A PROJECT ON

Segmentation, Targeting & Positioning of Parle Agro Frooti

SUBMITTED BY

SHAIKH SHABNAM PEER MOHD

FOR THE DEGREE OF BACHELOR OF MANAGEMENT STUDIES

(SEMESTER – V)

UNIVERSITY OF MUMBAI

UNDER THE GUIDANCE OF

Dr. SATYAVATI PATNAIK

S.K COLLEGE OF SCIENCE AND COMMERCE

NERUL – EAST, NAVI MUMBAI – 400706

ACADEMIC YEAR 2016 - 2017

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 A PROJECT ON

Segmentation, Targeting & Positioning of Parle Agro Frooti

UNIVERSITY OF MUMBAI

SUBMITTED BY PROJECT GUIDE

SHAIKH SHABNAM PEER MOHD Dr. SATYAVATI PATNAIK

Student Registration No. 2014030098

IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF

“BACHELOR OF MANAGEMENT STUDIES TYBMS”

SEMESTER- V

S.K. COLLEGE OF SCIENCE AND COMMERCE NERUL,

NAVI MUMBAI 400706

COLLEGE CODE – 87

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 DECLARATION

I ShaikhShabnam Peer Mohd student of Third Year BMS of S.K. College of

Science and Commerce (Nerul- East) declare that I have completed the project on the

working of Segmentation, Targeting & Positioning of Parle Agro Frootiin the academic

year 2016-17 as per requirement of Mumbai university as a part of Bachelor in Management

Studies (BMS) Program.

The information presented in this project is accurate and original to the best of my

knowledge.

Date: ______________

Place: Name & Sign of Student

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 ACKNOWLEDGEMENT

I, Miss. SHAIKH SHABNAM PEER MOHD would take this opportunity to thank

University of Mumbai for providing me an opportunity to study on working of

Segmentation, Targeting & Positioning of Parle Agro Frooti; this has been an enormous

learning experience.

I would like to acknowledge and thank people who made this project work possible, Dr.

SATYAVATI PATNAIK who has been guiding force to me while doing this project and the

teaching staff of my college, friends for providing their help as when required to complete

this project. Without their support and encouragement, making this report would have been

impossible for me.

I would also like to thank the respondents who provided me their best knowledge and co-

operation throughout the project.

_____________________

Name and Sign of the student

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INDEX
SR DESCRITION PAGE
NO NO.
1 CHAPTER 1 6-12
INTRODUCTION
1.1 executive summary
1.2 purpose of study
1.3 scope of study

2 CHAPTER 2 13-54
LITERATURE REVIEW
2.1 about the industry
2.1 about the company
2.3 swot analysis

3 CHAPTER 3 55-61
RESEARCH DESIGN
3.1 types of research
3.2 research method
3.3 types of data
3.4 sample size
3.5 sample method
3.6 collection of data methods
4 CHAPTER 4 62-77
DATA INTERPRETATION
questionnaire and graph

5 FINDINGS 78-80

6 RECOMMENDATIONS AND 81-83

SUGGESTIONS
7 CONCLUSION 84-85

8 ANNEXURE QUESTIONAIRRE 86-88

9 BIBIOGRAPHY 89

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 CHAPTER-1
INTRODUCTION

1.1 EXCEITUVE SUMMARY

1.2 PURPOSE OF STUDY
1.3 SCOPE AND LIMITATIONS

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1.1 EXECUTIVE SUMMARY

Marketing is an activity present in all the companies where marketing strategies determine
the outcome of the product and the company itself. Before starting with the marketing and
promotion of the product or service there‟s a need to identify:

-what type of customer you want to target?

-which market area to cover?
-and how to position your product in the minds if customer?
all these questions are answered by the SEGMENTATION TARGETTING AND
POSITIONING

-SEGMENTATION- dividing the market

-TAREGTTING- selecting the market to be targeted
-POSITIONING- to develop or create an image

The researcher hasundertaken her project on the product of Parle Agro-FROOTI i.e. the soft
drink / fruit juice. The project is all about a research done on the STP- segmentation,
targeting and positioning of parle agro frooti.

I have chosen this product due to its high awareness, consumption rate and rising popularity
Frooti is the largest-selling mango flavoured drink in India. It is the flagship product of and
the most successful drink offered by Parley Agro India Pvt. Ltd. In India and Parley Agro
Nepal Pvt. Ltd. in Nepal. Frooti was launched in 1985 in Tetra Pak packages. It is also now
available in PET bottles and rectangular shaped packs. Frooti is exported to the United States,
Canada, the United Kingdom, the United Arab Emirates, Saudi Arabia, Malaysia, Maldives,
Singapore, Thailand, New Zealand, Australia, Mozambique, Ghana, Malawi, Zambia,
Nigeria, Tanzania, Japan, Ireland, etc.
Frooti is currently endorsed by Shah Rukh Khan, in India.

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Here dimensions below mentioned are studied.
-marketing mix
-swot analysis
-consumer preferences
-competition in the market

The research was done for 2 months with the sample size of 50 from the age group of
15&above.

Here the approach is questionnaire method. The questionnaire was distributed to the
respondent which consisted of 15 questions regarding the product which was sufficient to
understand the different dimensions, preferences and level of competition and product
position in the minds of people.

The summary of the project work is as follows in the chronological sequences-the report is
consist-

i) the introduction about the company and industry

ii) significance and research methodology
iii)scope and limitation
iv)also includes facts and finding based on the primary data
v) lastly the repot consist of data interpretation findings and conclusion

RESEARCH METHODOLOGY is based on the data such as

-primary data and -secondary data

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1.2PURPOSE OF STUDY

-To study the segmentation,

- targeting and

-positioning of parle agro frootibased on different dimensions

-as in this project i am going to studying different dimensions through which i can
understand the segmented & targeted market and the brand positioning of parle agro frooti

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1.3 SCOPE AND LIMITATIONS

SCOPE OF THE PROJECT

In the field of research scope and limitations refers to parameters that prevents researchers
from pursuing further due to time and budgetary constraints
scope this project is to clearly know about the areacovered by frooti. Which are the targeted
audiences and how the company and its promotional activities have positioned the brand in
the minds of the people

-to study the segmentation, targeting and positioning of frooti form various dimensions

-type of research- descriptive research

-type of data collection method- primary

universe of the study-the group of area which i have selected for research is
nerulnaviMumbai

-sample-randomly 50 people selected from universe for the study

-sample unit- consumer

-statistical method used for analysis- table, charts

LIMITATIONS OF THE PROJECT

many while surveying I encounter problems like: -
of the respondent were not willing to fill the questionnaire.

1) The people who responded where in a hurry which leads to lack of Active Participation

2) People even hesitated while giving their views and Recommendations in a freeway

3) My research is confined till Nerul

4) Study is limited to 50 sample size

5) Respondent may be biased

6) Entry and Exit of few products may effect/influence the Market Share of Frooti

7) There was limited resources

8)Time bound

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CHAPTER-2
LITERATURE REVIEW
About the industry

MAAZA
Maaza is a coca cola fruit drink brand originated in UAE and middle east.it is one of the most
popular drink being the mango variety so much over the years maaza brand has become
synonymous with mango. Initially coca cola has launched maaza in orange and pineapple.
Maaza currently accounts for 90% fruit juice market in India and it competes with slice and
frooti. Maza claims to contain mango pulp of the Alphonso which is known as the king of
mangoes in India
Brand ambassadors Katrina kaif, Parineeti chopra, varundhavan and Imran khan

Producer Coca cola

Origin UAE

Introduced 1998

Variants Orange and pineapple

Competitors Frooti and slice

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Slice
it‟s a PepsiCo product. It is originated at US. it was introduced in the year 1984. It‟s a fruit
flavoured soft drink. It‟s also available in different flavours like orange, diet orange, grapes,
strawberry and peach flavours. Slice launched in India in the 1993 and quickly went on to
become a leading player in the category of mango drinks. Slice is tough competitor for other
mango drinks such as maaza and frooti

Type Flavoured drink

Producer PEPSICO
Origin US
Introduced 1984
Competitor Frooti and mazaa
Brand ambassador Katrina kaif

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REAL
1) It‟s a product from Dabur.

2) Made from the best quality real fruits not by artificial flavours and preservatives and offers
kids not just great taste but also the real fruit power.

3) REAL is endorsed by PFNDAI- proteins foods and nutrition development association of

India. It‟s also available in various flavours like peach, strawberry, raspberry, mango, orange,
pineapple, cranberry, black current and mixed fruit.

4) It‟s also India`s no 1 fruit brand juice and voted as super brand
awarded the reader digest trust brand gold award in the year 2009 in the food and drink
beverages category.

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COMPANY PROFILE

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 VISION STATEMENT OF PARLE AGRO

“TO BE THE LEADERS IN OUR BUSINESS WILL STAND APART

FROM THE COMPETETION BY BEING THE FIRST IN THE
MARKET TO INNOVATE”

MISSION STATEMENT OF PARLE AGRO

“WE WILL BE THE LEADERS IN OUR BUSINESS BY PRODIDING

AND MAINTAINING HIGH QUALITY, INTRODUCING NEW AND
INNOVATIVE PRODUCTS, REACHING EVERY PART OF INDIA,
REMAINING CUSTOMER CENTRIC AND CONSTANTLY
UPGRADING OUR KNOWLEDGE AND SKILLS”

Frooti is the largest-selling mango flavoured drink in India. It is the flagship product of and

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the most successful drink offered by Parley Agro India Pvt. Ltd.
In India and Parley Agro Nepal Pvt. Ltd. in Nepal. Frooti was launched in 1985 in Tetra Pak
packages. It is also now available in PET bottles and rectangular shaped packs.
Frooti is exported to the United States, Canada, the United Kingdom, the United Arab
Emirates, Saudi Arabia, Malaysia, Maldives, Singapore, Thailand, New Zealand, Australia,
Mozambique, Ghana, Malawi, Zambia, Nigeria, Tanzania, Japan, Ireland, etc.
Frooti is currently endorsed by Shah Rukh Khan, in India.Frooti Mango juice is a 100 percent
vegetarian and made with actual mango pulp with no preservatives and protected by the tetra
pack.

TYPE Private limited

INDUSTRY Food and beverage

FOUNDED 1984
FOUNDER Chauhan family

HEADQUATERS Vile parle(east) Mumbai India

KEY PEOPLE Prakash Chauhan(chairman and MD)
schauna Chauhan(CEO)
Alisha Chauhan(director)
Nadia Chauhan(director)
PRODUCTS Snacks, drinking beverages and water

WEBSITE www.parleagro.com

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Frooti is one of the top most beverage brand in all over the world. Frooti has left a place in all
our heart and we hope to continue for many years to come. It contains Mango Pulp (One cup
of mango contains 1g protein, 0,5g fat, 25g carbohydrate, 100 percent daily need for vitamin
C, 35 percent of vitamin A, 20 percent of Folate, Potassium and more), Acidity regulator and
antioxidant. Some of the possible health benefits of consuming mango include a decreased
risk of macular degeneration, Prevent Cancer and Asthma, improve bone health, Easy
digestion, improve skin and hair, Alkalizes the whole body and more.

There are no added flavours or no added preservatives. Frooti mango is an ideal soft drink for
children‟s and teen agers. To share every sip with your lovable once.
Frooti is available in 80ml TCA, 160ml and 200ml TetraPack,250ml,400ml, 500ml, 600ml,
1.2 ltr and 2 ltr PET, 200ml.

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Change and innovation in terms of

packaging

emotion icon

tag lines

“LIVE THE FROOTI LIFE”

“MANGO FROOTI FRESH N JUICY”

“WHY GROW UP”

“SUCK IT-A, LICK IT-A.”

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MARKETING MIX OF PARLE AGRO FROOTI

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Product:
· India‟s first fruit drink, available in a tetra pack
· Made from premium mangoes - India‟s king fruit.
· Also available in PET bottles - Durable good/ Consumer good.
· Contains vitamin A
· Comes in the NCSD category

· Tasty and healthy Available in different quantities.

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Price:
· Ranges from 2.50 to 60 rupees.
· Sizes available based on price and requirements.

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Place:
· Highest distributed brand in fruit drink – 85% market share and easily available.
· 10 lakh retail outlets through more than 1500 distributors and retailers – directly or
indirectly
· Best managed supply chain and Highest retail availability – 2002

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PROMOTION
· Parley Agro is revamping its marketing plan to suit the current market scenario.
·New retailing and marketing initiatives taken each year.
·DigenVerma campaign which involve a mysterious character to gain attention.
· Parley Agro introduced new characters called Frooti on every bottle.
· Campaigns that target the youth - Say it TASTE THE MANGO LIVE THE MANGO,
Sharukh Khan, Why Grow Up etc.

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OUTCOME
1) INCREASED MASS APPEAL
2) MADE A HUGE PRESENCE BY CAPTURING 80% OF MARKET
3) SHIFTED TO A NEW SEGMENT

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PROMOTIONAL TOOL- ADVERTISING

Till 2013 frooti was not having a brand ambassador.

after the tough competition and importance of celebrity in the advertisement made parle agro
to select a brand ambassador. The flagship brand of Parley Agro- Frooti has launched its new
television campaign featuring the actor Shah Rukh Khan.
The ad campaign is an extension of the new game-changing visual identity given to Frooti
last year with bold packaging design and enhanced recipe that everyone loves. The teaser for
this advertisement that launched early last week created curiosity and showed Khan moving
towards a door with „Life‟ written on it. What‟s behind the magical Frooti Life door is
unveiled and takes the viewer into a surreal world.

MR SHAHRUKH KHAN was assigned as the brand ambassador of frooti.

frooti Ad was made and published in the year 2013 which resulted in 1,84,269 views.
managed to garner over 8 million twitter handles and whopping count of 80,000 tweets
frooti`s YouTube channel views increased by 2.5 million and subscribers increased up to
600%
frooti contributes around 63% to parle agro which reported turnover of RS 2500 crore in
2013-2014
frooti grew at 25% after the Ad

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This year‟s campaign brings the concept of this surreal world directly to the consumers,
elaborating on the difference between a normal life and The Frooti Life
The new campaign begins with Khan climbing steps to push open a mysterious grey door
marked „Life.‟ Inside, grey-clad office-drone types chant "chase the mango, choose the
mango."
Shah Rukh Khan closes the door to find a giggling kid dressed like a monk show up with a
vial.
He sips from the vial marked "The Frooti Life" and gets access to the magical door. Khan is
shown entering a youthful, vibrant and colourful world away from the mundane lives people
usually end up living.

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Frooti Mango juice is a 100 percent vegetarian and made with actual mango pulp with no
preservatives and protected by the tetra pack.

Frooti is one of the top most beverage brand in all over the world. Frooti has left a place in all
our heart and we hope to continue for many years to come. It contains Mango Pulp (One cup
of mango contains 1g protein, 0,5g fat, 25g carbohydrate, 100 percent daily need for vitamin
C, 35 percent of vitamin A, 20 percent of Folate, Potassium and more), Acidity regulator and
antioxidant.

There are no added flavours or no added preservatives. Frooti mango is an ideal soft drink for
children‟s and teen agers.

To share every sip with your lovable once. Do not buy if the pack is puffed or leaking. Shake
well before consuming.

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Holistic marketing by Frooti

Internal Marketing:
· Alignment of organizations purpose with employee behaviour.
· Motivation, empowering and reframing of employee‟s attitude.
· Inside – out management approach
·Constant training programs for the benefit of employees.

Relationship Marketing
·Constant offers like the „ 5 ka 2‟ offer wherein they sold 2 65ml tetra packs at Rs 5 or at Rs
2.5 each.
·The pullback strip concept
·The use of mango icons to strike a bond with their target audience

Integrated Marketing
·The juicy mango project wherein they got common people involved in their campaign.
·Initially the „Why Grow Up‟ campaign featuring Shah Rukh Khan went up on TV
commercials. This was followed with OOH activities like painting of buses, use of billboards
and hoarding, wall paintings having the same theme supporting the campaign. Then we had
promotions like „Have a Frooti with Shah Rukh‟. Thus, all their efforts were directed in one
direction.

Societal Marketing
·Use of fresh ingredients every time.
·Suitable disposal of waste to ensure minimal pollution.
·Social Responsibility Projects taken up time to time.

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Consumer Characteristics

Cultural –
Mango for generations is the king fruit of the country. With such a strong linkage to this
cultural aspect, a drink such as Frooti becomes highly acceptable. In India, it is mandatory to
quench our thirst with something sweet rather than only water. Serving a drink made from the
king of fruits will help elevate the quality of care towards others.

Social –
Frooti has repositioned itself to be a drink for the youth. Having a Frooti is considered cool
and youthful due to the various innovative campaigns they come up with. Frooti due to its
availability in several packs can be taken along at different occasions. The idea of drinking
healthy and staying fit by not having any of the colas is also a social factor in the eyes of the
consumer.

Personal –
The craving to indulge in something sweet and healthy is what encourages us to buy a Frooti.
The sweet tasted of Frooti requires a developed taste and hence may vary from person to
person.
The above then culminate and help us understand the buying decision process of the product
Distribution
 Frooti reaches more than 10 lakh retail outlets in the remotest towns through more
than 1500 distributors and wholesalers directly or indirectly. Due to this distribution
structure, Parley Agro won the beverage industry award for the best managed supply
chain and the highest retail ability award in 2002.

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segmentation-
Frooti's consumer section is broadly classified in two segment.
The primary segments consist of children‟s in the age group of 8-12 years. This is because of
the growing health awareness among mothers who are very particular about giving fruit
drinks to their kids.

The secondary segments consist of all the adults those who love fruit based drinks because
they are wholesome and non-carbonated.

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Target market-
primary market
1.kids
2.lifestyle
3.health
4.primary market:
5.Kids
6.Teens
7.Youth
8.Working people
9.Women
10.Elderly people
secondary market
1.travel industry (airlines, railways)
2.recreational centres (movie halls, community sectors)

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Positioning-
Frooti is India's legendary and iconic mango drink. When frooti was launched in 1985, it
came in as a contemporary and youthful mango drink.
Frooti was the first brand to introduce fruit drink in tetra packs to Indian consumer.
It was cool to have a frooti.
Even the imagery in frooti commercials was way ahead of anything Indian society was
exposed to. In the 1990's the commercials revolved around the king of fruits mango.
As frooti entered the second decade the brand realised that they must change perception that
frooti was made just for kids.
There was a need of new positioning.
They had to make froorti more relevant to the youth. The frooti campaign, DigenVerma
campaign and Bindass campaign were steps in that direction.
Being the market leader in fruit drinks, it is important that frooti stands out while retaining
the brand associations with mangoes. 9.Frooti's recent campaign "why grow up" lays the
foundation for long term strategy and vision of the brand.
It not only highlights the brand makeover; it also stays true to its core mango value.

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The four stages in a Product Life Cycle –

1)Introduction:

Frooti, or Mango Frooti is the largest-selling packaged mango drink in India. It was launched
in 1985 and is the flagship product of Parley Agro Pvt. Ltd. During its launch, it took the
innovative path as it was the only beverage sold in a Tetra Pak pack. This was indeed a new
concept for the Indian consumers who were normally used to indispensable bottles. The
concept of a tetra pack was a huge advantage.

2)Growth:

Frooti was positioned as a mango drink with the tagline "fresh n juicy", for over 7 years.
Frooti then started varied packaging depending on the requirements for an occasion. During
Frooti growth stage several other players launched their drinks in the market however they
failed to dislodge Frooti who by then had created a commendable position.

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3)Maturity:

With time, as Frooti entered its second decade, they realised that Frooti perception of it being
a drink only for kids had to change. This had to be done to increase their consumer base.
There was a need for new positioning. The ads and campaigns then were more about making
Frooti more relevant to the youth. The Frooti campaign, DigenVerma and the Bindass
campaign helped achieve this motive that they had in mind. This is when the packaging of
Frooti switched from green to orange to make the product more appealing to the consumer
psyche. Frooti at present is still in the mature stage along with its parent company – Parley
Agro.

4)Decline:

Frooti still hasn't reached its declining stage. However, it seems to be stagnating. To appeal to
the huge number of cola drinkers, Frooti may have to position itself. Frooti is in its maturity
stage and so is Parley Agro as its parent company.

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The following are the steps that a consumer goes through before purchasing Frooti or any
other product in general.

1)Problem recognition:
The Frooti consumer purchases the product due to two factors- internal or external stimulus.
When a person buys Frooti to satiate his thirst, he is affected by the internal stimuli for
buying. Once this need rises to a threshold level, it becomes a drive. The consumer therefore
must purchase it to fulfil this need. The need can also be produced by external stimuli such as
by seeing a friend purchase the product or seeing one of the many amazing ad campaigns of
Frooti.

2)Information search:
The problem recognition here is to find a tasty yet healthy non-aerated beverage. To narrow
this down and make his search easier, the consumer searches for beverages within the fruit
juice category. This is when the competitors of Frooti try their best to come in the way. They
do this by either creating engaging content or coming up with catchy campaigns. For e.g.
Maaza uses Katrina Kaif as the brand ambassador to include her fan following into probable
consumers of the product. Frooti parent company name and quality here is what helps it stand
out.

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3)Evaluation of alternatives:
After a detailed information search, the consumer is aware of what he wants and requires
solving his problem. He will choose among Frooti, Maaza, Slice and the fruit juices based on
several factors – personal liking, brand loyalty, brand positioning etc. and will choose his
alternatives. He will then observe differences, similarities and how each brand out does each
other. Factors such as availability, taste, price, promotions etc. play a major role in helping
them evaluate amongst the various alternatives.

4)Purchase decision:
His decision would be made after considering a host of factors like affordability, goodwill,
taste, quality etc. Based on this, the consumer finally purchases the product. This stage is
very important, as it affects the post – purchase decision. In case of Frooti this is a plus point
due to its availability, health factor, taste and quality of Parley Agro.

5)Post purchase behaviour:

The consumer now gets to contemplate if he has made the right decision. He will evaluate
the purchase based on the difference between expected outcome and actual outcome. If Frooti
managed to satisfy what he wanted, then the consumer might turn into a loyalist and stick
with the brand for a sustained period. Frooti has managed getting a huge base of brand
loyalists due to its several years of brand presence.

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STARS

-SECURE LARGE AMOUNT OF CASH AS THEY HAVE A UGE COVERAGE OF

MARKET SHARE BUT ALSO CONSUME LARGE AMOUNT OF CASH DUE TO THE
HIGH GROWTH RATE
- IF THIS BALANCE IS NOT MAITAINED HERE THE STARS WILL BECOME THE
NEXT CASH COW
-CURRENTLY APPY IS BEING ENDORSED BY SUCCESS QUEEN PRIYANKA
CHOPRA

QUESTION MARKS

-HERE THE GROWTH IS RAPID AND THUS LARGE AMOUNT OF CASH IS

CONSUMED
-BUT DUE TO LOW MARKET SHARE THEY DO NOT GENERATE MUCH CASH

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-BAILEY AND SOFTEASE ARE THERE BUT DUE LOW PROMOTION AND
AVAILABILITY OF SUBSTITUTE PRODUCTS IT LACKS BEHIND

CASH COWS

-LEADERS IN THE MARKET

- PROVIDE A GREATER ASSET THAT GREATER THE MARKET GROWTH AND
THUS GENERATE MORE CASH THAN THEY CONSUME
-FROOTI HAS A HUGE MARKET SHARE AS WELL AS PROMOTIONS WHICH
LEADS TO RETURN MORE THAN INVESTED

DOGS
-THEY HAVE LOW MARKET SHARE AS WELL AS LOW MARKET GROWTH
-THEY NIETHER GENERATE NOR CONSUME MONEY
-DOGS ARE CASH TRAPPED BEACAUSE THE MONEY TIED UP IN THE BUSINESS
DUE TOO LITTLE POTETIAL
-LMN AND HIPPO IS ALMOST REACHED DECLINED STAGE

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CSR ACTIVITY/ INITIATIVES BY PARLE AGRO
PARLE AGRO FROOTI WHICH IS THE NO 1 MANGO DRINK HAS DECIDED TO
ENTER THE CORPORATE SOCIAL RESPONSIBILITY ARENA

THE 23 YEAR OLD BRAND HAS UNVIELED THE FROOTI FOUNDATION, A CSR
INITIATIVES TO GIVE THE LESS FORTUNATE A CHNACE TO EXPERICENCE
TRUE MANGO MOMENTS
THIS WILL BE DONE THROUH ACTIVITIES SUCH AS

1) AAM BAATE SE BADHTA HAI

AAM BAATNE SE BADHTE HAIN IS AN ACTIVITY IN ASSOCIATION WITH RADIO
ONE, WHEREIN THE LISTENERS CALLS IN SHARES HIS MOST MEMORABLE
MANGO MOMENT
FOR EVERY EXPERIENCED SHARED , FROOTI FOUNDATION WILL DONATE A
CARTON OF FROOTI TO AN ORPHANGE
THE FROOTI FOUNDATION HAS ALREADY TIED UP WITH NGO`s SUCH AS
AKANKSHA FOUNDATION IN MUMBAI AND UDAVUM KARANGAL IN CHENNAI

2)ALMS FOR AAMS

UNDER ALMS FOR AAMS PROGRAMME, CRYSTLE MANGO DONATION BOXES
ARE PLACED AT MALLS AND RETAILS OUTLET IN VARIOUS CITIES
THE COLLECTED FUNDS AND FROOTI PACKS WORTH AN EQUAL AMOUNT
WILL BE DONATED TO ORPHANGES
THEY ARE ALSO PLANING FOR A CRYSTLE MANGO BUS TO TAKE
UNDERPREVILEGED CHILDRENS TO THE FROOTI FACTROY FOR INDUSTRIAL
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VISIT
THEY ALSO PLANTS SAMPLING AS WELL
SPEAKING ON THIS CSR INITIATIVES NADIA CHAUHAN DIRECTOR OF PARLE
AGRO SAID-“THIS IS A GIVING BACK TO THE SOCIETY INIUATIVE NOT THE
SEASONAL ONE”.

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 2.3 SWOT ANALYSIS

STRENGHTS WEAKNESS
SWOT ANALYSIS

OPPURTUNITIES THREATS
STRENGHT: 1) high brand recognistion and associastion

2) extentive distribution network

3) catering to masses

4) low and medium price startegy

5) strong brand equity

6)strong and popular brand ambassador-mrshahrukh khan

7)innovation throught out the decade.

8)availability in small packages.

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WEAKNESS:- 1) dependent on the retailers, agents and distribution
2)not recognized as a health drink
3) no brand expansion
4) limited variety mango and green mango
5) there was no brand ambassador till 2013

6) other competitors like real and tropicana provide vareity

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OPPORTUNITIES: - 1) estimated annual growth of 20%

2) changing consumer preferences

3) 55% of the population is below 35 years- major target consumer

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THREATS:-1) high cost of raw materials

2) high distribution cost

3) competative products

4)entry of new mango drinks like – real and tropicana

5)huge unorganized market and consumer

6)global gaints – pepsi and coco cola

7)high consumer prference towards others flavors

8)real and tropicana provides variety of flavors

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CHAPTER 3
RESEARCH DESIGN

a research design is the arrangement of the conditions for collection and analysis of data in
relevance to the research purpose with economy in procedure

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 3.1TYPE OF SEARCH

There are generally 3 types of research

-exploratory- knowing the unknown or discovering of ideas and innovations

-descriptive-describing the market/ features or function

-casual-cause and effect relationship

for this topic, my research design is descriptive research

-as in this project i am going to studying different dimensions through which i can understand
the segmented & targeted market and the brand positioning of parle agro frooti
-my study for this projects are pre-planned and structured
-primary and secondary is being collected, sorted, analysed, interpreted

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3.2 RESEARCH METHOD
this types of research method involve describing in detail specific situations using research
tools like interviews, survey and observation.

RESEARCH PLAN
Research design Descriptive

Research method used Survey

Research technique used Questionnaire
Data collection From Nerul(Navi Mumbai)

Sampling plan Simple random

No. Of respondent 50

There are 2 types of research

Qualitative Research-his method involve describing in detail specific situation. This research
is generally exploratory research

Quantitative Research-this type of research method requires data involving numerical and
statistical explanations

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 3.3 TYPES OF DATA
Data are the useful information or any forms of documents designed in a systematic and
standardise manner which are used for some further proceedings.one of the important tools
for conducting any marketing research is the availability of necessary and useful data. Some
of the data are available in a readily form or sometimes it is collected freshly

generally there are 2 types of data

PRIMARY DATA- is collected through survey, observations, questionnaire and

personal interviews. Here in this project the data is collected via questionnaire method from
randomly selected 50 respondents from nerul.

SECONDARY DATA-online research, external sources, internet, magazine, books

OTHER TOOLS-MS EXCEL

MS WORD

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3.4 SAMPLE SIZE
here the sample size is 50 due to problems like
- limited time
- limited resources
- it would be very tough and hectic to survey the whole population hence here 50
respondents are randomly selected and provided the questionnaire which consisted of 15
questions about the product- frooti

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3.5 SAMPLING METHOD
1)sampling unit: who is to be surveyed?
Urban consumer
2)sample size: how many people to be surveyed?
50 respondents (from age group of 15 & above)

3) sampling procedure: how respondent to be surveyed

This research was done for 2 months with a sample size of 50 respondents who consume soft
drinks on a regular basis where a questionnaire was distributed to all the 50 respondents
which consisted of 15 relevant questions regarding the product and objective of my topic
which was sufficient for understanding the perception of customer with respect to its
segmented market, targeted audience and brand positioning

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 3.6 DATA COLLECTION METHOD

Data collection is the most important and crucial process because based on the collected data
the further proceedings such as a report‟s conclusion and findings are found out.
Here the information is gathered and measured on targeted variables in a pre-planned and
systematic manner.
As there are various options for data collection likes
-observation
-personal interviews
-questionnaire
-information from database
for my project i have selected questionnaire method. Here all the respondent is only for study
matter and confidential in nature
my goal is to collect data quality and then translate it into rich data analysis and allow
building of a convincing & creditable answers to the questions asked

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CHAPTER-4
DATA INTERPRETATION
data interpretation is the part of daily life for most people. Interpretation is the process of
making sense of numerical data that has been collected, analysed and presented

-data interpretation also refers to

-assisting meaning to the collected data and information
-determining the finding,
-significance and
-conclusion of the research

data interpretation is the most time consuming and technical process because here the
researcher has to study the responses of each respondent well to know and understand the
data and then sort it, calculate it, process it according to the need of the research

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4.1 QUESTIONNAIRE AND GRAPH

HERE 15 QUESTIONS ARE BEING ASKED TO RANDOMLY SELECTED

50 RESPONDENT AND ACCODING TO THERE RESPONSES
FOLLOWING DATA INTERPRETATION AND TABULATION IS DONE

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Q1) Do you know about parle agro?

YES 88%
NO 12%
TOTAL 100%

Sales

YES NO

TABLE NO 1

interpretation

from the above pie-chart the researcher have interpreted that-

here 88% of the respondent have heard or know about the parle agro company

and 12% from the samples are not aware about the parle agro company.

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Q2) IF YES HOW DO YOU FIND IT?

SATISFACTORY 90%
UNSATISFACTORY 10%
TOTAL 100%

Sales

SATISFACTORY UNSATISFACTORY

TABLE NO 2

interpretation

from the above pie-chart the researcher have interpreted that-

90% of the respondents are satisfied with the parle agro products

and 10% of the respondents are not so satisfied from the parle agro products.

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Q3) DO YOU PREFER PARLE PRODUCTS?

YES 90%
NO 10%
TOTAL 100%

Sales

YES NO

TABLE NO 3

interpretation

from the above pie-chart the researcher have interpreted that-

90% of the respondent prefer parle agro products and
the rest 10% of the respondent don‟t prefer to purchase parle agro products.

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Q4) WHICH OF THE SEGMENTS OF PARLE PRODUCTS DO YOU PREFER?

BISCUITS 30%
CHOCOLATES 14%
DRINKING 56%
BEVERAGES
TOTAL 100%

SEGMENTS
60%

50%

40%

30%

20%

10%

0%
BISCUIT CHOCOLATES DRINKING BEVERAGES

SEGMENTS

TABLE NO 4

interpretation
from the above bar graph the researcher have interpreted that
the highest responses for consumption is for drinking beverages with 56%
then from the biscuit segment with 30%
and rest for the chocolate segment with 14%

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5)HOW OFTEN DO YOU CONSUME SOFT DRINKS?

SUMMERS 10%
WHOLE YEAR 21%
FREQUENTLY 48%
OCCASIONALLY 21%
TOTAL 100%

Sales

SUMMER FREQUENTLY WHOLE YEAR OCCASSIONALLY

TABLE NO 5

interpretation
from the above pie-chart the researcher have interpreted that
the consumption rate of soft drinks is highest on frequent basis with 48%
then whole year and occasionally has same rate of 21%
and rest during summer is10%.

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Q6) Have you ever heard of frooti?

YES 92%

NO 8%

TOTAL 100%

Sales

YES NO

TABLE NO 6

interpretation
from the above pie-chart the researcher have interpreted that
92% of the respondents are aware about the parle agro frooti
and the rest 8% are not aware of it.

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Q7) From which of the promotional activiy you came to know about frooti?

ADVERTISEMENT 78%

HOARDING 4%
WORD OF MOUTH 10%
MARKETING 8%
CAMPAIGN
TOTAL 100%

Column1

ADVERTISEMENT HOARDINGS WORD OF MOUTH MARKETING CAMPAIGN

TABLE NO 7

interpretation
from the above pie-chart the researcher have interpreted that
if is found out that respondent is more aware about the frooti from advertisement with 78%
followed by word of mouth with 10%, hoardings & banners by 4% and rest marketing
campaign has contributed 8%.

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Q8) Which of the mango drink you prefer the most?

MAAZA 18%

SLICE 14%

FROOTI 64%
REAL 4%

TOTAL 100%

MANGO DRINKS
70%

60%

50%

40%

30%

20%

10%

0%
MAAZA SLICE FROOTI REAL

MANGO DRINKS

TABLE NO 8

interpretation
from the above bar graph the researcher have interpreted that
the highest preferred mango drink is frooti with a response of 64%
followed my maaza with 18% and slice with 14% and
least is real with only 4%.

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Q9) Do you prefer frooti as the regular source of refreshment?

YES 66%

NO 34%

TOTAL 100%

Sales

YES NO

TABLE NO 9

interpretation
from the above pie-chart the researcher have interpreted that
66% of the respondent prefer frooti as the regular source of refreshment
while other 24% prefer other drinks.

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Q10) Reasons for the preference of a mango drink?

PRICE 16%

BRAND 4%
NAME
QUALITY 14%

TASTE 66%

TOTAL 100%

Series 1
70%

60%

50%

40%

30%

20%

10%

0%
PRICE BRAND NAME QUALITY TASTE

TABLE NO 10

interpretation
from the above bar graph the researcher have interpretedthat respondent have given a very
high priority to the taste with 66% and 4% to brand name and responses for quality with 14%
and price with 16% respectively.

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Q11) From how long you have being using parle agro frooti?

RECENT USER 8%

MORE THAN 1 2%
YEAR
MORE THAN 3 18%
YEAR
MORE THAN 5 72%
YEARS
TOTAL 100%

Sales

new user more than 1 year more than 3 years more than 5 years

TABLE NO 11

interpretation
from the above pie-chart the researcher have interpreted that maximum number of respondent
that is 72% have been consuming frooti last 5 years,
followed by 3 years 16%,
1year 2% and
recent user contributes for 8%.

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Q12) Who do you think is the major competitor of frooti?

MAAZA 58%

SLICE 32%

REAL 10%

TOTAL 100%

MANGO DRINKS
70%

60%

50%

40%

30%

20%

10%

0%
MAAZA SLICE REAL

MANGO DRINKS

TABLE NO 12

interpretation
from the above bar graph the researcher have interpreted that
the major competitor for frooti is maaza and it is selected by maximum number of respondent
that is 58% followed by slice 32% and real with 10%.

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Q13) Rate the following mango drink on the scale of 1-5
(1-poor, 2-safisted, 3-good, 4-very good, 5- excellent)
FROOTI 40% of the respondent has rated frooti between the scale of 3-5

MAZZA 30%of the respondent has rated mazza between the scale of 2-4

SLICE 20% of the respondent has rated slice between the scale of 2-4

REAL 10% of the respondent has rated real between the scale of 1-3

MANGO DRINKS

FROOTI MAAZA SLICE REAL

TABLE NO 13

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Q14) Rate the following attributes of frooti from the scale of 1-5

Very
Attributes Excellent good Good Poor Satisfactory
Freshness 10 7 10 10 11
Taste 8 8 8 10 10
Value for
Money 7 7 15 19 9
Packing 15 8 7 7 10

Attribute Table

19

15 15

11
10 10 10 10 10 10
9
8 8 8 8
7 7 7 7 7

EXCELLENT VERY GOOD GOOD POOR SATISFACTORY

Freshness Taste Value for Money Packing

TABLE NO 14

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 CHAPTER-5
FINDINGS

1) From the above diagram, i have interpreted that-

here 88% of the respondent have heard or know about the parle agro company
and 12% from the sample is not aware about the parle agro company.

2) Here 90% of the respondents are satisfied with the parle agro products
and 10% of the respondents are unsatisfied from the parle agro company.

3) Here 90% of the respondent prefer parle agro products and the rest 10% don‟t go for
parle agro

4) Here the highest responses for consumption is of drinking beverages with 56%
then from the biscuit segment with 30%
and lastly from the chocolate segment with 14%.

5) Here the consumption rate of soft drinks is highest on frequent basis with 48%then
whole year and occasionally has same rate of 21%
and lastly during summer is 10%

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6) Here 92% of the respondent are very well known about the parle agro frootiand the
rest 8% are not aware of it

7) Here it is found out that people are more aware about the frooti via advertisement
with 84% rate followed by word of mouth with 12%, hoardings & banners by 4%

8) Here the highest preferred mango drink is frooti with a response of 64%followed my
maaza with 18% and slice with 14% and
least is real with only 4%

9) Here parle agro offers no of products which highly liked and preferred by people
10) here respondents have given a very high priority to the taste with 66%
least is given to brand name
then similar responses to quality with 14% and price with 16%

11) Here maximum number of respondent that is 72% have been consuming frooti last 5
years. Followed by 3 years 16%, 1year 2% and new user 8%.

12) Here the major competitor for frooti is maaza and it is selected by maximum number
of respondent that is 58%.

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 CHAPTER-6
RECOMMENDATION/SUGESSTIONS

1)FROOTI SHOULD CONCENTRATE ON ITS DISTRIBUTION NETWORK

I found out that frooti is the highest in taste and value for money this refers to consumer have
very high esteem towards frooti there are 2 major competitors for frooti they are maaza and
slice my research also indicates that if given a choice people will go for frooti hence
frootineeds to go for more distribution channel

2)frooti should be more innovative and have broader brand value and equity
it seems that maaza have a higher vision than frootimaaza have also for very good responses
in comparison to frooti in terms of innovation and brand equity

3)frooti should go for product-line extension

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frooti yet hasn‟t turned up for any extension or expansion in terms of different flavours

4)frooti should introduce more flavours

my research shows that people are more interested in different flavours like pineapple,
orange and strawberry

5)the nutrients content should be highlighted in the pack so that can become beware of the
benefits and factors for the people who are more health consciousand for kid‟s consumption

6)frooti should go for SALMAN KHAN as the brand ambassador as he is very popular in
India. 50% of my respondent suggested this the other suggested names for brand ambassadors
are varundhavan,deepikapadukone

7)frooti should also go for the association with a cartoon characters as it is concerned with
kids segment also. Suggested characters are Scooby doo, shin Chan, Pokémon

8) frooti should be launched in cans. cans are more portable and offers less damage the
competitors such as Pepsi coke have cans

9) frooti should tie itself with different fast food centres such as
pizza hut
McDonalds
dominos

10) frooti should go for social marketing as the no of mobile and internet users are increased
it will surely help frooti to increase brand awareness and het a feedback/ interaction with
the people

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 CHAPTER-7
CONCLUSION

In the project of stp-frootii have used questionnaire method for the collection of primary data.
My research type was descriptive with 50 randomly selected respondents and 15 questions
related to my topic respectively.
From the above survey, i have concluded that

 Frooti is the largest selling product in the drinking beverages segment of parle agro.

 It is the best quality mango drink available in the market at reasonable price.

 The marketing campaigns does not affect the sells or it‟s not a very effective tool.

 It is consumed by all age group due to various advertisement and product attributes. It is
successfully repositioningitself from kids segment to all age group
 Frooti has major competitor because maaza has a good brand image and nutritive
benefits.

 It has excellent advertisement strategy and promotion strategy.

 It has a huge distribution and retailing unit which has a wide spread.

 Even in rural area and remote area parle products can be easily found.

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 Frooti has shown improvement and innovation in terms of tag lines, emotions, and
packing.

 Parle agro offers various products such as biscuits, chocolates, drinking beverages which
consumers likes and prefer.

 Hence, i conclude parle agro has achieved consumer preference and consumer loyalty
which clearly reflects in their vision statement.

 VISION STATEMENT OF PARLE AGRO

“TO BE THE LEADERS IN OUR BUSINESS WILL STAND APART FROM THE
COMPETETION BY BEING THE FIRST IN THE MARKET TO INNOVATE”

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CHAPTER-8
ANNEXURE: QUESTIONNAIRE

TOPIC: SEGMENTATION, TARGETTING AND POSITIONING OF FROOTI

(THIS QUESTIONNAIRE IS AS PER THE CURRICULAM OF MUMBAI UNIVERSITY

FOR TYBMS & REPONSES RECORDED ARE COMPLETELTY CONFIDENTIALLY IN
NATURE)

I] PERSONAL INFORMATION
i) Name:
ii) age group: 15-25
25 & ABOVE
iii) Address:
iv) Contact details:

II] QUESTIONS RELATED TO PRODUCT

i) Do you know about parle-agro products?

YES NO

ii)If yes how do you find it?

SATISFACTORY UNSATISFACTORY

iii)Do you prefer parle products?

YES NO

iv)Which segment of parle products you prefer?

BISCUITS CHOCOLATES DRINKING BEVERAGES

v)How often do you consume soft drinks?

SUMMERS FREQUENTLY
OCCASIONALLY WHOLE YEAR

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vi)Have you ever tried frooti?
YES NO
vii)From which of the promotional activity you got to know about frooti?
ADVERTISEMENT WORD OF MOUTH
MARKETING CAMPAIGNS HOARDINGS & BANNERS
viii)Which mango drink you prefer the most?
FROOTI MAZAA
SLICE REAL

ix)Do you prefer frooti as a regular source of refreshment?

YES NO

x)Reasons for the preference of a particular mango drink?

PRICE TASTE
QUALITY BRAND NAME

xi) From how long you have been consuming parle agro-frooti?
NEW USER MORE THAN 3 YEARS
MORE THAN 1 YEAR MORE THAN 5 YEARS

xii) Whom do you think is the major competitor of frooti?

MAZAA SLICE REAL

viii)Rate these mango drinks on the scale of 1-5

(1-poor,2-satisfactory,3-good,4-very good,5-excellent)
DRINKS RATINGS
FROOTI
MAZAA
SLICE
REAL

xiv)Give your opinion by simply ticking on the boxes againts the attributes
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ATTRIBUTES EXCELLENT VERY GOOD POOR SATISFACTORY
GOOD
FRESHNESS
TASTE
VALUE FOR
MONEY
PACKING

xv)Any problem/suggestions you would like to share about parle agro-frooti?

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Chapter-9
bibliography
the information and data used in the project is collected from following sources

www.wikipedia.com
http://nitashadang.blogspot.in/2013/10/segmentation-targeting-and.html

http://www.mxmindia.com/2013/03/creativeland-drools-for-frooti

http://simonefernandesmarketingdiary.blogspot.in/2014/08/promotion-integrated-
marketing.html

http://simonefernandesmarketingdiary.blogspot.in/2014/09/product-mix.html

http://www.scribd.com

docslide.us

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