AMITY BUSINESS SCHOOL

In Partial Fulfillment of the Award of Master in Business

Administration
Summer Internship Project Report on

“CONSUMER BEHAVIOUR IN JUICE IND.”

SUBMITTED TO: SUBMITTED BY:

Rahul Srivastava Manushree Chaudhary

MDS MBA (IB) A.B.S

PepsiCo Lucknow Lucknow

 PREFACE

Marketing is known to be as old as history of mankind. Previously it

was known as selling concept but today we call it Marketing concept.

It was largely transaction oriented but it is more relationship oriented

with the different intermediates involve and the customer. Now a

day’s the marketing people think about how they can satisfy need of

the customer by serve them more effectively. Availability refers to

making your product available at the right time at the right place.

Since the purchase of impulse it is very important that the product

should be with in the arm’s reach of the customers. This Research

report revolves around the availability factor and tries to analyze to

What extent the product is in arm’s reach of customer. All the works

done on this project report is confined to my broad objective.

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 ACKNOWLDGEMENT

I feel an immense pleasure in taking this opportunity to express my

sincere indebtedness and deep gratitude towards our respected

faculty guide Mrs. Swati Singh, for encouraging me to work on

this topic and being a constant source of inspiration and guidance.

I express my sincerest thanks for her constant encouragement

,meticulous ,guidance constructive criticism and invaluable

console throughout the conduct of study.

Further I am highly grateful to Mr. Rahul Srivastava and

Mr. Amit Srivastava, who gave their full support and corporation

in getting good understanding of the topic chosen.

Manushree Chaudhary
MBA (IB)

3
 CONTENT

 PREFACE 2
 ACKNOWLEDGEMENT 3
 TABLE OF CONTENTS 4-5
 EXECUTIVE SUMMRY 6

CHAPTER 1:-
INTRODUCTION 7
OBJECTIVE OF THE STUDY 8
SCOPE OF THE STUDY 9

CHAPTER 2:-
INTRODUCTION 11-15
OVER VIEW OF THE COMPANY
-BRAND PEPSI 17-18
-PEPSI MISSION 19-21
COMPANY PROFILE
-PEPSI BACKGROUND 23-25
-PEPSI COMPANY OVERVIEW 26
-MISSON OF THE COMPANY 27
-PEPSI CARES 28-31
-OUR COMMITMENT 32-36
-PEPSICO INTERNATIONAL 37-38
-PEPSICO INDIA 39-40
-PEPSICO FINACIAL POSSION 41-43
-MARKET SHARE 44-50
-BRANDS OF PEPSICO 51-58
-UP COBO 59-61
-BIRTH OF TROPICANA 62-68

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CHAPTER 3:-
METHODOLOGY 69-70
SPECIMAN OR QUESTIONNAIRE 71-72
ANALYSIS 73-88
FINDINGS 89
RECOMMANDATION 90
CONCLUSION 91
BIBLOGRAPHY 92

5
 EXECUTIVE SUMMRY

I did my summer training in PEPSI CO INDIA HOLDING Ltd, which is

of the pioneers of the India beverage market.

Through people are using juices as a health drink in Lucknow as

in other part of India, they have also turned to packed juice available in

open market: this kind of packed juice perceived as more safe and

healthy. The topic was given me is “Consumer behavior in Juice

Industry”.

The objective of my topic is to find out the modern trade

consumer behavior in juice industry as well as awareness of Tropicana.

During the summer training we found out the modern trade market capture

of Tropicana is better in comparison to others.

During the summer training we found out that the price of

Tropicana is little bit expensive than others so some consumer who belong

to medium and lower family do not want to pay more money for the same

product available in less price in the market but in some cases customers are

very careful about their health, therefore they pay money and buy only

branded juices.

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 INTRODUCTION

Summer training is the part of MBA. It is very important for every

student who is doing MBA .It important because during the summer

training the student interact with organization and they learns how the

employee should behave with each other. Student learns all the things

like the way of sitting, the way of talking and the way of impress to

others, which is very important in MBA student, the summer trainee is

going to be manger in the organization.

So being a MBA student I did my summer training in

Pepsi co India holding ltd. In Lucknow. A project was given me and the

topic was “Consumer behavior in juice industry.” In my project I was

suggested to analysis consumer behavior of Tropicana through questionnaire

and was suggested to make a good project report so that it can helpful for the

organization .

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 OBJECTIVE

This project intends to the study of consumer buying behavior at modern

project covers various aspects like consumer behavior, their expectation,

need requirement, present satisfaction level, factor affecting their shop

choices and degree of consumer loyalty for Tropicana in Lucknow.

The objectives of the project are:

• To find out the existing competitors of Tropicana.

• To find out the important factor that affecting customer

satisfaction.

• To find out the consumer perception about packed juice.

• To find out the determinants of Tropicana loyalty of consumer in

Lucknow.

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 SCOPE

The research work aims at studying the sales of Tropicana and other

packed juice is being used by different people and thus finding the market

position of Tropicana and their competitors.

While studying this we have to analyze whether the customer are satisfied or

dissatisfied by the company of packed juice and what are the reasons of

satisfaction or dissatisfaction? And if the consumer is dissatisfied , there

reason could be known so that if possible Tropicana could go on in future to

provide the customer with its solution, which would be free of all the reason

of dissatisfaction.

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Company Introduction

10
 INTRODUCTION
Any drink that is not hard liquor can be referred to as a 'soft drink' however, in

this piece 'soft drink' refers to carbonated, sweetened beverages also known as

soda or soda pop.

Why did people want to drink carbonated water? Well, because bubbling water

was equated with health. Mineral baths had been popular at least since the times

of the ancient Romans. If the waters were good to soak in, the reasoning went

on how much better for you to drink.

Scientists searched for the mysterious cause of these bubbles, and then,

determining carbon dioxide to be the answer, sought a way to infuse plain water

with this gas. Thanks to the efforts of such scientists as Joseph Priestley and

John Nooth, this feat was accomplished. Carbonated water was for sale by the

end of the 1700s; this is how pharmacies, which will prove important later, get

into the picture, by being the supplier of the health-inducing carbonated water.

The urge to flavor this sparkling water came quickly. And the ability to add

flavors were keeping pace; in 1784 citric acid was developed from lemon juice. By

1833, carbonated lemonade was for sale in England. Forty years later, ginger ale

became a popular drink; clear, rather than cloudy like ginger beer, it was a more

attractive beverage. Lemon's Superior Sparkling Ginger Ale has the distinction of

receiving the first US trademark registration in 1871.

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Four years later, in 1875, pharmacist Charles Hires and his bride spent their

honeymoon at a New Jersey farm, where they enjoyed an herb tea made largely

of wild roots. The next year, after experimenting with these flavors on his own,

he offered his "Hires Root Beer Extract" at the Philadelphia Fair. By 1886, it was

available in bottles.

1886 is a key year for soft drink history for other reasons too: Coca-Cola, Dr

Pepper, and Moxie were all introduced to the pharmacy-going public.

Jacob's Pharmacy of Atlanta, Georgia, became the debut site for Coca-Cola.

Conceived of as a headache remedy by pharmacist John Pemberton, the syrup

was sold on a trial basis to William Venable, the counterman at Jacob's. Venable

added a shot of the syrup, made in part from the leaves of the coca plant and the

caffeine-laced juice of the kola nut. In his first year of business, Pemberton made

twenty-five dollars, which didn't quite pay for the almost seventy-five dollars he

spent in advertising.

Moxie, which rivals Coca-Cola in these early years, was the drink with a

difference--the main ingredient is not carbonated water, but rather, the herb

gentian. It's an acquired taste.

The Old Corner Drug Store in Waco, Texas, introduced the artificially flavored

black cherry drink called Dr. Pepper, the "King of Beverages, Free from

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Caffeine". (Caffeine would be added later.) There are, according to the Dr.

Pepper Museum, fifteen stories that tell who developed it and how the drink was

named. Most agree that either Robert Lazenby, a chemist and Wade Morrison,

the pharmacy owner, created the drink. Whatever the facts, the two quickly

became partners in the beverage business. The name allegedly comes from

confederate army doctor Charles Pepper, the man that refused to permit

Morrison to marry Miss Pepper. A few years later, Clicquot Club Ginger Ale,

named for famous Champagne, became the first nationally advertised soft drink.

In 1903, Pepsi-Cola, created as a cure for dyspepsia, went into business. Royal-

Crown Cola debuted in Columbus, Georgia in 1905. Canada Dry Ginger Ale was

introduced in 1908 by John McLaughlin. Its appeal was largely in its pale color;

earlier ginger ales had been dark.

First World War nearly shut down this burgeoning industry; the US Food

Administration deemed it inessential, especially in the face of the severe sugar

shortages. Prohibition (1920-1933) gave it a big push, however. Once hard liquor

was no longer legally available, consumers that desired a flavourful drink

increasingly chose these carbonated beverages. In addition, the advent of sixpacks

of bottled sodas helped the drink find a place at home, as opposed to only

being consumed at the local pharmacy or restaurant.

The industry was dealt a double blow when Prohibition ends since the

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Depression was in full swing. Many smaller companies went out of business. 7-

Up, which was debuted in 1929 as Lithiated Lemon, began to advertise itself as

a great mixer for hard liquor in 1933 when Prohibition ended. Canada Dry

followed suit in 1936, weathering the crisis by developing Tom Collins mix, tonic

water, and club soda.

1933 saw other developments--Coca-Cola began marketing a new fountain

mixer that combines the syrup and water automatically, providing a uniformity of

flavor that individual soda fountains couldn't achieve. Pepsi-Cola began selling

its beverage in 12-ounce bottles, as opposed to the 6- and 8-ounce bottles

preferred by the competition. In 1939, this lead to Pepsi's most famous jingle:

Pepsi Cola hits the spot,

“Twelve full ounces, that's a lot

Twice as much for a nickel, too

Pepsi-Cola is the drink for you.”

During World War II, the US Food Administration limited the access to soft drinks

to the general public. However, the soldier's morale wasn't allowed to suffer so

their access to the sweet drinks was guaranteed by the building of overseas

plants.

The 1960's saw the beginnings of the diet drink industry. No-Cal Ginger Ale was

the first diet soft drink, and was created in 1952 by Kirsch Beverages of

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Brooklyn, New York. Saccharine-sweetened, it was designed for diabetics, not

dieters. Its distribution remains local. In 1962, Diet-Rite Cola, from the Royal

Crown Company, was the first drink sold nationwide. It was sweetened with

cyclamates. Coca-Cola introduces Tab the following Year. Diet Pepsi went on

the market in 1965. In the 1980s, manufacturers started using aspartame, under

the trade name Nutra-Sweet. Consumers liked the more 'natural' taste.

In the 1980s, caffeine-free versions of soft drinks became more popular as well.

Jolt Cola, in the late 1980s, reacted as a backlash movement, proclaiming that it

has twice the caffeine as regular colas. Despite popularity on college campuses,

it never became the household name that the more established companies enjoy. In
the

1990s, clear versions of popular soft drinks enjoyed a brief fad. Fruit juice based soft

drinks began to be more popular.

The soft drink industry has grown steadily since its beginnings, and has

weathered economic downturns, wars, and the health movement; through

constant adaptation and market research, they anticipate and meet the public's

ever-changing taste.

15
OVERVIEW OF

PEPSICO

16
 BRAND-PEPSI

Brand is a goods or services from a known service. A brand such as Pepsi

carries many association in the mind of the brand ambassadors like Shahrukh

Khan (Pepsi khol milega role, „Oye Bubbly. ) Pepsi logo like so. These

association and combination makes cumulatively build up a brand image all

companies strive to build brand strength that is strong favorite brand image.

Putting focus on brand we can reveal out that branding is done by repetitive

enforcement in the psyche of the customers and all the companies try their best

so as to win the loyalty of the customers by satisfying their wants not only

17
completely but perfectly. This is the MANTRA for not only building brand but also

customer retention. We can consider many cases like vegetable oil is still called

„DALDA. by majority of people, it is synonymous for vegetable oil,but it is a

brand. Similarly TATA is using new formula for branding by using the punch line

Namak ho to Tata namak. Places are branded by their exclusive assets like

Agra by TajMahal.

Branding is being developed by many of the channels by way of which the

company reaches the masses or classes like advertisement, sales promotion

, direct marketing, public relations but the most important and integral group that

has impact on the branding of goods or services is on its best when the

expectations of the customers are met by the company. The element of quality

services ,cleanliness and value go together to create what is called brand.

PEPSI as we know has a very good market in Indian market .It is very valuable

and demanding brand .In case of Kanpur city it is also a very demanding brand

in cold drinks .There are several brand Pepsi offers ,all its brands are in demand.

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 PEPSI MISSION

At Pepsi, the mission statement is very simple; “We have absolute clarity about

what we do „WE SELL HIGH QUALITY FOOD AND BEVERAGE PRODUCTS..

Our success will ensure: customers will build their business, employees build

their futures and shareholders build their wealth.” The goals and strategies of

Pepsi directly relate to the mission statement, the company is committed to

delivering sustained growth through empowered people, acting with

responsibility, and building trust. Delivering sustained growth is key for

motivating and measuring Pepsi’s success. This stimulates innovation, places a

value on results, and helps the company understand whether today.s actions will

contribute to our future or harm it. Empowered people means employees have

the freedom to act and think in ways that they believe will get the job done, while

being consistent with the processes that ensure proper governance and being

mindful of the rest of the company.s needs. Responsibility and Trust is about

earning the confidence that other people place in the company. Responsibility

means they take personal and corporate ownership for everything they do. Pepsi

builds trust between employees and others by walking and talking and being

committed to succeeding as a whole.

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The employment structure at Pepsi is a combination of a tall and flat

hierarchy.All the departments and bottling units work independently of each

other and on their own, but yet they all still report to a supervisor above who

approves all major transactions or business functions. Pepsi’s headquarters is

located in Purchase, New York, about 45 minutes north of New York City. The

current CEO is Steven S Reinemund and the company employees over 153,000

employees worldwide. The hiring procedure for Pepsi varies based on the job

desired, an interview process is the norm, but the more important the position

within the company the more interviews, reviews, and aptitude/ability tests are

administered.

Pepsi has an extremely diverse portfolio, which includes much more than soft

drinks. Under the Pepsi brand the portfolio contains: Pepsi/Diet Pepsi, caffeine

free, vanilla, twist, lime and wild cherry. Also there is Mountain Dew, Diet Mt

Dew, Caffeine free, Code Red, Pitch Black, and Live Wire. Sierra Mist, Sierra

Mist Free, Mug Root Beer, Lipton Brisk Tea.s Lemon, Raspberry, Fruit Punch

are also included on the soft drink side. Pepsi also owns Tropicana, which

includes orange juice and flavored juices. Also in Pepsi.s portfolio is Lay.s,

which includes Frito.s, Cheeto.s, Lays Potato Chips, Tostitos, Doritos, Sun

Chips, Funyons, Ruffles, and all the different flavors of these products. Quaker

20
is also in Pepsi.s diverse portfolio with items such as Captain Crunch cereal,

Quaker Oats, and Gatorade. Also included are the Starbucks brand items such

as Cappuccino singles found on grocery store shelves, Dole brand juices,

Aquafina bottled water, SoBe Beverages, Cracker Jack, and GrandMa.s

Cookies.

Pepsi currently has a 26% hold on market share in the soda industry, making

them number two behind Coke. Pepsi is also the category leader in Sports

drinks, chilled juice, bottled water, ready to drink tea, enhanced water, and ready

to drink tea. They are number two in energy drinks as well. The following is a

simple comparative income statement for Pepsi from 2003-2004, followed by pie

charts representing the numbers graphically, all values are in millions except for

earnings per share amounts.

To be world.s premier Consumer Products Company focused on convenient

Foods and Beverages. We seek to produce healthy financial rewards to

investors as we provide opportunities for growth and enrichment to our

employees, our business partners and the community in which we operate and

in everything we do, we strive for honesty, fairness and integrity.

21
COMPANY PROFILE

22
 PEPSI’S BACKGROUND
Pepsi-Cola was first made in New Bern, North Carolina in the United States in

the early 1890s by pharmacist Caleb Bradham. On August 28, 1898, "Brad's

drink" was changed to "Pepsi-Cola" and later trademarked on June 16, 1903. As

Pepsi was initially intended to cure stomach pains, Bradham coined the name

Pepsi from the condition dyspepsia (Stomachache or indigestion). It was made

of carbonated water, sugar, vanilla, rare oils, and kola nuts.

In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore into a

rented Warehouse; this year Bradham sold the original recipe included the

enzyme pepsin is disputed.7,968 gallons of syrup. The next year, Pepsi was sold

in six-ounce bottles and sales increased to 19,848 gallons.

In 1905, Pepsi received its first logo redesign since the original design of 1898.

In 1909, automobile race pioneer Barney Oldfeild endorsed Pepsi-Cola in

newspaper ads as "A bullydrink...refreshing, invigorating, a fine bracer before a

race".

In 1923, PepsiCo went bankrupt due to high sugar prices as a result of World

War I, assets were sold and Roy C. Megargel bought the Pepsi trademark. Eight

years later, the company went bankrupt again, resulting in a reformulation of the

Pepsi-Cola syrup formula.In the following years, the drink gained in popularity

23
and in 1934, debuted the 12-ounce drink.

In 1964, the Diet Pepsi variation of the drink debuted, being the United States's

first national diet soft drink.

In 1980, Pepsi introduced the Pepsi Challenge marketing campaign where

PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-Cola. During

these blind taste tests the majority of participants picked Pepsi as the better

tasting of the two soft drinks. Pepsi took great advantage of the campaign with

television commercials reporting the test results to the public.

In the mid-1990s, Pepsi launched the highly successful Pepsi Stuff strategy, its

largest marketing program ever. In its first year, Pepsi Stuff significantly

outperformed Coke's much-anticipated Atlanta Olympic Summer with growth 3

times larger than Coke's and 2 points of share gained by Pepsi. Pepsi Stuff built

consumer brand loyalty by allowing people to collect Pepsi Points from packages

and cups and redeem them for high-quality merchandise and unique

experiences. Based on Pepsi Stuff's success, the company expanded it to

include Mountain Dew and into many international markets. PepsiCo continued

and expanded Pepsi Stuff for many years. Promo magazine listed 16 "Ageless

Wonders" campaigns that "helped redefine promotion marketing." Included for

2002 is while some claim that Pepsi tastes identical to Coca-Cola, others say

24
they can detect a difference. In the past, the difference in taste between Pepsi

and Coca-Cola's Coke was even greater than it is today. When the Pepsi taste

became more popular, Coca-Cola adapted their drink to be closer to the

American taste of Pepsi (New Coke). Although Pepsi claimed this a victory for

their brand of cola, Coca-Cola soon reverted because, while testing showed the

taste of the new Coke was better, consumers preferred Coca- Cola to stay the

same. Coke outsells Pepsi in the US overall because Coke is sold exclusively in

more locations, such as restaurants that sell Coke, but not Pepsi. In locations

where Pepsi and Coke are sold side-by-side (such as Supermarkets and

Convenience Stores), Pepsi generally outsells Coke in the US.

25
 PEPSICO COMPANY OVERVIEW

PepsiCo is a world leader in convenient foods and beverages, with 2004

revenues of more than $29 billion and 153,000 employees. The company

consists of Frito-Lay North America, PepsiCo Beverages North America,

PepsiCo International and Quaker Foods North America. PepsiCo brands are

available in nearly 200 countries and territories and generate sales at the retail

level of about $78 billion.

Many of PepsiCo's brand names are more than 100-years-old, but the

corporation is relatively young. PepsiCo was founded in 1965 through the

merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and

PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.

PepsiCo offers product choices to meet a broad variety of needs and preference

from fun-for-you items to product choices that contribute to healthier lifestyles.

26
 MISSION OF THE COMPANY

PepsiCo.s mission is “To be the world's premier consumer Products Company

focused on convenient foods and beverages. We seek to produce healthy

financial rewards to investors as we provide opportunities for growth and

enrichment to our employees, our business partners and the communities in

which we operate. And in everything we do, we strive for honesty, fairness and

integrity.”

27
 PEPSICO CARES

Providing consumers with balance and choice

PepsiCo India.s expansive portfolio includes iconic refreshment beverages Pepsi

, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options– Diet Pepsi

and 7Up Light, hydrating and nutritional beverages such as Aquafina drinking

water, isotonic sports drinks - Gatorade, and 100% natural fruit juices and juice

based drinks – Tropicana and Slice. Our local brands – Lehar Everess Soda,

Dukes Lemonade and Mangola complete our diverse spectrum of brands.

PepsiCo.s snack food company, Frito-Lay, is the leader in the branded potato

chip market and was amongst the first companies to eliminate the use of trans

fats and „msg. in its products. It manufactures Lay.s potato chips, Cheetos

extruded snacks,Uncle chips and traditional namkeen snacks under the Kurkure

and Lehar brands. Quaker Oats, Lehar Lites,low fat and roasted snack options

enhance the choices available to the growing health and wellness needs of our

consumers.

28
Partnership with farmers

Through its major agri-initiatives in Punjab, Maharashtra, U.P. and West Bengal,

PepsiCo has laid down the ground work for the long term economic and social

prosperity for farmers in the country. PepsiCo.s pioneering contract farming

initiatives across the country and expansive citrus nursery in Punjab have

generated sourcing tie-ups with farmers and introduced them to new

technologies in citrus farming. Along with capacity building, knowledge sharing

and emphasis on value enhancement, the initiatives have led to better price

realization for thousands of farmers across the country, improved the prices and

enhanced the quality of their crops which include basmati rice, tomatoes, chilli,

potatoes, peanuts and corn.

PepsiCo India generates exports of more than Rs.2,600crore annually making it

one of the largest MNC exporters in India. Its export business consists of three

categories – agri business, commodities and Pepsi system sales.

29
Replenishing water and recycling waste

PepsiCo India supports many sustainable projects to empower and serve the

society it works in. The conservation efforts in our plants reflect our commitment

to promote rain water harvesting, water conservation, recycling and the reduction

of effluent discharge. We also work closely with community members in our Zero

Waste Centre in TamilNadu. In addition to this initiative which provides

employment to vital sections of society, we have established PET recycling

supply chains to further reduce solid waste.

Enriching and Empowering Lives

The company.s diverse work environment is a reflection of the importance that it

30
places on its people. PepsiCo continues to create a diverse and inclusive work

environment which embraces people from different backgrounds. To help our

employees, their families and all our associates join the fight against HIV,

PepsiCo has worked with the ILO to implement an extensive HIV prevention and

awareness programme. The organisation.s focus on people is extended to

communities across the country. The company has developed a seaweed

cultivation programme in TamilNadu and has dedicated resources to administer

medical camps in villages, provide computers in rural schools and create

opportunities for youth and women affected by the tsunamis through its

Livelihood Resource Centre in Nagapattinam. Our Community Outreach

Programmes address issues of health, sanitation, and the provision of clean

water to rural communities and reflect our strong commitment to help make

tomorrow better than today.

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 OUR COMMITMENT

Our values reflect our aspirations - the kind of company we

want Pepsico to be. We express our values in the form of a

commitment.

Our commitment is:

Sustained Growth is fundamental to motivating and measuring our success.

Our quest for sustained growth stimulates innovation, places a value on results,

and helps us understand whether today.s actions will contribute to our future. It is

about growth of people and company performance. It prioritizes making a

difference and getting things done.

32
Empowered People means we have the freedom to act and think in ways that

we feel will get the job done, while being consistent with the processes that

ensure proper governance and being mindful of the rest of the company.s needs.

Responsibility and Trust form the foundation for healthy growth. It.s about

earning the confidence that other people place in us as individuals and as a

company. Our responsibility means we take personal and corporate ownership

for all we do, to be good stewards of the resources entrusted to us. We build

trust between ourselves and others by walking the talk and being committed to

succeeding together.

Guiding Principles

This is how we carry out our commitiment. We must always strive to:

Care for customers, consumers and the world we live in. We are driven by

an intense, competitive spirit in the marketplace, but we direct this spirit toward

solutions that achieve a win for each of our constituents as well as a win for the

corporation. Our success depends on a thorough understanding of our

customers, consumers and communities. Caring means going the extra mile.

Essentially, this is a spirit of growing rather than taking.

Sell only products we can be proud of the test of our standards is that we

must be able to personally endorse our products without reservation and

consume them ourselves. This principle extends to every part of the business,

33
from the purchasing of ingredients to the point where our products reach the

consumer.s hands.

Speak with truth and candor. We speak up, telling the whole picture, not just

what is convenient to achieving individual goals. In addition to being clear,

honest and accurate, we take responsibility to ensure our communications are

understood.

Balance short term and long term. We make decisions that hold both shortterm

and long-term risks and benefits in balance over time. Without this balance,

we cannot achieve the goal of sustainable growth.

Win with diversity and inclusion. We leverage a work environment that

embraces people with diverse backgrounds, traits and different ways of thinking.

This leads to innovation, the ability to identify new market opportunities, all of

which helps develop new products and drives our ability to sustain our

commitments to growth through empowered people.

34
 QUALITY POLICY

Pepsi is one of the safest beverages you can drink today. We

follow regulations laid down by the Indian government which are amongst

the world's most stringent. Pepsico India is in full compliance one quality

standard for Pepsi globally.

Indian regulations are amongst the world's best

Over the past few years the soft drink industry has worked with the Government

of India, the scientific community and NGOs to establish stringent science-based

regulations. The new regulations for carbonated soft drinks notified by the Health

Ministry on July 15, 2004 are comparable to the most stringent international

regulations, including that of the European Union. All PepsiCo products in India

meet these regulations.

Our beverages are safe

Our products comply with the Prevention of Food Adulteration Act (PFA)

35
directive on the use of water in the preparation of soft drinks. We also comply

with the Bureau of Indian Standards (BIS) for packaged drinking water. We use a

six-stage water purification process to deliver this standard consistently.

The pesticide question

NO manufacturer of food products adds pesticides to their products.

Do we live in a pesticide free world?

NO Pesticides are used to protect agricultural crops from insects and pests.

Minute quantities of these pesticides enter the ground water and remain in the

agricultural crops which ultimately find their way into our food.

Do pesticide residues compromise safety of food products? NO

Recognizing that pesticide residues are present in the food chain, international

agencies like WHO and national authorities establish strict norms based on their

experience and scientific research.

Is the safety of soft drinks compromised by pesticide residues? NO

Independent government data has shown that pesticide residues present in soft

drinks are at safe levels.

36
 PEPSICO INTERNATIONAL
Pepsi-Cola began selling its products outside the United States and Canada in

the mid-1930s, opening in the United Kingdom in 1936. Operations grew rapidly

beginning in the 1950s. Today, PepsiCo beverages are available in more than

170 countries and territories. Brands include Aquafina, Gatorade and Tropicana.

In addition to brands marketed in the United States, PepsiCo International

brands include Mirinda, Seven-Up and many local brands.

PepsiCo began its international snack food operations in 1966. Today, products

are available in nearly 170 countries. Often PepsiCo snack food products are

known by local names. These names include Gamesa and Sabritas in Mexico,

Walkers in the United Kingdom, Simths in Australia, Matutano in Spain, Elma

Chips in Brazil, and others. The company markets Frito-Lay brands on a global

level, and introduces unique products for local tastes.

PepsiCo International
. PepsiCo is a world leader in convenient foods and beverages, with 2005

revenues of more than $32 billion and more than 157,000 employees across the

world.

. PepsiCo manufactures more than 16 world renowned brands including Pepsi

cola, Diet Pepsi, 7Up, Mirinda (Orange & Lemon), Mountain Dew, Slice,

37
Tropicana fruit juices, Aquafina packaged drinking water, Gatorade, Lehar

Evervess Soda, Dukes Lemonade and Mangola

. Group companies include Frito-Lay North America, PepsiCo Beverages North

America, PepsiCo International and Quaker Foods North America

. PepsiCo brands are available in nearly 200 countries and territories

. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay

. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats

Company in 2001.

38
 PEPSICO INDIA
Pepsi is one of the most well known brands in the world today available in over

160 countries. The company has an extremely positive outlook for India.

"Outside North America two of our largest and fastest growing businesses are in

India and China, which include more than a third of the world's population."

(PepsiCo.s annual report, 1999)

This reflects that India holds a central position in Pepsi's corporate strategy.

India is a key market for PepsiCo, and at the same time the company has added

value to Indian agriculture and industry. PepsiCo entered India in 1989 and is

concentrating in three focus areas - Soft drink concentrate, snack foods and

vegetable and food processing.

Faced with the existing policy framework at the time, the company entered the

Indian market through a joint venture with Voltas and Punjab Agro Industries.

With the introduction of the liberalization policies since 1991, Pepsi took

complete control of its operations. The government has approved more than

US$ 400 million worth of investments of which over US$ 330 million have

already flown in.

One of PepsiCo's key strategies was to develop a completely local management

team. Pepsi has 19 company owned factories while their Indian bottling partners

own 21. The company has set up 8 Greenfield sites in backward regions of

39
different states. PepsiCo intends to expand its operations and is planning an

investment of approximately US$ 150 million in the next two-three years.

PepsiCo India
• PepsiCo India has 40 bottling plants in India

• PepsiCo generates direct employment for more than 4000 people in India and

indirect employment for 60,000 people

• Sells more than 200 million crates annually

• PepsiCo generates estimated annual retail sales of U.S$700 million in India

• PepsiCo's annual exports from India are worth over U.S$60 million

• PepsiCo has invested U.S$1.5 million investment to cooperatively develop a

comprehensive agro technology program in partnership with the Punjab

government to help farmers improve the quality and yield of their crops

• PepsiCo supports sea weed cultivation projects in TamilNadu which provide

members of women's self help groups with sustainable livelihoods

• PepsiCo has established zero waste centers and PET recycling supply chains

40
 PEPSI FINANCIAL POSITION
PepsiCo Reports 13% First-Quarter Earnings Per Share Increase, Driven

by 9% Revenue Growth.

PepsiCo reported a 13% increase in first-quarter earnings per share to $0.60,

fueled by a 9% increase in net revenue, with each of the Company's operating

Divisions contributing to both top- and bottom-line growth.

Chairman Steve Reinemund said, "We continue to see solid top-line momentum

across our businesses, driven by product innovation and strong marketplace execution.

Importantly, we're also seeing good profit performance despite continued pressure

from inflation in some of our key input costs. Overall, we're very pleased with the

results in the quarter, and remain confident in the outlook for 2006."

FRITO-LAY NORTH AMERICA (FLNA) GENERATED 6% REVENUE

GROWTH ON STRONG SUN CHIPS AND TOSTITOS PERFORMANCE AND

GROWTH IN OTHER MACRO SNACKS.

Net revenue grew 6%, reflecting volume growth of 2%, positive effective net

pricing and favorable mix, and despite the unfavorable impact from a shift in the

timing of the New Year's and Easter holidays.

FLNA's revenue growth was led by strong double-digit growth in Sun Chips

multigrain snacks and Quaker Chewy granola bars and rice cakes, high-single-

41
digit growth of Tostitos tortilla chips, and mid-single-digit growth of Cheetos

cheese snacks. Revenue growth was offset somewhat by a mid-single- digit

decline in trademark Doritos. Trademark Lay's revenue increased low- single

digits.

Operating profit grew in line with revenue growth reflecting the revenue gains

and the impact of increased labor and benefits charges and higher costs for

cooking oil.

PEPSICO BEVERAGES NORTH AMERICA (PBNA) VOLUME INCREASED

5% ON CONTINUED STRENGTH IN NON-CARBONATED BEVERAGE

PERFORMANCE.

Volume grew 5% in the quarter, with the division's non-carbonated beverage

portfolio increasing 18% and carbonated soft drinks (CSDs) declining 1%. The

results for the quarter also reflect a slightly unfavorable impact from a shift in the

timing of the Easter holiday.

Non-carbonated beverage performance was driven by double-digit growth in

Gatorade thirst quencher, trademark Aquafina, Lipton ready-to-drink teas and

Propel fitness water.

The decline in CSD volume reflects a low-single-digit decline in trademark Pepsi

offset somewhat by a low-single-digit increase in trademark Mountain Dew and a

slight increase in trademark Sierra Mist. Across the brands, both regular and diet

42
CSDs experienced low single-digit declines.

Net revenue reflected volume growth, a positive mix impact from the strong

performance of the non-carbonated beverage portfolio, increased pricing, and

the timing of concentrate shipments to bottlers. This growth was offset partially

by higher trade spending.

Operating profit growth lagged revenue growth in the quarter principally reflecting

higher orange and energy-related costs, the favorable resolution in 2005 of estimated

marketing accruals, and higher selling, general and administrative costs.

43
 MARKET SHARE

Company sales do not reveal how well the company is performing relative to

competitors; .For this purpose, management needs to track its market share. If

the company's market share goes up, the company is gaining on competitors, if it

goes down the company is losing relative; to competitors.

Defining and Measuring Market Share

The first step in using market share analysis is to. define which measure (s) of

market share will be used. Four different measures are available.

Overall Market Share: The Company's overall market share is its sales

expressed as a percentage of total market sales. Two decisions are necessary

to use this measure. The First is whether to use unit sales or dollar sales to

express market share. The other decision has to do with defining the total

market. For example, Harley Davidson's share of the America motorcycle market

depends on whether motor scooters and motorize bikes are included. If yes,then

Harley Davidson's share will be smaller.

44
Served Market Share

The Company.s served market share is its sales expresses as percentage of the

total sales to its served market. Its served market is all the buyers who would be

able and willing to buy its product. If, Harley Division only produces and sells

expensive motorcycles on the East Coast, its served market share would be its

sales as a percentage of total sales of expensive motorcycle sold on East Coast.

A company's served market share always then its over all market share. A

company could capture 100% of its served market an yet have a relatively small

share of the total market.

A company's first task is to win the lion's share of its served market. As it

approaches this goal, it should add new product lines and territories to enlarge

its served market.

Relative Market Share (to Leading Competitor): Some companies track their

shares as a percentage of the leading competitor's sales. A relative market share

greater than 100% indicates a market leader. A relative market share of

exactly 100% means that the firm is tied for the lead. A rise in the company's

relative market share means that it is gaining on its leading competitor.

After choosing which market share measure (s) to use the company must collect

the necessary data. Overall market share is normally the most available

45
measure since it requires only total industry sales, and these are often available

in government or trade association publications. Estimating served market share

is harder, it will be affected by changes in the company's product line and

geographical market coverage among other things. Estimating relative market

shares is still harder because the company will have to estimate the sales of

specific competitors who guard these figures. The company has to use indirect

means. Such as learning about competitor's purchase rate of raw materials or

the number of shifts they are operating. In the consumer -goods area, individual

brand shares are available through syndicated store and are losing relative to

competitors.

There conclusions from market-share analysis however, are subject to certain

qualifications.

The Assumption that company's performance should be judged against the

Average performance of all Companies Is Not Always Valid L: A company's

performance should be judged against the performance of its closest

competitors.

If new firm enters the Industry, then every existing firm's market share might fall:

A decline in a company's market share might not mean that the company is

performing any worse than other companies. A company's share loss will

depend on the degree to which the new firm hits the company's specific markets.

46
Sometimes a market -share decline IS deliberately engineered by a company to

Improve profits: For example, management might drop unprofitable customers or

product to improve its profits.

Market share can fluctuate for many minor reasons: For Example, market share

can be affected by whether large sale occurs on the last day of the month or at

the beginning of the next month. Not all shifts in market share have marketing

significance. Managers must carefully interpret market -share movements by

product line customer type reason and other breakdowns.

A useful way to analyze market -share movements is terms of four components:

Overall
Market Share = Customer Penetration*Customer Loyalty *Customer Selectivity*Price Selectivity

Where:

Customer penetration is the percentage of all customers who buy from this

company.

Customer loyalty is the purchases from this company by its customers

expresses as a percentage of their total purchases from all suppliers of the same

products.

Customer selectivity is the size of the average customer purchase from the

company expressed as a percentage of the size of the average customer

purchase from an average company.

47
Price selectivity is the average price charged by this company expressed as

percentage of the average price charged by all companies.

Now suppose the company's dollar market share falls during the period. The

above equation provides four possible explanations. The company lost some of

its customers (lower customer penuriousness). Existing customers are buying a

smaller share of their total supplies from this company (lower customer loyalty).

The company's price has slipped relative to competition (lover price selectivity).

By tracking these factors through time, the company can diagnose the

underlying cause of market -share. Suppose at the at the beginning of the

period, customer penetration was 60% .customer loyalty 50% customer

selectivity 80% and price selectivity 125% According to above equation the

company's market share fell to 27%. In checking the company finds customer

penetration at 55% customer loyalty at 50% customer selectivity at 75% and

price selectivity at 130% clearly, the market -share decline was due mainly to

loss of customers (fall in customer penetration) who normally made larger -than -

average purchases (fall in customer selectivity). The manager can now

investigate why these customers were lost.

Defending Market Share

While trying to expand total market size the dominant must continuously defend

its current business against rival attacks. The leader limes a large elephant being

48
attacked by a swarm of ess. The largest and nastiest bee keeps buzzing

aground the leader Pepsi-Cola must constantly guard against Coca-Cola Gillette

against Bic, Hertz against avis, and Mc Donald.s against Burger King General

Motors against. Ford and Kodak against Fuji.

49
 EXPENDING MARKET SHARE

Market leaders can improve their profitability further through increasing their

market share. In many markets, one share point is worth tens of millions of

dollar. A one -share point gain in coffee is worth $48 million and in soft drinks,

$120 million No wonder normal competition has turned into marketing warfare.

Some years ago, the Strategy Planning Institute launched a study called profit

Impact of Market strategy (PIMS) which sought to identify the most important

variables affecting variables affecting profit Data were collected from hundreds of

business units in a variety of industries to identify the most important variables

associated with profitability the key variables included market share product

quality and several other.

They found that company's profitability (measured by pretax. ROI) rise with its

relative market share of its served market.

50
51
52
53
54
55
56
57
58
 UP COBO
UP COBO comes under North Operations Marketing Unit. The whole UP

COBO is managed by Lucknow Regional Head Office (RHO).

There are six territories which come under UP COBO are shown in the chart

below:-

All the six territories which come under UP COBO are controlled by Lucknow unit office.

Every territory or sales office is controlled by TDM (Territory Development Manager

or TDM) with direct support from Marketing Development

Manager posted at Unit office. Under the TDM, there is a team of CE's and ADC's.

59
There are five warehouses which come under UP COBO:-

All the warehouses under UP COBO are controlled by Lucknow head office. Every

warehouse is controlled by CAC (Customer Accounts Co-coordinator). Warehouses are

mainly used for storing the finished Pepsi products, from where the distribution takes

place through direct and indirect routes .All the warehouse process is managed by

warehouse manager.

60
KEY PERSONS IN UP COBO ARE :-

UNIT MANAGER Mr. Sudhir Pradhan

UNIT FINANCE MANAGER Mr. Ramakanth Iyer

MARKETIN DEVELOPMENT MANAGER Mr.Deepak Grover

PRODUCT AVAILABLITY MANAGER Mr. S. Chakraborty

PLANT MANAGER-

JAUNPUR Mr. Vimal Kathiyar

SATHARIA Col. Basant
Maheshwari
BAZPUR Mr. Sandeep
Bhargav

TDM Mr. Nitin Bhandari

ADC Mr. Amol Sharma & Mr. Rakesh Shukla
AC Mr. Neel Kamal

WAREHOUSE MANAGER Mr. Hari Om Pathak

61
 BIRTH OF “TROPICANA”

1947-1951: A
Business
Blossoms
In the late 1940s, Anthony Rossi was an entrepreneur in search of the ideal
business. He was always interested in fine food, presented to please the eye as
well as the palate. So, with typical Rossi artistry and care he began to prepare gift
boxes of Florida citrus. Despite intense competition, his reputation for quality and
creativity grew. Soon he was selling the boxes to department stores, including
Macy's and Gimbel's in New York City.

Still, he was not satisfied. How could he improve quality and reduce costs, to make
his gift boxes even more desirable? He was buying citrus from retail supermarkets
in Miami. If he could get closer to the trees, he reasoned, the fruit and the profits
would be sweeter.

He purchased the Overstreet Packing Company in Palmetto, Fla., renamed it the

Manatee River Packing Company, and began to buy fruit directly from the groves.

His gift boxes of Florida citrus were now fresher, more popular and more profitable
than ever. But since only the largest fruit was selected for the gift boxes, a lot of
smaller fruit was going to waste. To Mr. Rossi, this was not a problem. It was an
opportunity. He would squeeze the smaller oranges into juice, and then ship it to
the Northeast along with fresh fruit sections.

With this goal in mind, Mr. Rossi moved his packing operation from Palmetto to
Bradenton and formed Fruit Industries, Inc. - the company that was to become

62
Tropicana. At first, the Florida Citrus Commission denied the company a license to
package and ships its products, convinced that the fruit and juice would spoil on
its journey north. But through trial and error, Mr. Rossi and his employees

developed a process of packaging orange and grapefruit sections aseptically in

glass containers, and the license was granted.

The company began to ship jars of sectioned fruit and fresh juice to hotels and
restaurants in specially-modified refrigerated trucks. Ingredients for the fresh fruit
salads on the menu of New York's famed Waldorf-Astoria Hotel were supplied by
Fruit Industries; the hotel had a standing order for 1,000 gallons of juice and fruit
jars each week.

At the Bradenton plant, Mr. Rossi employed about 50 people. Wearing white
uniforms and rubber gloves, they sectioned the fresh fruit by hand over stainless
steel counters and packed it carefully into glass jars. First layers of grapefruit
sections, then oranges. In the 'fruit salad' jars, they added slices of pineapple. This
attention to quality and detail became the hallmark of the company.

Shipping fresh fruit segments and juice to the Northeast proved so successful that
Mr. Rossi discontinued production of his fruit gift boxes. He had changed the way
Northerners bought and enjoyed Florida citrus. But another revolution was
dawning for the citrus industry. The post-World War II era was ushering in the
baby boom and the growth of the suburbs. Busy families kept their new
refrigerator-freezers stocked with frozen dinners and, beginning in the late 1940s,
frozen concentrated orange juice.

Mr. Rossi saw this new development as a natural extension of his fruit and juice
business. And he began to search for new, larger facilities
and more land so the company could continue to grow.

63
1952 – 1957 Launching
a Leader
In the fast-growing food industry of the 1950s, the upstart
company from Bradenton, Florida was already making waves.

Frozen concentrated juice packages, emblazoned with the lively

character of Tropic-Ana, were consumer favorites in supermarket
cases across America. To help keep up with demand, Fruit
Industries moved to a larger facility in 1953, the former Florida Grapefruit Canning
Plant. The location is the current headquarters of Tropicana.

But despite phenomenal growth, there were still new markets to explore and new
products to develop. In keeping with its goal of using every part of the fruit, the
company invested in machinery to convert citrus peel, pulp and seeds into
nutritional cattle feed.

In the early 1950s, if Americans wanted orange juice, they had a simple choice.
They could mix frozen concentrate with water, or occasionally - depending on the
season and availability - they could squeeze their own oranges. Although most
people in the food industry believed that distributing large quantities of fresh
chilled juice was virtually impossible, Mr. Rossi was convinced that there must be a
way.

Although he had successfully shipped relatively small amounts of juice to hotels

and restaurants, he knew his early methods would not allow him to mass market
the juice. The challenge was to find a technique for extending shelf life while

64
retaining fresh taste. Mr. Rossi's answer was flash pasteurization-raising the
temperature of the juice for a very short time.

1958 – 1968
Charting a
Course
In 1961, the S.S. Tropicana made its final voyage delivering chilled orange juice to
New York. While the ship could get Tropicana's products to market quickly, the
juice still had to be put into cartons in New York. So the company found a way to
package its juice at Tropicana headquarters, and then ship the packaged product
directly from Bradenton.

Fruit sections and juice had been shipped in glass jars in the early days of Fruit
Industries. Glass was still a good way to package juice for distant markets, but the
volume of juice the company was selling in the 1960s couldn't be packaged rapidly
enough using existing methods.

Once again, Tropicana charted a new course for the citrus industry-high-speed
vacuum-packing. Filling and sealing large quantities of jars quickly was the key to
quality. A dedicated team of Tropicana engineers developed the first commercially
acceptable high-speed glass packaging line ever devised for food products. In the
1960s Tropicana made history once again, by becoming the first company to sell
bottled Florida orange juice overseas.

The company received its first international order-for 14,000 cases of Tropicana®
orange juice-at a European food industry trade fair in 1965. France was the first
country outside North America to enjoy Tropicana® products.

65
1969 – 1977 Sharing
Success
In 1969 stock in Tropicana Products, Inc. was first
sold over the counter. The company was soon listed
on the New York Stock Exchange. Mr. Rossi called
the development "a real milestone in our
history."

For the first time, the American public could share

in the company's success. The infusion of capital helped Tropicana begin a period
of even more rapid growth.

An important part of the company's strategy had always been the constant search
for new ways to package and distribute its products. Another major goal was to
increase Tropicana's self-sufficiency. The late 1960s and early 70s saw a number
of advancements in both of these areas that helped strengthen the company's
leadership position.

Another breakthrough was Tropicana's Great White Train, the first unit train in the
food industry. The train, which made its inaugural run to the Northeast in 1970,
was later painted orange to better advertise its famous cargo. The train is still in
operation today. Tropicana began making its own boxes in 1972, another
important step in decreasing its dependency on outside suppliers. By the 1990s
the box plant produced over 4 million boxes each week.

By the mid-1970s Tropicana was creating most of its own packaging; controlling
its distribution methods in new, even more efficient ways; and expanding its

66
market throughout the United States, the Bahamas, Bermuda, the West Indies
and several European countries. Carefully nurtured for 30 years, Tropicana had
matured into one of the most respected
companies in America.

1978 - 1987
By the late 1970s, Tropicana's success was being studied on Wall Street and in
corporate boardrooms across the nation.

Major business magazines-including Forbes, Fortune and Business Week-profiled

Tropicana and noted the company's tremendous growth. Mr. Rossi resisted
overtures from several major corporations, including Philip Morris, looking to
expand its holding in the food industry; PepsiCo, seeking another way to compete
with arch-rival Coca-Cola and its juice products; and Kellogg, dreaming of serving
America orange juice along with its famous breakfast cereals.

But another company had its eye on Tropicana, too. Beatrice Foods, a Chicago-
based conglomerate whose products included Dannon Yogurt, County Line Cheese
and Martha White Flour, was known for letting the local management of each of its
over 400 companies make most of their own major decisions.

Mr. Rossi, who was very protective of the company he had led for over 30 years,
believed that Beatrice was the best suitor, and that the time was finally right. In
1978 Beatrice acquired Tropicana Products, Inc. As part of a larger corporation,
Tropicana had the financial resources to develop more new products in a wider
variety of containers and sizes than ever before,
including Tropicana HomeStyle juice with pulp,
introduced in 1985.

In 1986 Beatrice was acquired by investment

company Kohlberg, Kravis & Roberts, and Tropicana
was again on the threshold of another new era.

67
1988 - 2002
In 1988, the Seagram Company Ltd. acquired Tropicana. During the ensuing
decade, Tropicana expanded from its Eastern U.S. stronghold throughout North
America, Europe, Asia and Latin America.

Tropicana launched dozens of successful new juice and juice

beverage creations; one of which is the Twister product line. To
meet the production and distribution challenges, Tropicana
expanded its facilities rapidly in the 1990s. The company built a
co-generation plant in Bradenton to produce its own
electricity and steam; constructed new distribution centers in
Jersey City, NJ and Cincinnati, OH; and purchased a
processing plant in City of Industry, Ca.

An international strategic alliance was announced in 1991, when Tropicana formed

a partnership with Kirin to process and distribute Kirin-Tropicana juices in Japan.

In 1995, Seagram acquired the Dole Food Company's global juice business,
including Dole brands in North America, and Dole, Fruvita, Looza and Juice Bowl
juices and nectars in Europe.

On October 4th, 1996, Tropicana announced an agreement with the Tampa Bay
Devil Rays to name its home stadium Tropicana Field.

On August 25th, 1998, PepsiCo, Inc. completed a $3.3 billion

acquisition of Tropicana Products, Inc. from The Seagram Company
Ltd.

In 2002, Tropicana Smoothies launched nationally in a variety of

retail outlets.

68
 METHODOLOGY
Research is common parlance refers to search for knowledge. In fact research is an art of

scientific investigation or it can be defined as a systemized effort to gain new knowledge.

This project was conducted in Lucknow.

RESEARCH DESIGN
The research design was of an exploratory nature and included gathering preliminary data to

study the real nature of problem.

DATA SOURCE
Primary data being the main source for the research was collected by the questionnaire filling by

the consumers of juice.

SAMPLE SIZE
Sample size was taken by the number of questionnaires filled by the consumer of juice over the

69
Lucknow. 200 questionnaires was chosen and filled up by the consumer as a sample size per

the requirement of the Pepsi co ltd.

SAMPLE DESIGN
Sample design was probabilistic as the sample units were specified by Pepsi co India holding ltd

Lucknow for which research was to be done.

SAMPLE UNITS COVERED

During the summer training project we covered 200 consumer through questionnaires were

mainly using the 4 brands of packed juice. These brands are as follows:

1. Tropicana
2. Real
3. Leh berry
4. Others

70
SPECIMEN OF QUESTIONNAIRE
We are doing a survey on consumers’ behaviors towards health drinks. We would be grateful if
you could spare a few minutes to fill up this questionnaire.

1) Which types of drinks do you like?

a) Cold drinks b) Cold coffee c) Packed juice d) Fresh juice

2) Most favourite health drinks?

a) Packed juice b) Fresh juice

3) Which flavors do you like most

a) Orange b) Mango c) Pineapple d) Apple

e) Any others__________(lichi,mix fruit).

4) Which brand you prefer as a packed juice?

a) TROPICANA b) REAL JUICE c) LEH BERRY

d) OTHERS___________ (specify

5) Frequency of buying a health drink in a month?(in lt.)

a) Onetime b) 2 to 5 times c) 5 to 10 times d) More than 10 times.

6) If you don’t get your favorite brand what will you do?

a) Take what the seller gives,

b) Ask yours next preference
c) Leave the Shop

7) How did you come to know about TROPICANA?

a) News paper c) Magazine d) Friends, relatives e) Billboards

8) What do you consider most while choosing a health drink?

a) Brand name b) Taste c) Advertisements d) Packaging e) Price

f) Any others ______________(specify).

71
9) In yours opinion, what should be normal size of Tropicana? a)
200ml b) 250ml c) 300ml.

10) - On a scale of 1 to 5 where “1” stands for Least preferred & “5” stands for strongly
preferred , how would you rate Tropicana ?

1 2 3 4 5
Least preferred Most Preferred

11) Are you satisfied with the price pattern of your favourable juice brand?

Yes No

12) Are you satisfied with quality of juice you buy?

Yes No

13) Are you aware that TROPICANA is a world’s largest juice brand certified by IMA(INDIAN
MEDICAL ASSOCIATION) ?

Yes No

14) Any other remark or comments about Tropicana?

___________________________________________________________________________________
______________________________________________________________

PERSONAL DETAILS:

a) - Name: -----------------------------------------------

b) - Address: -----------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------------------------------

c) - Age:

1) 18 to 25 2) 25 to 32 3) 32 to 45 4) 45 and above

d) - Occupation:

1) Govt. employee 2) Business 3) Pvt. Sector employees 4) Student

5) Any other (specify)

e) Monthly income:

1) Below5000 2) 5,000 to 10,000 3) 10,000 to 20000 4) 20000 to 30000

72
 5) Above 30000 per month

f) Contact number: ________________________

ANALYSIS AND FINDINGS

73
 MOST PREFERABLE DRINKS

29%

CO LD DRINK S
42%
CO LD CO F F E E
P A CK E D JUICE
F RE S H JUICE

15%

14%

ANALYSIS:-

It could be concluded that major portion is occupied by

Fresh Juice in the market (i.e. 42%) and least portion is of packed juice.

74
 FAVOURITE HEALTH DRINK

48%
PACKED JUICE
FRESH JUICE
52%

ANALYSIS:-

It could be concluded that major portion of health

drink i.e Fresh juice (52%)is being prefered by the consumer.

75
 Most Favorable Flavors

23% 9%
AP PLE
25% ORANGE
M A NGO
9% PINE AP PLE
OTHERS
34%

Analysis:-

It could be concluded that consumer preference for the

juice flavor are being like (Mango- 34%, Orange-25%,Apple-8%,pine

apple-9% And others-24%)

76
 Most Preferable Brand

100
90
80
70
60
50 Series1
40
30
20
10
0
S
NA

RY

ER
A
CA

RE

TH
BE
PI

O
O

H
TR

LE

Analysis:-

It could be concluded that most of the consumers are

preferring packed juice of one of our competitor product i.e. Real in the

market but in future Tropicana could give a lead to Real.

77
 Frequency of buying (in Month)

10% 9%
ONE TIME

2-5 TIMES

32% 5-10 TIMES

49% MORE THAN 10

TIMES

ANALYSIS:-
The above pie chart shows that 49% consumers buy

juice 2-5 times in a month.

78
In case of non-availability, consumer will

8%

39%
A
B
C

53%

a) take what the seller gives

b)ask your next preference
c)leave the shop

Analysis:-

It could be concluded in our survey that the most of the

consumers in the market prefer to switch to other Brand in case of non

79
availability of their favorite brand.

Sources Of Information

11% 12% NEWS PAPERS

22% MAGAZINES
FRIENDS
55% BILLBOARDS

Analysis:-
It could be concluded from our survey that most of the

consumers are being awared about the Tropicana through the

friends/relatives.

80
 Criteria Of Choosing Health Drink

120
100
80
brand name
60
taste
40
advertisement
20
packaging
0
price
e

r
c k nt
se e

y e

any other
he
m

in
rti st

an ic
pa m e
na

ag

r
ta

ot
p
d
an

ve
br

ad

Analysis:-

From our survey, it could be analysed that majority of the

consumers are considering Taste factor for the selection of their health drink.

81
 Normal Size Of Tropicana

40%
200ML
1LT
60%

Analysis:-

From our survey, it could be analyzed that for the normal size

of Tropicana most of the consumers are preferring 1 ltr size for their

consumption.

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 Likert Scale Of Preference

60

50

40
Series1
30
No. of Series2
consumers 20

10

0
1 2 3 4 5

1 2 3 4 5
LEAST PREFERED MOST PREFERED

Analysis:-
It could be analyzed from our survey, that most of the

consumers are scaling the Tropicana some degree near to their most

preferred category of their consumption (showing positive growth in its

near future).

83
 Price Satisfaction

33%

YES
NO

67%

Analysis:-
From our survey it could be analysed that majority of the

consumers are being satisfied by the current price of the Tropicana

prevailing in the market.

84
 Comparison of price satisfaction
(Real vs Tropicana)

Real Tropicana
Vs

19%

31%

Analysis:-
It could be concluded that in comparison of Tropicana consumers
are more satisfied with the price pattern of real.

85
 Quality Satisfaction

12%

YES
NO

88%

Analysis:-

It could be analysed from the figure that most of the consumers

are being satisfied by the quality output of the Tropicana in the market.

86
 Comparison of quality satisfaction
(Real vs. Tropicana)

Real Vs. Tropicana

4% 9%

Analysis:-
It could be concluded from the above chart that in comparison of
Tropicana consumer are more satisfied from the quality of real.

87
 Awareness of Tropicana(certified by
IMA)

38%
YES
NO
62%

Analysis:-
It could be analysed from the figure that majority of the consumers in the
market are being aware of the certification of the Tropicana through IMA.

88
FINDINGS:-
At the end of my project we found that the total market

capture of Tropicana was in better position and if the company will reduce the price of

cartoon size 1lt. juice pack, the sales of Tropicana will be at the high level.

Make the availability of Tropicana at each store in the market

like other juices and soft drink, Most of the consumer switch over to other brand because of the

non-availability of the required product.

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RECOMMENDATION:-
1. Make the availability of Tropicana at each store in the market like other juices and soft drink,

Most of the consumers switch over to other brand because of the non-availability of the
required

product.

2. Market of Tropicana is covered not only from the modern trade stores so company

have to make the same efforts to fulfill the availability in traditional stores.

3. In order to attract youth and children’s and lower income consumer, company should

focus more on availability of small packs.

4. Company should make its promotional channel more stronger in order to generate

more awareness.

90
 CONCLUSION
During my summer training I found that there is so many competitors of Tropicana in the

market but there is a very tough competition between Tropicana and real packed juice. We

found that the price of Tropicana 1lt. premium gold (sugar free) juice is expensive than other

packed juice .

There is large number of medium class family and they are not able to pay

much money for packed juice. When the customer comes to the shopkeeper for buying packed

juice in modern trade they observe that there are so many brands are available which are less

expensive than Tropicana, so they want to buy other brand which are cheaper than Tropicana.

So if the company reduce the price or provide some offer with their product, the sale of

Tropicana will be on the top.

91
 BIBLIOGRAPHY

Books:-

Marketing management –Philip Kotler

Research methodology - C.R. Kothari

Websites:-

http://www.pepsi.com
http://www.tropicana.com
http://www.pepsicoindia.com
http;//www.google.com

Magazines:-

Business today

Business standards

Outlook

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