Comparative study between fruit juice brand with special context of tropicana and real brand

SUMMER TRAINING PROJECT
REPORT
ON
Comparative study between fruit juice brands in Dehradun
city with special context of Tropicana and real fruit juice brand
AT

VARUN BEVERAGE LTD PEPSICO
DEHRADUN
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION

M.B.A (2009-2011)
UNDER THE GUIDANCE OF
Internal guide Mr. Krishna gopal
External guide Mr. Pavan gaur
SUBMITTED BY
MOHD ASHAD
REG N. 10901750

SUBMITTED TO
LOVELY PROFESSIONAL UNIVERSITY PHAGWARA

LOVELY PROFESSIOAL UNIVERSITY Page 1
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DECLARATION

I Mohd Ashad declaring that all the information given in this report is correct and all the
data is given by me in this report are true as far as I know.

I am also declaring that all the work in this report is my real work
and I did not copy it from anywhere.

Mohd Ashad

MBA 3rd SEM.(LPU)

RT1901B43 REG N. 10901750

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COMPANY GUIDE CERTIFICATE

This is to certify that the summer project titled “Comparative study between fruit juice
brand in dehradun city with special context of Tropicana and Real fruit juice
brand” at Varun beverage Ltd.. PepsiCo is an original work of Mr. Mohd Ashad, student
of Lovely Institute of management, Phagwara and is being submitted for partial
fulfillment of the award of the Master of Business Administration (MBA) degree of Lovely
Professional University, Phagwara. The final compilation of the report was also done
under my guidance and it has not been submitted earlier to anywhere else.

Place: Dehradun Mohd Ashad

Date: Regd. No. – 10901750

MBA

Pavan Gaur (ME), PepsiCo

Name & Signature of the guide

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CERTIFICATE OF THE INSTITUTE GUIDE

This is to certify that the project titled “Comparative study between fruit juice brand
in dehradun city with special context of Tropicana and Real fruit juice brand” is
an original work of Mr. Mohd Ashad bearing University Registration Number 10901750
a student of Lovely Institute of management, Phagwara and is being submitted in partial
fulfillment of the requirements for the award of the degree of Master of Business
Administration of Lovely Professional University, Phagwara. The summer project report
has not been submitted earlier to this University or to any other University / Institution
for the fulfillment of the requirement of a course of study.

.

Date: Mr. Krishna Gopal

Name and signature of the guide

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ACKNOWLEDGEMENT

It is great pleasure for me to express my hearty and sincere gratitude to my faculty
guide, Mr. Krishna go pal (faculty of lovely professional university Punjab) under whose
genuine and inspiring guidance the present piece of investigation could get its present
shape within such a limited range of time.

I am highly thankful to Mr. BP Chauhan (territory development manager), Mr. Pavan
gaur (marketing executive), Mr. Vishal khosla (customer executive) who guide me in the
survey the area and to management of PepsiCo for permitting me to carry out the
present research work.

Special thanks are also due to all the employees, customers, retailers and distributors
related to PepsiCo company for their precious co-operation provided to the investigator
during the period of data collection.

Place: Dehradun Mohd Ashad

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EXECUTIVE SUMMARY
Comparative study between fruit juice brand in Dehradun city with special
context of Tropicana and Real fruit juice brand. At Varun beverage limited,
PEPSICO in Dehradun city
(1) To study the brand awareness toward the Tropicana and Real fruit juice brand.

(2) To study the parameters which mostly affect while purchasing the Tropicana and Real Fruit
juice brand.

(3) To study the satisfaction level toward the Real and Tropicana fruit juice brand.

(4) To compare the Tropicana and Real fruit juice brand.

This study help to find out the strength, weakness ,opportunity, and threats of real and Tropicana
with the help of retailer and consumer . We find out the weakness of Tropicana fruit juice brand
and the opportunity to increase the sale of Tropicana in dehradun city. This study is very
important for PepsiCo in Dehradun city to increase the Tropicana sale by overcoming from the
threats of PepsiCo.

This study is completed in Dehradun city and I contacted the retailer and consumer, and found
out the problem in Tropicana sale. I have selected 100 respondents from consumer group and
100 respondents from retailer group of different area of Dehradun city.I have used SPSS for
data analysis and interpretation and find many strength, weakness, opportunity and threats of
Tropicana and I gave many suggestion to increase Tropicana sale.

On 14th of June I started my project under the guidance of Mr. BP Chauhan(TDM) /Mr.Pavan
Gaur (M.E.) Dehradun. I have been allocated the area for survey in Dehradun and collect the
data.

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CONTENT
 Chapter 1
Introduction
 Chapter 2
Objective of the study
 Chapter 3
Review of literature
 Chapter 4
Research methodology
 Chapter 5
Data analysis and interpretation
 Chapter 6
Findings
Suggestion
 Chapter 7
Reference
Annexure

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INTRODUCTION
Fruit juice

Juice is the liquid that is naturally contained in fruit or vegetable tissue. Juice is prepared by
mechanically squeezing or macerating fresh fruits or vegetables flesh without the application of
heat or solvents. For example, orange juice is the liquid extract of the fruit of the orange tree.
Juice may be prepared in the home from fresh fruits and vegetables using a variety of hand or
electric juicers. Many commercial juices are filtered to remove fiber or pulp, but high-pulp fresh
orange juice is a popular beverage. Juice may be marketed in concentrate form, sometimes
frozen, requiring the user to add water to reconstitute the liquid back to its "original state".
However, concentrates generally have a noticeably different taste from that of their "fresh-
squeezed" counterparts. Other juices are reconstituted before packaging for retail sale. Common
methods for preservation and processing of fruit juices include canning, pasteurization, freezing,
evaporation and spray drying .

Labeling
Most nations define a standard purity for a beverage to be considered a "fruit juice." This name is
commonly reserved for beverages that are 100% pure fruit juice. In the United Kingdom the
name of a fruit or fruits followed by juice can only legally be used to describe a product which is
100% fruit juice, as required by the Fruit Juices and Fruit Nectars (England) Regulations and the
Fruit Juices & Fruit Nectars (Scotland) Regulations 2003. However a juice made by
reconstituting concentrate can be called juice. A product described as the "nectar" of a fruit must
contain a minimum of juice between 25% and 50% for different fruits. A juice or nectar
including concentrate must state that it does. The term "juice drink" is not defined in the
Regulations and can be used to describe any drink which includes juice, however little.
Comparable rules apply in all EU member states in their respective languages. In the USA fruit
juice can only legally be used to describe a product which is 100% fruit juice. A blend of fruit
juice(s) with other ingredients, such as high-fructose corn syrup, is called a juice cocktail or juice
drink. According to the Food and Drug Administration (FDA), the term "nectar" is generally
accepted in the U.S. and in international trade for a diluted juice to denote a beverage that
contains fruit juice or puree, water, and which may contain artificial sweeteners. In New Zealand
and Australia particularly (and others) juice denotes a sweetened fruit extract, whereas nectar
denotes a pure fruit or vegetable extract. Fruit juice labels may be misleading, with juice
companies actively hiding the actual content. "No added sugar" is commonly printed on labels,
but the products may contain large amounts of naturally occurring sugars; however, sugar
content is listed with other carbohydrates on labels in many countries. Some carbonated

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beverages, not described as fruit juice, contain fruit juice (such as Mountain Dew, which
contains orange juice.

Health effects
Juices are often consumed for their perceived health benefits. For example, orange juice is rich in
vitamin C, folic acid, potassium, is an excellent source of bio available antioxidant
phytochemicals and significantly improves blood lipid profiles in people affected with
hypercholesterolemia .Prune juice is associated with a digestive health benefit. Cranberry juice
has long been known to help prevent or even treat bladder infections, and it is now known that a
substance in cranberries prevents bacteria from binding to the bladder. The high sugar content of
fruit juices is often not realized—many fruit juices have a higher sugar (fructose) content than
sweetened soft drinks; e.g., typical grape juice has 50% more sugar than Coca Cola.
Fruit juice consumption overall in Europe, Australia, New Zealand and the USA has increased in
recent years, probably due to public perception of juices as a healthy natural source of nutrients
and increased public interest in health issues. Indeed, fruit juice intake has been consistently
associated with reduced risk of many cancer types, might be protective against stroke and delay
the onset of Alzheimer's disease. The perception of fruit juice as equal in health benefit to fresh
fruit has been questioned, mainly because it lacks fiber and has often been highly processed.
High-fructose corn syrup, an ingredient of many juice cocktails, has been linked to the increased
incidence of type II diabetes. High consumption of juice is also linked to weight gain, but fruit
juice consumption in moderate amounts can help children and adults meet daily
recommendations for fruit consumption, nutrient intake and calories.

Introduction of fruit Juice Company in India
India is a market of diversity diverse with regards to incomes, price points of products, culture
and preferences and a marketer has to get use to these diverse characteristics of the market.
Drinking juice is not a part of our culture. We drink water with our meals but in the West one
starts the day with breakfast and a glass of juice. Juice is to a great extent considered as a luxury
not a necessity in our society, surely but slowly things are changing mainly in the urban and semi
urban areas, where the population is getting more and more health conscious and are realizing
the important nutrient values of fruit and are making them a part of their daily diet. The
companies in this Rs. 100 crore industry will have to organize various promotional activities
from time to time mainly to increase sampling and to educate the consumers about packaged
fruit juice that it is as pure and nutritious as fresh juice which is perceived as fresh as it is
extracted in their presence i.e. actual or assumed .There are two main brands in this segment of
noncarbonated drink markets; they are ‘Real’ from Dabur and ‘Tropicana’ from PepsiCo.
These two players command around 80% market share in the organized sector. We can observe
this industry growing and new players entering the market. In recent times we have seen the
entries of some international brands, like Berri [Australia], Ballantyne [Australia], and Tipco
[Thailand], with the intention to strengthen their hold in India and to grow with the market
India is the second largest for foods and vegetables in the world. The total production of food
and vegetables is estimated to be around 148.5 million tones, out of which fruit account for only
48.5 million tones and the rest 100 million tones is accounted for by vegetables. However, the

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fruit juice market has not been fully tapped because of poor infrastructure, poor storage facility,
and highly unorganized market, chiefly constituted by road side vendors. Consumer still prefers
to buy juice from road side vendors even if juices are unhygienic. The major growth drivers in
fruit juice market are, increase in health consciousness among consumers, increase in disposable
incomes, and more sophisticated cocktail culture.

Major Player and their brands:
· Pepsi with its brand Tropicana.
· Dabur foods with its brand Real.
· Coca Cola India with its brand Maaza.

Leading Manufacturers of Fruit Beverages in India:

Company Brand Flavours
1. Parle Agro Frooti Mango, Guava, Pineapple,
Strawberry & Orange
Appy Apple

2. PepsiCo Ltd. Tropicana Orange, Nature Sweet, Apple,
Grape Pineapple, Tomato Mixed fruit
Slice Mango, Litchi, Orange & Guava.

3. Dabur Real Grape, Guava, Orange, Pineapple
Tomato Mixed Fruit, Litchi, Mango.
Real Active Orange, Apple

4, Godrej Foods Jumpin Orange, Apple
Re Orange, Apple
Xs Orange, Apple

5. Coca Cola Maaza Mango

6. BBI. II Tree Top Mango

7. Voltas Volfruit Mango

8. Hindustan Grapy Red Grapes, Litchi, etc.

9. HP Agri HPMC Apple Marketing

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10. North East AgroMkt. Ltd. NERAMAC Pineapple

11. Kerala Milk Mkt. Milma Mango, Pineapple

12. Salstar Foods Regold Mango, Apple Mixed

13. Mohan Meakins Gold Coin Apple Juice

14. Modern Foods Rasika Mango, Guava

15. Eastern Fruit Efil Mango, Litchi

16. NAFEED Nafed Apple, Mango, Processed Guava,
Pineapple, orange

17. Vadilal IndustriesLtd. Vadilal Mango, Pineapple, Orange

18. Himgiri Foods Himgiri Mango, Pineapple, Orange

19. Lakhanpal Foods VAFA Mango, Pineapple, Orange

20. WIMCO Ltd. Sunsip Tropical Fruits Kioces

21. Tims Products TIMS Mango, Pineapple, Orange, Guava

22. BEC foods ROLZ Mango, Mixed Fruit Juices

23. The MaharashtraInds. NOGA Pineapple Agro
DevelopmentCorp. Ltd.
.

The above mentioned list consists of the brands noticeable in metros and as such there are a large
number of small canning units scattered all over the country catering to niche markets.

Industry analysis:

The Rs 100 crore packaged fruit juice market is estimated to be growing at 20% to 25%
annually, with Tropicana and Real holding 40% market share each. The market can be
categorized in terms of product content and there are three major product contents available.

· Drinks: Juice with pulp content less than 40%,
· Nectars: Juice with pulp content between 40 - 80%,
· Juices: Juice with pulp content more than 80%,

The canned juice market initially covered brands like NAFED, Noga, Midland, Gold Coin and
Druk. These were fruit juices and nectars and not drinks. But they did not make a mark in the

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market due to reasons such as high price, unattractive packaging and lack of right promotion
programme. Parle Agro‘s Frooti, a mango drink, was introduced in the tetra pack in 1985 and
since then has been a leader in its segment. The market has suddenly picked up since 1994-95
and a few players have emerged as market leaders

Market segmentation

There has been no general acceptance of the product forms in the fruit beverage market. The
consumer is basically concerned if it is a fruit juice or synthetically constituted product. Product
segmentation, therefore, should be clearly delimited. Under the fruit drinks the first segmentation
is between real fruit drinks and synthetic drinks.
 The real fruit drinks are based on natural fruit pulp or juice.
 The synthetic drinks are synthetic products with fruit or other flavors. Broad taste preferences
could be another way to define the market. The market is at present also segmented on the basis
of fruit pulp content. For the purpose of segmentation, on the basis of fruit pulp content. For
the purpose of segmentation, on the basis of fruit pulp content, market can be segmented as:
 Fruit juice with pulp content more than 80%. Brands falling in this category are Onjus, Real,
Tropicana, etc.
 Fruit Nectar with pulp content between 40% to *0%. Life and X‘s come in this category.
 Fruit Drinks with pulp content less than 40%. Frooti and Jumpin are the popular brands in this
category. Segmentation could also be on the basis of the benefits provided to the consumer:
 One benefit could be the nutrition content it gives to the consumer so one market could be
the health-conscious segment.
 Second benefit is thirst quenching, so the other segment could be those buying the drink or
nectar for satisfying the thirst. Another very broad segmentation can be on the type of situation
in which the drink or nectar is used:
 People who are on the move i.e. Outdoor use e.g. those traveling.
 People who are using it on the breakfast table as a part of their menu i.e. in-house use. Players
very often choose one or more of such segmentations to differentiate their product and target
market and accordingly plan their distribution and promotion patterns.
Target Markets:
· The women of the house
· Children
· The teenagers
· In-home consumption
· Out of home consumption
The women of the house and children are an important influencing factor in today‘s scenario. As
the KiwiJoos contains lots of health benefits, the women who care for her family wants her
family to be healthy and so are they are targeted.
The children are attracted to the beautiful ads and demand for the products as they want to
experiment things just for the sake of it or for their self satisfaction.
The teens are the most who like to try out new and different products. Today‘s teens are the
most health conscious and put in lots of efforts to be healthy. So even they are an important
target audience.
In- home consumption:

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This group of people buys fruit juices for home consumption and in many case treated as grocery
item and is on the shopping list and forms an important part of their diet. For an average Indian
population juice consumption is seen as a luxury and is a very urban phenomena as people in the
urban are getting more and more health conscious and relating and accepting juices as a healthy
social drink. These people are typically sophisticated and are exposed to the idea of healthy
living and are concerned of the well being of their families. Usually the lady of the house takes
the buying decision but she is influenced by her offspring‘s many times to the extent of brands
and flavours. One of the strong characteristics features which is common throughout our target
audience is that it is considered that juice is fresh only when it is extracted on the spot for
consumption purpose and it is considered to be better than the packaged ones available in the
market. This mind set will have to be changed and the customers will have to be convinced that
KiwiJoos is fresh, has all the nourishments intact and is available without the hassle of extraction
for consumption.
Out of home consumption:
This consumption pattern is usually observed in people who feel the need to quench their thirst,
get refreshed or both. These types of people are important of Kiwi Joos as they are the people
who will try the product in small quantity and give us an in road in the home for in home
consumption, which is our focus area. If this segment is satisfied then they will start personal use
of KiwiJoos and they will also act as a source of mouth - to - mouth publicity, which is
considered to be one of the best in its kind. This segment is challenging one as there is a dual
pattern of consumption which mainly exists here i.e. firstly an individual decides if he/she would
like to have a fruit juice or a substitute like carbonated soft drinks, water, flavoured milk, etc.
then if he/she chooses fruit juice, they have to chose from the available alternatives then he
makes a choice among the available brands with respect to the perceived value and its cost.
Such type of consumption is usually seen;
· On roads i.e. in front of the general stores, railway stations, bus stands, airports etc.
· Entertainment zones like amusement parks, cinemas, parks, theaters, etc.
· Eating-places like restaurants, college canteens, hotels, etc.
· Working places like offices, aerobics classes, gymnasiums, places of worship etc.
The key to serving this segment would be to be available and visible at points of purchase and
including the person to buy, with effectively communicating to them that KiwiJoos is a healthy
alternative to satisfy the thirst ensuring taste, fun and good health. It is positive that fruit juices
are being perceived as anytime beverage. Generation now is as much inclined to sipping fruit
juices as colas, with teenagers driving the maximum trials.

Substitute

Fruit juice companies have to face a two level competition i.e. on the first level with the
substitutes and the then the players within the industry. The ‗sip war‘ is comprised of the
following players with respect to India.
· Soft Drinks (both carbonated and Non- carbonated soft drinks) Soft Drinks are divided into
carbonated and Non- carbonated drinks. While Cola, lemon and oranges are carbonated drinks
mango drinks come Noncarbonated category.
· Flavoured Milk (energy, N-Joy etc.) Just like fruit drinks Flavoured milk is also positioned on
the health platform. Companies are trying to project it as a fun drink with added
flavours and innovative packaging.

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· Mineral Water
Fruit drink sellers consider even mineral water as substitute to their offerings. The main
assumption is that packs ensure quality delivery.
· Other products
Milk by- products like buttermilk and lassi also serve as major substitutes. They compete in
terms of low price as well as easy availability. These drinks are also considered important from
the health perspective. Main Competitors :A host of brands are jostling for thirst space. Not just
colas but beverage sand fruit juices of all hues are adorning shop shelves. From bottled iced-tea
to branded chhaas, fruit-based drinks and flavoured milk, beverage makers have gone berserk
with product innovation as new variants continue to flood the market. Fruit drinks are high on
the swig list in summers as it is part of the health fad sweeping the nation. Health conscious
consumers are increasingly giving aerated drinks the go by and making a beeline for fruit-based
concoctions. Moreover, sporadic controversies about pesticide-infested cola drinks are said to be
driving consumers towards fruit-based drinks as a safer alternative. That is why even existing
players are going all out to pour out new flavours.

DABUR

Dabur derived from Daktar Burman is India's largest Ayurvedic medicine manufacturer. Dabur's
Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body
conditions-from common cold to chronic paralysis.

History
The story of Dabur goes back to 1884, to a young doctor armed with a degree in medicine and a
burning desire to serve mankind. This young man, Dr. S.K. Burman, laid the foundations of what
is today known as Dabur India Limited. The brand name Dabur is derived from the words 'Da'
for ‗Daktar‘ or ‗Doctor‘ and 'bur' from Burman. From those humble beginnings, the company
has grown into India's leading manufacturer of consumer healthcare, personal care and food
products. Over its 125 years of existence, the Dabur brand has stood for goodness through a
natural lifestyle. An umbrella name for a variety of products, ranging from hair care to honey,
Dabur has consistently ranked among India‘s top brands. Its brands are built on the foundation of
trust that a Dabur offering will never cause anyone slightest of harm. The trust levels that this
brand enjoys are phenomenally high.

Pharmacy Company
Dabur India Limited is the fourth largest FMCG Company in India and Dabur had a turnover of
approximately US$ 750 Million (Rs. 3390.9 Crore FY 09-10) & Market Capitalisation of over

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US$ 3.5 Billion (Rs 15500 Crore), with brands like Dabur Amla, Dabur Chyawanprash, Vatika,
Hajmola and Real. The company has kept an eye on new generations of customers with a range
of products that cater to a modern lifestyle, while managing not to alienate earlier generations of
loyal customers.Dabur is an investor friendly brand as its financial performance shows. The
company's growth rate rose from 10% to 40%. The expected growth rate for two years was two-
fold. There is an abundance of information for its investors and prospective information
including a daily update on the share price (something that very few Indian brands do). There‘s a
great sense of responsibility for investors‘ funds on view. This is a direct extension of Dabur‘s
philosophy of taking care of its constituents and it adds to the sense of trust for the brand
overall.The company, through Dabur Pharma Ltd. does toxicology tests and markets ayurvedic
medicines in a scientific manner. They have researched new medicines which will find use in
O.T. all over the country therein opening a new market.Dabur Foods, a subsidiary of Dabur India
is expecting to grow at 25%. Its brands of juices, namely, Real and Active, together make it the
market leader in the Fruit Juice Category

Dabur Foods that was set up in 1997 has brands like Hommade, Lemoneez and Capsico in its
basket. The Rs. 37 crore Dabur Foods ltd, a wholly owned subsidiary of Dabur India ltd ahs two
brands of juice in the market, they are;
· Real
· Real Active
For its Real brand, Dabur is focusing on increasing in home consumption by targeting mothers
and children. It is priced in the range of Rs. 60 to 65 [1 liter] and Rs 15 [200ml] except for
Guava that is sold in the range to Rs 65 to 70 and Grape that is sold for Rs. 70 to 75. Its
ingredients are water, fruit concentrate, sugar, citric acid and flavours of; · Grape, Guava,
Orange, Pineapple, tomato, Mixed Fruit, Litchi and Mango. The Real Active brand is targeted
towards fitness- crazy young consumers. The drink is positioned on the health plank. It was
launched towards the end of 2002. At the same time, the company plans to position Real Active
as its premium juice brand, while Real would be targeted at consumers belonging to socio
economic categories B and C also. It contains only fruit concentrate and water. It is priced at Rs.
68 and 70. It is available in the Flavours of; · Apple and orange. The company was eyeing a
turnover of Rs. 60 crore in the year 2001 -02, which is an increase of nearly 50%. According to
the company it ahs seen a growth of 44% in the financial year 2001-02 as compared to 34% in
2000- 01. The company plans to increase the advertising spends for the brand by nearly 40%.
Today the advertising and marketing budget for the brand by nearly Rs 8 Crore. The company‘s
thrust is on increasing in-home consumption therefore they are mainly targeting the mothers and
children. However, the company has restricted its activities in the urban areas only and wishes to
fully consolidate markets in the cities before looking at the small towns and rural areas Dabur
Foods claims to be the market leader in the pure juice category such as Punjab, Delhi, Haryana,
etc.

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PEPSICO

PepsiCo, Incorporated (NYSE: PEP) is a Fortune 500, American multinational corporation
headquartered in Purchase, New York, with interests in manufacturing and marketing a wide
variety of carbonated and non-carbonated beverages, as well as salty, sweet and cereal-based
snacks, and other foods. Besides the Pepsi brands, the company owns the brands Quaker Oats,
Gatorade, Frito-Lay, SoBe, Naked, Tropicana, Copella, Mountain Dew, Mirinda and 7 Up
(outside the USA).Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since
2006. During her time, healthier snacks have been marketed and the company is striving for a
net-zero impact on the environment.[3] This focus on healthier foods and lifestyles is part of
Nooyi's "Performance With Purpose" philosophy.Today, beverage distribution and bottling is
undertaken primarily by associated companies such as The Pepsi Bottling Group (NYSE: PBG)
and Pepsi Americas (NYSE: PAS). PepsiCo is a SIC 2080 (beverage) company.

History
Headquartered in Purchase, New York, with Research and Development Headquarters in
Valhalla, The Pepsi Cola Company began in 1898 by a NC Pharmacist and Industrialist Caleb
Bradham, but it only became known as PepsiCo when it merged with Frito Lay in 1965. Until
1997, it also owned KFC, Pizza Hut, and Taco Bell, but these fast-food restaurants were spun off
into Tricon Global Restaurants, now Yum! Brands, Inc. PepsiCo purchased Tropicana in 1998,
and Quaker Oats in 2001. In December 2005, PepsiCo surpassed Coca-Cola Company in market
value for the first time in 112 years since both companies began to compete.

PepsiCo in India
PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government-
owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture
marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo
bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was

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banned from import in India, in 1970, for having refused to release the list of its ingredients and
in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. These
controversies are a reminder of "India's sometimes acrimonious relationship with huge
multinational companies." Indeed, some argue that PepsiCo and The Coca-Cola Company have
"been major targets in part because they are well-known foreign companies that draw plenty of
attention." In 2003, the Centre for Science and Environment (CSE), a non-governmental
organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India,
including multinational giants PepsiCo and The Coca-Cola Company, contained toxins,
including lindane, DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer, a
breakdown of the immune system and cause birth defects. Tested products included Coke, Pepsi,
7 Up, Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-produced Pepsi's
soft drink products had 36 times the level of pesticide residues permitted under European Union
regulations; Coca Cola's 30 times. CSE said it had tested the same products in the US and found
no such residues. However, this was the European standard for water, not for other drinks. No
law bans the presence of pesticides in drinks in India.The Coca-Cola Company and PepsiCo
angrily denied allegations that their products manufactured in India contained toxin levels far
above the norms permitted in the developed world. But an Indian parliamentary committee, in
2004, backed up CSE's findings and a government-appointed committee, is now trying to
develop the world's first pesticides standards for soft drinks. Coke and PepsiCo opposed the
move, arguing that lab tests aren't reliable enough to detect minute traces of pesticides in
complex drinks.As of 2005, The Coca-Cola Company and PepsiCo together hold 95% market
share of soft-drink sales in India. PepsiCo has also been accused by the Puthussery panchayat in
the Palakkad district in Kerala, India, of practicing "water piracy" due to its role in exploitation
of ground water resources resulting in scarcity of drinking water for the panchayat's residents,
who have been pressuring the government to close down the PepsiCo unit in the village. In 2006,
the CSE again found that soda drinks, including both Pepsi and Coca-Cola, had high levels of
pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinks
are safe for consumption and have published newspaper advertisements that say pesticide levels
in their products are less than those in other foods such as tea, fruit and dairy products. In the
Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft drinks, was
banned by the state government in 2006, but this was reversed by the Kerala High Court merely
a month later. Five other Indian states have announced partial bans on the drinks in schools,
colleges and hospitals.

The Pepsi operations in India are now the part of the new Asian division of PepsiCo Beverages
International formed by the merger of Pepsi Cola International, Tropicana and Gatorade, the
sports beverage company acquired from Quaker Oates. Earlier, India was one of the eight
business division of the beverage company that used to report to PepsiCo International in New
York directly. Now it reports to PepsiCo Beverage International Asia in Hong Kong. PepsiCo
Beverage International is a division of PepsiCo Inc. This move has been prompted by the need to
give greater regional focus to new products like Tropicana and Gatorade so that they become a
key element of the overall portfolio of the US beverage major. PepsiCo Inc. is one of the world‘s
largest food and beverage companies. The company‘s principle businesses include:

· Frito – Lay snacks
· Pepsi-Cola beverages

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· Gatorade sports drinks
· Tropicana juices
· Quaker Foods
Pepsi India is already working on a strategy to launch a bevy of Gatorade products in the country
by the end of this year. These are as follows:
· Gatorade Thirst Quencher
· Gatorade Nutrition Shake
· Gatorade Energy Drink
· Propel Fitness Water
· Gatorade Energy Bar
It is also planning to give a major thrust to the juice business through the launch of a host of new
products under the Tropicana brand name i.e. on the health and energy platform. PepsiCo has so
far invested around Rs. 100 Crore inn ready to drink juice segment where the company has two
brands Tropicana & Slice. It has 14 plants in India producing fruit juices & 2 of them work on
tetra pack.
Tropicana:
Tropicana entered the country in 1998. Tropicana is currently imported in a concentrated form,
which is later reconstructed at a plant in Baramati, near Pune and vacuum packed into tetra packs
after paying an import duty. It covers around 18 cities of India. The factor of its success is that it
has a tightly controlled distribution system on top of an equally controlled production and this in
turn helps it keep its taste constant and the company boasts of it too. Tropicana Beverage Co.
recently announced the company‘s inclination towards bringing in an entire series of juices and
other health drinks from its international portfolio into India in the coming years. The Tropicana
brand, per se, has been positioned on the ‗health‘ platform. Pepsi also plans to give its juice
brand – which has seen many hurdles in the nascent and niche juice market – a renewed thrust in
the coming days. A price revision of the brands is also on the anvil. Since 2001, Tropicana roped
in celebrities in the field of nutrition and health to sell its brands. Under which they got
renowned people in the field of health to recommend their clients to use their brand. The list of
names included the likes of Anjali Mukherji, Sabina Sehgal Saikia and Vandana Luthra, who
promote the brand, positioned as a health drink, to their upwardly mobile clientele. Even
celebrity doctors and pharmacists wereincluded in its list of marketers. Tropicana is also sold
through various health clubs like Talwalkars, Personal Point, etc. in Mumbai and Delhi. In the
past as a part of its promotional activities, the company had conducted a ‗Tropicana Health Run‘
in the capital, slated for World Health Day, which was on April 7, 2001. Tropicana also runs a
programme called ‗The Tropicana Club‘ under which every time one buys a pack of Tropicana
heearns points which he can collect and exchange for a wide range of gifts and also, as a member
he gets unique offers, exciting gifts and interesting information on keeping fit and looking good.
The company is seen to intensify its distribution network, with a greater thrust on large
institutions. Apart from retail and consumer – level promotions, Tropicana is being promoted
through health bulletins and health leaflets. The company intends to continue with its
‗unconventional‘ retailthrust. Apart from the 20,000 to 25,000 outlets across 18 citiesthat
Tropicana has a presence in, the brand is being placed across gymnasiums, fitness centers in 5-
star hotels, coffee shops, airlines, hospitals, offices and health stores. These points of
consumption are not consequential in providing high volumes, but important from the imagery
point of view. Typically, non-retail stores have been contributing 12 – 15 % of the brands

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sales. Tropicana evokes a high brand loyalty among health – conscious middle and upper-middle
class segments. The company is seeking to project itself on the health platform and has an ad
spend of around 20% of its sales. The brand‘s existing tagline of ‗Taste of Good Health‘ has now
got an extension statement of ‗Don‘t forget the juice‘, ‗Tropicana 100% pure fruit juice‘ is
packaged in a 200 ml slim pack [which replaces its 250 ml pack] and 1-liter in a flat pack tetra
pack. The company is seen to run promotions in coordination with its other offering like a
scheme where 16 gm pack of Lays Magic Masala that comes free with a 200 ml pack of
Tropicana. Worldwide, Tropicana has a host of juice brands under its belt. Brands like Twister,
Dole, Looza, Fruvita and Juice Bowl, which could find their way into the Indian market in the
coming years. It has decided to make changes in the composition of its juices to suit the Indian
taste buds. Forinstance, realizing that Indians like a sweet flavour, it decided to launch a separate
sweet orange juice product specifically for the Indian market. Since it could not dilute its juice
content, it decided to substitute part of it with grape juice to make it sweeter. Even it‘s launched
tomato and mixed fruit juices have been altered to suit the Indian palate. Currently, in terms of
market share, Tropicana is believed to trail behind rival Real (Dabur) but is not far behind and
also has close to 40% market share of the estimated Rs 100 crore branded juice market. Pepsi
sets the pace for backward integration of Tropicana, as a first step towards backward integration
for its pure juice business Tropicana is foraying into contact farming of citrus fruits like oranges
and Keanu. Punjab- Jallowal – has been chosen as the location for the project. The 3phase
project involving trials, nursery and contract farming, is being pursued jointly by Pepsi and the
Punjab Agro Export Corporation. Through in its infancy at the moment, the project vision
however is of about seven years. If successful, it would mean 100% localization of orange juice
and it becomingthe supply center to other regions .A present Tropicana has the following
flavours: Orange, Nature Sweet, Apple, Grape, Pineapple, Tomato, Mixed Fruit.
Slice:
PepsiCo in 2002 poised to make deep inroads into juice drink segment in India with seven new
variants of its ‗Slice‘ brand. For the first time in company‘s history, a ‗Litchi‘ variant of Slice
was introduced. Apart from that, a guava and Orange flavours was also being offered. Apart
from 200 ml slim line cartons priced at Rs 10 each, Slice juice drinks is subsequently made
available in 250 ml returnable glass bottles as well. The company invested significantly to
bolster the Slice brand in the year 2002 and plans to invest heavily through the year while Slice
is now available in litchi, orange, mango and Guava flavours, they are expected to
be soon joined by Slice Cocktails. PepsiCo is sourcing litchis from Muzaffarpur, guavas from
Karnataka and Allahabad, and mangoes from Ratnagiri.

Comparative analysis of the marketing mix of Dabur Real and Pepsi
Tropicana
Can Dabur Real Foods put more juice in the juice market? The company which has turned fruit
juices into a Rs 60-crore business has been turning on the taps in recent months — and it hasn‘t
been afraid to innovate. It‘s heading off in untested directions by launching a new range called
Coolers which includes traditional recipes like Aam Ka Panna (a green mango drink). It has also
launched a pomegranate juice and a water melon drink. A jamun variant will soon follow.
Or, look at Pepsi Foods that has recently launched Tropics, a new range of what are called

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nectars in the fruit juice business. Pepsi has started out with a relatively unadventurous mango
flavour but it will soon be putting guava and litchi on the shelves.

If that‘s not enough, Pepsi Foods is also aiming at customers with more exotic tastes with an
orange-apple combination and a tropical fruit fusion drink (a mix of mango, guava, pineapple,
orange and apple juices).

Dabur and Pepsi Foods aren‘t the only companies that are moving into overdrive in the juice
business. As Indians take bigger swigs than ever before of packaged juices a slew of companies
are hoping to grab a share of the action.

The result is that players like Dabur Foods, Pepsi Foods, Godrej Industries‘ Foods Division,
Mother Dairy and even the small Ladakh Foods are betting big money on this market by flooding
it with new fruit beverages. ―It‘s a huge market with its potential still to be tapped,‖ says Sanjay
Sharma, head of marketing at Dabur Foods.

The results are on show to anyone who steps into a neighbourhood supermarket. There are now
racks filled with fruit juices, nectars and drinks (the difference lies in the pulp content — juices
are 100 per cent while drinks are below 20 per cent and nectars fall in between).

The swift growth in the market is attracting newcomers like Mother Dairy which recently
launched the Safal brand of juices. Safal is currently available in orange, mixed fruit, grape and
an orange-apple combination. Ladakh Foods, makers of the Leh Berry seabuckthorn berry drink,
has now also launched an apple-peach combination juice and a mixed fruit variant.

Even Godrej Industries Foods Division has introduced fruit juices under the Xs brand (which
earlier only consisted of nectars) and a soya milk fruit juice based drink called Sofit this year.
Parle Agro — of Frooti and N-joi fame — too is rumoured to be on the verge of new launches.

To add to the buzz, players are now looking at different pack sizes and price points. New
entrants are also expected to join the fray in the Rs 500-crore organised fruit beverage market
(nectars, drinks and juices combined).
One newcomer is likely to be Ahmedabad-based Pioma Industries — makers of the Rasna brand
of soft drink concentrates, which test marketed a diluted mango juice in Andhra Pradesh, but
dropped the launch plan after a lacklustre response. Industry experts predict that the company
may try again either this year or the next.

What‘s making all these players gung-ho about fruit beverages? For one, the fruit drink market
(juice accounts for 30 per cent, nectar is 10 per cent and fruit drinks are 60 per cent of the market
today) has grown at a 20 per cent to 25 per cent rate. Obviously, some segments are doing better
than others. Fruit-based milk drinks (market size Rs 20 crore to Rs 25 crore) like N-joi are
currently stagnating. But fruit-based soya milk, another emerging segment reckoned to be worth
about Rs 15 crore to Rs 20 crore is expected to grow rapidly. Godrej, which recently launched
the Sofit brand, is experimenting with this market for the second time. Ten years back, its soya
milk brand Great Shakes failed miserably because of its taste.

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But it‘s not just the health fad that has led to the growth spurt. Cola sales fell dramatically after
the pesticide controversy and this seems to have benefited the fruit beverage industry.

POSITIONING OF THE FRUIT JUICE AS A HEALTH PRODUCT

Soft carbonated drinks (colas) grew 17 per cent in 2002 but fell 15 per cent in 2003. Says Alaka
Bhosle, marketing consultant with ad agency Percept H, ―It‘s one of the key factors that has led
to the kind of growth that we have seen in the last year. But this growth will continue since
consumers are now hooked on.‖

―What also made the market work is the fact that tetrapaks offered a solution to provide fruit
juice practically fresh and preservative free,‖ says M P Pusalkar, executive director & president,
Godrej Industries, Foods Division. The proliferation of supermarkets and malls in metros and
mini-metros (key markets for this category), added to the growth story as well. And then there is
the income factor.

The other factors that have helped are the different pack sizes that players started offering in the
last year. Tropicana launched a 500 ml pack at Rs 25 compared to a one litre pack for Rs 76.
Says Subroto Chattopadhyay, executive director, Pepsi Foods, ―These new price points and
packs are aimed at getting more consumers to try the new product, and in turn increase the
consumer base.‖

All of this has resulted in increased in-home consumption of juices which has gone up from 30
per cent three years back to almost 80 per cent today. Says Dabur‘s Sharma, ―Consumers
perceive this as the next best thing to having a fresh fruit. Convenience is no longer the selling
point, the naturalness is.‖

Everyone now has big plans for the future. Dabur, which currently has a 55 per cent market
share, wants to launch more Indian fruits and even fruit and vegetable juice combinations in the
near future. It is also trying to bring down prices. So, it has launched Coolers 15 per cent cheaper
than Real because it has a lower pulp content. And by setting up a food processing plant in
Siliguri, West Bengal, Sharma says Dabur will source fruits directly from farmers and cut down
raw material or pulp costs which comprise almost 30 per cent of the finished product.

Similarly, other players like Godrej are also looking at launching new variants including
combinations by year end. Parle Agro, which has been experimenting with sugarcane juice for
sometime now, has launched mango Frooti in 65 ml packs in Pune, Gurgaon and Mumbai for Rs
5. A year back, it extended the Frooti brand into pineapple and orange variants as well as
launching it in 250 ml and one litre PET bottles.

Pepsi‘s Tropicana has tied up with equestrian sports and polo clubs to build bridges with the
well-heeled young adults. Its recent sampling exercise included an interactive quiz reaching out
to 200,000 students from 150 schools in Delhi. But the big issue is that they are all playing with
the same fruits. It has to be seen how longconsumers can sip the same concoctions.

RETAIL PRICING OF PEPSI TROPICANA VIS A VIS OTHER SIMILAR PRODUCTS

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The details about the product follows in the order

Product Name, Unit, MRP, Our Price:

JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 250ML 16.00 15.68

JUICE TROPICANA PINEAPPLE 250ML 16.00 15.68

JUICE TROPICANA ORANGE 250ML 16.00 15.00

DRINK GODREJ XS LITCHI PULP 250 ML 15.00 14.70

DRINK GODREJ XS MANGO PULP 250ML 15.00 14.70

JUICE REAL MIX FRUIT 200 ML 15.00 14.50

JUICE TROPICANA APPLE 200 ML 15.00 14.50

JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 200 ML 14.00 13.70

JUICE TROPICANA ORANGE 200 ML 14.00 13.70

JUICE REAL ORANGE 200 ML 13.00 12.75

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OBJECTIVE OF THE STUDY

(1) To study the brand awareness toward the Tropicana and Real fruit juice
brand.

(2) To study the parameters which mostly affect while purchasing the
Tropicana and Real? Fruit juice brand.

(3) To study the satisfaction level toward the Real and Tropicana fruit juice
brand.

(4) To compare the Tropicana and Real fruit juice brand.

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REVIEW OF LITERATURE

Uwe Faesel, Roy (1995) Examines the development of Poland's fruit industry up to 1990,
followed by the situation since that year, in which legislative reforms were introduced, mainly to
break up state monopolies and to privatize state assets. Analyses the Polish fruit industry in the
light of the resultant shift from a sellers' to a buyers' market, discussing the grower, wholesaling,
processing and exporting sectors, and finally the role of marketing in exporting. Conducts a
SWOT analysis of the industry, as a result of which makes recommendations for: increasing
growers' influence on exports; introducing a new wholesale marketing system; improving
processing equipment; rationalizing exportprocedures to the advantage of domestic competition.
Sees the current transport and communication set-ups as significant problems. Concludes that,
although the temptation is to follow the capitalist route and opt for the smaller enterprise as an
exporting unit, the old Communist-style large state enterprise is still the ideal vehicle for selling
fruit of Poland's calibre abroad. Nigel Poole, Laura (1996) Reports on research into the level of
consumer awareness of the attributes of citrus fruit. Claims it is necessary to convert consumer
attitudes towards healthy eating into appropriate consumer behaviour. Hypothesizes that
consumer knowledge of some important attributes of fruit and vegetable products is low, and that
better informed consumers might make better informed purchasing decisions. Describes the
methodology and results of the survey which finds evidence that consumers are largely ill-
informed about the attributes of the citrus fruit that they purchase. David Hughes (1996) Notes
that fresh fruit consumption in the UK is low, relative to most other EU countries, and static.
Also that fruits which can be grown commercially in the UK, such as apples and strawberries,
show a declining trend. Observes that in an increasingly competitive market-place, fresh fruit
does not meet the evolving wants of key consumer groups. concludes fruit marketing
organizations must invest in research and development to produce strong consumer-orientated
proprietary products and, then, provide them with the promotional support that premium
products warrant if they are to survive and prosper in markets which will come under increasing
competitive pressure in the next decade and century. Rosemary Duff (1999) This paper
discusses the findings of a market research programme carried out by SMRC ChildWise on
behalf of Tetra Pak UK Ltd, examining use of and attitudes to soft drinks among children and
mothers. This is a product field of increasing interest to children as they grow, and their
appreciation develops from being totally product-focused, to include packaging and then brand
considerations. The research examined behaviour across the key drinking occasions that make up
the child‘s day, looking in detail at drinks consumed at school. It is at school that a child‘s
freedom of choice develops, and awareness of peer group influences becomes increasingly
important. Children are highly receptive to new brands and flavours, but also demand
professional packaging and promotional input for brands to be credible. Younger children
appreciate having their own individual carton with a straw but, for older boys, a can is preferred,
whilst girls like the practicalities of resealable bottles. Alistair Mowat, Ray Collins
(1999)Supply chains in new and emerging agricultural industries typically lack information
linking product quality with consumer behaviour. This case study of the emerging persimmon
industry in Australia and New Zealand demonstrates how adopting a supply chain orientation

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can address this situation. Assessing and modelling consumer response to product quality
provides information that demonstrates to supply chain stakeholders how better product quality
management can improve the performance of the whole chain. Emerging fruit industries,
therefore, have more incentive to adopt a supply chain orientation if they understand quality-
related factors that drive consumer satisfaction and repeat buying behaviour. Soyeon Shim,
Kenneth Gehrt, Sherry Lotz (2001)Examines the Japanese fruit market, which, as a result of
production and distribution factors, represents a viable target for fruit exporters around the
world. The study provides guidance for fruit exporters by identifying three fruit-specific
segments based on fruit-specific lifestyle factors. The process of identifying the lifestyle factors
relies on a cross-culturally validated theoretical framework developed within the context of food
consumption. Cluster analysis is used to identify the segments: creative/highly involved;
practical/moderately involved, and aesthetic/uninvolved. These three segments of the everyday
fruit consumption market are characterized in terms of fruit shopping, fruit consumption, and
socioeconomic factors. The creative/highly involved segment, older and more traditional,
represents today‘s heavy-consumer of fruit in Japan, followed closely by the
practical/moderately involved segment. Although the aesthetic/uninvolved segment is composed
of relatively light consumers, its demographics suggest that exporters need to develop this
segment in order to succeed in this market. Michael S. Donaldson (2001)Reports the results of a
survey of followers of the mostly raw, pure vegetarian, Hallelujah diet, which is promoted by the
Hallelujah Acres Foundation in the USA. Seven-day semi-quantitative dietary records kept by
141 followers of the diet were collected and analyzed for nutrient intake. Claims self-reported
improvements in health and quality of life after adoption of the diet were significant (p < 1E-07).
Mean daily consumption of fruits and vegetables was 6.6 servings and 11.4 servings,
respectively. Salads, fruits, carrot juice and grain products provided 60-88 per cent of most
nutrients. The mean energy intake was 1,460kcal/day for women and 1,830kcal/day for men.
Claims that, with some modifications, this diet pattern allows people to adopt a low calorie diet
sufficient in most nutrients. Srini S. Srinivasan, Brian D. (2002) Previous researchers have
established that brand names are important in determining perceptions of brand quality and
attitude towards the product. In this research we investigate the role of brand name in shaping
consumers‘ evaluation of search, experience, and credence attributes. The findings confirm that,
prior to trial, brand name increases consumers‘ perception of experience and credence attribute
performance evaluations. However, prior to trial, brand name is found not to affect consumers‘
perception of search attributes. Trial of the brand is found to reduce (and not eliminate) the
advantage branded products have in enhancing consumers‘ perception of experience and
credence attributes. Kenneth C. Gehrt, Soyeon Shim (2003) The study demonstrates the
viability of situational segmentation in a market outside the USA. A number of situational
segmentation studies in the USA have examined the snacking market. This study examines
situational segmentation opportunities in the context of the Japanese snacking market. The study
attempts to delineate a situationally-defined market structure for a broadly defined array of snack
products. This is done by characterizing 18 snacks in terms of pertinent situational factors via
dummy variable regression analysis; and grouping the snacks in terms of the similarity of their
situational characterizations via cluster analysis. The study reveals four multi-product snack
segments, including solitary snacking cluster, socializing ensemble cluster, high gravity
socialization cluster, and morning home snack. The results show that situational segmentation is
as effective in complementing more traditional segmentation approaches in Japan as it is in the
USA. S.O. Aroyeun (2004) Cashew apple was used as a nutritional additive in the production of

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yogurt. The yogurt so produced (CAY-A) had a higher vitamin C content of 53.70g/100ml than
both samples B and C with values 14.1/100ml and 19.2g/100ml of vitamin C respectively. The
cashew apple fortified yogurt was evaluated for physicochemical parameters like pH, refractive
index, dpecific gravity, titratable acidity, ash, moisture, protein and fat and the values 4.10 (pH),
20° Brix soluble solid content, specific gravity 1.023, titratable acidity (0.78g/100ml lactic acid),
0.84 per cent ash, 77.0 per cent moisture, 3.22 per cent protein and 3.2 per cent fat were
obtained. The three yogurts produced were presented to ten regular tasters of yogurt for sensory
evaluations using Fan Milk yogurt as the reference sample C. Assessors were asked to identify
the odd sample. This method was used to determine if ingredient substitution or some other
change in the manufacturing process could result in a detectable difference in products. The
result obtained indicated that the yogurt into which cashew apple had been added compared
favorably with the reference sample in all the attributes evaluated and there was no significant
difference at p = 0.05.. Douglas Sorenson, Joe Bogue (2005) The objective of this study is to
identify the optimal product design attributes for a range of chilled probiotic orange juice
beverages, and to evaluate the contribution of market-oriented research methodologies to the
development and strategic marketing of innovative functional beverages. New product
development (NPD) opportunities exist for probiotic juice-based beverages, although
functionality should not be relied on solely to leverage a competitive advantage. Dilber Ulas, H.
Bader Arslan (2006) The purpose of this study is to present a broad view and analysis of brand
switching attitudes of cola consumers in Turkish cola market. Cola Turka, the new cola brand,
has captured almost one-quarter of the market. It has the potential to create loyal consumers.
Despite Coca-Cola preserving its dominance, Pepsi-Cola has been surpassed by this new
product. Gunne Grankvist, Hans Lekedal, Maarit Marmendal (2007) The purpose of this
article is to study whether preference for a product increased, or decreased, as a consequence of
information that the product was either eco- or fair trade labelled. An additional purpose was to
investigate associations between importance attached to values and preference for eco- and fair-
trade labelled food products. No significant effects of the experimental manipulation were
observed. Attaching greater importance to the value ―warm relationships with others‖ was
associated with a more favourable rating of the taste of both eco- and fair-trade labelled juices.
The value ―security‖ was positively associated with an increased taste preference for the group
exposed to the fair trade, but not the eco, label. Mehdi Seltene, Olivier Brunel (2008)
The objective of this paper is to evaluate brand extension from a consumer consumption
perspective. The most relevant entity becomes both the product and the choice vector. This
provides a different aspect of the heterogeneity as it concerns brand extension. The results
confirm the importance of the consumption context in terms of evaluating a brand extension. The
study shows that the effects of the context fit and the typicality are more important when the
category to which the brand extension is found is sensitive to the consumption context. In
contrast, the effect of the association fit is more important when the category to which the brand
extension is found is less sensitive to the consumption context. Marianela Fornerino, François
d'Hauteville (2010) This experimental research seeks to offer a method for measuring the
respective product and brand contributions to the global perceived quality dimension in the case
of five brands of orange juices. Results indicate an assimilation effect for the national brands,
particularly strong with the most preferred brand, and a non-significant brand effect for the
retailer's brand, although both products were rated the same in the blind evaluation

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RESEARCH METHDOLOGY

Sample data collection
This survey is as conducting in the context of retailer and consumer of Tropicana and Real fruit
juice in dehradun city.

Research design
The research design is descriptive in nature with survey method being used to complete the
study. Because under this we already created the hypothesis and we simply tried to find out that
our taken variables of market of dehradun city Able to satisfy their retailer and consumer.

Sample technique
I will use in this research random sampling.

Hypothesis formulation
It is basically a presumption which researcher use when they do research they are two type

Null
Alternative

Data collection
The data collection would be:

PRIMARY DATA : Questionnaire

SECONDARY DATA : Journals, Internet, news paper etc.

Sample design
Retailer and consumer of dehradun city are including under this research and tell their
satisfaction level.

Sample size
Sample size is going to be 100 respondents of retailer and 100 respondents of consumer.

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Sample element
Individual retailer and consumer are sampling element.

Data source
Both Primary and Secondary source of data would be used .The major type of information is
used from primary data.

Tool for data analysis
We will be using the applicable tools and techniques of SPSS as per required with time.

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HYPOTHESIS
For consumer
Null hypothesis-

1) H0-Gender has no effect on consumer satisfaction.
2) H0-Age group has no effect on consumer satisfaction.
3) H0-Quantity has no effect on consumer satisfaction.
4) H0-Preferred channel for purchasing has no effect on consumer satisfaction.
5) H0-Product quality has no effect on consumer satisfaction.
6) H0-Advertising has no effect on consumer satisfaction.
Alternate hypothesis-

1) H1-Gender has a great effect on consumer satisfaction.
2) H1-Age group has a great effect on consumer satisfaction.
3) H1-Quantity has a great effect on consumer satisfaction.
4) H1-Preferred channel for purchasing has a great effect on consumer satisfaction.
5) H1-Product quality has a great effect on consumer satisfaction.
6) H1-Advertising has a great effect on consumer satisfaction.

For retailer
Null hypothesis-

7) H0-Time of selling has no effect on retailer satisfaction.
8) H0-Source of information has no effect on retailer satisfaction.
9) H0-parameters have no effect on retailer satisfaction.
10) H0-Information of scheme has no effect on retailer satisfaction.
11) H0-Product quality has no effect on retailer satisfaction.
12) H0-Type of conveniences has no effect on retailer satisfaction.
Alternate hypothesis-

7) H1-Time of selling has a great effect on retailer satisfaction.
8) H1-Source of information has a great effect on retailer satisfaction.
9) H1-parameters have a great effect on retailer satisfaction.
10) H1-Information of scheme has a great effect on retailer satisfaction.
11) H1-Product quality has a great effect on retailer satisfaction.
12) H1-Type of conveniences has a great effect on retailer satisfaction.

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DATA ANALYSIS AND INTERPRETATION
For consumer
ONEWAY CONSUMER SATISFACTION BY GENDER

/MISSING ANALYSIS.

/POSTHOC = SCHEFFE ALPHA (.05).
ANOVA

CONSUMER SATISFACTION

Sum of
Squares Df Mean Square F Sig.

Between Groups 230.670 1 230.670 11.863 .001

Within Groups 1827.736 94 19.444

Total 2058.406 95

Null hypothesis Alternate hypothesis

H0-gender has no effect on consumer H1- gender has a great significance on
satisfaction consumer satisfaction

Interpretation:

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis
formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of gender on consumer
satisfaction , we came up with conclusion that the significance level is less than the
alpha value(.001 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater
significance of gender on consumer satisfaction.

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ONEWAY CONSUMER SATISFACTION BY AGE GROUP

/MISSING ANALYSIS.

ANOVA


Sum of
Squares df Mean Square F Sig.

Between Groups .621 1 .621 .028 .867

Within Groups 2057.785 94 21.891

Total 2058.406 95


H0-age group has no effect on CONSUMER H1- age group has a great significance on
satisfaction CONSUMER satisfaction

Interpretation:


On applying ONE WAY ANOVA for checking effect of age group on CONSUMER
satisfaction , we came up with conclusion that the significance level is greater than the
alpha value(.867 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower
significance of age group on CONSUMER satisfaction.

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ONEWAY CONSUMER SATISFACTION BY QUANTITY

/MISSING ANALYSIS.

ANOVA


Sum of

Between Groups 100.436 4 25.109 1.167 .331

Within Groups 1957.970 91 21.516

Total 2058.406 95


H0-Quantity has no effect on consumer satisfaction H1- Quantity has a great effect on consumer
satisfaction

Interpretation:


On applying ONE WAY ANOVA for checking effect of quantity on consumer
significance of quantity on consumer satisfaction.

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ONEWAY CONSUMER SATISFACTION BY PREFERRED CHANNEL

/MISSING ANALYSIS.

ANOVA


Sum of

Between Groups 100.436 4 25.109 2.157 .221

Within Groups 1957.970 91 21.516

Total 2058.406 95


H0-Preferred channel has no effect on consumer H1- Preferred channel has a great effect on

Interpretation:


On applying ONE WAY ANOVA for checking effect of Preferred channel on
consumer satisfaction , we came up with conclusion that the significance level is
greater than the alpha value(.221 > 0.05). Therefore accepting NULL HYPOTHESIS
due to lower significance of preferred channel on consumer satisfaction.

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ONEWAY CONSUMER SATISFACTION BY PRODUCT QUALITY

/MISSING ANALYSIS.

ANOVA


Sum of

Between Groups 198.778 3 66.259 3.278 .024

Within Groups 1859.629 92 20.213

Total 2058.406 95


H0-product quality has no effect on consumer H1- product quality has a great significance on

Interpretation:


On applying ONE WAY ANOVA for checking effect of product quality on consumer
significance of product quality on consumer satisfaction.

lo

ONEWAY CONSUMER SATISFACTION BY ADVERTISING

/MISSING ANALYSIS.

ANOVA


Sum of

Between Groups 48.467 1 48.467 2.267 .136

Within Groups 2009.940 94 21.382

Total 2058.406 95


H0-advertising has no effect on consumer H1- advertising has a great significance on

Interpretation:


On applying ONE WAY ANOVA for checking effect of advertising on consumer
alpha value(.136 > 0.05). Therefore accepting NULL HYPOTHESIS due to higher
significance of advertising on consumer satisfaction.

lo

For retailer
ONEWAY RETAILER SATISFACTION BY TIME OF SELLING

/MISSING ANALYSIS.

ANOVA

RETAILER SATISFACTION

Sum of

Between Groups 230.670 1 230.670 11.863 .004

Within Groups 1827.736 94 19.444

Total 2058.406 95


H0-Time of selling has no effect on retailer H1- Time of selling has a great effect on retailer
satisfaction satisfaction

Interpretation:


On applying ONE WAY ANOVA for checking effect of Time of selling on retailer
significance of Time of selling on retailer satisfaction.

lo

ONEWAY RETAILER SATISFACTION BY SOURCE OF INFORMATION

/MISSING ANALYSIS.

ANOVA


Sum of

Between Groups .621 1 .621 .028 .772

Within Groups 2057.785 94 21.891

Total 2058.406 95


H0-Source of information has no effect on H1- Source of information has a great effect on
retailer satisfaction retailer satisfaction

Interpretation:


On applying ONE WAY ANOVA for checking effect of Source of information on
retailer satisfaction , we came up with conclusion that the significance level is greater
than the alpha value(.772 > 0.05). Therefore accepting NULL HYPOTHESIS due to
lower significance of Source of information on retailer satisfaction.

lo

ONEWAY RETAILER SATISFACTION BY PARAMETERS

/MISSING ANALYSIS.

ANOVA


Sum of

Between Groups 100.436 4 25.109 1.167 .323

Within Groups 1957.970 91 21.516

Total 2058.406 95


H0-Parameters has no effect on retailer satisfaction H1- Parameters has a great effect on retailer
satisfaction

Interpretation:


On applying ONE WAY ANOVA for checking effect of parameters on retailer
significance of parameters on retailer satisfaction.

lo

ONEWAY RETAILER SATISFACTION BY INFORMATION OF SCHEME

/MISSING ANALYSIS.

ANOVA


Sum of

Between Groups 100.436 4 25.109 2.157 .219

Within Groups 1957.970 91 21.516

Total 2058.406 95


H0-Information of scheme has no effect on retailer H1- Information of scheme has a great effect on
satisfaction retailer satisfaction

Interpretation:


On applying ONE WAY ANOVA for checking effect of information of scheme retailer
significance of information of scheme retailer satisfaction.

lo

ONEWAY RETAILER SATISFACTION BY PRODUCT QUALITY

/MISSING ANALYSIS.

ANOVA


Sum of

Between Groups 198.778 3 66.259 3.278 .035

Within Groups 1859.629 92 20.213

Total 2058.406 95


H0-product quality has no effect on retailer H1- product quality has a great effect on retailer
satisfaction satisfaction

Interpretation:


On applying ONE WAY ANOVA for checking effect of product quality on retailer
significance of product quality on retailer satisfaction.

lo

ONEWAY RETAILER SATISFACTION BY CONVINCES

/MISSING ANALYSIS.

ANOVA


Sum of

Between Groups 48.467 1 48.467 2.267 .223

Within Groups 2009.940 94 21.382

Total 2058.406 95


H0-Convinces has no effect on retailer H1- Convinces has a great significance on
satisfaction retailer satisfaction

Interpretation:


On applying ONE WAY ANOVA for checking effect of Convinces on retailer
alpha value(.223 > 0.05). Therefore accepting NULL HYPOTHESIS due to higher
significance of Convinces on retailer satisfaction.

lo

For consumer
(1) Gender of respondents

A) Male B) Female

Male Female Total

No. of respondents 70 30 100

Percentage 70 30 100

30%

70%

INTERPRETATION:-

In this study 70 % male and 30% female respondents are part of my target population and they
help me to fulfill my questionnaire from different area of Dehradun city.

lo

(2) Your age group

A) Below 18 B) 18-25 C) Above 25

Below 18 18-25 Above-25 Total

No. of respondents 10 60 30 100

Percentage 10 120 60 100

30% 10%

60%

INTERPRETATION:-

In this study 10% respondents are of below 18 age ,60% respondents are between 18-25 and 30%
respondents are above 25 .

lo

(3) Which type of fruit juice brands you are aware mostly?

A) Tropicana B) Real C) Other

Tropicana Real Other Total

No. of respondents 40 35 25 100

Percentage 40 35 25 100

25% 40%

35%

INTERPRETATION:-

In this study 40% respondents are aware about Tropicana juice,35% are aware of Real and 25 %
of other. Maximum respondents are aware about Tropicana juice so Tropicana have a good
awareness in Dehradun city.

lo

(4) Through which medium you come to know about your preferred fruit drink?

A) Hording and banners B) News paper and magazine

C) TV/Radio D) Any other

H.& banners N.&magazine TV/Radio Any other Total

No. of respondents 30 35 20 15 100

Percentage 30 35 20 15 100

15%
30%
20%
%

35%

Interpretation:-

35% respondents know their fruit juice drink through news and magazine and 30% respondents
have knowledge through hoarding and banners so I found that distributor had capture on
hoardings and banners and news and magazines for attracting the consumer in Dehradun city.

lo

(5) For Whom do you buy fruit drink?

A) Myself B) Family C) Children D) Social occasion

Myself Family Children Socical Occasion Total

N of respondents 45 25 28 2 100

Percentage 45 25 28 2 100

2%

28%

25% 45%

INTERPRETATION:-

45% respondents are buy juice for their self, 28% for children ,25% for family and 2% for social
occasion so we find that most of consumer are buying juice for himself.

lo

6) What quantity do you usually prefer to buy?

A) 200-250 B) 300 C) 500ml D) 1Lt.

200-250 300 500 1lt. Other

No of respondents 45 12 30 13 100

Percentage 45 12 30 13 100

13%
45%
30%

12%

INTERPRETATION:-
45% respondents are like to buy 200-250 ml. juice pack ,12% like 300ml. So small pack is
selling in big number in Dehradun city.

lo

(7) Rank the following drinkon the scale of 1-5 you like most

A) Tropicana B) Real C) Maaza D) Slice E) Appy

F) Frooti G)Mangola H) Pulpy orange I) Twister J) Other

Tropicana real Mazza slice appy frooyi Mangola Pulpy twiter other
o.

No. of
respondents

18 1 2 3 4 5

12 2 1 3 4 5

16 3 2 1 4 5

10 5 2 3 4 1

19 4 1 3 2 5

7 5 4 3 1 2

8 2 1 3 5 4

7 4 1 2 3 5

3 5 3 2 1 4

100

lo

INTERPRETATION:-
Mostly respondents are give rank 1 to Tropicana, real ,slice, and Maaza, rank 2 has gone to real
and frooty and rank 3 is for Appy. Other give their response according to their taste. So I find
that Tropicana is like the most people and after that Real, Slice, Maaza etc.

lo

(9) Which is your most preferred channel for purchasing fruit drink ?

A) Retail store/grocery store B) Super market/hyper market C) Cine plexus

D) Pan shop/kiosks E) Restaurant F) Travel

Retail/g.store S,market/H.market Cine Pan Rest. travel Total
plexus shop/K.

No. of res. 35 20 5 15 20 5 100

percentage 35 20 5 15 20 5 100

5%
20%

INTERPRETATION:-
Most preferred channel for consumer is retail and general store.35% consumer expreessed that
they purchase fruit drink from retail and general store. Whereas 40% sales is contributed by the
super market and restaurant. Rest of the sales are from cine plexus, pan shop, travel etc.

lo

(10) Does advertising and promotion influence your purchasing decision?

A) Yes B) No

Yes no Total

No of respondents 65 35 100

Percentage 65 35 100

35%
65%

INTERPRETATION:-
According to this data 65% respondents are influencing through advertisement, 35% respondents
are not influencing through advertising.

lo

(11) How do you rate about the fruit drink brand?

TROPICANA A) Very poor B) Poor C) Good D) Excellent

REAL A) Very poor B) Poor C)Good D) Excellent

TROPICANA

Very poor poor Good Excellent Total

No of 15 20 55 10 100
respondent

percentage 15 20 55 10 100

REAL

Very poor poor Good Excellent Total

No of 12 22 62 4 100
respondent

percentage 12 22 62 4 100

lo

INTERPRETATION:-
55% respondents are with Tropicana juice brand,20% accept that it is a poor brand but 62%
agree that real is a good juice brand. some people are not agree with real juice brand.

lo

(12) Do you want any improvement in the Tropicana fruit juice brand on the basic of
following parameters? (Tick anyone)

A) Price B) No. of flavor C) Taste D) Availability

PRICE NO. OF TASTE AVAILABILITY TOTAL
FLAVOR

NO. OF 13 15 54 18 100
RESPONDENT

PERCENTAGE 13 15 54 18 100

INTERPRETATION:-

Most of 54% respondents are wants improvement in the taste of the Tropicana juice brand.

lo

Comparative study between fruit juice brand with special context of tropicana and real brand

Comparative study between fruit juice brand with special context of tropicana and real brand

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