A PROJECT REPORT

ON

MARKET SHARE OF ‘REAL JUICE’ IN THE

GHAZIABAD MARKET

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.)

SUBMITTED TO: SUBMITTED BY:

Ms. Monika Sharma AAZAM
ABDAL

SAS INSTITUTE OF INFORMATION TECHNOLOGY &

RESEARCH

Page 2 of 65
MOHALI

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 Acknowledgement

A task is never as big as the power and support provided to fulfill that task. The
completion of a task is never a one man effort, it is the effort and hard work of
innumerable number of people who directly or indirectly help in the project work and
enlighten the path of success.
The satisfaction and euphoria that accompany the successful completion of any task
would be incomplete without the mention of the people who made it possible and whose
constant guidance and encouragement heads all efforts with success.
I take this opportunity to express my deepest sense of gratitude and regards to Mr. Sunil
Sharma, ZSM, Dabur Foods and Mr. Harit Shroff, ASM, Dabur Foods for their constant
encouragement and valuable insight, guidance and facilities at all phases of the project.
I would also thank Ms. Monika Sharma for his valuable guidance, inspiration and
encouragement.
Lastly I would like to take this opportunity to thank all those who criticized me from time
to time regarding my approach towards the project as their criticism acted as a catalyst
for my zeal to succeed.

AAZAM ABDAL

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 Project Objectives

 To map the market share of ‘Real Juice’ in the Ghaziabad market.

 To study the consumer behavior to enhance the market penetration of real juices.
 To launch the summers brand ‘Coolers’.

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 Letter Of Transmittal

It was a pleasure working with Dabur India. I had a great learning experience during the
duration of this project. The report is complete as per the requirements of the project. I
hand over my work to Dabur India and hope that the report helps them in increasing their
sales and the suggestions helps in understanding the problems the company is facing.

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 Executive Summary
The study can be effectively divided into three parts:
1. To map the market share of the Real Juices in the Ghaziabad Market.
2. To map the consumer preferences to enhance the market penetration of the juices.
3. To launch “Coolers”, the summer drink from Dabur Foods.

To complete the study effectively the knowledge of the market and the operations of the
market, along with the area where the study needs to be done was necessary, thus the
initial period of the training included the sales of the real fruit juices in whole of the
Ghaziabad market along with the team of the stockist, the sales was done for the period
of approximately two weeks spanning from 5th to 19th of April, 2006.
With the above given objectives in mind, a primary research was conducted in the month
of April and May. The data was collected through questionnaires which were
administered to various retailers in the Ghaziabad region. Mainly four markets (Raj
Nagar, Kavi Nagar, Patel Nagar, Gandhi Nagar) were covered in the process of mapping
the market share of the Real Juices, the total shops covered in these areas included those
shops where the Real Juice is places as well as those shops where the product is not
places but can be placed. During this period the company also engaged me in the
launching of its summer drink ‘Coolers’ in the market and thus the initial part of the study
was conducted along with the launch of coolers.
The above studies gave broadly the following results: In case of market share the ‘Real
Juice’ brand is the pioneer in the Ghaziabad market with the approximate market share of
72.76%, followed by Freshgold ( a Priyagold Product) and Leh Berry. The existence of
the national competitor Tropicana Juices was negligible. The study also contains the
various problems faced by the product in the market and also gives the recommendations

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which can be used to overcome those problems. These are covered in the later chapter of
the report.
In mapping the consumer preferences the study included what are the preferences of the
consumer while choosing a particular brand and why does the consumer drinks juices etc
which are analyzed in detail in the later chapters of the report. The sample size for this
study was 189 consumers in the highly developed as well as little less developed areas of
Ghaziabad. The study also concentrated on the demography of the consumers who prefer
drinking packed juices.

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 Table Of Contents
Executive Summary
Chapter 1
1.1 Indian Juice Industry
1.2 Company Profile
1.2.1 Sales Vision Of The Company
1.2.2 Core Values
1.2.3 Strategic Intent
1.2.4 Vision
1.2.5 History
1.2.6 Field Force
1.2.7 Distribution Network
1.3 Product Introduction

Chapter 2
2.1 Literature Review
2.2 Relevance Of Study
2.3 Need Of Study

Chapter 3
Scope Of Study
Research Deisgn
Sources Of Data
Target Population
Sampling
Sampling Design
Sample Size
Procedure For Data Collection

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Chapter 4
Launch Of ‘Coolers’
Chapter 5
Promotional Schemes Of Various Competitors
Chapter 6
Data Presentation of Market Share Research
6.1 Number of Shops Covered In Different Areas
6.2 Category wise Breakup of Shops In Raj Nagar
6.3 Category wise Breakup of Shops In Kavi Nagar
6.4 Category wise Breakup of Shops In Lohia Nagar
6.5 Category wise Breakup of Shops In Patel Nagar
6.6 Category wise Breakup of Shops In Govindpuram
6.7 Total Number of Shops-Category Wise
6.8 Juice Brands Present At Various Outlets
6.9 Reasons For Selling Real Juices
6.10 Reasons For Not Selling Real Juices
6.11 Problems Faced By Retailers Regarding Real Juices
6.12 Variant Wise Sales Of Real Juices
6.13 Market Share Of Various Juice Brands
Chapter 7
Data Presentation of Consumer Behaviour Research
7.1 Preference Regarding Juices
7.2 Consumer Sex Ratio
7.3 Consumer Age Groups
7.4 Consumer Annual Salary
7.5 Consumer Buying Behaviour
7.6 Occasions
7.7 Reasons For Drinking Juices
7.8 Preferred Juice Brand

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 7.9 Reasons For Preferring Real
7.10 Reasons For Preferring Fresh Gold
7.11 Reasons For Preferring Leh Berry
7.12 Reasons For Not Continuing With Real
7.13 Reasons For Not Drinking Packed Juices.
Chapter 8
8.1 Observations
8.2 Recommendations
8.3 Limitations

References
Enclosures

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 List Of Tables
Serial Number Table Number Page Number
1 2.1 34
2 4.1 38
3 4.2 39
4 4.3 39
5 4.4 40
6 6.1 44

List Of Figures

Serial Number Figure Number Page Number

1 6.1 43
2 6.2 44
3 6.3 45
4 6.4 45
5 6.5 46
6 6.6 46
7 6.7 47
8 6.8 47
9 6.9 48
10 6.10 49
11 6.11 49
12 6.12 50
13 6.13 51
14 7.1 52
15 7.2 53

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 16 7.3 53
17 7.4 54
18 7.5 54
19 7.6 55
20 7.7 55
21 7.8 56
22 7.9 57
23 7.10 57
24 7.11 58
25 7.12 58
26 7.13 59

Chapter 1
1.1 Juice Industry In India
With people turning more health conscious, the non-carbonated beverage segment has
become one of the fastest growing and most exciting businesses at the moment. Evolving
from drinks containing a hint of herbs or vitamins, juices have become an important
delivery vehicle for efficacious amounts of nutritional ingredients. Juices are unusual
products in that everyone expects to try new varieties, even from established brands.
While all segments of the beverage market are evolving, the growth seems to be directed
more towards healthy, light and low-calorie drinks, in particular organic and fruit juice
varieties.

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The Rs 500 crore non-carbonated beverage market in the country is composed of fruit
drinks, nectar and juices. While the fruit drink segment is estimated at Rs 250-300 crore
(branded and packaged), the juice market is valued at Rs 150 crore and the nectar is a
small category of about Rs 35-50 crore. And the popular brands vying for a share in the
sector are Parle's Frooti, Godrej's Jumpin, Coca Cola's Maaza, Pepsi's Tropicana, and
Dabur's Real.
What follows is an overview of the latest product offerings from different beverage
companies.
Dabur's Real fruit juice in 9 flavours

Dabur's flagship brand Real fruit juice is a market leader in the packaged fruit juice
category. Real was launched in 1996 and the brand has carved out a niche for itself by
claiming to be the only fruit juice in packaged form that is 100 % preservative free. Real
with a market share of 55 % offers to its consumers the largest range of 9 juices that
comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato, litchi and
cranberry.

Real Junior, available in 125 ml packs, targets children below six years. It has two
favourite flavours of mango and apple enriched with calcium. Real Activ, a 100 % fruit
juice with no added sugar, gives the goodness of fruits without adding extra calories.
Today, it is the preferred juice drink for the health and fitness conscious young adults.
Real Activ is available in orange, apple, and orange-carrot variants. Real Activ orange
carrot juice, India's first packaged fruit + vegetable juice, is a combination of juicy
oranges and sweet carrots.

Coolers, a fruit-based beverage, offers traditional 'cooling' recipes in a ready-to-drink

format. It is available in three variants - Aam panna, pomegranate (anar) and watermelon
Real juices are offered in hygienic double seal spill proof caps in Tetrapak packaging.
Once packed, the 6-layer Tetrapak carton helps retain the freshness of the juice for a
longer period of time, thus maintaining the taste and nutrition of the juice. The fruits that

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go into the juices are sourced from the best sources across the world, the company
claims.

Dabur Food produces around 50 million litres of juice annually through its state-of-the-
art facility at Birganj, Nepal. In August 2004, the company commissioned a multi fruit
processing facility in Siliguri, in West Bengal, set up by Pasadensa Foods, a wholly
owned subsidiary of Dabur Foods Ltd. Spread over 11 acres and geared to process 150
tonnes of fruit per day, it has the capacity to produce 192 tonnes of pulp/concentrate. The
plant procures fruits worth Rs 6 crore from West Bengal, North-East, Bihar, Uttar
Pradesh, Maharashtra and Andhra Pradesh. It has the highest capacity utilization by
processing pineapple, litchi, guava, mango and grape round the year.
PEPSI'S TROPICANA

Pepsi's Tropicana brand fruit juice has registered double digit growth and has outpaced
the growth of the packaged fruit juices market in India. India is a very important market
for Tropicana and is among the top 10 biggest markets for the brand. The company
sources orange juice concentrates from Brazil. Tropicana is available in orange, apple,
grape and cranberry flavours and a cocktail in Ruby-red. They come in Tetrapaks of one
litre and PET bottles of 500 ml and one litre. Pepsi also markets an energy drink for the
sports personnel, called Gatorade, and a sugar-free Diet Pepsi. Pepsi, in association with
Hindustan Lever Ltd (HLL) is planning to launch Lipton iced tea in a couple of months.
The move is to take on its arch rival Coca Cola which was successful in its business in tea
and coffee, both hot and cold in association with McDonald's.

Coca Cola's Maaza

Maaza was launched in 1976, a drink that offered the same real taste of fruit juices and
was available throughout the year. In 1993, Mazza was acquired by Coca Cola India.
Mazza currently, dominates the fruit drinks industry. Over the years, Mazza has become
synonymous with mango. The drink became a hit with successful advertisement
campaigns like "Taaza mango, maaza mango,' and 'Botal mein aam, maaza hain

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naam.'Consumers regard maaza as wholesome, natural, fun drink which delivers the real
experience of fruit. It5 is available in SKUs of 200 ml RGB, 250 ml RGB, 125 ml
Tetrapak and 200 ml Tetrapak.

Besides, Coca Cola is also in the business of tea and coffee under the brand name
Georgia Gold. The brand is available at all McDonald's outlets across the country. After
the hot beverage did well, the com-pany entered the ice tea and coffee market with
Georgia brand last year, again in association with McDonald's. Coke's non-CSD portfolio
also comprises powder soft drink concentrate Sunfill, and the bottled water brand Kinley.
The company is expected to launch a new low calorie cola and introduce more varieties
of flavoured bottled water over the next few months.
Priyagold’s Freshgold
Surya Foods and Agro Ltd, the Delhi based manufacturers of Priyagold biscuits, has
forayed into the juices segment with the one-litre 'Freshgold'. It has set up a state-of-the-
art manufacturing facility in Greater Noida with an investment of Rs 25 crore. The plant
has a capacity of producing 1.5 lakh litres of juice per day. It is widely available in the
market in the packs of 1 ltr and 200 ml. The 200ml packs coming with the brand name of
Treat and the 1 ltr pack with the brand name of Freshgold. It is doing aggressive
advertising campaign on the television and targeting the kids segment by featuring their
advertisements on the cartoon network and pogo channels. Using the pester power of the
kids to influence the buying behaviour of the parents.

Ladakh Foods’ Leh Berry

Ladakh Foods is building a portfolio of products from fruit juices to jams and sauces,
based on the little-known seabuckthorn berry, which grows in the Ladakh region. About
three years ago it launched Leh Berry, its first fruit juice in Delhi and it's selling it in the
more affluent parts of town. But its competitive edge may well lie in its positioning.
Ladakh Foods is marketing Leh Berry as a nutrition drink (it prefers not to use the word

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health, with its bitter, medicinal associations), based on the chronicled nutritional
properties of the seabuckthorn fruit. A range of fresh juices and nectars under the
umbrella brandname- Leh Berry that are available in the market include 6 Superjuice
variants (Seabuckthorn, Pineapple Apple, Apple Peach, Mixed Fruit, Orange and
Blackcurrant). Each flavour is enriched with the goodness of Seabuckthorn and packed in
aseptic Tetra Pak at the world-class processing & packaging plant of Godrej Beverages &
Foods Limited. in Madhya Pradesh. Leh Berry juices and nectars are just the first major
steps in introducing the super fruit Seabuckthorn to the huge market in India, thereby
moving on to spread its wings on the global stage.

1.2 Company Profile

Dabur India Limited has marked its presence with some very significant achievements
and today commands a market leadership status. Our story of success is based on
dedication to nature, corporate and process hygiene, dynamic leadership and commitment
to our partners and stakeholders. The results of our policies and initiatives speak for
themselves.

Dabur India has been able to post a double digit topline as well as bottomline growth in
tough environment, leveraging its age old Ayurveda platform. Also, its unique herbal

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platform coupled with the franchise value that the brand enjoys mitigates the risk of
fierce competition from other FMCG players.

Dabur India is one of the oldest FMCG companies of India, operating primarily on the
Ayurveda platform. Dabur's product portfolio is comprises a Consumer Care Division
(CCD), Consumer Health Division (CHD), International Business Division (IBD) and
Foods.
• The CCD (77% of revenues) comprises health supplements, digestives and
candies, hair care, oral care, baby oils and skin care.
• The CHD (6% of revenues) includes products of the erstwhile Ayurveda Division
and a set of OTC products.
• The International Business Division (9.1% of revenues) comprises the company's
business in Dubai, South East, and Bangladesh.
3 Subsidiary Group companies - Dabur Foods, Dabur Nepal and Dabur International and
3 step down subsidiaries of Dabur International - Asian Consumer Care in Bangladesh,
African Consumer Care in Nigeria and Dabur Egypt.
13 ultra-modern manufacturing units spread around the globe
Products marketed in over 50 countries
Wide and deep market penetration with 47 C&F agents, more than 5000 distributors and
over 1.5 million retail outlets all over India .
CCD, dealing with FMCG Products relating to Personal Care and Health Care.

1.2.1 Sales Vision of the Company

Back To “BASICS”
B: Building skill set of the team
A: Availability
S: Secondary Focus
I: Innovative
C: Consumer Focus

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 S: Shelf Dominance

1.2.2 Core Values

Ownership: This is our company. We accept personal responsibility, and accountability

to meet business needs

Passion For Winning: We all are leaders in our area of responsibility, with a deep
commitment to deliver results. We are determined to be the best at doing what matters
most

People Development: People are our most important asset. We add value through result
driven training, and we encourage & reward excellence

Consumer Focus: We have superior understanding of consumer needs and develop

products to fulfill them better

Team Work: We work together on the principle of mutual trust & transparency in a
boundary-less organisation. We are intellectually honest in advocating proposals,
including recognizing risks

Innovation: Continuous innovation in products & processes is the basis of our success

Integrity: We are committed to the achievement of business success with integrity. We

are honest with consumers, with business partners and with each other

1.2.3 Strategic Intent

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We intend to significantly accelerate profitable growth. To do this, we will:

 Focus on growing our core brands across categories, reaching out to new
geographies, within and outside India, and improve operational efficiencies by
leveraging technology

 Be the preferred company to meet the health and personal grooming needs of our
target consumers with safe, efficacious, natural solutions by synthesizing our deep
knowledge of ayurveda and herbs with modern science

 Provide our consumers with innovative products within easy reach

 Build a platform to enable Dabur to become a global ayurvedic leader

 Be a professionally managed employer of choice, attracting, developing and

retaining quality personnel

 Be responsible citizens with a commitment to environmental protection

 Provide superior returns, relative to our peer group, to our shareholders

1.2.4 VISION

Dedicated to the health and well being of every household.

1.2.5 Company History

1884 Birth of Dabur

1896 Setting up a manufacturing plant
Early 1900s Ayurvedic medicines

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 1919 Establishment of research laboratories
1920 Expands further
1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.
1972 Shift to Delhi
1979 Sahibabad factory / Dabur Research Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division / Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs.1,000 crores

1.2.6 Field Force

Head Office

Zonal Sales Manager

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 Area Sales Manager

Sales Officer/ senior sales manager

1.2.7 Distribution Network

Factory
(Transfer Of Goods), No Invoice

C&F Agents
Primary Sales( Invoiced)
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Stockists / Dealers
Secondary Sales(Invoiced)

Retailers / Wholesalers
Tertiary Sales

Consumer

The tagline of Dabur Foods is:

Stay healthy, stay fit -

and eat only nature's best.

The Foods category includes products from Dabur Foods and the Family Products
Division of Dabur India Limited. Dabur Foods, set up in 1996 as a 100% subsidiary,
introduced Indian consumers to the concept of freshness and convenience in processed
foods. It is one of the growth drivers of Dabur, with leading brands like Real Juices and
Hommade cooking pastes. Dabur Honey of the Family Products Division is the largest
branded honey with over 40% of the market share.

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Page 2 of 65
1.3 Real Juices Introduction
The flagship brand of Dabur Foods, Real Fruit Juice is India's leading packaged, 100-per
cent preservative free fruit juice brand offering consumers the great taste and wholesome
nutrition of freshly squeezed juice in a hygienic and attractive pack. It offers the largest
range of eight juices: orange, mango, pineapple, grape, guava, mixed fruit, tomato and
litchi.

Dabur Foods is the first juice company in India and among the top five companies in the
world to use the latest spin cap tetra pack, cold fill technology and spill-proof double seal
cap for packaging Real.

Real was recognised as the 'fastest growing brand' for 2001-02 in the first ever beverage
industry seminar in India. Real Fruit Juice is a market leader in packaged fruit juice
category.

Real Fruit Juice is India's first and only packaged fruit juice brand to get SGS (Societe
Generale de Surveillance) certifications for high safety standards used in packaging that
conform to the stringent HACCP and GMP standards.

The non-carbonated beverages sector can be classified as Fruit drinks, Nectar and Juices.
The classification is based on the % of the fruit pulp content in the beverage. Fruit drink
has to have minimum fruit pulp content of 10%, while Nectar needs to have a minimum
fruit pulp content of 25%.

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 Real Orange Juice
Real Juice Orange is made with best
oranges to ensure consistent quality
around the year. It is a simple and
delicious way to get Vitamin A and C
that your body requires in a day, that
keeps you active all day long. Orange
juice is an ideal liquid food to boost up
the immunity level. It is fat free and is
therefore suitable for all ages.
It is available in tetrapacks of two sizes 1
ltr and 200ml costing Rs 65 and Rs 15
respectively. The Ingredients of this
juice include:
Orange juice concentrate, water, sugar,
citric acid, salt and Vitamin C.
The nutrition facts of this juice per
100gm are as follows:
Nutrition Facts per 100ml

Energy 56 Kcal
Protein NMT 1g
Fat Negligible
Carbohydrates NLT 13g
Sodium 5mg
Real Mango Nectar
Vitamin C 12.5 mg
Vitamin A 500 mg
Vitamin B1 50 mg
Vitamin B2 50 mg Page 2 of 65
Calcium 2.5 mg
Iron 0.25 mg
 Energy 60 Kcal
Protein NMT 1 g
Fat Negligible
Carbohydrates NLT 13 g
Sodium 0.5 mg
Beta Carotene 600 mg
Vitamin B1 50 mcg
Vitamin B2 50 mg
Calcium 2.5 mg
Iron 0.5 mg

Mango Nectar is prepared from the best

quality mangoes to ensure consistent
quality round the year. It gives you all
the energy to keep you going for hours
together. It is popular among the
children as it is extremely juicy and has
a pleasant flavour. It is an excellent
source of Vitamin C and is naturally high
in Betacarotene.
It is available in tetrapacks of two sizes 1
ltr and 200ml costing Rs 65 and Rs 15
respectively. The Ingredients of this
juice include: Water, blend of Alphanso
and other mango pulp, sugar, citric acid,
and Vitamin C.
The nutrition Facts per 100ml are as
follows:
Nutritional Facts Per 100ml

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 Real Pineapple Juice
It is available in Tetra Packs of two sizes
1 ltr and 200ml costing Rs 65 and Rs 15
respectively.
The ingredients of this juice include:
Pineapple juice concentrate, sugar, citric
acid, water, and Vitamin C.
The nutritional facts per 100ml are as
follows:
Nutritional Facts Per 100ml
Energy 56 Kcal
Protein NMT 1 g
Fat Negligible
Pineapple juice is prepared from the best
Carbohydrates NLT 13 g
quality pineapples to ensure consistent Sodium 2.5 mg
quality around the year. It is the perfect Vitamin B1 50 mg
refreshing juice with great nutritive Vitamin B2 50 mcg
Calcium 8 mg
values. It not only gives the cool feeling
Iron 0.4 mg
but also beneficial in reducing fatigue. It
is delicious and has unique digestive
properties, which makes this juice a
choice of all seasons. It is an excellent
source of Vitamin C which boosts the
immune system.

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 Real Grape Juice
It has certain curative properties too and
is a great blood builder.
This juice is available in Tetra Packs of 1
Ltr and 200ml costing Rs 70 and Rs 15
respectively.
The ingredients of this juice include:
Water, Grape Juice Concentrate, Sugar,
Malic Acid and Vitamin C.
The nutritional facts of this juice are
given as under:
Nutritional Facts Per 100ml
Real Grape Juice is made from the best Energy NLT 56 Kcal
quality and fresh and juicy grapes to Protein NMT 1 g
ensure consistent quality round the year. Fat NMT 1 g
Carbohydrates NLT 13 g
Due to its highly nutritive value, it
Sodium 3 mg
makes a perfect midmorning and late Potassium 30 mg
afternoon drink. Apart from being sweet Vitamin C 20 mg
and juicy, the Vitamin C and the Calcium 22 mg
Iron 2.3 mg
minerals present in Grape juice helps in
recovering from the general weakness.

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 Real Tomato Juice
The ingredients of this juice include:
Tomato paste, Water, Sugar, Citric Acid,
Salt and Vitamin C.
The nutritional facts of this juice can be
listed as under:
Nutritional Facts Per 100ml
Energy 36 Kcal
Protein NMT 1 g
Fat Negligible
Carbohydrates NLT 8 g
Sodium 200 mg
Vitamin C 12.4 mg
One glass of tomato juice taken in the Vitamin A 50 mcg
Vitamin B1 50 mcg
morning is an effective remedy for
Vitamin B2 50 mg
morning sickness. It is a great source of Calcium 8 mg
nutrition as it contain Vitamin A, C, B1 Iron 1 mg
and B2, and essential minerals; that
helps in increasing body’s resistance.
Being one of the best sources of
lycopene ; a glass full of tomato juice is
considered to be a very healthy food. It
is famous as an excellent blood purifier.
This juice is available in tetra packs of 1
ltr costing Rs 70.

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 Real Lichi Nectar

energy. This nectar encourages optimal

absorption of iron and improves blood
circulation.
This nectar is available in tetra packs of
two sizes 1 ltr and 200 ml costing Rs 70
and Rs 15 respectively.
The ingredients of lichi nectar include:
Water, Lichi Pulp, Sugar, Malic Acid,
Vitamin C.
The Nutritional Facts of this nectar are
as follows:
Nutritional Facts Per 100ml
Lichi Nectar is a great alternative choice
for breakfast as well as a refreshing Energy 60 Kcal
Protein NMT 1 g
drink for min morning and late afternoon
Fat Negligible
breaks. A glass full of lichi nectar is a Carbohydrates NLT 15 g
healthy drink as it contains one fifth of Sodium 0.2 mg
the daily recommended intake of daily Vitamin B1 0.008 mg
Vitamin B2 0.008 mg
vitamins.
Vitamin C 30 mg
It is a great source of carbohydrates and Calcium 1 mg
Vitamin C which provides nutrition and

Page 2 of 65
Iron 0.1 mg

Real Cranberry Nectar

It is available in tetra packs of 1 ltr and
200ml costing Rs 70 and Rs 15
respectively.
The ingredients of this nectar include:
Water, Sugar, Cranberry Juice
Concentrate, Deionised Apple and Black
Currant juice concentrate, citric acid and
Vitamin C.
The nutrition facts of this nectar can be
listed as follows:
Nutrition Facts Per 100 ml
Energy 63.2 Kcal
Real Cranberry Nectar is prepared from Protein NMR 0.03 g
the best quality cranberries to ensure Fat Negligible
consistent quality around the year. They Carbohydrates NLT 16 g
Sodium 39 mg
are very rich in Vitamin C and Pectin.
Potassium 10 mg
This nectar is recommended for helping
Calcium 17 mg
to combat or prevent urinary tract Iron 1.4 mg
infections.

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 Real Mixed Fruit Juice

It is an excellent source of Vitamin C to

boost up your immunity levels.
It is available in two sizes of 1 ltr and
200ml costing Rs 65 and Rs 15
respectively.
The ingredients of this juice are:
concentrate of apple, orange, guava,
pineapple, passion fruit apricot, mango,
banana, lime juice, water, sugar, citric
acid and vitamin C.
The nutrition facts of this juice are
enumerated as follows:
Nutritional Facts Per 100 ml
Mixed Fruit Juice is a real palate pleaser
Energy 56Kcal
as it is a mix of nine fabulous fruits. The Protein NMT 1 g
nine fruits which make this juice are Fat Negligible
apple, orange, guava, pineapple, passion Carbohydrates NLT 13 g
fruit apricot, mango, banana and lime Sodium 4 mg
Vitamin C 12.5 mg
juice.
Vitamin A 800 mcg
Mixed fruit juice is usually taken as a Vitamin B1 50 mcg
refreshing drink as it has most of the Vitamin B2 50 mcg
vital Vitamins such as Vitamin A, B1, B2 Calcium 4 mg
Iron 0.5 mg
and minerals such as calcium, sodium
and potassium that are necessary for
good health.

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 Real Guava Nectar
Fat Negligible
Carbohydrates NLT 15 g
Sodium 20 mg
Potassium 30 mg
Vitamin C 20 mg
Beta Carotene 110 mg
Calcium 7.5 mg
Iron 1.5 mg

This delightful nectar makes a great mid

morning and late afternoon drink. It
provides with a variety of nutrients that
provides nutrition to bones and teeth. It
acts as a good appetizer, and is rich in
Vitamin A and C, calcium and other
minerals.
It is available in tetra packs of 1 ltr and
200ml costing Rs 70 and Rs 15
respectively.
The ingredients of this juice consists of :
Pink Guava Pulp, Water, Sugar, Citric
Acid, Salt and Vitamin C.
The nutrition facts of this juice are as
follows:
Nutrition Facts Per 100 ml
Energy 60 Kcal
Protein NMT 1g

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 Chapter 2

2.1 Literature Review

The fruit juice industry which was at its nascent stage till a few years ago at 35-40% per
annum is bound to grow at a break neck speed as per study(India: Fruit juices now a
social drink: Study,Businessline, nov 2002 and Fruit juices now a social drink,
November ,2002, HBL), the study claims that the fruit juices are no longer a drink for
health conscious but it is increasingly becoming a social drink. If the findings of a `usage
and attitude' study conducted by market research agency Indica Research across 1,200
adults in SEC-A and SEC-B households in Delhi and Mumbai are anything to go by, then
it's not just champagne and colas that qualify as social beverages. Packaged fruit juices
are as much recognised as social drinks now, with dominant consumption being observed
in the company of family and friends.

Fruit juices are perceived as anytime beverages, with consumption being spread more or
less evenly between the mid-mornings, afternoons and evenings. And GeneratioNow is as
much inclined to sipping fruit juices as colas, with teenagers driving the maximum trials.

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Moreover Indians are shunning the fizzy drinks(Indians shun fizzy drinks, turn to
juices;Ratna bhushan, knight ridder tribune business news) Juices and other non-
aerated drinks are growing at a blistering 35-40 percent compared to fizzy drinks which
are notching up a 10 percent growth. Although the base numbers of aerated drinks are
higher, the soft drinks industry sees the perceptible shift towards 'healthy' drinks in
consumer taste.

If a recent study is to be believed the Indian branded food and beverages market grew by
over 5 percent, outpacing the global average of 4 percent. According to a recent
ACNielsen Global Services report on global trends in food an beverage, the growth rate
for individual product categories within the Indian market too reflect aggressive
performances within the similar period.(India takes a big bite of branded food; Knight
ridder tribune business news feb,2005).

The beverage industry is currently undergoing a number of significant changes. There are
several drivers of the demand changes that are common to all three categories. The first is
our population's demographics - the number of aging baby boomers in the market is
growing. Primarily these consumers are seeking healthier products and are demanding
products that can serve as medicine and still taste good. As well, today's young consumer
is seeking healthier choices. A recent Beverage World magazine article on the future of
drink explains, "Kids today, you know, are growing up with bottled water, not cola, as an
automatic choice" (Prince, 2002). Also, the number of different types of occasions where
beverages are consumed is increasing. There are now beverages targeted for specific
events: sporting, dining experiences, mood enhancement, and a variety of other
situations. This has created the need for processors to identify what specific market and
occasion they are targeting.
The Juice industry is a part of the beverage market, the classification of the beverage
market can be done as follows:

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 Beverages

Alcoholic Non-Alcoholic
Beverages Beverages

Non
Carbonated
Brewers Distillers Winemakers Carbonated
Beverages
Beverages

Colas Coffee and Tea

Energy, Sports,
Health And
Nutritional Drinks

Juices

Water and Ice

Table 2.1

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2.2 Relevance Of Study
In the recent past many new fruit juices have been launched in the market due to which
the scenario of the Juice Industry has changed considerably. Any organization needs to
access its market scenario to gauge its current potential and to get a feedback about its
current practices and the results which these practices are bearing.
Also the need of consumer insight is required so that the company can make considerable
efforts to fulfill the needs of the consumer.

2.3 Need Of The Study

Any industry needs to understand its strengths and weakness and the points where it can
improve, the idea of the market share lets the company to understand where it stands,
whether its policies and efforts in the area has beared fruits or not.

Juice Industry is a highly competitive industry. The customer is always the king here, as
the product he uses as generally as a health supplement or to quench his thirst or for taste,
in all these cases if the product varies even an iota from his expectations the customer
shifts to other brand forever. A company can produce a quality product. But if the voice
of customer is not included in the product development, then it won’t be accepted by the
customer.

Hence, the study was undertaken to understand the market share and the consumer
preferences compared to the competition in the Ghaziabad region.

The study was also undertaken

 to understand and map the customer’s requirements
 to understand the consumer

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  to understand what can be done to improve the viability of the product

Chapter 3
3.1 Scope Of Study
The study will be conducted on retailers of whole Ghaziabad market and consumers of
the same area. The retailers and consumers will be interviewed through a structured
questionnaire.
Areas Covered: Raj Nagar, Lohia Nagar, Patel Nagar, Kavi Nagar, Rakesh Marg, Nai
Basti, Ramte Ram Road, Vijay Nagar, Govindpuram, Shastri Nagar, Chiranjeev Vihar,
Railway Road, Ghanta Ghar, Gandhi Nagar, Nehru Nagar, Maliwada, Sihani Gate.

Time: The primary data collection would be done during the period of 4th April,2006 to
3rd June 2006.

3.2 Research Design

The research design is conclusive and descriptive in nature, as the study as this research
would help the decision maker in determining, evaluating and selecting the best course of
action in the given market condition; as the research explores the market conditions and
suggests the alternatives which can be taken.

3.3 Sources Of Data

Data was collected from both the primary as well as the secondary sources. Firstly,
secondary literature was analysed and reviewed to understand the current trends in the
industry and the market, various juice brands available to the consumer, the areas where
customers are paying most emphasis for their purchase decision etc.
This was followed by a primary survey of the retailers to find the current scenario in the
juice market and access the performance of Real Juices.

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At the later stage, a survey of consumers was conducted to understand the consumer
behaviour about the product.

3.4 Target Population

The target population for mapping the market share of different juices available in the
market would be the retailers selling any brand of packed juice at his/her counter.
For the consumer behaviour survey, the target population would be the consumers who
drink any brand of packed juices.

3.5 Sampling
3.5.1 Sampling Design
The sample chosen from the target population of the dealers was
based on the identification of the developed as well as the underdeveloped
markets of Ghaziabad and proper representation from each kind of market
was taken.
The consumers were sampled on the basis of convenience sampling.

3.5.2 Sample Size

The sample size for the retailer was 103.
The sample size for the consumers was 189.

3.6 Procedure for Data Collection

For the purpose of data collection both primary as secondary data would be used.
For the purpose of primary data collection of dealer research, dealers were administered
with a questionnaire which had both structured as well as unstructured questions.
Customers were also administered a questionnaire which had both structured as well as
unstructured questions.

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 Chapter 4
Launch Of Coolers

The company launched its summer brand ‘Coolers’ in the month of April 2006. The drink
is launched as a summer drink with the USP to beat the scorching heat.
The drink was launched in four different flavours:
1. Coolers Watermelon-Mint
2. Coolers Aampanna
3. Coolers Lemon-Barley
4. Coolers Rose Lichi
These drinks were launched in the Ghaziabad market from 17th to 22nd April,2006. The
purpose of launching was this drink was to position the drinks on the shelves before the
advertising campaign is launched on the national level and the promotional campaign is
launched at the local level.
The following Launch Trade Scheme was provided to the retailers at the time of launch
of the product:

Size Purchase Free Issues

1 litre 12 Pieces 1 Piece
200 ml 5 Trays 1 Tray
2 Trays 8 Pieces
1 Tray 3 Pieces
Table 4.1

Here one tray of 200ml drink consists of 30 individual pieces.

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The company also provided us with the Suggested Orders/ Placement Norm, according to
which the drink needed to be placed on the retail outlets.
All the retail outlets were divided in three categories based on the amount of sales they
give in one month. The category and the sales can be shown in the following table:

Category Monthly Sales(In Rupees)

A > Rs 10,000
B Rs 5,000 to Rs 9,999
C < Rs 5,000
Table 4.2

According to the above given format the Placement Norm provide by the company was:

A B C
1 Litre 12 Pieces 6 Pieces 3 Pieces
200 ml 60 Pieces 30 Pieces 15 Pieces
Table 4.3

The modus operandi used for the launch of Coolers included the team identifying a
particular area where the launch was to be done on a particular day. Then the team used
to visit the retailers of that particular area and convince them to place the drinks on their
shelves. The convincing strategy generally included the following points:
 Sampling of the drink: The team carried the sample of the drinks with it in a
small tempo with the facility to keep the drink chilled.
 By convincing the retailer about the goodness of the drink and educating him
about the contents and their effect on the scorching heat.
 By educating the retailer about the forthcoming advertising campaign.
 By educating the retailer about the various trade schemes he would get with the
drinks.
 By providing the retailer with all the promotion material of the drink ( such as
posters, POPs etc) and placing it themselves at the appropriate place in the shop.

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  By educating the retailer that this drink is from the stable of the best selling juice
‘Real Juice’ in the market.

The team covered the whole of the Ghaziabad market in the span of one week given for
the promotion of the drink. The beats were scheduled as follows:

Day Area
Monday Raj Nagar
Tuesday Off
Wednesday Lohia Nagar, Patel Nagar, Kavi Nagar
Thursday Rakesh Marg, Nai Basti, Ramte Ram Road
Friday Vijay Nagar, Govindpuram
Saturday Shastri Nagar, Chiranjeev Vihar, Railway Road, Ghata Ghar
Sunday Gandhi Nagar, Nehru Nagar, Maliwada, Sihani Gate
Table 4.4

Learnings From The Launch Of Coolers

The following learnings were made from the launch of Coolers, the summer drink in the
Ghaziabad market:
 The experience of sales was received.
 The art of negotiations was learned.
 The experience of product launch was received.
 The knowledge of how trade promotion should be done was gained.

Chapter 5
Promotional Schemes

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 For any product to make its presence felt in the market certain consumer level as well
as the retailer level promotion schemes are necessary, which provides the
encouragement to the retailer to sell the product more briskly and keep a good stock
of the product. Also the consumer schemes provides the encouragement to the
consumers to prefer the product with the scheme as compared to the similar products.
Here I list the promotion schemes, both consumer level and the retailer level, used by
different companies which are providing competition to the Real Juices in the
Ghaziabad market.

Real Juices
Trade Schemes
 A margin of 15% is provided to the retailers on the maximum retail price of
the product. In case of tomato juice the margin is that of 12%.
 Trade scheme of 15+1 and 24+2 available on the one litre packs of orange,
mango and mix fruit juice.
 In case of 200ml the scheme of 30+4 was available on Guava, Grapes, Lichi
and Pineapple.
 Rs 5 off on three packs of 200ml Real juice. Offer comes as school pack.
Consumer Scheme
 The consumer scheme of a glass free with the one litre pack of mango and
orange was launched. But with the launch of this scheme the trade scheme
was taken back.

Fresh Gold
The schemes provided by the fresh gold dealers varied at certain points in the market.

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 The trade scheme of 12+1 was available with the retailers at the time of
survey, before this scheme the company was giving 2+1 as the scheme to the
traders.
 At some places like Kirana Mandi the juices were available at 3 for Rs 100.
 Treat was available at 5+1.
 Company is buying shelf space at various outlets at Rs 300 or Rs 500,
especially at the stores where the Real Juices sell briskly.
 Display stands to the retailers to display the small packs of priyagold juices.
 Posters, POPs etc seen regularly at various outlets.

Leh Berry
Trade Scheme
 Trade scheme of 12+1 was available at various stores, but at some places the
scheme was also 2+1.
 Posters, POPs etc seen regularly at various outlets.

Consumer Scheme
 Leh Berry juices were available with the offer of 2+1 to the consumers.

Chapter 6
Market Share Research

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 Questionnaire Analysis and Presentation Of Data
For the market share research, four markets were chosen viz. Raj Nagar, Kavi Nagar,
Lohia Nagar, Patel Nagar, Govindpuram. The choice of the markets were such so as to
cover the areas where the juice sales is high as well as areas where the juice sales are low.
In these markets, Raj Nagar market and Kavi Nagar market are the markets where the
juice sales are high owing to the development of the area and the demography of the
consumers. In case of Lohia Nagar, Patel Nagar and Govindpuram the juice sales are low
due to similar reasons.
The number of shops covered in each area were, Raj Nagar: 35, Kavi Nagar: 31, Lohia
Nagar: 10, Patel Nagar: 12, Govindpuram: 15). Total number of shops where the survey
was conducted came out effectively to 103.

Fig 6.1
The company has divided the retail shops into three categories A,B and C. The breakup
of the shops surveyed, based on these categories can be classified as:
A B C
Raj Nagar 8 17 10

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 Kavi Nagar 7 15 9
Lohia Nagar 0 4 6
Patel Nagar 1 4 7
Govindpuram 3 7 5
Total 19 47 37
Table 6.1

Raj Nagar

8
10
A
B
C

17 Fig 6.2

Fig 6.3

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Fig 6.4

Fig 6.5

Fig 6.6

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Fig 6.7

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The presence of various Fruit Juice brands at various outlets surveyed was as follows:

Fig 6.8
Findings: Frooti brand was available at maximum number of shops, followed by Real
and Fresh Gold.

Different Retailers when asked about the reasons for keeping and not keeping Real Juices
at their counter, the answers can be grouped in following major categories:

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 Fig 6.9

Findings: The customers’ demand came out to be the major reason for keeping the real
juice at any particular counter.

Fig 6.10

Findings: The reason for some of the shops not keeping the juice brand Real at their
counter, came out be the replacement problem of the product, followed by the trade
schemes.

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The survey also explored the problems faced by the retailers due to Real Juices :

Fig 6.11

Findings: The major problem faced by the retailers from the Real Juices is the
Replacement Problem of the firm, followed by the puffing of the packs.

The survey indicated the variant wise sales of Real Juices in the markets covered
as follows:

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 Fig 6.12

Findings: The variant wise sales data represents that the Orange is the most popular
juice in the Real’s stable followed by Mixed Fruit and Mango.

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According to the survey the market share analysis was done in the markets covered.
Though the actual figures were not revealed by the retailers but the approximate value of
the sales was given, the data compiled on that basis indicated the following results:

Brand Name Market Share

Real 72.76 %
Fresh Gold 10.19 %
Leh Berry 4.87 %
Others 12.05 %
Table 6.1

Fig 6.13

Chapter 7

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 Customer Preferences Survey
Questionnaire Analysis

A survey was conducted to get the insight about the preferences of the consumer
regarding the juices. The survey was conducted over 189 consumers. The following
graphs represent the results analysed thereof.
Out of the 189 people surveyed 124 people preferred to drink packed juices whereas 65
didn’t preferred packed juices.

Fig 7.1

To understand the behaviour of the consumer, the demographic variables need to be

explored, the following data gives an insight into the demographic variables of the
consumer.
The survey conducted was done on 67 males and 122 females, the data can be
represented by following graph:

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 Fig 7.2

The age group of people surveyed was

Fig 7.3

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Annual salary of the people who prefer to drink packed juices are:

Fig 7.4
The buying behaviour of the consumers based on impulse buying behaviour and planned
buying behaviour for packed juices was recorded as:
Planned-46
Impulse-78

Fig 7.5

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On surveying the individuals about the occasions when the juices are consumed, the
following results were observed:

Fig 7.6
The reasons for drinking the juices were as follows:

Fig 7.7

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On investigating which brand of juice do consumers prefer to buy, the following results
were obtained:

Fig 7.8

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The brand preference study was augmented by the study to understand why a particular
group of people preferred a particular brand.
In case of Real Juices the following observations were made :

Fig 7.9

Fig 7.10

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 Fig 7.11

During the research it was found that a number of consumers had drifted from Real to
other brands and vice-versa. The reasons for drift of consumers from Real to other
brands, when enquired, were found to be following :

Fig 7.12

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 In the survey, 65 people said that they don’t prefer to drink packed juices, the
reasons for the same, when enquired, were revealed to be the following:
=

Fig 7.13

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 Chapter 8
8.1 Observations

 Real Juice are the market leader in the Ghaziabad market with the market share of
approximately 73% followed by Freshgold and Leh Berry respectively.
 The market share of the Real Juice is under threat from other players owing to
their aggressive marketing and promotional schemes.
 The main reasons for not keeping the Real Juices by some of the retailers were:
 Replacement Policy of the company
 Routing Problem

 The main problems faced by the retailers which can be improved upon were
 Replacement
 Irregularity in delivery of products.

 Orange, Mixed Fruit and Mango; in the given order are the largest selling variants
of Real Juices
 Reasons for not continuing with Real Juices in case of drifting away of consumers
were mainly:
 Consumer Schemes
 Cost
 The display of product was not proper at most (approximately 82%) of the shops.

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  The promotional banners, danglers, POPs, posters etc ( of Real Juices) were not
present in the market, other players had these things in significant number.
 The storage of 200ml packs of Real Juices was not properly done in the Chillers
at most of the places.
 At some places the offers of Fresh Gold were different from whole of the market,
like, they were available for 3 ltrs for Rs 100.

8.2 Recommendations

Any study which is conducted without any scope for further improvement in the situation
is considered to be futile effort. This study showed a few loopholes which needs to be
filled for better performance of the product in the market.
The recommendations on the basis of the study can be enumerated as follows:
 Replacement Policy of the company needs to be revised, like the 1% replacement
of the product can be distributed evenly among all the retail shops, where the
replacement needs to be done.
 Routing problem can be solved by judiciously selecting the areas which are near
to each other ,so that the time and energy of the salesman is saved and he is able
to give more attention to the shops where he is going.
 A promotion kit should be provided to the retail shops so that the visibility of the
product increases.
 Proper stands should be provided to the retailers where they can display the
product.
 HLL has made some of its stores as ‘Super Value Stores’, they get special
treatment from HLL, Dabur can make some of it’s A category stores as special
stores, giving them better services in terms of replacement and margins.
 Festival packs can be introduced in the 200ml packs giving a variety of variants at
a cheaper price. This would help pick up the sales for the 200ml packs without
providing schemes like one pack free on another.

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 There is lack of motivation at ground level, some training programs and
motivational exercises needs to be done. For e.g target based incentives, T-shirts,
caps etc (or uniform) of the company which can create a sense of belongingness
to the company.
 Promotional schemes such as stalls around schools, higher educational institutes,
gymnasiums etc, where the consumption of juices can be high should be done.
 The cricket stadiums( two in number) host regular matches, stalls can be put up
there.
 Beats of the salesman should be planned in such a way that it falls just a day
before the beat of the nearest competitor, thus, through little persuasion, we can
capture the order intended for the other juice brand.

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 8.3 Limitations

 Paucity of time.

 Inability or unwillingness on the part of some respondents to answer all the

questions asked.
 The market share research was based on approximate values, thus exact market
share could not be determined.

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 References

Websites
www.dabur.com
www.proquest.com

Books
Marketing Research, by Naresh Malhotra, fourth edition
Adverting Market
Internal Marketing
Service Marketing
Principal Marketing
Sales Marketing

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