Packaged Juice Market of Guwahati City in North East India: A Study with reference to Varun Beverages Limited

DECLARATION

I, Hardik Pujari, hereby declare that this project entitled “Packaged Juice Market of
Guwahati city in North East India: A Study with reference to Varun Beverages Limited”
is a bona fide work carried out by me in 2022 and submitted in partial fulfilment of the
requirements for the award of degree in Master of Business Administration (MBA) in
Assam Institute of Management.

This report has not been submitted earlier for the award of any other Degree/
Diploma.

Date: (Hardik Pujari)

Place: MBA 4th Trimester

Report prepared and submitted by Hardik Pujari, student of MBA 4th Trimester, Assam Institute of Management, i
Guwahati, Assam (India)
 Packaged Juice Market of Guwahati City in North East India: A Study with reference to Varun Beverages Limited

PREFACE

Today the Indian Market is a very dynamic market where we see many brands rise
quickly out of nowhere and also fall and disappear all of a sudden just like they emerged.
Many brands which are very successful globally are not able to make their mark in the
Indian market, or a brand might be very successful in one part of India but not so
successful in another. The prominent diversities in India based on traditional preferences
mixed with the rise in income levels and technological upgradations in the society has
made the Indian Consumer very unpredictable.

With the ever-changing behaviour of consumers in an emerging market like India, it

is essential for brands to frequently study their changing tastes and preferences to cater
to them. The scenario is no different in the case of consumption of fruit juices. With the
unlimited options available for consumers in the form of fruit flavoured drinks, juice-
based drinks, packaged juices, homemade fruit juices, fresh juice stalls, it is necessary
for a globally well-known brand like Tropicana to formulate a proper marketing strategy
in order to make a mark in the hearts and minds of consumers of juice.

As we all know, there is no ultimate formula in marketing, otherwise everyone could

just follow that and any further study in the field of marketing would be pointless. But
the reality is marketing strategies must be tailor-made to suit the particular consumers.
Thus, it is imperative that marketers find the proper marketing strategy to be followed
for their particular product in a particular market after thorough research.

The findings of this study seek to provide an informed choice out of the various
possible marketing strategies for the juice brand ‘Tropicana’. This study has collected
data from both retailers and consumers to understand both the supply side and demand
side of the the packaged juice market of Guwahati city. With the help of this study
PepsiCo India, which is responsible for the marketing of ‘Tropicana’, can formulate
better marketing campaigns to attract consumers and their franchise Varun Beverages
Limited which is responsible for sales of Tropicana can fill the gaps in retailer
satisfaction and push the product more effectively into the market, thus achieving their
marketing goals in the packaged juice segment of the beverage industry.

Report prepared and submitted by Hardik Pujari, student of MBA 4th Trimester, Assam Institute of Management, ii
Guwahati, Assam (India)
 Packaged Juice Market of Guwahati City in North East India: A Study with reference to Varun Beverages Limited

ACKNOWLEDGEMENT

I would like to take this opportunity to express my sincere appreciation to all those
who have provided their co-operation and assistance in bringing out the project to its
present form. Without the guidance, encouragement and support of many people this
study of mine would not have been possible.

First of all, I would like to convey my heartiest gratefulness to Mr. Abinash Jha, HR
Manager- North East, Varun Beverages Limited, for providing me the opportunity and
making arrangements to carry out the project.

I would like to express my gratitude to my organizational guide Mr. Minhazuddin

Ahmed, Customer Executive, Varun Beverages Limited, for his valuable suggestions and
support at every stage of this project work.

Further, I would also like to convey my sincere gratitude to my institutional guide Dr.
Sinmoy Goswami, Assistant Professor, Assam Institute of Management, with whose
guidance and support the project has come into existence. He has helped me in every step
with his vast knowledge and experience in the research field.

I would like to thank all the staff of the organization for their support and cooperation
who accompanied me to the market visits and answered all of my queries, without which
my project would not have been complete.

Last but not the least, I would like to thank all other faculty members, my parents, friends,
seniors, and well-wishers for their constant support.

Report prepared and submitted by Hardik Pujari, student of MBA 4th Trimester, Assam Institute of Management, iii
Guwahati, Assam (India)
 Packaged Juice Market of Guwahati City in North East India: A Study with reference to Varun Beverages Limited

EXECUTIVE SUMMARY

Project title: Packaged Juice Market of Guwahati city in North East India: A study with
reference to Varun Beverages Limited.
Organization: Varun Beverages Limited (Guwahati Branch)
Organizational guide: Mr. Minhazuddin Ahmed
Institution: Assam Institute of Management
Institutional Guide: Dr. Sinmoy Goswami
Project Specialization: Marketing
Sector: FMCG
Industry: Beverages
Segment: Packaged Juice
Duration of Study: 1st July – 12th August 2022
Objectives of the Study:
1. To understand the preferences and buying decisions of Consumers of Packaged
Juice in Guwahati city.
2. To compare the promotional activities of juice brand, “Tropicana” offered by
Varun Beverages Limited with the promotional activities of other juice brands of
competitors in the packaged juice segment of Guwahati.

Research Methodology:
Research Design: Exploratory Research
Research Instrument: Structured Questionnaire
Sampling Method:
• Population: Consumers of Packaged Juice of Guwahati
• Sampling Technique: Convenience Sampling
• Sample Size: 200
• Sample Instrument: Google Forms
• Extent of the study: Guwahati City
Sources of Data: There are two sources of data collection:
• Sources of Primary data: Consumers of juice in Guwahati city.
• Sources of Secondary data: Various online and offline sources.
Data Representation Tools: Various tools in Microsoft Word, Microsoft Excel.

Report prepared and submitted by Hardik Pujari, student of MBA 4th Trimester, Assam Institute of Management, iv
Guwahati, Assam (India)