16/07/2010 1

By

ARIJIT MAJUMDER-010108071

ASAD ANWAR-010108058

PRIYANKA GHOSH-010108041

The company was established in 1986 and is based in Mumbai, India.

The group entered into a franchisee agreement with the food and beverage giant – PARLE

Keventer Agro Pvt Ltd manufactures, distributes,sells and exports fruit drinks in India and abroad

KEVENTER AGRO 2

It earned the coronet of being the first to introduce the aseptic packing in beverage category

It also offers fruit & milk drinks, packaged mineral water & edible oil

It also exports fruit-pulps & spices, across different countries.

     

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Mahendra Kumar JalanDirector of Keventer

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FROOTI : It is the most popular mango drink since 1985, mostly popular as ‘fresh n juicy’

APPY FIZZ : It is a sparkling apple drink that comes in a sleek champagne-shaped bottle.

GRAPPO FIZZ : It is a sparkling grape drink, launched in 2009

LMN : It is a natural fruit based lemon drink with vitamin C

BAILEY : It’s a Packaged Drinking Water. The first water brand to be issued the ISI certification.

UTSAV : It is one of the leading mustard oil labels in the country and was launched in the end of 2006

FROOTI APPY FIZZ LMN

Maaza Fanta apple Nimbooz Slice Real’s apple Sprite 

Real’s mango Tropicana’s apple Minute Maid

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To study the sales of Keventer’s beverage products

To study the taste and preferences of the consumer

To study the market response to the new packaging of Frooti.  To study the marketing mix of Frooti, Appy Fizz, Grappo

Fizz, LMN  To study their market share in the Non-Carbonated Soft Drink

(NCSD) category

To Analyse the distribution network7

DATA COLLECTION1) Primary Source : A. Retailers B. Consumers

2) Secondary Source : A. Website B. Magazines and Newspapers  RESEARCH INSTRUMENTS A. Questionnaire B. Personal interview 

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SAMPLING DESIGN

1) Sampling Unit: A. Consumers B. Retailers 2) Sample Size: A. 100 Units ( consumers ) B. 240 Units (retailers) 

We have taken sample from following areas: 1) SOUTH KOLKATA 2) NORTH KOLKATA 3) DIVISION 2 4) SUBURBS OF KOLKATA

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IS FROOTI A HEALTH DRINK? 1) Frooti is not perceived by the majority as a health drink CONSUMERS AWARENESS REGARDING DIFFERENT

FLAVOUR OF FROOTI 1)Consumers are not aware about all the flavours of Frooti 2)Green mango flavour is less promoted, so its acceptance is less

among the consumers

FROOTI IN DIFFERENT FLAVOURS 1)Our survey shows the percentage of respondents who think that Frooti should come in other flavours are about 77%

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IS FROOTI A CHILD DRINK 1. Frooti is more of a family drink rather than a child drink.2. Frooti has market in all age-groups

CONSUMERS RESPONSE OF MOST CONVINIENT FORM OF PACKAGING

1)As Frooti was the first to introduce PET bottle packing in NCSD category, this shows it was the right move from convenience point of view.

AVAILABILITY OF FROOTI 1)Survey shows the percentage of respondents who think Frooti is readily available are

82%2) Good distribution channel of Frooti.3) Good demand for Frooti in the market

 

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INFERENCE :1. Emergence of Slice as Frooti’s main competitor.2. Growing threat to Frooti’s leadership in NCSD category.3. Increasing consumer preference towards Fruit juice segment.

INFERENCE :1.Highest selling brand in the surveyed market is Coke.2. Keventer stands as the third highest selling brands in the market

CONSUMER PREFERENCEFROOTI COMPETITORS CONSUMER PREFER

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CONCLUSION

14FROOTI APPY FIZZ LMN

It has been observed in areas of South Kolkata that the sale of TCAs of Frooti is more than the Tetra packs and PET’s

PET’s are more preferred by the consumers than the Tetra Packs

It is conceived either as a kid’s drink or a family drink

 

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As per our survey it was revealed that Appy Fizz does not have a strong consumer base like that of Frooti

Sale of PETS are more than the Tetra packs, as young professionals buy it as a non alcoholic drink for parties

People cannot identify with the advertisement and its taste is not the familiar one.

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It was revealed during the surveys that LMN became very popular during the summers

The Tetra packs were sold more, as they are preferred more by the students because of their price

PET’s lag behind as they are not bought by the housewives who still insist on home made lime juice

 

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18 FROOTI APPY FIZZ LMN

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In the North Kolkata region tetra packs of Frooti are sold more than the TCAs and the PETs

APPY FIZZ In North Kolkata Tetras are sold more than the PETs , People in these areas want to choose Appy drink but it does not take place

This summer it was seen that in the regions of North Kolkata the Tetra packs of LMN had been bought more by the consumers

It was purchased as it act as a readymade thirst quencher in the heat

PET’s suffered in their sales as people would have LMN when they are not at home, but once at home they preferred home made

LMN

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PET’s of Frooti are sold more than the TCAs and the Tetra’s

DIVISION 2 comprises mainly the posh areas of the city

This is why PET’s are preferred more by these elite professionals than TCAs and Tetra’s

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As per our survey in Div 2 tetras of Appy are sold more than Appy Pets

As people are more attracted towards other flavours other than Appy

Ads could not capture the imagination of the aged consumers

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In Division 2 trends showed that in these areas PET Bottles of LMN are sold more in this peak season than the Tetra packs

This is a result of the fast life styles of the young generation who buys LMN and keeps them in store at their home as LMN offers for hygiene, convenience, refreshing taste, affordability and availability.

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Frooti must come in flavours of Pineapple and Strawberry in addition to mango

Appy is a nectar drink made from apples, so it must change its appearance and make itself appear more like a fruit drink

Grappo fizz is a carbonated grape drink and has a unique taste, look and also interesting positioning as a “Cool Drink” but it should be positioned as a pure fruit drink

LMN must never compromise with its taste since packaged nimbu pani has tremendous growth potential

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Frooti was introduced in a new tetra pack packaging in 65 ml quantity which is priced at Rs 2.50 each and Parle is promoting it as “5 KA 2 OFFER”, which means 2 packs

For TCAs, Frooti still maintains strategic price of Rs. 5 for its popularity in the suburbs and economically weaker areas.

LMN must also be strategically priced like the TCAs of Frooti as LMN has to face stiff competition from the cheap and readily available roadside nimbu paani

Grappo Fizz and Appy Fizz have to come out of their niche target and have to price the products in a way that attracts consumers from all section of the society

 

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To capture the huge unorganized sector, Frooti should be promoted as a retailing chain outlet in India on the lines of Barista which is in the retailing of coffee.

Since the delivery of the Keventer’s beverage products is very slow in the suburbs of Kolkata, it has to be faster and more efficient

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Appy and Grappo Fizz should come with advertisements projecting them as healthy fruit juice meant for everyone, not only for cool young people

For LMN and Grappo Fizz, an intensive consumer activation campaign should be followed by adopting strategies of multi-city launches and road shows, hosting school/college fests and competitions

 

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SWOT ANALYSIS

Market leader in NCSD category

First to introduce Tetra Pack , PET Bottle & TCA in NCSD category

Frooti has got a strong brand acceptence

Appy Fizz is considered as best Apple nectar drink

Efficient distribution network as its readily available in suburbs

They got a very large quantity basket-as it’s available in various quantities

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Frooti is not perceived as health drink as per our survey

Frooti has limited variety of flavour- only mango and green mango

The main target audience of frooti is kids

Grappo fizz does not have the market acceptability

They have no brand ambassador

The delivery of the product is very slow in the suburbs

Profit margin given to the retailers & distributors is comparatively lower

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Huge untapped unorganized sector in NCSD category

Huge untapped market in other flavours viz. orange, etc.

Growing market share of NCSD category

Demographically, in the coming years around 55% of the population will be below 35 years in age which should be major target market of Frooti.

Health awareness- most of the consumers prefer fruit drinks than carbonated drinks

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Presence of huge unorganised market road side vendors

High consumer preference for flavours other than mango & green mango

Competition with global giants like Coke, Dabur, Real, Pepsico

Some of the segments have decreasing market share in NCSD category

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1. “Philip Kotler”, Marketing Management, Millennium edition.

2. www.parleagro.com 3. www.netmba.com 4. www.indiainfoline.com 5. www.financialexpress.com 6. Business line. 7. Brand Equity, Economic Times 8. www.keventer.com

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THANK YOU