A

RESEARCH REPORT
ON
STUDY OF HORECA AS A CHANNELWITH SPECIAL REFERENCE TO PARLEAGRO AT INDORE.

SUBMITTED TO
UNIVERSITY OF PUNE
FOR PARTIAL FULFILLMENT OF
MASTERS IN MARKETING MANAGEMENT
BY
RAHUL KUMAR
MMM-II
UNDER THE GUIDENCE OF
PROF. RAMKRISHNA DIKKATWAR

SINHGAD INSTITUTE OF MANAGEMENT (SIOM)

VADGAON, PUNE-041
2010-2012

DECLARATION

I the undersigned, hereby declare that the project report entitled STUDY OF HORECA AS A
CHANNELWITH SPECIAL REFERENCE TO PARLE-AGRO AT INDORE written & submitted by me to
the UNIVERSITY OF PUNE in partial fulfillment of the requirements the award of Master Of Marketing
Management under the guidance of Prof.RamkrishnaDikkatwar is my original work and conclusions drawn
therein are based on the material collected by myself.

Place: Pune

RAHUL KUMAR

Date:

SIOM, VADGAON

ACKNOWLEDGEMENT

I take this opportunity and privilege to express my deep sense of gratitude to Professor M.N. Navale, Honorable
Founder President, Dr. (Mrs.) S.M. Navale, Founder Secretary, Sinhgad Technical Educational Society, Pune and
Dr. Daniel J. Penkar, Director SIOM. They have been a source of inspiration to me and I am indebted to them for
initiating me in the field of research.
This report bears an imprint of few persons who directly or indirectly helped in
accomplishment of this report. I am indebted to my parents and friends who always stood behind me and
provided possible support for execution of this report.
I am also thankful to Mr. SudhirKamble (B.D.E),has guided for the execution of the
project.
I am also thankful to Prof.RamkrishnaDikkatwar (Research Guide) for his kind cooperation and support.

Place: - Pune

DATE: - Rahul Kumar

CERTIFICATE

This is to certify that the Project Report entitled STUDY OF HORECA AS A CHANNELS WITH SPECIAL
REFERENCE TO PARLE-AGRO AT INDORE which is being submitted herewith for the award of the
degree of Master Of Marketing Management of UNIVERSITY OF PUNE is the result of the original
research work completed by Mr. Rahul Kumar under our supervision & guidance and to the best of our
knowledge & belief the work embodied in this Project Report has not formed earlier the basis for the award of
any degree of similar title of this or any other University or examining body.

Signature of Director

Prof.RamkrishnaDikkatwar

(Dr. Daniel J. Penkar)

Research Guide

Date:
Place:

PREFACE

In this age of globalization hyper competition has become a regular feature. Today the markets are no less
then battlegrounds and one has to strive very hard for survival and growth.
Due to very rapid industrialization all over the world the demand for the managerial personnel and the
administrative personnel has increased. The perfect study of Management involves both the theoretical as well as
practical aspects. To survive in this highly competitive market Practical Knowledge is as relevant as the
Theoretical.
The significance of MMM Degree is that the Theoretical aspects, which a student learns throughout the
year in the class sessions, can be practically applied through different projects, which one undertakes. Keeping in
tune with this doctrine, I have tried to apply theoretical aspects throughout the project, which I learned under the
course of management.
In this project more emphasize is given on the sales and promotion of various Parle Agro products to
HORECA Channels and its impact on Retailers buying decisions. Actually in recent trend to some extent this
technique also become victim of clutter, even though it can be eliminated by generating innovative and more
attractive tools to lure the Retailers.
Now a day all companies considering sales promotion as an important part of their marketing strategy.
From the analysis of survey it becomes clear that consumers do response to the sales promotion campaign, but
there are customers who strongly prefer to stick to brand name.

SIOM

RAHUL KUMAR

VADGAON

EXECUTIVE SUMMARY
This term HORECA is used in the Netherlands where it is thought to have originated, though it is also used in
Spain, Portugal, Belgium, Romania and international beverage companies specializing in this sector.

HoReCa is an iconic business term which primarily refers to a sector of the food service industry, to
establishments which prepare and serve food and beverages. The term is a syllabic abbreviation to the
words Hotels & Restaurant Category but to some it also may mean Hotel/Restaurant/Caf (or
Hotel/Restaurant/Caterer, or Hotel/Restaurant/Canteen).
Channel Management. Yet another sales and marketing phrase that is thrown around like everyone knows what it
means. But so few companies really comprehend channel management in a way that really helps them. Its really
no wonder. Sales channels (being the conduits by which we distribute our products to the end-user) come in many
shapesfrom direct, to the web, to the traditional retail environment. And, were just doing whatever we can to
get any business from any of them! But is that the most efficient and effective approach?
My objective for the project was to collect the feedback and perception from the Retailer towards various ParleAgro Policies such as Pricing, Distribution, Advertisement, Product/ Brand preference amongst the channel, to
evaluate the major competitors of Parle Agro Products in the market, to evaluate the market segmentation for
Frooti, to evaluate the perception of the Retailers by rating all the products of the company. The scope of my
study is only for Parle-Agro Pvt. Ltd. Products.The project was conducted for the Indore region only.Data is
collected from the Retailers.Here I have considered 90 Samples.

CONTENT

Serial No.

Topic

Page No.

Introduction of topic

8-13

Objective

14-15

Scope

16

Company Profile

17-33

Research Methodology

34-40

Data Analysis and Interpretation

41-57

Finding

58

Recommendation

59

Conclusion

60

10

Limitation

61

11

Bibliography

62

12

Annexure

63-67

CHAPTER-I

Introduction to the Topic

Channel Management. Yet another sales and marketing phrase that is thrown around like everyone knows what it
means. But so few companies really comprehend channel management in a way that really helps them. Its really
no wonder. Sales channels (being the conduits by which we distribute our products to the end-user) come in many
shapesfrom direct, to the web, to the traditional retail environment. And, were just doing whatever we can to
get any business from any of them! But is that the most efficient and effective approach?
Thats where Channel Management comes in. Channel management, as a process by which a company creates
formalized programs for selling and servicing customers within a specific channel, can really impact your
businessand in a positive way! To get started, first segment your channels by like characteristics (their needs,
buying patterns, success factors, etc.) and then customize a channel management program that includes:

1. Goals. Define the specific goals you have for each channel segment. Consider your goals for the channel
as a whole as well as individual account. And, remember to consider your goals for both acquisition and
retention.
2. Policies. Construct well-defined polices for administering the accounts within this channel. Be sure to
keep the unique characteristics of each segment in mind when defining policies for account set up, order
management, product fulfilment, etc.
3. Products. Identify which products in your offering are most suited for each segment and create
appropriate messaging. Also, determine where your upsell opportunities lie.
4. Sales/Marketing Programs. Design support programs for your channel that meet THEIR needs, not what
your idea of their needs are. To do this, you should start by asking your customers within this segment,
how can we best support you in the selling and marketing of our products? That being said, the standard
considerations are product training, co-op advertising, seasonal promotions, and merchandising. Again,
this is not a one-size fits all, so be diligent about addressing this segments SPECIFIC needs in these
areas.
Defining a channel management strategy for each segment allows you to be more effective within each segment,
while gaining efficiency at the same time. Still, maintaining brand consistency across all channel segments is
critical to your long-term success. So find a good balance between customization and brand consistency and
youll be on your way to successful channel management.
Channel Marketing is often at odds with a company's marketing through its direct field force and direct-tocustomer marketing efforts. Since any of the company's channel members (also called channel players) often
carry competing product lines, many companies are exceptionally cautious when sending sales leads to its
channel members in fear that the leads may be used to promote competing products that the member may sell.
At the same time, channel members may not trust the company. This is often the case when a company keeps the
best customer opportunities for itself ("cherry-picking") and passes along only the dregs.
This term HORECA is used in the Netherlands where it is thought to have originated, though it is also used in
Spain, Portugal, Belgium, Romania and international beverage companies specializing in this sector.
HoReCa is an iconic business term which primarily refers to a sector of the food service industry, to
establishments which prepare and serve food and beverages. The term is a syllabic abbreviation to the
words Hotels & Restaurant Category but to some it also may mean Hotel/Restaurant/Caf (or
Hotel/Restaurant/Caterer, or Hotel/Restaurant/Canteen).

HOTELS
Acommercial establishment providing lodging, meals, and other guest services. In general, to be called a hotel, an
establishment must have a minimum of six letting bedrooms, at least three of which must

have attached(ensuite) private bathroom facilities. Although hotels areclassified into 'Star' categories (1-Star to 5Star),
there
is
no standard method of
assigning
these ratings,
andcompliance with customary requirements is voluntary. A US hotel with a certain rating, for example, is may
look very different from a European or Asian hotel with the samerating, and would provide a
different level of amenities,range of
facilities,
and quality of service.
Whereas
hotelchains assure uniform standards throughout, non-chain hotels (even within the same country) may
not agree on the same standards. In Germany, for example, only about 30 percent of the hotels choose
to comply with theprovisions of the rules established by the German Hotels & Restaurants association. Although
both WTO and ISO have been trying to persuade hotels to agree on some minimum requirements as worldwide norms, the entire membershipof the Paris-based International Hotel & Restaurant (IH&RA)opposes any
such move. According to IH&RA, to harmonize hotel classification based on a single grading (which is uniform
across national boundaries) would be an undesirable and impossible task. As a rough guide: A 1-Star
hotel provides a limited range of amenities and services, but adheres to a high standard of facility-wide
cleanliness. A 2-Star hotel provides good accommodationand better equipped bedrooms, each with
a telephone and attached private bathroom. A 3-Star hotel has more spacious rooms and adds high-class
decorations and furnishings and color TV. It also offers one or more bars or lounges. A 4-Star hotel is much more
comfortable and larger, and provides excellent cuisine (table dhtel and a la carte), room service, and other
amenities. A 5-Star hotel offers most luxurious premises, widest range of guest services, as well as
swimming pool and sport and exercisefacilities. The Official Hotel Guide (published in the US, and
followed worldwide) has its own classification scheme thatranks hotels in nine categories as (1) Moderate
TouristClass, (2) Tourist Class, (3) Superior Tourist Class, (4) Moderate First Class, (5) Limited Service First
Class, (6) First Class, (7) Moderate Deluxe, (8) Deluxe, and (9) Superior Deluxe.
The Indian Hospitality Sector is witnessing one of its rare sustained growth trends. Hotel industry is inextricable
linked to the tourism industry and the growth in the Indian tourism industry has fuelled the growth of Indian
Hotel Industry.
A major reason for the demand for hotel rooms is the underlying boom in the economy, particularly the growth in
the information technology enabled services and information technology industries. Rising stock indices and new
business opportunities are also attracting foreign institutional investors, funds, equity and venture capitalist.
The financial year 2008 09 was an unforgettable one for the Indian tourism industry with the Mumbai terror
attacks and the global economic downturn affecting the industrys performance. The Hotel Industry, too, observed
an overall decline in occupancy and revenue in most cities in India.
The market size of Hotel industry has more than doubled from about USD 1 billion in 2004 to USD 2.3 billion in
2008. It is estimated that India is likely to have around 40 international hotels brands by 2011.
The growth of the Hotel Industry is largely due to the rising business opportunities, strong economic performance
and cross border investments. India has currently base of 110,000 hotels rooms and still face the shortage of
150,000 rooms. There is a mismatch between demand and supply, leading to higher occupancies and average
room rates.
Occupancy rates across India have improved from 52 per cent in 1999 to 67 per cent in 2007-2008. Average
Room Rates across cities have improved from USD 51.6 to USD 76.4 in the same period.
Despite the global economic recession, foreign tourist arrival increased to 5.37 million in 2008 from 4.98 million
in 2007.

RESTAURANTS
Establishment where refreshments or meals are served to paying guests. Though inns and taverns served simple
fare to travelers for centuries, the first modern restaurant where guests could order from a varied menu is thought
to have belonged to A. Boulanger, a soup vendor who opened his business in Paris in 1765. The sign above his

10

door advertised restoratives, or restaurants, referring to his soups and broths. By 1804 Paris had more than 500
restaurants, and France soon became internationally famous for its cuisine. Other European restaurants include
the Italian trattorie, taverns featuring local specialties; the German Weinstuben, informal restaurants with a large
wine selection; the Spanish tapas bars, which serve a wide variety of appetizers; and the public houses of
England. Asian restaurants include the Japanese sushi bars and teahouses serving formal Kaiseki cuisine as well
as the noodle shops of China. Most U.S. restaurant innovations have revolved around speed. The cafeteria
originated in San Francisco during the 1849 gold rush; cafeterias feature self-service and offer a variety of foods
displayed on counters.
The Different Types and Concepts of Restaurants
The core menu concept is the main product line of your menu (Italian food, hamburgers, etc.) and this will define
your decor, ambience, and style of your restaurant establishment.
Restaurants are generally classified into three groups:
1. Quick Service - Also known as fast-food restaurants. They offer limited menus that are prepared quickly. They
usually have driven-thru windows and take-out.
2. Mid-scale - They offer full meals at a medium price that customers perceive as "good value." They can be full
service, buffets or limited service with customers ordering at the counter and having their food brought to them.
3. Upscale - Offer high quality cuisine at a high end price. They offer full service and have a high quality of
ambience.
Asian Restaurant - specializes in cuisine from the Asian region
Breakfast Restaurant - specializes in providing breakfast for at least 6 days per week
BYO Restaurant - Restaurants and bistros which do not have a liquor license
Casual Dining - Offer comfortable atmospheres and have mid-range prices.
Chinese Restaurant - specializes in Chinese cuisine
Coffee Shop - provides daytime only, coffee, tea and casual meals

CATERING
Events range from box-lunch drop-off to full-service catering. Caterers and their staff are part of
the foodservice industry.
When most people refer to a "caterer", they are referring to an event caterer who serves food with waiting staff
at dining tables or sets up a self-serve buffet. The food may be prepared on site, i.e., made completely at the
event, or the caterer may choose to bring prepared food and put the finishing touches on once it arrives.

11

The event caterer staffs are not responsible for preparing the food but often help set up the dining area. This
service is typically provided at banquets, conventions, and weddings. Any event where all who attend are
provided with food and drinks or sometimes only hors d'oeuvres is often called a catered event.
Many events require working with an entire theme or color scheme. A catering company or specialist is expected
to know how to prepare food and to make it attractive. As such, certain catering companies have moved toward a
full-service business model commonly associated with event planners. They take charge of not only food
preparation but also decorations, such as table settings and lighting.
The trend is towards satisfying all the clients senses with food as a focal point. With the correct atmosphere,
professional event caterers with experience can make an event special and memorable.
Beautifully prepared food alone can appeal to the senses of taste, smell, and sight - perhaps even touch, but the
decorations and ambiance can play a significant part in a successfully catered event.
Catering is often sold on a per-person basis, meaning that there is a flat price for each additional person.
However, things like lighting and fire permits are not scaled with the guest count, so per-person pricing is not
always appropriate. It is necessary to keep the cost of the food and supplies below a price margin in order to
make a profit on the catering.
As many others in the food service industry, caterers and their staff work long hours. It is not uncommon for them
to work on holidays or 7 days a week during holiday event seasons.
All this together consist of HORECA Channels.

12

OBJECTIVES OF THE STUDY:An objective is the most important part of a research .The objective is the bulls eye, which a researcher
has to hit. The objective determines the path on which a researcher has to walk on, and help him/her by not
detaining from the path.
This Research as per scheduled under syllabi has been laid main emphasis on getting aware with practical
environment of an organization and specifically with the concerned department related to the specialization.
There are certain sequentially laid down objectives stated as under-

1) To collect the feedback and perception from the Retailer towards various Parle-Agro Policies such as
Pricing, Distribution, Advertisement, Product/ Brand preference amongst the channel.
2) To evaluate the major competitors of Parle Agro Products in the market.
3) To evaluate the market segmentation for Frooti.
4) To evaluate the perception of the Retailers by rating all the products of the company.

13

NEED OF STUDY:-

To analyze companies perception toward comparing Hotels, Restaurants and Caterers.

To identify the different ways, Re-enforce and make improvement if any, respected to ultimate Growth.
To increase sales of Parle Agro Products.
To cope up with competition.
To avoid advertising clutter.

14

SCOPES OF THE STUDY:-

PRODUCT SCOPE: -The project is only for Parle-Agro Pvt. Ltd. Products.
GEOGRAPHIC SCOPE: - The project was conducted for the Indore region only.
DATA SCOPE: - Data is collected from the Retailers.
SAMPLE SIZE: - Here I have considered 90 Samples.

15

CHAPTER-II

16

Parle Products Pvt. Ltd based in Mumbai, India has been India's largest manufacturer of
biscuits and confectionery, for almost 80 years. Makers of the world's largest selling biscuit,
Parle-G, and a host of other very popular brands. Its reach spans even to the remotest villages
of India. Many of the Parle products - biscuits or confectioneries, are market leaders in their
category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the
total biscuit market and a 15% share of the total confectionery market in India, Parle has
grown to become a multi-million dollar company.Parle Agro is a food and beverage company
based in Mumbai, India. Parle 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, Appy, Saint Juice, N-Joi and Bailley. Today its brand portfolio
consists of No. 1 brands like Frooti along with Appy, Saint Juice, N-Joi and Bailley. Parle
agro was the first to identify the dormant mango segment in India and launch Indias 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 group strength of over
1000 employees, including over 400 professionals.
Entered into snacks and confectionery business recently (2008-09)
-Headquarters: Mumbai
-Annual turnover: Rs. 1000 Cr
-12 company-owned factories across India
-Reaches out to around 5 Lakh outlets across India.

17

MISSION:
We will be the leaders in our business by maintaining high quality, introducing new and
innovative products, reaching every part of India, remaining customer-centric, constantly
upgrading our knowledge and skills.
To provide consumers superior, wholesome agro based food and drink bands through
which Parle can build a profitable; growth oriented organization.
HISTORY:
In 1929 a small companyby the name of Parle products emerged inBritish dominated India.
The intent was to spread joy and cheer to children and adults alike, all over the country with
its sweets and candies.The company knew that it wouldn't be an eas y task, but they decided to
take the brave step. A small factory was set up in the suburbs of Mumbai, to manufacture
sweets and toffees. Apart from the factories in Mumbai and Bangalore Parle also has factories
in Bangalore Parle also has factories in Bahadurgarh inHaryana and Neemrana in Rajasthan,
which are the largest biscuit and confectionary plants in the country.Additionally, Parle
products alsohave 7 manufacturing units and 51 manufacturingunits on contract.
OBJECTIVE: To build successful channel relationships (vendor topartner)
To assess the critical success factors when sellingthrough distributors
To outline terms and conditions for establishingpartnerships
To integrate sales and marketing objectives
To create and understand a channel plan
To ensure that products has availability, visibility andfreshness

NATURE OF ORGANIZATION

18

"PARLE AGRO is a trusted name in the Indian beverage industry and has been refreshing
India since more than two decades with leading brands like Frooti, Apply Classic, Apply Fizz,
Bailley, Saint Juice, and LMN & recently launched Grappo Fizz. Parle Agro Pvt., Ltd.
manufactures, distributes, sells, and exports fruit drinks in India and internationally. The
company offers fruit and milk drinks, packaged water, and apple and mango drinks in
polyethylene terephthalate (PET) bottles, containers and tetra packs. The company also
operates a health and fitness studio for woman. The company distributes its products through
franchisees. Parle Agro Pvt., Ltd. was founded in 1985 and is based in Mumbai, India.

Parle Agro has been a trusted name in the beverage industry providing wholesome and healthy
agro-based drink brands. It has successfully launched some of India's leading beverages like
Frooti, Appy and N-Joi, and packaged drinking water, Bailley, over the last two decades.In a
country where health consciousness is growing at a rapid pace, Parle Agro, with its numerous
fruit-based drinks, has struck a chord with the masses. It brings to the consumers the magic of
premium quality fresh fruit drinks conveniently packed and available all through the year.
Fruit beverages are wholesome, eas y to digest, highly refreshing with natural nutritional
values as compared to synthetic and aerated drinks. Parle Agro's Frooti is India's first national
mango drink. The mango segment is 95% of the Indian fruit drink market and Frooti has 85%
market share in the tetra pack segment. Made from fresh and premium Indian mangoes, Frooti
has grown to be one of India's top 50 most trusted brands. When Parle Agro launched N-Joi
with real fruits and fresh milk, it not only launched a new healthy beverage, but also created a
whole new category in India. The milk shake claims to contain no preservatives and is full of
nutritional goodness. Its delicious filler and apt quick refreshing nourishment for today's
hectic stressful life.

ORGANIZTIONAL STRUCTURE
An organizational structure is a mainly hierarchical concept of subordination of entities that collaborate and
contribute to serve one common aim. Organizations are a variant of clustered entities. An organization can be
structured in many different ways and styles, depending on their objectives and ambience. The structure of an
organization will determine the modes in which it operates and performs. Organizational structure allows the
expressed allocation of responsibilities for different functions and processes to different entities such as the

19

branch, department, workgroup and individual. Individuals in an organizational structure are normally hired
under time-limitedwork contracts or work orders, or under permanent employment contracts or program orders.

TERRITORY DESIGN
Business of Parle Agro Is divided into following forms:
1.) General retail
2.) Modern Trade
3.) HoReCa
4.) Institutional
Parle Agro has divided its Channel partners into 3 categories:-

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1.) General Trade

a.) Premium Distributor
b.) Normal Distributor
2.) Modern Retail
3.) HORECA & Institutional

PARLE AGRO PRODUCTS

Parle Agro Pvt. Ltd operates under three business verticals: Beverages fruit drinks, nectars, 100%
Juice, sparkling drinks Water Packaged Drinking Water Foods confectionery, snacks

21

1. BEVERAGES Frooti:Launched in 1985 as a mango drink, Frooti is the first beverage to be launched in tetra packaging in India.
Frooti is Indias favorite Mango drink and is ranked amongst the most trusted brands in numerous national
surveys.
Appy Classic: Launched in 1986 as apple nectar and originally available in a white tetra pack with an apple and
leaf graphic, today it comes in black tetra packaging. Appy remains the first apple nectar to be launched in India.
Appy Fizz:Launched in 2005, Appy Fizz is Indias first sparkling apple drink available in a champagne shaped
PET bottle. Considered the Champagne of Fruit drinks
Appy Fizz is a one of a kind product in the beverage market. Recently, Appy Fizz has been given a makeover in
terms of a new packaging.
Saint Juice: Launched in 2008, Saint Juice is available in four variants Orange, Mixed fruit, Grape and Apple.
Saint Juice is 100% juice with no added color, sugar or preservatives.
Grappo Fizz:Launched in 2008, Grappo Fizz is a sparkling grape juice drink. Credited with creating the
sparkling fruit drinks category in India, Grappo Fizz is along the lines of existing product Appy Fizz. It is purplered in color and has no close competition in the market.

22

Hippo:HIPPO is a baked snack with the goodness of wheat. It is available in seven flavors from around the world
- Italian Pizza, Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chili, Yoghurt Mint Chutney, Indian Chatpatta
and Arabian Salted. These baked wheat munchies have no added MSG, no GMO, and no cholesterol and zero
trans-fat.
2.) CONFECTIONARY Mintrox:Mintrox is a hard mint candy. It is available in two flavors - Hard Cinnamon Mint and Hard Menthol
Mint.
Buttercup: Buttercup is a hard boiled candy; it is targeted at kids and adults alike.
Buttercup Softies:A Buttercup softie is a toffee which gives a uniquely chewy & smooth eating experience with
a rich after taste. It is available in 4 variants Strawberry, Coconut, Vanilla and Caramel.
Softies Mithai:Softies Mithai is a toffee. It is available in two flavors: Kaju and Kesar.

PRODUCTS
1.

FROOTI:

23

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.

Mango - Indias national and most premium fruit was a

virtually untapped segment until the year 1985, which saw the launch of Frooti Mango in a
trendy convenient tetra-pack. Frooti Mango is Parle Agros flagship brand and Indias leading
fruit drink with an 85% market share. Now, Frooti also comes in PET bottle packing. Frooti is
like an Indian ambassador and is a hot favorite not only in India but all across the world.
Frooti is the first tetra pack fruit juice in India. Launched in 1984, Frooti still holds a dominant position in the
Rs300 crore tetra pack fruit juice (TFJ) market. Frooti over these years have carved out a niche for itself in the
market.
Changes in tag line over the years
Mango Frooti, Fresh n Juicy has remained the base tagline since the brand launch. In between, the brand has
used new taglines such as:
Frooti - Just like that
Fresh and juicy! What a beauty! Mango Frooti!
Juice up your Life
Accepting that Frooti would perhaps always be identified as Fresh and juicy, Frooti packs currently incorporate
the decades-old tagline, with a minor change, saying, Fresh N Juicy Mango. Even the ad plays the jingle
towards the end. But Frootis brand communication is based around the theme of Why grow up.

24

Product line of Frooti

2.

Frooti 65 ml TCA

Frooti Tetra Pack 200 ml

Frooti Pet 200 ml

01

02

03

Frooti 500 ml

Frooti Pet 1000 ml

Frooti 1500 ml

04

05

06

BAILLEY AQUA:

25

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 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 Indias first real fruit
and dairy fresh milk drink. It contains orchard fresh pulp of mango / strawberry and dairy
fresh healthy low fat cows milk. Its 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.

3.

APPY:

26

An apple drink from Parle, its 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, Appy spells style and exclusiveness which makes it a party favorite in
the upper crust of the society. Appy is made from freshly picked ripe apples sourced from the

Appy Fizz 300ml

Appy Fizz 500ml

Appy Fizz 1000 ml

rich natural environs of Himachal Pradesh. The clear and crisp Appy Nectar is a premium
product available in a 200 ml eas y to pour pull-tab opening pack.
An apple drink from Parle, its 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, Appy spells style and exclusiveness which makes it a party favourite in
the upper crust of the society. Appy is made from freshly picked ripe apples sourced from the
rich natural environs of Himachal Pradesh. The clear and crisp Appy Nectar is a premium
product available in a 200 ml eas y to pour pull-tab opening pack.

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4.) SAINT JUICES:

Saint Apple Juice comes with the natural benefits of green apples. Compared to other varieties of apples, Green
Apples are richer in Vitamin C and are high on fiber content. They are an excellent source of potassium and
antioxidants. The concentrate for Saint Apple Juice is made from carefully selected green apples from the best
orchards in Austria and imported to India.
Saint Juice is being manufactured out of Parle Agro's Hyderabad plant, which has high capacity lines for
manufacturing of one liter Tetra Pak and economy of scale to support the new product.
Saint Apple Juice packs are pristine white and uncluttered, featuring stunning shots of real green apples stacked
unconventionally on top of each other. The unique and distinct packaging lends an international feel to the
product. Available in 1 liter and 200 ml SKU's, the packs are priced at Rs 80 and Rs 15 respectively. Saint Apple
will be available across India with a special focus on metros, mini-metros and the top three cities of every state.

MARKET SHARE:Frooti has 85% market share in the tetra pack segment. With a 40% share of the total biscuit market and a 15%
share of the total confectionery market in India.
Parle Agro has been a trusted name in the beverage industry providing wholesome and healthy agro-based drink
brands. It has successfully launched some of India's leading beverages like Frooti, Appy and N-Joi, and packaged
drinking water, Bailley, over the last two decades. In a country where health consciousness is growing at a rapid
pace, Parle Agro, with its numerous fruit-based drinks, has struck a chord with the masses. It brings to the
consumers the magic of premium quality fresh fruit drinks conveniently packed and available all through the

28

year. Fruit beverages are wholesome, easy to digest, highly refreshing with natural nutritional values as compared
to synthetic and aerated drinks. Parle Agro's Frooti is India's first national mango drink. The mango segment is
95% of the Indian fruit drink market and Frooti has 85% market share in the tetra pack segment. Made from fresh
and premium Indian mangoes, Frooti has grown to be one of India's top 50 most trusted brands. When Parle Agro
launched N-Joi with real fruits and fresh milk, it not only launched a new healthy beverage, but also created a
whole new category in India. The milk shake claims to contain no preservatives and is full of nutritional
goodness. Its delicious filler and apt quick refreshing nourishment for today's hectic stressful life.
Appy, another premium drink from the Parle portfolio, is a deliciously light and refreshing apple drink made from
orchard fresh apples from Himachal Pradesh. It's a favorite with the young generation as a tasty, healthy,
nourishing drink. Parle Agro has also diversified into the fitness industry and has set up fitness centers in Juhu
and Malad in Mumbai with aggressive plans to expand nationally. Says Ms. Nadia Chauhan, Director, Marketing,
"Parle Agro remains committed to refreshing India and constantly caters to the health and quality-conscious
consumer through newer and varied initiatives." Parle Agro is the first to introduce fruit drink in a tetra pack in
India, the first to introduce apple nectar and the first to introduce fruit drinks in PET bottles in India and the first
to develop a real fruit and dairy fresh milk brand.

Share in % of major players in mineral water

Bisleri

48%

Bailley

22%

Aquafina

3%

Kinley

4%

Himalaya

2%

Kingfisher

1.50%

Local

19.50%

29

Share in % of major players of Mineral water

Local; 20%
Kingfisher; 2%
Himalaya; 2%
Bisleri; 48%
Kinley; 4%
Aquafina; 3%
Bailley; 22%

Frooti
Other

85%
15%

Market share in %
Other; 15%

Frooti; 85%

Biscuit

40%

s
Other

60%

30

Market share in %

Biscuits; 40%
Other; 60%

Confection

14%

ary
Others

86%

Market share in %
Confectionary; 14%

Others; 86%

PRODUCT RANGE

31

FROOTI Mango Drink

APPY Apple Drink
APPY FIZZ Carbonated Apple Drink
GRAPPO FIZZ- Carbonated grapes Drink
SAINT JUICE- Fruit Juice
BAILLEY Packaged Drinking Water

COMPETITORS:
MAZZA
SLICE
MANGO SIP
JUMPIN
KINGFISHER
HEALTH PLUS
AQUAFINA
KINLEY
TROPICANA
MINUTE MADE
ACTIVE REAL
Primary Competitive Advantages

Products are manufactured under the most hygienic conditions

The drinks are made available in a Tetra Pak and Pet Bottles
Healthy and nutritious alternative which are also delicious
Access to best quality fruits
Strategically located manufacturing facilities
State-of-the-art manufacturing plants
An extensive distribution network.

Memberships

Agricultural and Processed Food Products Exports Developments Authority

(APEDA)
Federation of Indian Chambers of Commerce and Industry (FICCI)
Project Exports Promotion Council of India (PEPC)
Federation of Indian Export Organizations (FIEO)

32

CHAPTER-III

33

Research methodology

Research:

Viewing a particular phenomenon that already exists is called as Research. In other words, searching and doing
study on any existing substance from the universe is called as Research.

A universe is the total population on which the research study is to be done or is being conducted.

Methodology:

The in the Methodology contains the steps involved in the research, which are used to solve problem of research.

Components of research problem:

There must be an individual or a group of individuals, which has some difficulty or some problems.
There must be some objectives to be attained.
There must be some alternative means to obtain the objectives.
There must be some environment.

Why we study research methodology?

To get an inside about every knowledge.

To determine the association of one activity with another activity.

34

 To determine the characteristics of an individual or a group of individuals or various activities or their

frequency of occurrence.

Importance of research methodology in management:

Helps the managers to take good decisions.

Provide the managers, more knowledge and better information.

Helps the management for new product development.

Availability of improved techniques and tools to meet this need

Helps in customer satisfaction

Types of research:

Two types of research are there.

1) Exploratory research

2) Conclusive research.
Conclusive research is further divided into Descriptive research and Experimentation research.

Sources of data collection:

There are two sources of data collection.

35

Primary sources:

The data are collected directly from the universe by conducting interviews, etc. these are the original sources
from which the researcher directly gathers data which are not previously referred.

Secondary sources:

The data are collected from the secondary sources such as magazines, journals, etc. These sources consist of
already variable data in the form of statements, and reports, which may include sensory reports, financial
statements of the company, reports of governments departments, etc.

Method of data collection:

There are several methods of data collection. The primary sources of data collection are done through
o Observation
o Interviewing
o Questionnaire
Observation is a mode of primary data collection through which we directly get the data from a universe and
based on that data one can carry on the research.

Interviewing is another mode of direct data collection, which provides complete information about the universe.

36

Questionnaire is the method of data collection, which is very much popular, particularly in big cities. Different
modes of questions are put up on the paper and the particular universe, on which the research is conducted, are
asked to fill theirresponses.

QUESTIONNAIRES ARE OF TWO TYPES:

A) Open ended questionnaire
It consists of open ended questions that allow the respondent to answer in their own words. Such
questionnaires revel more because they do not constraint respondent's answers.

B) Closed ended questionnaire

This questionnaire consists of questions that pre-specified all the possible answers, tabulation and
interpretation of such Questionnaires are easier as compare to open ended questionnaire.

Process of research methodology:

There are different steps involved in the process of research methodology. They are as follows:

Formulation of the problem:

Research design

Sources of data collection

37

Determining sample design and sample size

Organizing and conducting field survey

Analysis of data

Research report

Sampling plan:It includes all the information about universe, sample size, sample unit, sampling method, sampling procedure,
and contact method, sampling frame, data processing and place of information.

Sample size- 90
Type of Study- Descriptive Research (Under conclusive Research)
Sampling procedure- Judgment and Convenience Sampling as met personally.

38

Contact method- Personal.

Statistical tools for Data Analysis
1.) Size of products
2.) Packing Cartons (No. of Carton required)
3.) MRP per/unit
4.) Landing cost per/unit
5.) Bar Graph

CHAPTER-IV

39

Q1.Which brand of Nectar you deal most in?

40

BRANDS OF NECTAR

MANGOSIP

SLICE

MAZZA

FROOTI

10

15

20

25

30

35

40

Interpretation:

The Bar Graph shows the different brands of Nectar present in the market. The Hotel segment shows that the
most preferred brand is Frooti followed by Mazza and Slice. The Restaurant Segment shows that most sales are in
Mazza as compared to Slice and Frooti. The caterers segment also leads with maximum sales to Mazza followed
by Frooti and Slice. The brand Mango sip which is the local brand seems to cover very less margin in the market
share.

Q2.Which Company have better distribution network?

41

DISTRIBUTION NETWORK

OTHERS

SLICE(PEPSI.CO.)

MAZZA(COCA-COLA)

FROOTI(PARLE-AGRO)

10

20

30

40

50

60

Interpretation:

From the above Bar Graph it can be stated that the distribution network of Parle-Agro in Hotel Segment is the
best followed by Coca-Cola and Pepsi.co. In the Restaurant segment Coca-Cola leads the competition whereas
Pepsi.co. And Parle-Agro is unable to fulfil the demand at the required time. In the Caterer segment once again
Coca-Cola is able to withstand the leading positions in distribution next is the Parle-Agro and finally are the other
Local Brand.

Q3.Which is your primary market you cover?

42

SEGMENTATION OF MARKET

ELDERLY PEOPLE

YOUTH

TEENAGERS

KIDS

10

15

20

25

30

35

40

45

50

Interpretation:

As inferred from the above Bar Graph Youth is the primary market which is covered by Hotel segment. In the
Restaurants Segment Both youth and the teenagers are near to competition. While in the Caterer segment kids are
more in numbers followed by elderly people which are covered in primary market.

Q4. Do you think that aggressive advertisement further increases the sales volume of Frooti?

43

ADVERTISEMENT OVERVIEW

CATERERS

RESTAURANTS

HOTELS

10

20

30

40

50

60

Interpretation:

From the above Bar Graph it can be interpreted that in the Hotel segment majority of reply is for Yes. In the
Restaurant segment majority of reply is for Yes and in the Caterer segment majority of them are not satisfied with
the statement.

Q5.Which is the most preferred size of the bottle by Retailers?

44

RETAILER'S PREFERENCE

25 LTR

1 LTR

500 MLTR

200 MLTR

10

15

20

25

30

35

40

45

50

Interpretation:

In the Hotel segment the most preferred size of Mineral water is 500 MLTR followed by 200 MLTR. In the
Restaurant segment the most preferred size of Mineral water is 500 MLTR followed by 200 MLTR. Where as in
Caterer segment most preferred size of mineral water is 25LTR.

Q6.What do you feel about the price of Mineral Water compared with other brands?

45

PERCEPTION OF PRICE FOR MINERAL WATER

LOW

MEDIUM

HIGH

VERY HIGH

10

20

30

40

50

60

Interpretation:

In the Hotel segment the price of the Mineral Water is judged to be very high, whereas few of them due to new
customer feel that the price is Medium. In Restaurants segment most of them have intuition that the price is high.
In the Caterer segment there is combined debate upon medium and high because the customer who have shifted
from other brand feel the rate to be high and the premium customer feel to be Medium.

Q7.Which brand is the nearest competitor of Mineral Water in your opinion?

46

COMPETITOR OF BAILLEY

KINGFISHER (UB GROUP)

AQUAFINA (PEPSI.CO)

KINLEY (COCA-COLA)

HEALTH PLUS

10

20

30

40

50

60

Interpretation:
From the above Graph it can be inferred that the competitor of Bailley in Hotel Segment is Aquafina and in
Restaurants segment is Kingfisher due to cheap costing portfolio. Where as in Catering segment again the
competition is with Kingfisher and Aquafina.

Q8.Do advertisements affect your purchase?

47

PURCHASING DECISION
70
60
50
40
30
20
10
0
HOTELS

NO
RESTAURANTS

YES
CATERERS

Interpretation:
In the Hotel segment it can be analyzed that most of the customer are approving the question. In the Restaurant
segment most of the customers are rejecting the statement because of unmatched and huge gap of costing price.
Where as in Caterer segment they have approved the statement.

Q9. Do you agree or disagree that while selling the product your working capital increases?

48

ANALYSIS OF WORKING CAPITAL

STRONGLY AGREE

AGREE

DISAGREE

STRONGLY DISAGREE

10

15

20

25

30

35

40

45

Interpretation:

From the above Graph it can be concluded that half of the Retailers in Hotel segment Disagree with the
statement, while half the quarter approve it. In the Restaurant segment most of them support to Agree with the
statement. Finally in the Caterer segment mostly population strongly approves the statement.

Q10. How do you view Saint Juice?

49

RETAILER'S PERCEPTION TOWARDS SAINT JUICE

ANY OTHER

AID TO PUT OFF THIRST

STATUS SYMBOL

HEALTH DRINK

10

20

30

40

50

60

70

Interpretation:

The Graph states that in the entire segments most of the Retailers treat it as a Health drink while some of them
treat as a Status symbol.

Q11. Which company brand you prefer mostly, serve to customers?

50

RETAILER'S PREFERENCE TOWARDS COMPANIES BRANDS

ACTIVE REAL (DABUR)

SAINT JUICE (PARLE-AGRO)

MINUTE MADE (COCA-COLA)

TROPICANA (PEPSI.CO.)

10

15

20

25

30

35

40

45

50

Interpretation:

From the above Graph it can be inferred that the most preferred brand served by the Retailers in the Hotel
segment as well as Restaurants segment is Active Real. In the Caterer segment most preferred fruit juice is Saint
Juice.

Q12. How long you Stock the same product?

51

PRODUCT SHELF LIFE

<1 YEAR

6<=8 MONTHS

1<=6 MONTHS

>1 MONTHS

10

20

30

40

50

60

70

80

90

100

Interpretation:

It can be inferred that the most of the Retailers would like to sale the product with in a time period of one month.

Q13. How do you rate canned juices as compared to fresh juices?

52

RETAILER RATINGS

ALL ABOVE

HEALTHY WITH PRESERVATIVES

HAVE ARTIFICIAL ADDED FLAVOR

EQUIVALENT TO FRESH JUICES

10

20

30

40

50

60

70

80

Interpretation:

In the Hotel and Restaurant segment more than half of them rate that canned juice have artificial added flavor. In
Caterer segment More than half of them rate all above.

Q14. What induces you to deal with fruit juices?

53

RETAILER INDUCEMENT FOR FRUIT JUICES

VARIETY

TASTE

STATUS SYMBOL

HEALTH DRINK

PRICE WITH QUANTITY

10

20

30

40

50

60

Interpretation:

From the above Graph it can be analyzed that in all the segments most of majority thinks that
Retailers buys the product due to high medicinal value i.e. Health drink.

Q15. Overall rating on all product categories of Parle-Agro?

54

OVER ALL RATING OF PRODUCTS

VERY UNLIKELY

SOME WHAT UNLIKELY

NEUTRAL

SOME WHAT LIKELY

VERY LIKELY

10

15

20

25

30

35

40

Interpretation:

From the above Graph it can be interpreted that 36.66 % of Retailers very much like the Product as they are key
Accounts of the company. Whereas 33.34 % of Retailers only like the product due to its brand name. Majority of
people have neutral Ideology for the product. 6.66% of Retailers do not like the product due to medicinal taste
and shift of product to other brand.

SWOT ANALYSIS
Strength:

55

PARLE Agro effective growth strategy and strong distribution channel due to effective distribution model to
reach interior of the untapped market.
A systematic, planned and quick action taken up which will lead to quick reactions by the HORECA Channels
ultimately is providing a competitive edge to PARLE AGRO.
A dedicated Intellect; Marketing and Distribution team enhances the sales of the Fruit Juices and other fmcg
products.

Moreover,

PARLE

has

monopoly

in

the

market

for its fruits drink FROOTI. PARLE association with the rural and retail market making the fmcg products in
reach of the common man.
Weakness:
The data collected cannot be considered as 100% accurate but it is only an estimated figures gathered by the
various HORECA Channels in the M.P. region.
The analysis so done cannot be regarded as the final as change is the constant thing which happens.
Opportunities:
A huge rural and retail untapped market can be the new platform. Brand image of PARLE AGRO products and it
is the time to increase to product line by introducing other fmcg products.
Threats:
Throat cut competition with Pepsi.co. And Coca-Cola and other Local products in Retail market with respect to
sales margin. Non availability of stock for Rural and Retail market. Carriage problem hinders the distribution,
specifically in rural market.

Findings of the report:

Purchasing power is the most important role to play with in any FMCG organization, as per my project is
concerned it suggests that overall 34% of the Retailers who are purchasing the Parle-Agro Product are
actually spending on the product would be around Rs. 1500 to Rs. 3000 While more than 66% of Retailers
spending is less than Rs. 1500. (Please refer the Annexure for further details)

56

 Credit period should be taken into consideration while working out for working capital.(Please refer the
table no.9 for further details)
Restaurants Segment is not affected by advertising in terms of what they are offered/ induced to purchase.
(Please refer the table no.6 & 8 for further details)
As per my survey suggested that the better distribution network of Parle-Agro should be enhanced to that
extent where its Retailers would reach the maximum satisfaction. (Please refer the table no.2 for further
details)
Parle-Agro is having the suitable distribution Strategy for hotels. Coming to other segment it should treat
Coca-Cola as bench mark and based on that they can start distribution.(Please refer the table no.2 for
further details)
Company wants to design a point of purchase advertising for Caterers with respect to market
segmentation. (Please refer the table no.3 for further details)
Push and pull is most important to understand for the company. (Please refer the table no.4 for further
details)
The existing sales promotion scheme is unable to kill the competitors. (Please refer the table no.7 for
further details)
Company is unable to create and position its brand as fruit juice for Saint Juice. (Please refer the table
no.10 & 14 for further details)
Hotel and Restaurant Segment is unable to fetch Retailer preference towards Companies Brands. (Please
refer the table no.11 for further details)
The Product shelf life is less than a month, thus gives a positive sign toward rise in demand in future.
(Please refer the table no.12 for further details)
37% of Retailers rate the product at the A level, i.e.. Very Likely. (Please refer the table no.15 for
further details)

Recommendation:
The findings of the empirical study indicate that unless the brand to be promoted is in the consideration
set of the consumer, sales promotion by itself is unlikely to have any major impact. Clearly this shows
that managers need to invest into brand building exercise so that his/her brand appears in the
consideration set of the target consumers. Only after this should he spend time, money and energy on
sales promotion activities.
Coca-Cola should be treated as bench mark and based on that they can start distribution network for the
two Channels i.e... Restaurant and Caterers.
A youth centering advertisement should be done. There should be proper mix so that the advertisement
should attract all the channels.

57

Special schemes and work out strategy should be initialized, like meetings, shows, etc
Sales promotion scheme should kill the nearest competitor.
Credit period for caterers should be increased.
Profit margin offered to Retailers should be increased in context to Restaurant segment.
Company should rethink over the proper positioning of Saint Juice as in trade prospective it is considered

to be health conscious drink.

The company should think over the taste preference of its brand, due to lack in its flavor, i.e. medicated
taste.
Proper promotion of brand can increase the sale since there is positive sign of less shelf life, the product
get consumed at faster rate.

Conclusion of the Survey:

The study reflects that the use of sales promotion undeniably has increased over the years in India. Future
holds lot of promise for such schemes across wider range of product-markets. Though Parle-Agro is a
good FMCG organization, is having a good potential in the market than to they are required to make
certain amendments in their existing products and launch a new range of products with different flavor
and taste that will help them in increasing their sales promotion, profit margin and increase their goodwill
in the market with full customer satisfaction.

58

Limitations of the study

We considered at Indore region only because of limited time duration.

Due to this, our sample size is only 90, which is not very large.

Less use of internet.

Respondent may give biased answer due to some lack of information about other brands.
Finding of the study are based on the assumption that the respondents have given correct
information.
All the respondents could not fill their questionnaire on their own due problem of time and
lack of positive behaviour.

The actual information was not disclosed.

59

Bibliography:

BOOKS

Philip Kotler, Marketing Management, 11th edition, Pearson education Asia Publication.
C.R.Kothari, Research Methodology methods & techniques, New Age International (p) ltd. Publishers,
2nd edition.

WEBSITES

http://www.google.com
http://www.yahoo.co.in

http://www.infowaveindia.com
http://www.wikipedia.org
http://www.parleagro.com
http://www.slideshare.com
http://www.frooti.com

60

CHAPTER-V

QUESTIONNAIRE

Sir/Madam,
I am conducting a Survey on Study of HORECA AS AChannel with Special Reference
to Parle-Agro at Indore. Kindly spare some of your valuable time to go through the
questionnaire and give your views on this Topic.
(RAHUL KUMAR)
61

Name: _____________________________________
Address: ___________________________________
___________________________________
Contact No.: ________________________________
GENDER: Male Female
Purchase Order: Rs ________________________________
(Please tick any one of the following options from the Questionnaire)

Product Category:
I.

Frooti:

It is the most popular mango drink since 1985, mostly popular as fresh n juicy.
Q1.) Which brand of soft drink you deal most in?
(a) Frooti

(b) Maaza

(c) Slice

(d) Mango Sip

62

Q2.) Which company have better distribution network.

(a) Parle agro (Frooti)

(b) Coco-Cola (Maaza)

(c) PepsiCo (Slice) (d) Others

Q3.) Which is your primary market you cover?

(a) Kids (Font of Fruit Juice)

(b) Teens (More Experimental)

(c) Youth (Experimental Buying Power) (d) Elderly People

Q.4) Do you think that aggressive advertisement further increase the sales volume of Frooti?
(a) Yes

(b) No

(c) No reply

II.

Bailley Mineral Water

It is a packaged drinking water, the first water brand to be issued ISI Certification.
Q5.) Which is most preferred size of the bottle by customer?
(a) 200ml

(b) 500 ml

(c) 1 Liter

(d) 25 Liter

Q6.) What do you feel about the price of Mineral Water?

(a) Very high
(c) Medium

(b) High
(d) low

Q7.) Which brand is the nearest competitor of Mineral Water in your opinion?
(a) Health Plus (b) Kinley (Coca-Cola)
(c) Aquafina (PepsiCo)

(d) Kingfisher (UB Group)

63

Q8.) Do advertisements affect your purchases?

(a) Yes

(b) No

Q9.) Do you agree or disagree that while selling the product your working capital increases?
(a) Strongly Disagree
(c) Agree

III.

(b) Disagree

(d) Strongly Agree

Saint Juice

Q10.) How do you view Saint Juices?

(a) As a health drink
(c) As an aid to put off thirst

(b) As a status symbol

(d) any other, please specify ________

Q11.) Which company brand you prefer mostly, serve to customers?

(a) Active Real (Dabur)
(c) Saint Juice (Parle-Agro)

(b) Tropicana (PepsiCo)

(d) Minute Made (Coca-Cola)

Q12.) How long you Stock the same product?

a.) Less than 1 month

(b.) 1 to 6 months

c.) 6 to 8 months.

(d.) More than 1 year

Q13.) How do you rate canned juices as compared to fresh juices?

(a) Equivalent to fresh juices

(b) Have artificial added flavor

(c) Healthy with preservatives

(d) all above

64

Q14.) What induces you to deal with Fruit Juices?

(a) Price with quantity(b) Health Drink
(d) Taste

(c) Status symbol

(e) Variety

Q.15) Overall Ratings on all Product categories of Parle-Agro?

(a) Very likely
(d) Somewhat unlikely

(b) Somewhat likely

(c) Neutral

(e) Very unlikely

65