1

A
MAJOR PROJECT REPORT
ON

“STUDY OF CONSUMER PREFERENCES OFAN

MARKETING MIX FOR FMCG SECTOR WITH
RESPECT TO FROOTI

&

“MARKETING MIX OF FROOTI ”

SUBMITTED BY:
Ashok kumar rajput
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CONTENTS

Sl. No. Topic

1) CHAPTER – I

• Introduction
• Scope of project
• Objective of project
• Hypothesis
2) CHAPTER – II

• Company profile
3) CHAPTER – III

• Research Methodology
• Tools for data
4) CONCLUSION
5) LIMITATION
6) BIBLIOGRAPHY
7) QUESTIONAIRE
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CHAPTER- I

INTRODUCTION

A soft drink is a beverage, often carbonated, that does not contain alcohol.
(Carbonated soft drinks are more commonly known as soda, pop, tonic, or soda pop
in parts of the United States and Canada, or fizzy drinks in the U.K.;[1] sometimes
called minerals in Ireland) The name "soft drink" specifies a lack of alcohol by way
of contrast to the term "hard drink". The term "drink", while nominally neutral, often
carries connotations of alcoholic content. Beverages like colas, sparkling water,
iced tea, lemonade, squash, and fruit punch are among the most common types of
soft drinks, while hot chocolate, hot tea, coffee, milk, tap water, alcohol, and
milkshakes do not fall into this classification. Many carbonated soft drinks are
optionally available in versions sweetened with sugars or with non-caloric
sweeteners

SCOPE OF PROJECT

1. Detailed study of the noncarbonated softdrinks industry in India

2. Analysis of Frooti’s performance against the other prevailing noncarbonated
softdrinks brands in the country.
3. Analyzing consumer perception based on various parameters such as purchase
frequency, effect of sales promotion schemes, brand attributes and consumer
loyalty, packaging ,

OBJECTIVES OF THE PROJECT

1. To study the taste and preferences of the consumer

2. To study the market response to the new packaging of Frooti
introduced by Parle.
3. To study the marketing mix of Frooti
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4. To study the market share of Frooti in the non-Carbonated Soft

Drink (NCSD) category

HYPOTHESIS

1.
A. Null Hypothesis
H0=Fruit Drink is the preferred attribute which customers look for in Frooti

B. Alternate Hypothesis
H1 = Fruit Drink is not the preferred factor for which customers looks in Frooti

2.
A. Null Hypothesis
H0 = frooti is a child drink

B. Alternate Hypothesis
H1= frooti is not a child drink

3.
A. Null Hypothesis
Ho = Frooti is readily available

B. Alternate Hypothesis
H1= Frooti is not readily available
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CHAPTER-II

COMPANY PROFILE

PARLE AGRO PVT. LTD.

MISSION:
“ To provide consumers superior, wholesome agro based food and

drink bands through which Parle can build a profitable; growth oriented
organization.”
Parlet is a leading Indian Food and Beverage Company, the only
Indian transnational giant with the past experience of having
successfully launched leading soft drink brands like “Frooti, Apply, N -
Joi and Bailley”. Today its brand portfolio consists of No. 1 brands like
Frooti along with Apply, N-Joi and Bailley. Parle agro was the first to
identify the dormant mango segment in India and launch India’s first
national Mango drink - Frooti Mango. Today Frooti has an 85% market
in the Fruit Drink segment.Today, the Parle Group turnover is over
Rs.600 crore with a group strength of over 1000 employees, including
over 400 professionals.

PRODUCTS
1. FROOTI:
It is the flagship brand of Parle agro. It was introduced in 1985 and it
was the first Fruit Drink to be introduced in India.

2. BAILLEY AQUA :
It is a mineral water and was launched in the year 1993. It is one of the
first brands to get an ISI certification Bailley conforms to stringent BIS
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Norms. It undergoes 51 quality control tests includes 32 chemical tests,

9 microbiological tests and 10 physical tests and meets international
standards laid down by WHO, USFDA, PFA.
Parle Bailley Aqua is unique because it has the same consistent taste
across India. This is because of the unique purifying processing
system, which removes all minerals and salts and puts back only exact
premeasured quantities of salts and minerals necessary for the human
body. Bailley Aqua is purified with chemical free natural U.V.
Treatment.
3. N-JOI:
Parle Agro entered the dairy segment with the launch of N-JOI. N-Joi
is India’s first real fruit and dairy fresh milk drink. It contains orchard
fresh pulp of mango / strawberry and dairy fresh healthy low fat cow’s
milk. It’s full of natural goodness and wholesomeness. N-Joi is
nutritious filler and a delicious smooth fruit and milk drink. N-Joi
Mango with dairy fresh milk and N-Joi strawberry with dairy fresh
milk have been rated as the Most Innovative products in the Beverage
Industry.
4. APPY:
An apple drink from Parle, it’s available in a sleek, international pack.
The brand has been positioned as the champagne of apple drinks due to
its unique richness of taste. Unlike ordinary apple drinks, Aply spells
style and exclusiveness which makes it a party favourite in the upper
crust of the society. Apply is made from freshly picked ripe apples
sourced from the rich natural environs of Himachal Pradesh. The clear
and crisp Apply Nectar is a premium product available in a 200 ml easy
to pour pull-tab opening pack.

WHY FROOTI:
Soft drink market can be divided into two categories:-
1. Carbonated soft drink
2. Non-carbonated soft drink (NCSD).
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Frooti is the market leader in the NCSD category with around 60%
market share. The NCSD market is growing but there is intese
competition among the various segments in this market. The market
share of Frooti in the NCSD category is on the decline because of the
Fruit Juice Segment, which is increasing at the rate of 20% per annum
along with the sluggish growth of the Fruit drink segment. To counter
this onslaught, Frooti has introduced PET bottle packing in 250 ml, 500
ml and 1000 ml and Tetra-pack packing in 65 ml quantity. Therefore,
we have taken up this project to suggest recommendations to Parle to
increase the share of Frooti in NCSD category and to study the market
response of the new packaging of Frooti.

COMPETITORS:
The main competitors of Frooti are as follows:-
1. Maaza
2. Slice
3. Real
4. Tropicana
5. Jumpin
We are not taking into account the nectar segment as it constitutes a
small part of the NCSD category and also, the growth is very sluggish
in this segment.
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CHAPTER- III

METHODOLOGY:

A) DATA COLLECTION
1) Primary Source
• Retailers
• Consumers
2) Secondary Source
• Website
• Magazines and Newspapers

B) RESEARCH INSTRUMENTS
• Questionnaire
• Personal interview

C) SAMPLING PLAN
1) Sampling Unit : Who is to be surveyed?
• Urban Consumers
2) Sample Size: How many people to be surveyed?
• 100 Units (of all age groups)
3) Sampling Procedure:
We have taken sample from following areas:
1) INDORE
2) MHOW
3) DEWAS
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TOOLS FOR DATA

GARAPHICS & PIE CHARTS

CONCLUSION:

We can conclude the following:

1. By taking some initiatives, Frooti can compete with the fruit

juice segment comprising of Real and Tropicana, and can
maintain its position as a market leader in the NCSD category.

2. The consumers response to the new packaging (PET botte and 65

ml Tetra pack) of Frooti is positive as shown in the survey.

LIMITATIONS:

1. The corporate office of Parle Agro is situated in Mumbai and so

we could not gather information from there.

2. We could not find the reason why Frooti was not introduced in
other flavours like orange, pineapple etc on all India basis (We
sent an E-Mail to the company but didn’t get any reply).
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BIBLIOGRAPHY:

1. “Philip Kotler”, Marketing Management, Millennium edition.

2. www.parleagro.com
3. www.indiainfoline.com
4. www.financialexpress.com
5. Business line.
6. Brand Equity, Economic Times
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