIOAL UNIVERSITY lo Page 23

REVIEW OF LITERATURE Uwe Faesel, Roy (1995) Examines the development of Poland's fruit industry up to 1990, followed by the situation since that year, in which legislative reforms w ere introduced, mainly to break up state monopolies and to privatize state asset s. Analyses the Polish fruit industry in the light of the resultant shift from a sellers' to a buyers' market, discussing the grower, wholesaling, processing an d exporting sectors, and finally the role of marketing in exporting. Conducts a SWOT analysis of the industry, as a result of which makes recommendations for: i ncreasing growers' influence on exports; introducing a new wholesale marketing s ystem; improving processing equipment; rationalizing exportprocedures to the adv antage of domestic competition. Sees the current transport and communication set -ups as significant problems. Concludes that, although the temptation is to foll ow the capitalist route and opt for the smaller enterprise as an exporting unit, the old Communist-style large state enterprise is still the ideal vehicle for s elling fruit of Poland's calibre abroad. Nigel Poole, Laura (1996) Reports on re search into the level of consumer awareness of the attributes of citrus fruit. C laims it is necessary to convert consumer attitudes towards healthy eating into appropriate consumer behaviour. Hypothesizes that consumer knowledge of some imp ortant attributes of fruit and vegetable products is low, and that better inform ed consumers might make better informed purchasing decisions. Describes the meth odology and results of the survey which finds evidence that consumers are largel y illinformed about the attributes of the citrus fruit that they purchase. David Hughes (1996) Notes that fresh fruit consumption in the UK is low, relative to most other EU countries, and static. Also that fruits which can be grown commerc ially in the UK, such as apples and strawberries, show a declining trend. Observ es that in an increasingly competitive market-place, fresh fruit does not meet t he evolving wants of key consumer groups. concludes fruit marketing organization s must invest in research and development to produce strong consumer-orientated proprietary products and, then, provide them with the promotional support that p remium products warrant if they are to survive and prosper in markets which will come under increasing competitive pressure in the next decade and century. Rose mary Duff (1999) This paper discusses the findings of a market research programm e carried out by SMRC ChildWise on behalf of Tetra Pak UK Ltd, examining use of and attitudes to soft drinks among children and mothers. This is a product field of increasing interest to children as they grow, and their appreciation develop s from being totally product-focused, to include packaging and then brand consid erations. The research examined behaviour across the key drinking occasions that make up the child`s day, looking in detail at drinks consumed at school. It is at school that a child`s freedom of choice develops, and awareness of peer group inf luences becomes increasingly important. Children are highly receptive to new bra nds and flavours, but also demand professional packaging and promotional input f or brands to be credible. Younger children appreciate having their own individua l carton with a straw but, for older boys, a can is preferred, whilst girls like the practicalities of resealable bottles. Alistair Mowat, Ray Collins (1999)Sup ply chains in new and emerging agricultural industries typically lack informatio n linking product quality with consumer behaviour. This case study of the emergi ng persimmon industry in Australia and New Zealand demonstrates how adopting a s upply chain orientation LOVELY PROFESSIOAL UNIVERSITY lo Page 24

can address this situation. Assessing and modelling consumer response to product quality provides information that demonstrates to supply chain stakeholders how better product quality management can improve the performance of the whole chai n. Emerging fruit industries, therefore, have more incentive to adopt a supply c hain orientation if they understand qualityrelated factors that drive consumer s atisfaction and repeat buying behaviour. Soyeon Shim, Kenneth Gehrt, Sherry Lotz (2001)Examines the Japanese fruit market, which, as a result of production and distribution factors, represents a viable target for fruit exporters around the world. The study provides guidance for fruit exporters by identifying three frui t-specific segments based on fruit-specific lifestyle factors. The process of id entifying the lifestyle factors relies on a cross-culturally validated theoretic al framework developed within the context of food consumption. Cluster analysis is used to identify the segments: creative/highly involved; practical/moderately involved, and aesthetic/uninvolved. These three segments of the everyday fruit consumption market are characterized in terms of fruit shopping, fruit consumpti on, and socioeconomic factors. The creative/highly involved segment, older and m ore traditional, represents today`s heavy-consumer of fruit in Japan, followed clo sely by the practical/moderately involved segment. Although the aesthetic/uninvo lved segment is composed of relatively light consumers, its demographics suggest that exporters need to develop this segment in order to succeed in this market. Michael S. Donaldson (2001)Reports the results of a survey of followers of the mostly raw, pure vegetarian, Hallelujah diet, which is promoted by the Halleluja h Acres Foundation in the USA. Seven-day semi-quantitative dietary records kept by 141 followers of the diet were collected and analyzed for nutrient intake. Cl aims self-reported improvements in health and quality of life after adoption of the diet were significant (p < 1E-07). Mean daily consumption of fruits and vege tables was 6.6 servings and 11.4 servings, respectively. Salads, fruits, carrot juice and grain products provided 60-88 per cent of most nutrients. The mean ene rgy intake was 1,460kcal/day for women and 1,830kcal/day for men. Claims that, w ith some modifications, this diet pattern allows people to adopt a low calorie d iet sufficient in most nutrients. Srini S. Srinivasan, Brian D. (2002) Previous researchers have established that brand names are important in determining perce ptions of brand quality and attitude towards the product. In this research we in vestigate the role of brand name in shaping consumers` evaluation of search, exper ience, and credence attributes. The findings confirm that, prior to trial, brand name increases consumers` perception of experience and credence attribute perform ance evaluations. However, prior to trial, brand name is found not to affect con sumers` perception of search attributes. Trial of the brand is found to reduce (an d not eliminate) the advantage branded products have in enhancing consumers` perce ption of experience and credence attributes. Kenneth C. Gehrt, Soyeon Shim (2003 ) The study demonstrates the viability of situational segmentation in a market o utside the USA. A number of situational segmentation studies in the USA have exa mined the snacking market. This study examines situational segmentation opportun ities in the context of the Japanese snacking market. The study attempts to deli neate a situationally-defined market structure for a broadly defined array of sn ack products. This is done by characterizing 18 snacks in terms of pertinent sit uational factors via dummy variable regression analysis; and grouping the snacks in terms of the similarity of their situational characterizations via cluster a nalysis. The study reveals four multi-product snack segments, including solitary snacking cluster, socializing ensemble cluster, high gravity socialization clus ter, and morning home snack. The results show that situational segmentation is a s effective in complementing more traditional segmentation approaches in Japan a s it is in the USA. S.O. Aroyeun (2004) Cashew apple was used as a nutritional a dditive in the production of LOVELY PROFESSIOAL UNIVERSITY lo Page 25

yogurt. The yogurt so produced (CAY-A) had a higher vitamin C content of 53.70g/ 100ml than both samples B and C with values 14.1/100ml and 19.2g/100ml of vitami n C respectively. The cashew apple fortified yogurt was evaluated for physicoche mical parameters like pH, refractive index, dpecific gravity, titratable acidity , ash, moisture, protein and fat and the values 4.10 (pH), 20 Brix soluble solid content, specific gravity 1.023, titratable acidity (0.78g/100ml lactic acid), 0 .84 per cent ash, 77.0 per cent moisture, 3.22 per cent protein and 3.2 per cent fat were obtained. The three yogurts produced were presented to ten regular tas ters of yogurt for sensory evaluations using Fan Milk yogurt as the reference sa mple C. Assessors were asked to identify the odd sample. This method was used to determine if ingredient substitution or some other change in the manufacturing process could result in a detectable difference in products. The result obtained indicated that the yogurt into which cashew apple had been added compared favor ably with the reference sample in all the attributes evaluated and there was no significant difference at p = 0.05.. Douglas Sorenson, Joe Bogue (2005) The obje ctive of this study is to identify the optimal product design attributes for a r ange of chilled probiotic orange juice beverages, and to evaluate the contributi on of market-oriented research methodologies to the development and strategic ma rketing of innovative functional beverages. New product development (NPD) opport unities exist for probiotic juice-based beverages, although functionality should not be relied on solely to leverage a competitive advantage. Dilber Ulas, H. Ba der Arslan (2006) The purpose of this study is to present a broad view and analy sis of brand switching attitudes of cola consumers in Turkish cola market. Cola Turka, the new cola brand, has captured almost one-quarter of the market. It has the potential to create loyal consumers. Despite Coca-Cola preserving its domin ance, Pepsi-Cola has been surpassed by this new product. Gunne Grankvist, Hans L ekedal, Maarit Marmendal (2007) The purpose of this article is to study whether preference for a product increased, or decreased, as a consequence of informatio n that the product was either eco- or fair trade labelled. An additional purpose was to investigate associations between importance attached to values and prefe rence for eco- and fairtrade labelled food products. No significant effects of t he experimental manipulation were observed. Attaching greater importance to the value warm relationships with others was associated with a more favourable rating of the taste of both eco- and fair-trade labelled juices. The value security was p ositively associated with an increased taste preference for the group exposed to the fair trade, but not the eco, label. Mehdi Seltene, Olivier Brunel (2008) Th e objective of this paper is to evaluate brand extension from a consumer consump tion perspective. The most relevant entity becomes both the product and the choi ce vector. This provides a different aspect of the heterogeneity as it concerns brand extension. The results confirm the importance of the consumption context i n terms of evaluating a brand extension. The study shows that the effects of the context fit and the typicality are more important when the category to which th e brand extension is found is sensitive to the consumption context. In contrast, the effect of the association fit is more important when the category to which the brand extension is found is less sensitive to the consumption context. Maria nela Fornerino, Franois d'Hauteville (2010) This experimental research seeks to o ffer a method for measuring the respective product and brand contributions to th e global perceived quality dimension in the case of five brands of orange juices . Results indicate an assimilation effect for the national brands, particularly strong with the most preferred brand, and a non-significant brand effect for the retailer's brand, although both products were rated the same in the blind evalu ation LOVELY PROFESSIOAL UNIVERSITY lo Page 26

RESEARCH METHDOLOGY Sample data collection This survey is as conducting in the context of retailer and consumer of Tropican a and Real fruit juice in dehradun city. Research design The research design is descriptive in nature with survey method being used to co mplete the study. Because under this we already created the hypothesis and we si mply tried to find out that our taken variables of market of dehradun city Able to satisfy their retailer and consumer. Sample technique I will use in this research random sampling. Hypothesis formulation It is basically a presumption which researcher use when they do research they ar e two type Null Alternative Data collection The data collection would be: PRIMARY DATA SECONDARY DATA : : Questionnaire Jour nals, Internet, news paper etc. Sample design Retailer and consumer of dehradun city are including under this research and tel l their satisfaction level. Sample size Sample size is going to be 100 respondents of retailer and 100 respondents of co nsumer. LOVELY PROFESSIOAL UNIVERSITY lo Page 27

Sample element Individual retailer and consumer are sampling element. Data source Both Primary and Secondary source of data would be used .The major type of infor mation is used from primary data. Tool for data analysis We will be using the applicable tools and techniques of SPSS as per required wit h time. LOVELY PROFESSIOAL UNIVERSITY lo Page 28

HYPOTHESIS For consumer Null hypothesis1) H0-Gender has no effect on consumer satisfaction. 2) H0-Age gr oup has no effect on consumer satisfaction. 3) H0-Quantity has no effect on cons umer satisfaction. 4) H0-Preferred channel for purchasing has no effect on consu mer satisfaction. 5) H0-Product quality has no effect on consumer satisfaction. 6) H0-Advertising has no effect on consumer satisfaction. Alternate hypothesis1) 2) 3) 4) 5) 6) H1-Gender has a great effect on consumer satisfaction. H1-Age gr oup has a great effect on consumer satisfaction. H1-Quantity has a great effect on consumer satisfaction. H1-Preferred channel for purchasing has a great effect on consumer satisfaction. H1-Product quality has a great effect on consumer sat isfaction. H1-Advertising has a great effect on consumer satisfaction. For retailer Null hypothesis7) H0-Time of selling has no effect on retailer satisfaction. 8) H0-Source of information has no effect on retailer satisfaction. 9) H0-parameter s have no effect on retailer satisfaction. 10) H0-Information of scheme has no e ffect on retailer satisfaction. 11) H0-Product quality has no effect on retailer satisfaction. 12) H0-Type of conveniences has no effect on retailer satisfactio n. Alternate hypothesis7) H1-Time of selling has a great effect on retailer sati sfaction. 8) H1-Source of information has a great effect on retailer satisfactio n. 9) H1-parameters have a great effect on retailer satisfaction. 10) H1-Informa tion of scheme has a great effect on retailer satisfaction. 11) H1-Product quali ty has a great effect on retailer satisfaction. 12) H1-Type of conveniences has a great effect on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY lo Page 29

DATA ANALYSIS AND INTERPRETATION For consumer ONEWAY CONSUMER SATISFACTION BY GENDER /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALP HA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Between Groups Within Group s Total 230.670 1827.736 2058.406 Df 1 94 95 Mean Square 230.670 19.444 F 11.863 Sig. .001 Null hypothesis H0-gender has satisfaction Interpretation: no effect on Alternate hypothesis consumer H1- gender has a great significance on consumer sa tisfaction As per our null hypothesis and as per our alternate hypothesis, we applied our h ypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of gender on consumer satisfaction , we came up w ith conclusion that the significance level is less than the alpha value(.001 < 0 .05). Therefore rejecting NULL HYPOTHESIS due to greater significance of gender on consumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY lo Page 30

ONEWAY CONSUMER SATISFACTION BY AGE GROUP /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Between Groups Within Groups Total .6 21 2057.785 2058.406 df 1 94 95 Mean Square .621 21.891 F .028 Sig. .867 Null hypothesis Alternate hypothesis H0-age group has no effect on CONSUMER H1- age group has a great significance on satisfaction CONSUMER satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our h ypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of age group on CONSUMER satisfaction , we came u p with conclusion that the significance level is greater than the alpha value(.8 67 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower significance of age group on CONSUMER satisfaction. LOVELY PROFESSIOAL UNIVERSITY lo Page 31

ONEWAY CONSUMER SATISFACTION BY QUANTITY /MISSING ANALYSIS. /POSTHOC = SCHEFFE A LPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Between Groups Within Groups Total Nu ll hypothesis H0-Quantity has no effect on consumer satisfaction 100.436 1957.97 0 2058.406 Df 4 91 95 Mean Square 25.109 21.516 F 1.167 Sig. .331 Alternate hypothesis H1- Quantity has a great effect on consumer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our h ypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of quantity on consumer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.33 1 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower significance of quan tity on consumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY lo Page 32

ONEWAY CONSUMER SATISFACTION BY PREFERRED CHANNEL /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Between Groups Within Groups Total Nu ll hypothesis 100.436 1957.970 2058.406 df 4 91 95 Mean Square 25.109 21.516 F 2.157 Sig. .221 Alternate hypothesis has a great effect on H0-Preferred channel has no effect on consumer H1- Preferred channel satisfactio n consumer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our h ypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of Preferred channel on consumer satisfaction , w e came up with conclusion that the significance level is greater than the alpha value(.221 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower significanc e of preferred channel on consumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY lo Page 33

ONEWAY CONSUMER SATISFACTION BY PRODUCT QUALITY /MISSING ANALYSIS. /POSTHOC = SC HEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Between Groups Wit hin Groups Total 198.778 1859.629 2058.406 df 3 92 95 Mean Square 66.259 20.213 F 3.278 Sig. .024 Null hypothesis Alternate hypothesis H0-product quality has no effect on consumer H1- product quality has a great sig nificance on satisfaction consumer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our h ypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of product quality on consumer satisfaction , we came up with conclusion that the significance level is less than the alpha value (.024 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater significance o f product quality on consumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY lo Page 34

ONEWAY CONSUMER SATISFACTION BY ADVERTISING /MISSING ANALYSIS. /POSTHOC = SCHEFF E ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Between Groups Within Groups Total 48.467 2009.940 2058.406 df 1 94 95 Mean Square 48.467 21.382 F 2.267 Sig. .136 Null hypothesis Alternate hypothesis H0-advertising has no effect on consumer H1- advertising has a great significanc e on satisfaction consumer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our h ypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of advertising on consumer satisfaction , we came up with conclusion that the significance level is greater than the alpha value( .136 > 0.05). Therefore accepting NULL HYPOTHESIS due to higher significance of advertising on consumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY lo Page 35

For retailer ONEWAY RETAILER SATISFACTION BY TIME OF SELLING /MISSING ANALYSIS. /POSTHOC = SC HEFFE ALPHA (.05). ANOVA RETAILER SATISFACTION Sum of Squares Between Groups Wit hin Groups Total 230.670 1827.736 2058.406 Df 1 94 95 Mean Square 230.670 19.444 F 11.863 Sig. .004 Null hypothesis Alternate hypothesis H0-Time of selling has no effect on retailer H1- Time of selling has a great eff ect on retailer satisfaction satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our h ypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of Time of selling on retailer satisfaction , we came up with conclusion that the significance level is less than the alpha value (.004 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater significance o f Time of selling on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY lo Page 36

ONEWAY RETAILER SATISFACTION BY SOURCE OF INFORMATION /MISSING ANALYSIS. /POSTHO C = SCHEFFE ALPHA (.05). ANOVA RETAILER SATISFACTION Sum of Squares Between Groups Within Groups Total .6 21 2057.785 2058.406 df 1 94 95 Mean Square .621 21.891 F .028 Sig. .772 Null hypothesis Alternate hypothesis H0-Source of information has no effect on H1- Source of information has a great effect on retailer satisfaction retailer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our h ypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of Source of information on retailer satisfaction , we came up with conclusion that the significance level is greater than the al pha value(.772 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower signifi cance of Source of information on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY lo Page 37

ONEWAY RETAILER SATISFACTION BY PARAMETERS /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA RETAILER SATISFACTION Sum of Squares Between Groups Within Groups Total Nu ll hypothesis H0-Parameters has no effect on retailer satisfaction 100.436 1957. 970 2058.406 df 4 91 95 Mean Square 25.109 21.516 F 1.167 Sig. .323 Alternate hypothesis H1- Parameters has a great effect on retailer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our h ypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of parameters on retailer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(. 323 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower significance of pa rameters on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY lo Page 38

ONEWAY RETAILER SATISFACTION BY INFORMATION OF SCHEME /MISSING ANALYSIS. /POSTHO C = SCHEFFE ALPHA (.05). ANOVA RETAILER SATISFACTION Sum of Squares Between Groups Within Groups Total Nu ll hypothesis 100.436 1957.970 2058.406 Df 4 91 95 Mean Square 25.109 21.516 F 2.157 Sig. .219 Alternate hypothesis H0-Information of scheme has no effect on retailer H1- Information of scheme has a great effect on satisfaction retailer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our h ypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of information of scheme retailer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.219 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower significan ce of information of scheme retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY lo Page 39

ONEWAY RETAILER SATISFACTION BY PRODUCT QUALITY /MISSING ANALYSIS. /POSTHOC = SC HEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Between Groups Wit hin Groups Total 198.778 1859.629 2058.406 Df 3 92 95 Mean Square 66.259 20.213 F 3.278 Sig. .035 Null hypothesis Alternate hypothesis H0-product quality has no effect on retailer H1- product quality has a great eff ect on retailer satisfaction satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our h ypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of product quality on retailer satisfaction , we came up with conclusion that the significance level is less than the alpha value (.035 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater significance o f product quality on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY lo Page 40

ONEWAY RETAILER SATISFACTION BY CONVINCES /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Between Groups Within Gr oups Total 48.467 2009.940 2058.406 Df 1 94 95 Mean Square 48.467 21.382 F 2.267 Sig. .223 Null hypothesis H0-Convinces satisfaction Interpretation: has no effect Alternate hypothesis on retailer H1- Convinces has a great significance on retai ler satisfaction As per our null hypothesis and as per our alternate hypothesis, we applied our h ypothesis formulation which came out with the following results: On applying ONE WAY ANOVA for checking effect of Convinces on retailer satisfaction , we came u p with conclusion that the significance level is greater than the alpha value(.2 23 > 0.05). Therefore accepting NULL HYPOTHESIS due to higher significance of Co nvinces on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY lo Page 41

For consumer (1) Gender of respondents A) Male B) Female Male No. of respondents Percentage 70 70 Female 30 30 Total 100 100 30% 70% INTERPRETATION:In this study 70 % male and 30% female respondents are part of my target population and they help me to fulfill my questionnaire from different a rea of Dehradun city. LOVELY PROFESSIOAL UNIVERSITY lo Page 42

(2) Your age group A) Below 18 B) 18-25 C) Above 25 Below 18 No. of respondents Percentage 10 10 18-25 60 120 Above-25 30 60 Total 100 100 30% 10% 60% INTERPRETATION:In this study 10% respondents are of below 18 age ,60% respondent s are between 18-25 and 30% respondents are above 25 . LOVELY PROFESSIOAL UNIVERSITY lo Page 43

(3) Which type of fruit juice brands you are aware mostly? A) Tropicana Tropicana No. of respondents Percentage 40 40 B) Real Real 35 35 C) Other Other 25 25 Total 100 100 25% 40% 35% INTERPRETATION:In this study 40% respondents are aware about Tropicana juice,35% are aware of Real and 25 % of other. Maximum respondents are aware about Tropic ana juice so Tropicana have a good awareness in Dehradun city. LOVELY PROFESSIOAL UNIVERSITY lo Page 44

(4) Through which medium you come to know about your preferred fruit drink? A) Hording and banners C) TV/Radio B) News paper and magazine D) Any other H.& banners No. of respondents Percentage 30 30 N.&magazine TV/Radio 35 35 20 20 Any other 15 15 Total 100 100 15% 20% % 30% 35% Interpretation:35% respondents know their fruit juice drink through news and mag azine and 30% respondents have knowledge through hoarding and banners so I found that distributor had capture on hoardings and banners and news and magazines fo r attracting the consumer in Dehradun city. LOVELY PROFESSIOAL UNIVERSITY lo Page 45

(5) For Whom do you buy fruit drink? A) Myself B) Family C) Children D) Social o ccasion Myself N of respondents Percentage 45 45 Family 25 25 Children 28 28 Socical Occasion 2 2 Total 100 100 2% 28% 25% 45% INTERPRETATION:45% respondents are buy juice for their self, 28% for children ,2 5% for family and 2% for social occasion so we find that most of consumer are bu ying juice for himself. LOVELY PROFESSIOAL UNIVERSITY lo Page 46

6) What quantity do you usually prefer to buy? A) 200-250 B) 300 200-250 No of r espondents Percentage 45 45 300 12 12 C) 500ml 500 30 30 D) 1Lt. 1lt. 13 13 Othe r 100 100 13% 45% 30% 12% INTERPRETATION:45% respondents are like to buy 200-250 ml. juice pack ,12% like 300ml. So small pack is selling in big number in Dehradun city. LOVELY PROFESSIOAL UNIVERSITY lo Page 47

(7) Rank the following drinkon the scale of 1-5 you like most A) Tropicana F) Frooti B) Real G)Mangola C) Maaza H) Pulpy orange D) Slice I) Tw ister E) Appy J) Other Tropicana real Mazza slice appy frooyi Mangola Pulpy o. twiter other No. of respondents 18 12 16 10 19 7 8 7 3 100 5 2 4 3 1 2 3 5 4 5 1 1 2 1 2 2 3 1 4 3 3 3 2 3 2 5 5 1 4 2 3 1 3 4 4 4 5 1 4 2 1 4 5 5 5 LOVELY PROFESSIOAL UNIVERSITY lo Page 48

INTERPRETATION:Mostly respondents are give rank 1 to Tropicana, real ,slice, and Maaza, rank 2 has gone to real and frooty and rank 3 is for Appy. Other give th eir response according to their taste. So I find that Tropicana is like the most people and after that Real, Slice, Maaza etc. LOVELY PROFESSIOAL UNIVERSITY lo Page 49

(9) Which is your most preferred channel for purchasing fruit drink ? A) Retail store/grocery store D) Pan shop/kiosks B) Super market/hyper market E) Restaurant C) Cine plexus F) Travel Retail/g.store S,market/H.market Cine plexus No. of res. 35 20 20 5 5 Pan shop/K. 15 15 Rest. travel Total 20 20 5 5 100 100 percentage 35 5% 20% INTERPRETATION:Most preferred channel for consumer is retail and general store.3 5% consumer expreessed that they purchase fruit drink from retail and general st ore. Whereas 40% sales is contributed by the super market and restaurant. Rest o f the sales are from cine plexus, pan shop, travel etc. LOVELY PROFESSIOAL UNIVERSITY lo Page 50

(10) Does advertising and promotion influence your purchasing decision? A) Yes Yes No of respondents Percentage 65 65 B) No no 35 35 Total 100 100 35% 65% INTERPRETATION:According to this data 65% respondents are influencing through ad vertisement, 35% respondents are not influencing through advertising. LOVELY PROFESSIOAL UNIVERSITY lo Page 51

(11) How do you rate about the fruit drink brand? TROPICANA REAL A) Very poor A) Very poor B) Poor B) Poor TROPICANA Very poor No of respondent percentage 15 poor 20 Good 55 Excellent 10 Total 100 C) Good C)Goo d D) Excellent D) Excellent 15 20 55 10 100 REAL Very poor No of respondent percentage 12 poor 22 Good 62 Excellent 4 Total 100 12 22 62 4 100 LOVELY PROFESSIOAL UNIVERSITY lo Page 52

INTERPRETATION:55% respondents are with Tropicana juice brand,20% accept that it is a poor brand but 62% agree that real is a good juice brand. some people are not agree with real juice brand. LOVELY PROFESSIOAL UNIVERSITY lo Page 53

(12) Do you want any improvement in the Tropicana fruit juice brand on the basic of following parameters? (Tick anyone) A) Price B) No. of flavor C) Taste D) Availability PRICE NO. OF FLAVOR 15 TASTE AVAILABILITY TOTAL NO. OF 13 RESPONDENT PERCENTAGE 13 54 18 100 15 54 18 100 INTERPRETATION:Most of 54% respondents are wants improvement in the taste of the Tropicana juice brand. LOVELY PROFESSIOAL UNIVERSITY lo Page 54

For retailer (1) Since how long you are selling fruit juice brand ? A) Less than 6 months C) 1 year - 2 year B) 6 months -1 year D) More than 2 year No. of respondent Percenatge Less than 6 month 10 10 6 months-1 year 35 35 1 year-2 year 50 50 More then 2 year 5 5 Total 100 100 5% 50% 10% 35% INTERPRETATION:50% respondents are selling the juice brand from last 1-2 years,3 5% are selling juice brand from last 6-12 month and 10% are selling from last 6 months and 5% are selling from less than 6 months. LOVELY PROFESSIOAL UNIVERSITY lo Page 55

(2) What is the source of information about juice brand? A) Distributor B) Advertisement C) Friend D) Other Distributor No. of precentage percentage 55 Advertisement 30 Friend 5 Other 5 Total 100 55 30 5 5 100 5% 5% 55% 30% INTERPRETATION:55% retailers get information through distributors about juice br and,30% are know about the brand through advertisement. LOVELY PROFESSIOAL UNIVERSITY lo Page 56

(3) What are the parameters that you take into consideration while taking fruit juice brand? A) Goodwill B) Service Good will No. of respondent percentage 10 se rvice 15 C) Cost cost 30 D) Demand Demand 45 Total 100 10 15 30 45 100 45% 15% 30% INTERPRETATION:45% retailer are consider demand factor to take juice brand,30% a re consider to cost. somewhat consider to goodwill and service. but mostly deman d and cost factor is consider by the retailers to take juice brand. LOVELY PROFESSIOAL UNIVERSITY lo Page 57

(4) Rank the following drink on scale of 1-5 you most prefer to sell A) Tropican a F) Frooti B) Real G)Mangola C) Maaza H) Pulpy orange D) Slice I) Twister E) Ap py J) Other Tropicana real Mazza slice appy frooyi Mangola Pulpy o. twiter other No. of respondents 18 12 16 10 19 7 8 7 3 100 5 2 4 3 1 2 3 5 4 5 1 1 2 1 2 2 3 1 4 3 3 3 2 3 2 5 5 1 4 2 3 1 3 4 4 4 5 1 4 2 1 4 5 5 5 LOVELY PROFESSIOAL UNIVERSITY lo Page 58

INTERPRETATION:Retailers are preferred to all juice brand to sale. But every ret ailer has their own choice to which brand he/she sell most. LOVELY PROFESSIOAL UNIVERSITY lo Page 59

(5) Are you receiving the regular information about new scheme? A) Yes B) No Yes No. of respondent percentage 55 55 No 45 45 Total 100 100 INTERPRETATION:55% retailers are receiving the regular information about new scheme. but 45% ha s not get well.so mostly are receiving the regular information about new scheme. LOVELY PROFESSIOAL UNIVERSITY lo Page 60

(7) How do you rate about the service getting currently from Tropicana and real? Tropicana Real A) Very poor A) Very poor B) Poor B) Poor C) Good C) Good D) Exce llent D) Excellent TROPICANA Very poor No of respondent percentage 15 poor 20 good 55 Excellent 10 Total 100 15 20 55 10 100 REAL Very poor No of respondent percentage 12 poor 22 good 62 Excellent 4 Total 100 12 22 62 4 100 LOVELY PROFESSIOAL UNIVERSITY lo Page 61

INTERPRETATION:According to this data 62% retailers have given good rate for rea l juice service and 55% for Tropicana. But rate poor and very poor retailers cho ice is also real juice instead of Tropicana. then I find that Tropicana is the g ood in their service and its rate is also good. LOVELY PROFESSIOAL UNIVERSITY lo Page 62

(8) Do you have any complain regarding the service? TROPICANA REAL A) No complain A) No complain B) Once in a week B) Once in a week C) fortnightly C) fortnightly D) Once in a month D) Once in a month NO COMPLAIN NO. OF 12 REPONDENTS PERCENTAGE 12 ONCE IN A WEEK 25 FORTNIGHTLY ONCE IN A MONTH 34 29 TOTAL 100 25 34 29 100 NO COMPLAIN NO. OF 8 REPONDENTS PERCENTAGE 8 ONCE IN A WEEK 45 FORTNIGHTLY ONCE IN A MONTH 23 24 TOTAL 100 45 23 24 100 LOVELY PROFESSIOAL UNIVERSITY lo Page 63

INTERPRETATION:According to this data retailers have complaint regarding service for both juice brand .but juice brand has complaints once in a week, Tropicana has fortnightly complaints . real LOVELY PROFESSIOAL UNIVERSITY lo Page 64

(9) Do you call distributor? TROPICANA REAL A) Yes A) Yes B) No B) No TROPICANA No 60 60 Total 100 100 Yes No of respondent persantage 40 40 REAL Yes No of respondent persantage 55 55 No 45 45 Total 100 100 LOVELY PROFESSIOAL UNIVERSITY lo Page 65

INTERPRETATION:40% retailers are call distributor for Tropicana juice brand and 55% retailers for real juice brand in deharadun city. LOVELY PROFESSIOAL UNIVERSITY lo Page 66

(10) Are you getting the solution of problem in time? TROPICANA REAL A) Yes A) Yes B) No B) No Yes No of respondent persantage 65 65 No 35 35 Total 100 100 Yes No of respondent persantage 40 40 No 60 60 Total 100 100 LOVELY PROFESSIOAL UNIVERSITY lo Page 67

INTERPRETATION:65% retailers are accept that they getting solution of problem in time from Tropicana juice brand and 40% in real juice brand. so mostly retailer s are happy with Tropicana juice brand. LOVELY PROFESSIOAL UNIVERSITY lo Page 68

(11) Do you feel that service provided by distributor match your expectation? TROPICANA REAL A) Yes A) Yes B) No B) No Yes No of respondent persantage 75 75 No 25 25 Total 100 100 Yes No of respondent persantage 40 40 No 60 60 Total 100 100 LOVELY PROFESSIOAL UNIVERSITY lo Page 69

INTERPRETATION:75% retailers are happy with Tropicana service but 25% said that service provide d by distributor doesn`t match their expectation. But in real juice brand 40% reta ilers are happy but 60% said that service provided by distributor doesn`t match th eir expectation. so Tropicana is best as comparison to real. LOVELY PROFESSIOAL UNIVERSITY lo Page 70

(12) Which type of conveniences you want mostly for increasing the sales volume of Tropicana? (Tick any one) A) Price B) Scheme C) Service NO OF RESPONDENTS PERCENTAGE PRICE 45 45 SCHEME 35 35 SERVICE 20 20 TOTAL 100 100 INTERPRETATION:45% retailers accept that price is best convenience for increasin g the sales volume of Tropicana. some are preferred to scheme and service. But p rice is the main factor which play a crucial role in increasing the sales volume . LOVELY PROFESSIOAL UNIVERSITY lo Page 71

FINDINGS For consumer On applying ONE WAY ANOVA for checking effect of gender on consumer satisfaction , we came up with conclusion that the significance level is less than the alpha value(.001 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater signific ance of gender on consumer satisfaction. On applying ONE WAY ANOVA for checking effect of age group on CONSUMER satisfaction , we came up with conclusion that t he significance level is greater than the alpha value(.867 > 0.05). Therefore ac cepting NULL HYPOTHESIS due to lower significance of age group on CONSUMER satis faction. On applying ONE WAY ANOVA for checking effect of quantity on consumer s atisfaction , we came up with conclusion that the significance level is greater than the alpha value(.331 > 0.05). Therefore accepting NULL HYPOTHESIS due to lo wer significance of quantity on consumer satisfaction. On applying ONE WAY ANOVA for checking effect of Preferred channel on consumer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.221 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower significance of prefe rred channel on consumer satisfaction. On applying ONE WAY ANOVA for checking ef fect of product quality on consumer satisfaction , we came up with conclusion th at the significance level is less than the alpha value(.024 < 0.05). Therefore r ejecting NULL HYPOTHESIS due to greater significance of product quality on consu mer satisfaction. On applying ONE WAY ANOVA for checking effect of advertising o n consumer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.136 > 0.05). Therefore accepting NULL HYPOTHES IS due to higher significance of advertising on consumer satisfaction. In this s tudy 70 % male and 30% female respondents are part of my target population and t hey help me to fulfill my questionnaire from different area of Dehradun city. In this study 10% respondents are of below 18 age ,60% respondents are between 1825 and 30% respondents are above 25 In this study 40% respondents are aware abou t Tropicana juice,35% are aware of Real and 25 % of other. Maximum respondents a re aware about Tropicana juice so Tropicana have a good awareness in Dehradun ci ty. 35% respondents know their fruit juice drink through news and magazine and 3 0% respondents have knowledge through hoarding and banners so I found that distr ibutor had capture on hoardings and banners and news and magazines for attractin g the consumer in Dehradun city. LOVELY PROFESSIOAL UNIVERSITY lo Page 72

45% respondents are buy juice for their self, 28% for children ,25% for family a nd 2% for social occasion so we find that most of consumer are buying juice for himself. 45% respondents are like to buy 200-250 ml. juice pack ,12% like 300ml. So small pack is selling in big number in Dehradun city. Mostly respondents are give rank 1 to Tropicana, real ,slice, and Maaza, rank 2 has gone to real and f rooty and rank 3 is for Appy. Other give their response according to their taste . So I find that Tropicana is like the most people and after that Real, Slice, M aaza etc. Most preferred channel for consumer is retail and general store.35% co nsumer expreessed that they purchase fruit drink from retail and general store. Whereas 40% sales is contributed by the super market and restaurant. Rest of the sales are from cine plexus, pan shop, travel etc. According to this data 65% re spondents are influencing through advertisement, 35% respondents are not influen cing through advertising. 55% respondents are with Tropicana juice brand,20% acc ept that it is a poor brand but 62% agree that real is a good juice brand. some people are not agree with real juice brand. Most of 54% respondents are wants im provement in the taste of the Tropicana juice brand. For retailer On applying ONE WAY ANOVA for checking effect of Time of selling on retailer sat isfaction , we came up with conclusion that the significance level is less than the alpha value(.004 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater significance of Time of selling on retailer satisfaction. On applying ONE WAY A NOVA for checking effect of Source of information on retailer satisfaction , we came up with conclusion that the significance level is greater than the alpha va lue(.772 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower significance of Source of information on retailer satisfaction. On applying ONE WAY ANOVA for checking effect of parameters on retailer satisfaction , we came up with conclu sion that the significance level is greater than the alpha value(.323 > 0.05). T herefore accepting NULL HYPOTHESIS due to lower significance of parameters on re tailer satisfaction. On applying ONE WAY ANOVA for checking effect of informatio n of scheme retailer satisfaction , we came up with conclusion that the signific ance level is greater than the alpha value(.219 > 0.05). Therefore accepting NUL L HYPOTHESIS due to lower significance of information of scheme retailer satisfa ction. On applying ONE WAY ANOVA for checking effect of product quality on retai ler LOVELY PROFESSIOAL UNIVERSITY lo Page 73

satisfaction , we came up with conclusion that the significance level is less th an the alpha value(.035 < 0.05). Therefore rejecting NULL HYPOTHESIS due to grea ter significance of product quality on retailer satisfaction. On applying ONE WA Y ANOVA for checking effect of Convinces on retailer satisfaction , we came up w ith conclusion that the significance level is greater than the alpha value(.223 > 0.05). Therefore accepting NULL HYPOTHESIS due to higher significance of Convi nces on retailer satisfaction. 50% respondents are selling the juice brand from last 1-2 years,35% are selling juice brand from last 6-12 month and 10% are sell ing from last 6 months and 5% are selling from less than 6 months. 55% retailers get information through distributors about juice brand,30% are know about the b rand through advertisement. 45% retailer are consider demand factor to take juic e brand,30% are consider to cost. somewhat consider to goodwill and service. but mostly demand and cost factor is consider by the retailers to take juice brand. Retailers are preferred to all juice brand to sale. But every retailer has thei r own choice to which brand he/she sell most. 55% retailers are receiving the re gular information about new scheme. but 45% has not get well.so mostly are recei ving the regular information about new scheme. According to this data 62% retail ers have given good rate for real juice service and 55% for Tropicana. But rate poor and very poor retailers choice is also real juice instead of Tropicana. the n I find that Tropicana is the good in their service and its rate is also good. According to this data retailers have complaint regarding service for both juice brand .but juice brand has complaints once in a week, Tropicana has fortnightly complaints . real 40% retailers are call distributor for Tropicana juice brand and 55% retailers f or real juice brand in deharadun city. 65% retailers are accept that they getting solution of problem in time from Trop icana juice brand and 40% in real juice brand. so mostly retailers are happy wit h Tropicana juice brand. 75% retailers are happy with Tropicana service but 25% said that service provided by distributor doesn`t match their expectation. But in real juice brand 40% retailers are happy but 60% said that service provided by d istributor doesn`t match their expectation. so Tropicana is best as comparison to real. LOVELY PROFESSIOAL UNIVERSITY lo Page 74

45% retailers accept that price is best convenience for increasing the sales vol ume of Tropicana. some are preferred to scheme and service. But price is the mai n factor which play a crucial role in increasing the sales volume. LOVELY PROFESSIOAL UNIVERSITY lo Page 75

SUGGESTION Suggestions: First of all company should provide all sort of promotion equipment such as glow sign board, banner, rack, freeze, etc. to retailers in time so that they increase their sales which is benefited both retailer as well as company. Salesman should have good interaction with the retailers, which result Company i n increase in sales. Company executives should visit the counter on weekly basis . Executives should take the feedback from the dealers about the service of the sales man and the distributors Regular visit of technician is required to solve the problems of Freeze in the market at the right time. More improvement is requ ired in the distribution network in the outskirt and in the remote areas, becaus e in the peak seasons like summer the small dealers are taking goods twice or th rice and in between if the distributors could not supply them, the competitors w ill get the opportunities to supply the goods. The entire Tropicana brand should be displayed at one place so that the customers can aware about the different b rand of Pepsi. In the bus stand, railway canteen, highway. Few outlets are unawa re about scheme so proper communication is necessary between distributor and dea lers/retailers. More effective scheme should be provided. Biasness should not ha ppen with retailers on any ground. There should be more focus on 100% availability so that Tropicana don`t lose sales & market share. More & more research should be made to find new segment & more profitable market for the product. Kids constitute the second largest segment of the fruit juice drink market. So, more & more fun based advertisement for the b rands should be necessary. advertisement is also necessary. Some life style base d LOVELY PROFESSIOAL UNIVERSITY lo Page 76

The company strategy should be made in such a way, that maximum no. of consumer will prefer to consume Tropicana i.e. give importance to quality control, give m ore importance to public awareness and in advertisement. Retailers are the good intermediaries so the company should give more packages to the retailers, by whi ch they can looks towards the high sales of this particular brand. The company s hould start survey time to time to know the grievances of retailer as well as co nsumers. Sometimes absence of stocks annoys retailer and consumers, so company s hould keep a watch to the availability of brand. LOVELY PROFESSIOAL UNIVERSITY lo Page 77

REFERENCE Books: Kotler, Philip. Marketing Management Prentice Hall of India, edition-IX. Ra maswami, V.S and Namakumari, S. Marketing Management. Macmillan, edition-II. Website: http://www.emeraldinsight.com/search.htm?st1=research%20paper%20on%20fruit%20jui ce%20brand &ct=jnl http://www.emeraldinsight.com/search.htm?st1=research%20paper %20on%20fruit%20juice%20brand &ct=jnl&nolog=534165&page=3 http://www.emeraldinsi ght.com/search.htm?st1=research%20paper%20on%20fruit%20juice%20brand &ct=jnl&nol og=534165&page=4 http://en.wikipedia.org/wiki/Dabur http://www.dabur.com/Product s-foods-fruit%20real http://www.pepsico.com/Brands/Tropicana-Brands.html http:// www.pepsiindia.co.in/Brands/Beverage/Tropicana.aspx LOVELY PROFESSIOAL UNIVERSITY lo Page 78

QUESTIONNAIRE FOR CONSUMER To know consumer satisfaction towards Tropicana and real fruit juice brand in De hradun city. Date: Centre: Dehradun city (Uttaranchal) Q.N. 12 Dear Sir / Madam I am doing a brief survey to find out about consumer satisfacti on toward Tropicana and real fruit juice brand in Dehradun city as a part of my project. So, I am requesting you to kindly cooperate with me in filling the ques tionnaire. I am assuring you that information provided by you will be academic p urpose only. Name: Address: Contact no.: Qualification: (1) Gender of respondents A) Male B) Female (2) Your age group A) Below 18 B) 18-25 C) Above 25 (3) Which type of fruit juice brand you are aware mostly? A) Tropicana B) Real C) Other (4) Through which medium you come to know about your preferred fruit drink? A) Hording and banners C) TV/Radio (5) For Whom do you buy fruit drink? A) Mysel f B) Family C) Children D) Social occasion B) News paper and magazine D) Any oth er (6) What quantity do you usually prefer to buy? A) 200-250 B) 300 C) 500ml D) 1L t. LOVELY PROFESSIOAL UNIVERSITY lo Page 79

(7) Rank the following drinkon the scale of 1-5 you like most A) Tropicana F) Frooti B) Real G)Mangola C) Maaza H) Pulpy orange D) Slice I) Tw ister E) Appy J) Other (8) Which of the following point satisfy you the most? Kindly rank in your order TROPICANA REAL 1 2 3 4 5 1 2 3 4 5 I. II. III. IV. V. VI. Number of flavor Price Nutrition value Taste Availability and convenience Discou nt and promotion of scheme (1 for highly satisfied and 5 for highly dissatisfied ) (9) Which is your most preferred channel for purchasing fruit drink ? A) Retail store/grocery store D) Pan shop/kiosks B) Super market/hyper market E) Restaurant C) Cine plexus F) Travel (10) Does advertising and promotion influence your purchasing decision? A) Yes B) No (11) How do you rate about the fruit drink brand? TROPICANA REAL Excellent A) Very poor A) Very poor B) Poor B) Poor C) Good C)Goo d D) Excellent D) (12) Do you want any improvement in the Tropicana fruit juice brand on the basic of following parameters? (Tick anyone) A) Price B) No. of flavor C) Taste D) Availability

Would you like to give any suggestion regarding the Tropicana fruit juice brand? LOVELY PROFESSIOAL UNIVERSITY lo Page 80

QUESTIONNAIRE FOR RETAILER To know retailer satisfaction towards Tropicana and real fruit juice brand in De hradun city. Date: Centre: Dehradun city (Uttaranchal) Q.N. 12 Dear Sir / Madam I am doing a brief survey to find out about retailer satisfacti on toward Tropicana and real fruit juice brand in Dehradun city as a part of my project. So, I am requesting you to kindly cooperate with me in filling the ques tionnaire. I am assuring you that information provided by you will be academic p urpose only. Name: Address: Outlet name: Contact no: (1) Since how long you are selling fruit juice brand ? A) Less than 6 months C) 1 year - 2 year B) 6 months -1 year D) More than 2 year (2) What is the source of information about juice brand? A) Distributor B) Advertisement C) Friend D) Other (3) What are the parameters that you take into consideration while taking fruit juice brand? A) Goodwill B) Service C) Cost D) Demand (4) Rank the following drink on scale of 1-5 you most prefer to sell A) Tropican a F) Frooti B) Real G)Mangola C) Maaza H) Pulpy orange D) Slice I) Twister E) Ap py J) Other (5) Are you receiving the regular information about new scheme? A) Yes B) No LOVELY PROFESSIOAL UNIVERSITY lo Page 81

(6) Which of the following point satisfy you the most ? Rank in your order (1 for highly satisfied and 5 for highly dissatisfied) TROPICANA 1 2 3 4 REAL 2 3 4 5 1 5 I. II. III. IV. V. VI. Price Quality Service Product range Availability and convenience Discount and pr omotion of scheme (7) How do you rate about the service getting currently from Tropicana and real? Tropicana Real A) Very poor A) Very poor B) Poor B) Poor C) Good C) Good D) Exce llent D) Excellent (8) Do you have any complain regarding the service? TROPICANA REAL A) No complain A) No complain B) Once in a week B) Once in a week C) fortnightly C) fortnightly D) Once in a month D) Once in a month (9) Do you call distributor? TROPICANA REAL A) Yes A) Yes B) No B) No (10) Are you getting the solution of problem in time? TROPICANA REAL A) Yes A) Yes B) No B) No (11) Do you feel that service provided by distributor match your expectation? TROPICANA REAL A) Yes A) Yes B) No B) No (12) Which type of conveniences you want mostly for increasing the sales volume of Tropicana? (Tick any one) A) Price B) Scheme C) Service

Would you like to give any suggestion regarding to Tropicana fruit juice brand? LOVELY PROFESSIOAL UNIVERSITY lo Page 82

THANK YOU LOVELY PROFESSIOAL UNIVERSITY lo Page 83

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