A PROJECT REPORT ON
SALES & DISTRIBUTION SYSTEM AND
MARKET SHARE OF FROOTI 

In the partial fulfillment of the requirement for the degree of

MASTER OF BUSINESS ADMINSTRATION

Submitted By

MD. SHAMIM AKHTER

Reg. No. 35080314

Under the guidance of

Ms.R.SRI VIDHYA
Assistant Professor, SCHOOL OF MANAGEMENT
SRM UNIVERSITY

SCHOOL OF MANAGEMENT
SRM UNIVERSITY
KATTANKULATHUR-603203
May 2010
 
 

D ECLARATI ON

I hereby declare t hat t his proj ect report t it led “Sa le s & D ist r ibu t ion syst e m
a n d m a r k e t sh a r e of fr oot i” is execut ed as per t he course requirem ent for t he
post graduat e program in m anagem ent for final year proj ect . I t has not been
subm it t ed by m e or any ot her person t o any ot her universit y or inst it ut ion for
degree or diplom a. I t ’s m y own work done in SWASTIK OVERSEAS PRIVATE
LIMITED, PATNA.

M D .SH AM I M AKH TER.

 
 
 

 
 
 

ACKNOWLEDGEMENT

This project report is a sincere attempt to carefully and systematically gather the facts
and evaluate the sales promotions Activity Market share of Frooti M/s Swastik Overseas Pvt.
Ltd. Patna as a part of the course curriculum of MBA Degree, from SRM School of
Management,Kattankulathur, Kanchipuram Dist, (T.N.) India. The Project is based on
eight weeks of duration. For the completion of my Project report many person directly or
indirectly assisted me.

I would also like to thank Dr. Jayshree Suresh, Dean, School of Management,
SRM University, Chennai for providing an opportunity to do this project.
.
I would like to specially thank Ms.R.Sri Vidya, Faculty, School of Management,
SRM University, for helping and guiding us in making this project a success one.
Eexpress my deep sense of gratitude to Mr. RAKESH NAYAN (DGM) Mr. MANOJ
PANDEY (AGM) & Mr. SHASHI BHUSHAN SINHA (AGM), PATNA , SWASTIK
OVERSEAS PRIVATE LIMITED for their invaluable guidance, support and
encouragement during the working with the project on Marketing policy for fruit and aqua
product (Frooti, Appy Fizz & Bailley) of SWASTIK OVERSEAS PRIVATE LIMITED,
under the project topic SALES AND DISTRIBUTION SYSTEM & MARKET SHARE OF
FROOTI. Their effective planning, coordination, skill, knowledge and experience have made
it possible to successfully complete the project within the stipulated time.
I would also like to thank all the faculty members of School of Management, SRM
University and also the whole staff members of SWASTIK OVERSEAS PRIVATE
LIMITED, PATNA as a whole.

I thank my beloved Parents and my elder brother for their valuable support,
without them it could have been very difficult for to give a proper shape to my internship
work.
 
 

BONAFID CERTIFICATE

This is to certify that this project is a genuine work of Md.Shamim

Akhter.(35080314) and he has successfully completed his project titled sales
&Distribution system and market share of frooti in Swastik overseas
ltd.Patna.under my guidance during16th march to 4th may,2010 in final
fulfillment of MBAdegree of SRM school of Management.kattankulathur.

Ms.R.Sri Vidya Dr.Ms.Jaysree Suresh.

Sr.professor Dean
Srm school of management Srm school of management

……………………… ………………………
INTERNAL GUIDE EXTERNAL GUIDE
 
 

PREFACE

The present era is an era of “BRAND MARKETTING”. The business of brand

marketing can be compared to the game of chess. In the area of marketing brand name on the
board of chess.

The project report preparation is a part of curriculum of Master of Business

Administration. For the purpose it is required for an award of our Master of Business
Administration Degree that we should go a practical training for eight weeks. A project report
is a scientific and systematic study of real issue on a problem with the application of
management concept and skill. The study can deal with small and big issue in any division of
an organization. It can be case study where a problem has been dealt with through the process
of management of data, analysis and interpretation of data leading to valid conclusion.

Actually it is a way to practice what we have learnt. It enables me to apply my

conceptual knowledge in a practical solution and to learn the art of conducting study and
presenting the findings in systematic and scientific manner.

I was placed in Swastik Overseas Private Limited (Swastik Group, Ranchi,

Jharkhand), franchisee of Parle fruits products limited, Mumbai on a topic “SALES AND
DISTRIBUTION SYSTEM & MARKET SHARE OF FROOTI”.

I frequently hope that, this project report would be considerable help to the
management for developing strategies in those areas.

Finally, I thank to all those kind enough respondents who provided their valuable time
to me for responding my questionnaire that was mandatory for my internship work I had
done.

 
   
 
 
 
 

CONTENTS 
 

CHAPTER:­1 
1.1 Introduction about the study 
1.2 Objectives of the study 
1.3 Importance and the relevance of the study 
1.4 Limitations of the study 
 
CHAPTER:­2 
2.1.1 History of Swastik 
2.1.2 Product Profile 
2.1.3 History of Frooti 
2.2.2 Manufacturing process of Swastik Overseas Pvt. Ltd. 
2.2.3 Marketing strategies 
2.2.4 Organisational setup 
2.2.1 Promotional activities for Retailer & Consumers 
2.3.2 Promotional activities in Swastik Overseas Pvt. Ltd   
CHAPTER:­3 
Research methodology 
3.1 Introduction 
3.2 Research Design 
3.3 Questionarie 
3.4 Data Collection 
3.5 Sample Design 
CHAPTER:­4 
Data analysis and interpretations 
CHAPTER:­5   
5.1 Findings 
5.2 Suggestions  
5.3 Conclusion  
 
 
Bibliography 
 
Annexure 
 
 
 

LIST OF TABLES

Table No. Topic Page No.

Table 01------------General Awareness--------------------------------------40
Table 02------------Satisfactory Level----------------------------------------41
Table 03-----------Want to change Frooti----------------------------------42
Table 04------------Need of Modification------------------------------------43
Table 05------------Satisfaction with Packaging of Frooti-----------------44
Table 06------------Satisfaction with Packaging of Appy Fizz------------45
Table 07------------ Satisfaction with Packaging of Bailley---------------45
Table 08-------------Preference of Products----------------------------------46
Table 09-------------Reason of Preference------------------------------------47
 
 

INTRODUCTION
 
 

Introduction chapter contains

1.1Introduction about the study 
1.2Objectives of the study 
1.3Importance and the relevance of the study 
1.4Scope of the study 
1.5Limitations of the study
 
 

1.1 INTRODUCTION

India with a population of more the 100crores is potentially one of the largest
consumer markets in the world. With urbanization and development of economy, tastes and
interests of the people changes according to the advance nation.

Marketing is about winning this new environment. It is about understanding what

consumer’s wants supplying it’s more efficiently and more conveniently.

The consumer market may be identified as the market for product and services that are
purchased by individuals as household for their personal consumption. Soft- drinks is a
typical consumer product purchased by the individual primarily quench their thirst and also
for refreshment. Different types of soft drinks are available in the market and more or less
content of all soft drinks are same. The market of soft-drink is facing a cutthroat competition
and many companies are floating in the market with their products with different brand
names. In such a kind of situation different factors which influence to the people choice for
soft drinks are taste, quality, images, easy availability and the product cost of soft drinks and
the advertisement. The Govt. of India has considered the soft drinks industry as “Non-
essential”. As a result the excise duty levied by govt. on better soft drinks is very high.

Thus in a country like India where, more than 50% of the total population exists
below poverty line, the consumer cannot afford such high price for soft drinks. As a result,
the trading activities of the soft drinks industry are concentrated in and around big cities and
town where the purchasing power of population considered comparatively high.

Soft drinks Industries in India has an annual sale of about 4000crores, with per capita
consumption of soft drinks at a low of seven bottle per annum (even Pakistan has a per capita
consumption of 14 or in China and U.S.A it’s more than 800 bottles) is due to price factor.

So, marketing is both philosophy and technology. It is technology because it

suggests ways and means for effective production and distribution of goods and services in
the market to give maximum satisfaction to the consumer.

The marketing manager is responsible for both, determining and suitability of

goods and services presented by the company to the market, and also determining about
potential market and make better relation with the retailer.
 
 

In this regard the marketing management with have to apply to marketing technology
in the conceptual philosophy of system. It is the process of system analysis in the marketing
management for effective research and can be defined as “Systematic objective and
exhaustive study of tasks relevant to any problem in the field or marketing”.
 
 

1.2 OBJECTIVES OF STUDY

Primary Objective

To study on sales and distribution system & market share of frooti in Swastik
Overseas Pvt. Ltd, Patna.

Secondary Objectives

1. To determine the factors which persuade the retailer for sale of Froot.

2. To find out the promotional activities in Frooti.

3. To find out the market share of Frooti against its competitor.

 
 

1.3 IMPORTANCE & RELEVANCE OF THE STUDY

The seven weeks Training is very important for a student of MBA. This type of study
gives some practical knowledge to MBA students and practical knowledge is more useful
than theoretical knowledge for any one.

There is no certain formula for any particular problem but the aim of this study is to
develop the ability of decision – making. A right decision at the right time itself helps an
organization to run smoothly.

The training in any organization gives us an idea of different marketing activities and
many emphases is given on “Promotional Activities Aspect” and also it is seen how business
is taken tactfully when any problem comes to an executive. The way of problem solving,
right decision making and knowledge of different types of marketing activities gives much
importance to this study. Though only in 50 days, it was not possible to understand it so
deeply but overall ideas would be developed.

The market survey was conducted on a study of retails outlets and their “Sales &
Distribution System” for Frooti in Swastik Overseas Pvt. Ltd. in Patna, Bihar state.

This study was done in Swastik Overseas Pvt. Ltd. Patna. The geographical slope of
my survey was limited to Patna and Ara only. Study aims at relationship between Company
Executives and retailer and why any retailer sold particular brand only.

The survey covers a wide range of activities and factors, which influence the retailer
to sell the Frooti product. The samples of 150 respondents were taken to represent total
retailers of the mango-drinks, and the result was in the favour of Frooti. The validity of the
findings of this survey is limited to the period during which the field survey was conducted
i.e., seven weeks during 18th March to 4th May 2010.
 
 

1.4 LIMITATIONS OF THE STUDY

Although all efforts have been made to study all start of population as compared to
the topic of study, universe size and sample size findings of the study will be considered only
on the Urban Area and will be applied in Patna and Ara only because of the Retailers
perception and expectation varies in other place due to socio-economic and educational
background. At last but not the least the study will try to find out real depth of the actual
position as far as possible.

The survey suffers from following limitations:-

1. Since the product under study was a consumer good which requires a large
sample to have a correct study, a sample size of 150 respondents was too
small for it. But time & money did not allow researcher to have a large
sample. And also to manage a large sample would also be difficult by
Researcher alone.
2. Duration of study is also limited for further intensive study.
3. Most stress was given on primary data. As it was difficult to collect
Secondary data form organization & distributors.
4. The sample selected is not purely random sample but it is convenient so that
the result of the survey doesn’t have any high degree if statistical
significance.
5. The results of the survey are based upon crucial assumption Like:-
1. It is strictly based on the responses of the Retailers & consumer.
2.  The results through the questionnaire not always correct. 
3.  Convenient sampling some time leads to the distortion in results.
4.  The sample size of  consumers not sufficient for exact results 
5. Difficult to ascertain the authenticity of their statement.
It is very difficult to influence and get right answer from old mentality
Retailers. Region i.e., Urban area therefore the result are applicable to Patna and Ara region
only these findings may not have much relevance in other regions of different from rest of the
country.

All the conclusions suggestions & recommendations will be made in the feedback
obtained from the survey on the basis of responses given by the respondents.
 
 

Profile of Swastik
 
 

This chapter contains

Ü 2.1.1History of Swastik 
Ü 2.1.2Product Profile 
Ü 2.1.3History of Frooti 
Ü . Organisational Setup & Manufacturing process 
Ü . .  Product range 
Ü 2.2.2Manufacturing process of Swastik Overseas Pvt. 
Ltd. 
Ü 2.2.3Manufacturing strategies 
Ü 2.2.4Organisational setup 
Ü 2.3.1Product range 
Ü 2.3.2Manufacturing process of Swastik Overseas Pvt. 
Ltd. 
Ü 2.3.3Manufacturing strategies 
Ü 2.3.4Organisational setup 
Ü 2.4.1Promotional activities for Retailer & 
Consumers 
Ü 2.4.2Promotional activities in Swastik Overseas 
Pvt Ltd
 
 

INDUSTRY PROFILE

Infrastructural development and opening of flood gates in the guise of LPG (The
Liberalization, Privatization, and Globalization) made a sea changing in cold drink. Industry.
The vast change in the outlook, purchase, style and usage of the Indian on various angles to
meet the onslaught of this indirect invasion of economy taste etc consumer started changing
rapidly. This created a havoc not only in the price view but also in the angle of quality, taste,
designs etc. Every concern started Every started changing their approach in price, design,
provision of comfort, company concentrating

2.1.1 GROUP PROFILE

The SWASTIK GROUP established in the year 1961 is one of the leading trading house in
Eastern India. With a diversified activities it is also engaged in providing Engineering,
Management and Financial Consultancy Services in the field of Infrastructure Development
from concept to commissioning. As a Trading Company engaged in catering the requirement
of Mining, Construction, Power Plants etc. SWASTIK GROUP has played a significant role
in the development of Indian Industry and Infrastructure Projects and so of the state of
Jharkhand. WE at SWASTIK aim to provide most effective and prompt after sales service for
the requirements sold by us through trained personnel.

ABOUT COMPANY

The Swastik Group renders services in the form of Consultancy.Supply of

Equipments and Spares, Erection and Commissioning and operation in the
following fields:

1. Mining And Construction

(i) Open Cast Mining

• Hydraulic Excavators, Rope Shovels , Blast Hole Drills, Loading

 
 

Equipment, Rear End Dumpers, Draglines, Bulldozers, Motor Graders etc.

• Coal and MineraI Preparation And Beneficiation Plants & Material
Handling Equipment.
• Pollution Control Equipment.
• Complete equipment for large Open-Pit Mining with annual productions of
10 million tons by shovel-Hauler Process or semi-continuous process.

(ii) Underground Mining

• Drilling, Loading, Man and Material Transportation Equipments, Under

Ground Support Vehicles.
• Complete projects for mining (Minerals and metals)

2. Power Plants

• MiniI/Micro Hydel Power Projects.

• Thermal Power Projects Upto 1000 MW.
• Hydel Power Projects upto 360 MW.
• Transmission & Distribution Equipment.

3. Materials Handling and Reduction Equipments

• Cranes - EOT/HOT upto 250 MT capacity

• Mobile Cranes - Tyre mounted and crawler
• Port cranes (Luffing Cranes, Container Handling Cranes)
• Barges, Sea going vessels
• Crushers & Grinders

4. Ferrous & Non-Ferrous Metal, Ferro- Alloys, Minerals and other metals

• Aluminium, Brass, Copper, Chromium metal, Ferro-Silicon,

Rolledproducts, Steel, Silicon metal etc.

5. Machine Tools

• Special Purpose Machine Tools

 
 

• Foundry Equipments & Machines

• Electrical, Pneumatic and Cordless Engineering Tools
• CNC Machines

6. Forgings & Castings

• Forging & Castings of Ferrous and Non Ferrous Metals,, Mn Steel

Casting,Liner Plates, Rolls for Rolling Mills etc.

7. Export

• Commodities
Tea, Spices, Jute, Processed Food (Veg. & Fruits), Rice, Fruit Pulp & Juice,
Garments, Textiles, Cosmetics, Decorative Laminates, Marble, Minerals,
Granite (Polished and Unpolished) etc.
• Ferrous & Non-Ferrous Metals
• Forgings & Castings
• Engineering Products.
• Material Reduction Equipments.
• Spares for heavy earth moving machines.

8. General Trading

Bearings, Cement, Ferrous & Non-Ferrous Metals, Gears and

Speed Reducers, Lubricants, Petroleum Products, Rubber
Compounds and Chemicals, Steel, Tyres and Tubes etc.

9. Electrical Equipments and Components

• Transformers
• Switchgears
• Motors
• Luminairs

10. Constultancy Services

 
 

We Provide Engineering and Management consultancy Services for

Infrastructure Projects i,e . Roads, Bridges, Ports and Harbous, Water Treatment
and Distribution, Sewage Treatment, Material Handling Plants, Railways, Urban
Development etc.
11. Publication

The group has ambitious plans for its publication division but to begin with it
has launched the Jharkhan edition of The Pioneer by entering into an agreement
with the printers and publishers.

12. Manufacturing

The group is engaged in manufacturing Mango Drink (Frooti), Appy Fizz

(carbonated) & Bailley Packaged Drinking Water as a Franchisee of World
Renowned Parle Agro Private Limited. Two state of the Art Units has been
commissioned at Tatisilwai Industrial Area, Phase-II, Ranchi for catering the
requirement of Bihar and Jharkhand in particular with a network of over 250
Distributors and 25000 marketing points.

GROUP COMPANIES

• Powermech (India) Pvt Ltd

• STI Marketing Pvt Ltd
• Swastik Aqua Ltd
• Swastik Coke Pvt Ltd
• Swastik Forgings Pvt Ltd
• Swastik Fruits Products Ltd
• Swastik Global Pvt Ltd
• Swastik Overseas Pvt Ltd
• Swastik Softech Pvt Ltd
• Swastik Trades & Industries
• High Point Rendel (India) Pvt Ltd
 
 

Associates and Representatives (India)

• Kolkata
• Hyderabad
• Indore
• New Delhi
• Raipur

Associates and Representatives (Overseas)

• London, United Kingdom

• Moscow, Russia
• Sydney, Australia

SERVICES

The Swastik Group renders services in the form of Consultancy.Supply of Equipments and
Spares, Erection and Commissioning and operation in the following fields:

• Communication
• Export
• Forgings & Castings
• Ferrous & Non-Ferrous Metals
• General Trading
• Machine Tools
• Materials Handling and Reduction Equipments
• Minerals and other metals
• Mining and Construction
• Power Plants
 
 

BOARD OF DIRECTORS

H.P. Sarawgi-----------------------------Chairman

B.N. Sarawgi------------------------------Director

Manju Sarawgi---------------------------Director

Binod Sarawgi----------------------------Director

Sunita Sarawgi- --------------------------Director

Bijay Sarawgi- ----------------------------Director

Leela Sarawgi-----------------------------Director

Binay Sarawgi-----------------------------Director

Vrinda Sarawgi----------------------------Director

Raashi Sarawgi----------------------------Director

Aditya Sarawgi----------------------------Director

PROMOTERS

H.P.Sarawgi

Mr. H.P. Sarawgi, 75 years of age, started his own business in the year 1962
in the name of Swastik Trades & Industries with its head quarters at
Ranchi. He has provided a dynamic leadership during the last five decades.
He has experience of more than 50 years in the business of trading and
manufacturing and is the Chairman of all the group
companies.
 
 

B.N.Sarawgi

Mr. B. N. Sarawgi is B.E, FIPE, FIE and since 1976 he is with the group
as Senior Director. He has 30 years of experience in project marketing. He
has excelled as a consultant in engineering projects in the Indian sub
continent.

Binod Sarawgi

Mr. Binod Sarawgi is B.Com, LLB and is Director of the group company.
He has experience of more than 28 years in marketing and
administration. He is responsible for group activities in mining and
construction, power plants, electrical equipments and the export business.

Bijay Sarawgi

Mr. Bijay Sarawgi is B.Sc is having 25 years of experience and is

responsible for the group’s activity with Mining Industries. Besides this, he
also takes care of business activities attached with various other organizations.

Binay Sarawgi

Mr.Binay Sarawgi is B.Sc is having 22 years of experience with the group

and is responsible for the general administration, finance and trading activities
of the group Companies. He is also responsible for the franchise units of
Frooti, Appy Fizz and Bailey mineral water.

Richa Sarawgi

Richa Sarawgi has an MSc International Business Management degree with 6 months
experience in exports. Currently she is assisting in the infrastructure projects at Madhya
Pradesh and Chhattisgarh.
 
 

                        

OBJECT)VE 
To be partners in Progress by assisting Our clients in Optimizing 
their Potential to achieve Corporate goals by Offering T(E 
SOLUT)ONS  
    

                     

VISION
To be known and identified .As an ethical, trustworthy 
And                                            dependable company Relied upon 
by Clients, offering Real and                            lasting Solutions 
at an AffordableCost 

 
 
 
 

                                                                     SWASTIK GROUP

An ISO 9001-2000

Swastik Overseas Pvt. Ltd.

Swastik Softech Pvt. Ltd.

Powermech (India) Pvt. Ltd.

Swastik Global Pvt. Ltd.

Swastik Forgings Pvt. Ltd.

Swastik Trades & Industries

Swastik Coke Pvt. Ltd.

STI Marketing Pvt. Ltd.

Swastik Aqua Ltd.

Swastik Fruits Products Ltd.

LOCATION AND BASIC INFORMATION

The company’s manufacturing unit is located at Ranchi, “SWASTIK ESTATE”,
TATISILWAI INDUSTRIAL AREA, PHASE-II, RANCHI-835103 (JHARKHAND).

Corporate office of the company is located at SWASTIK HOUSE, GANDHI CHOWK,

UPPER BAZAR, RANCHI-834001 (JHARKHAND).

Marketing Office of the company is located at “Swastik Chamber”, Shri Gopal

Complex, Kutchery Road, Ranchi - 834 001 (JHARKHAND), e-mail :
[email protected]
 
 

Patna Depot of the company is located at SWASTIK OVERSEAS PRIVATE LIMITED,

SHALIMAR COLD STORAGE, NEW BYPASS ROAD, ANISHABAD, PATNA-3
(BIHAR).

Corporate office of Patna is located at SOUTH ANANDPURI, WEST BORING

CANAL ROAD, PATNA-800001.

Beside these offices, offices of SWASTIK GROUP is located at approx every state capital
of the country.

COMPANY CHARACTERISTICS

Organization of manufacturing
Firms of manufacture
Marketing ability of personal in the firm
Size of the company
Firm’s financial resources
Past channel experiences
Current marketing policies
Company product mix
Speedily delivery of goods to ultimate customers
Direct marketing
Provide all facilities to workers of the company as for as company act 1956

FACTS ABOUT COMPANY

*Attitude/intention of distribution to handle the project.

*Sound knowledge of distribution about company’s product

*Distributors willingness to maintain adequate stock.

*Distributors ability to get more business.

*The territorial coverage which he desires.

*Financial soundness and capability to early adequate Representative stock of products.

*Intention acceptance of the customers regarding manufacturers price policy.

 
 

*Other factors which provided the better facilities to the customer’s satiafactio

2.1.2PRODUCT PROFILE

SWASTIK OVERSEAS PRIVATE LIMITED

SWASTIK FRUITS PRODUCTS PRIVATE LIMITED: ---

1) FROOTI
Type Quantity Rate
65ml 80pc/case Rs. 212/case
200ml 24pc/case Rs. 260/case
500ml 24pc/case Rs. 540/case
1 litre 12pc/case Rs. 486/case
1.5 litre 8pc/case Rs. 432/case

2) APPY FIZZ
Type Quantity Rate
300ml 24pc/case Rs.366/case
5ooml 15pc/case Rs.345/case
1 litre 12pc/case Rs.490/case

3) SWASTIK AQUA PRIVATE LIMITED: ---

1) BAILLEY
Type Quantity Rate
1 litre 12pc/case Rs.84/case
2 litre 6pc/case Rs.84/case
 
 

Mango Frooti
Say "hello" to the most passionate member of our family, Mango Frooti.
The Mr. Seen-it-all in the family, this popular fresh 'n' juicy mango drink has been around
since 1985. It has also been rated as India's Most Trusted Fruit Beverage Brand*. Mango
Frooti has this unique ability to change with the times, and to adapt to the diverse preferences
of consumers across ages. From its golden-day Tetra Pack to the most recent triangular-
shaped packaging, every pioneering move has made it more endearing to its ever-growing fan
club.
Frooti is available in 65ml and 200ml TetraPak, 250ml, 500ml, 1Ltr. and 1.5 Litre. PET, and
200ml and 2Ltr PET (in select markets)
Frooti was launched in 1985 in TetraPak packages. It is also now available in PET
bottles and rectangular shaped packs. Frooti is exported to the U.S.A., Canada, U.K., U.A.E.,
 
 

Saudi Arabia, Malaysia, Maldives, Singapore, Thailand, New Zealand, Australia,

Mozambique, Congo, Ghana, Malawi, Zambia, Nigeria, Tanzania, etc

Appy Fizz
Meet up and hang out with the most chilled out member of our family, Appy Fizz.
He's young, fun and famous. Launched in 2005, this new kid on the block is a sparkling apple
drink that comes in a sleek champagne-shaped bottle. Appy Fizz has become quite a popular
figure amongst the youth who frequent places like college canteens, discotheques, pubs, etc.
Hmm, thoroughly a cool drink to hang out with.
Appy Fizz is available in 300ml, 500ml and 1 Litre. PET.

Bailley
The saint of the family. Well, there can be nobody purer, Bailley Packaged Drinking Water.
 
 

The provider of rejuvenation, energy, youth, spirit and life. Renowned for its pioneering
efforts. The first water brand to be issued the ISI certification. The first to launch special
four-sided 200ml bottles catering to premium airlines like Jet Airways and British Airways.
Considering the fact that the water segment is growing at a staggering rate of 40%, the future
is clearly Bailley.
Bailley is available in 200ml, 330ml, 1 Litre. & 2 Litre. PET and 20 Litre SKU as well.

2.1.3HISTORY OF FROOTI

*Frooti ranked 23rd, is up in the ranking by 13 points as compared to last year’s rating.

*Frooti is ranked above Thums Up (rank 34), Coca-cola (rank42), Limca (rank 54), Bisleri
(rank 71), and Sprite (rank 95).

*Frooti is the only Mango drink to feature among top 100 brands.

*In the SEC A1 category Frooti is ranked 18 and in B1 it is 15.

*The most trusted brand survey that is jointly carried out by Brand equity, Economic Times
Intelligence Group, and AC NIELSEN ORG MARG. It is the largest of its kind of India and
is conducted to identify the recall of major brands. A list of 300 brands was made for this
year’s survey and evaluated on parameters such as familiarity, perception, quality, and
distinctiveness, value for money and purchase intent.

In this survey Mango Frooti was ranked as India’s most trusted fruit beverage brand.

2.2ORGANISATIONAL SETUP AND MANUFACTURING

PROCESS

 
2.2.2 Manufacturing Process of Swastik Overseas Pvt. Ltd.

1.Mango Pulp:-
Fine quality of mango pulp is used for making of Frooti. It is bought from areas of
Bangalore and Mumbai

 
 
 

2. WATER TREATMENT:­ 

                Water treatment is very important in soft drink plant as the nature and quality 
of water varies from place to place Ti set uniform and \standard water the process 

of  treatment  is  carried  on  the  water  taken  out  form  boring  will  by  the  help  of  motor 
pump  and  chlorinated  by  chlorinates  and  then  by  the  help  of  pipelines  came  to 
treatment  tank  called  Coagulation  Tank  where  to  this  water  soluction  of  different 
strength  of  added  through  dosing  pump  to  reduce  alkalinity,  n  hardness,  kill  the 
bacteria  s chemicals are mixed by settle down as sludge and clear water passes through 
in bottle washer and boiler needs softening .  

           For  this  purpose,  the  water  from  storage  tank  after  passing  through  two  filter 
belts containing find sand and granular carbon  respectively come to pass though a belt 
of resin and bottle washer to reduce scale formation inside the machines. 

3.  SYRUP MARKING:­ 

            For    syrup  making  of  particular  brand    calculated  quantity  of  sugar  water 
activated carbon and high‐ flown super cell known as filter aid are taken into a sugar to  
enter  steam and also filtered by a motor with agitator, sugar syrup called Raw‐ syrup is 
prepared  by  dissolving  the  sugar  with  continuous  stirring  and  heating  by  steam 
supplied by oil fired boiler .This hot syrup by the help of a pump is filtered through a 
filter press  though water P,(.E Circulated by glycol for  further cooling the chilled syrup 
comes  to  a  Mixing  tank,  which  is  quantity  of  bricks  (ydrometer  concentrate  is  added 
and to the mixed thoroughly by a mechanical stirrer filter to the rank . This mainly, the 
liquid  part  are  kept  in  a  cold  store,  the  temperature  if  finished  syrup  room  is  also 
maintained Air‐ conditioner. All the containers used for syrup making are cleaned and 
sanitized by soda‐ bi‐ Carbonate strong chlorine solution and caustic soda solution.  

4. FILLING:­  

             Finished mango pulp, syrup and treated water  are connected to a dosing pump 
which mango pulp, mixes syrup and water in a fixed and standard ratio.  

5. TESTING PRODUCTS: ­ 
  
 

         Finally  the  finished  product  during  bottling  is  tested  in  laboratory  to  meet    
parameters  and    also  to  get  standard  and  quality  products.  To  maintain  the  standard 
and  uniformity  in  products  the  sugar  contents  and  carbonation  in  the  filed  bottle  are 
cheeked  in regularly  intervals  by  certified  by  bricks  –  hydrometers, refractor  meter  & 
pressure  gas.  The  dead  weight  tester  is  needed  calculate  pressure  gas  to  know  meter. 
Electronic digital Balance is used to weight chemical to conduct test in lab. A CO purity 
tester  checks the purity of CO. 

        The  microbiology  test  of  the    products  and  water  used  in  syru p      making  an 
production  are  also  done  to  ensure  that  the  product  is  free  from  any  bacteriological 
contamination. To conduct the micro test, hot sterilizer, incubator autoclave, paid filter 
membranes media are produced arid used.  

             The diesel generator in case electricity failure for smooth operation of plant. To 
drawn  electricity  for  the  State  Electricity  Board  the  transformer  used  .Furnace  Oil/ 
Diesel Oil is used in boiler for generation steam. 

RAW MATERIAL INPUTS

A cold or soft drink bottling plant requires the following raw materials:‐ 

. Mango Pulp 

. Sugar 

. Flavour 

. Water  

.Plastic Bottles 

.Cartons  

 
 
 

MARKETING STRATEGY 
Marketing strategy is the complete and unbeatable plan designed specifically for 
attaining the marketing objectives of the firm. The market objective indicates what the 
firm  indicates,  what  the  firm  wants    to    achieves,  the  marketing  strategy  provides  for 
achieving them.  

The marketing strategy is not able idea. )t is a well outlined plan, and there are 
different ways to formulating it. Basically formulating of marketing strategy consists of 
two main steps.  

Selecting  a  Target  Market.  Assembling  the  marketing  mix,  Actually,  the  target 
marketing and marketing mix together constitute the marketing strategy of the firm. 

When  the  Parle  food  Company  entered  in  the  )ndian  soft  drink  market,  the 
market  was  already  prevailed  by  coke  and    previously  it  was  Godrej,  Pepsi  tried  to 
established  in  )ndia  with  a  unique  marketing  policy,  Parle  took  into  consideration  of 
youth segment target markets. Though the advertisement of Pepsi highlighted the style 
of  living  of  young  generation  with  different  walk  of  life.  Frooti  brought  in  its 
advertisement different stalwart s personalities from different fields. )t has attracted the 
young generation and of course increase the sale of Frooti.   

2.2.3MARKETING STRATEGIES
ø Based on the mapping of market potentially untapped areas would be identified and
suitable number of retailers would be appointed based on demographic profile of the
prospective consumers.
ø Emphasis will be given more on the grocery shops, kirana store in small locality and
in villages, Pan Dukan at the Bus Stand and Railway Stations, near hospitals, in
canteen of school and colleges, Authorised vendors at Railway Stations, and many
more suitable places.
ø Distribution vehicle should be in good condition to deliver the products.
ø Undeveloped market like remote areas should be developed.
ø More value added products like sugar free Frooti, natural mango drink, pulpy mango
drink, etc. Should be added to the product line. Water Bailley can be introduced in
different flavoured, like-Nimbu Pani, Jal Jira, Glucose water, etc.
 
 

ø Packing of the product can be more attractive. There is a necessity of a change in the
current packing of Bailley.
ø Retailers should get some more margins. This will attract them towards Frooti.

MARKETING PROCESS

1) Delivery of product to the retailers directly

2) Supply of products on credit basis.

3) Delivery of products through different distribution channels, wiz- dealers, sub dealers.

4) Flexible price

5) Personal rapport with the consumer.

6) Ensuring regular and reliable supply of the Frooti to consumers.

7) Seasonal and special offers to retailers, to make more margins for them.

8) Improvement in the quality of different available products as a result of taking up quality

assurance programme at the manufacturing unit.

9) Reaching close to consumers by expanding the retail network and establishing parlours.

10) Implementing the consumer awareness programme, specially by involving school

children.

11) Service to retailers and redress of consumer and retailers complains.

12) Liberalising the term for appointment of retailers, by increasing commission to them.

13) Strengthening of marketing teams by including professionals and better supervision.

Appointment of Sales Officer (S.O.) will be helpful in knowing the market condition and
supervising the salesman.

FIELD EXPERIENCE

I went the different area of Patna and Ara with respective salesperson of the company
and individual of my own. I meet with the persons who engaged in dealing Frooti, Appy Fizz
& Bailley and its competitor products. Dealers, Retailers, Stockiest to meet them directly and
collected information about the sale of fruit drink and aqua drink of Parle and complete this
 
 

JOB-TRAINING PROGRAMME. During survey I faced a bundle of problem, as

communication, lack of time and money factors also.

Besides these obstacles, I felt, that survey is a interesting work, because the person who
dealing Cold Drinks from different culture and attitude, and there was a good opportunity to
know actual behaviour of the businessman and the actual activities of different areas of
Marketing and other business department, or activities.

Today there is a very tough situation in this competitive market, to survive in the field of
marketing basically. Here a brief knowledge about the Government Policies, other
competitors company’s policy, marketing channels, etc. Is the essential component in the
field of marketing? A good marketer has over looked about these various areas (A kind of
bands). If the marketer has not a brief knowledge about these over write obstacles (various
areas of business activities) they cannot survive in market for long period of time, the ending
stage is very near to these companies or distribution channel or marketer who engaged in
Business activities.

WORKING CONDITION

ø Salesman has to work directly in the market. They have to sale their product directly
to the retailers.
ø At Patna depot sales man were working directly for retailers.
ø At the distributors appointed by the Depot or directly by the manufacture, they
appoint their own salesman for the purpose of distributing and selling the products of
the company.
ø Depot and agency were also getting orders from the retailers and their other potential
customers. Manger or the in charge of the depot and agency get order by telephone,
and they ensure for delivery on respected time.
ø At some places salesmen have to wait for a long period for the payment. This may be
a cause of irritation.

CONSUMER CHRACTERISTICS OF BIHAR

Ü Bihar is no different from the general characteristics exhibited by the customers.

Ü Buying habits.
Consumers often asked about some discount, low price of competitors, and some
special attraction.
 
 

Ü Size and location of market.

m
Size of the marrket dependd upon the locality, livving style oof the peop
ple, their
income. Saale off the prroducts alsoo differs upo
on rural andd urban areaa.
Ü Order size/lot size.
Ü Number off customers//geographical dispersio
on.
Ü Frequency of purchasee.
Ü Regularity and successsibility selliing method..
Ü Assortmentt.
Ü Easily available.
Selling of
o the produuct also deppends upon easily availlability of thhe product. In rural
areas cool mango
m drinkk is hardly available. Iff available they
t generaally charge more
m for
cooling chaarges. Largee size is gennerally unav
vailable in ruural markett and small locality.
l
During peak
p seasonn there is sccarcity of product. Thee company generally unable
u to
meet the deemand of coonsumers inn all segmen
nts and size of the produuct.

LEVE
EL OF DISTRIBUT
TION CH
HANNEL
a)Zeroo level disttribution channels
c
e.g. Direct
D maarketing,

MA
ANUFA
ACTUREER CON
NSUM
MER

b)Firstt level disttribution channel

c
e.g. Retailers
R

MANU
UFACTURER RETAILERS CONSUMEERS

c) Secoond level distributioon channeel

e.g. Wholesallers, Retaiilers

M
MANUFACTUR
RER WHOLESALER RETAILLER CONSU
UMER
 
 

d) Thirrd level diistributionn channel

e.g. Broker, Wholesaler
W r, Retailerr

M
MANUFACTURER BR
ROKER WHOLESA
ALER RETAILER CO
ONSUMER

>>> The
T company adopts firrst level and d second levvel distribution channell. The
depot of the compaany sales itss product directly to rettailers, and then from rretailer it go
oes to
consum
mers. This haappens onlyy places wheere depot off the compaany is locateed.

In sm
mall towns wholesalers
w are establish
hed by the company.
c Wholesalers get
W
productt from the depot
d of the company, and
a they salle to retailerrs. From rettailers it goees to
consum
mer.

2.2.1 Prromotionall Activities

Promotion
nal activitiees consist o
of various m
means of co
ommunity  persuasiveely with 
the targget audience. The imp
c portant metthods are:

a Advertisem
ment  :‐  Wh
here  an  ideentified  spo
onsors  payys  media  star 
s TV  
to transmit to target consumer.  
b here sales rrepresentaative emplo
Personal selling :‐ Wh oyed by thee engage 
ommunicattion  with  individuaal  consumer  and 
in  interpeersonal  co
prospectiv
ve customers. 
c Sales  prom
motion  :  ‐ Where  thee  market  utilize 
u disp
p  demonsttrations, 
premiums contests or similar deevices.  
d Publicity  and 
a Publicc  relation  :‐  help  to  stimulate  supportive  items 
about  the  firm  and  its  product  that  havee  greater  ccredit  with
h  public 
than adverrtisement.
Of  all  the  methods 
m o promotio
of  onal  activitties  that  co
onstitute  th
he  promotiion  mix, 
sales promotion is the only  one metho
od that mak
kes use of incentive co
omplete th
he  push 
pull  promotional  strategy   lf  ng  the  salees  of  the  diistributor  aand  the  consumer 
l motivatin
transaccting a sale. 
 
 

According to “American Marketing association” sales promotion refers  Those 
activities  other  than  personal  selling.,  advertising  and  publicity,  that  stimulate 
consumer  purchasing  and  dealer  effectiveness,  such  as  display,  shows  and  Exhibition, 
demonstration  and  various  other  non‐recurrent  selling  efforts  not  ordinary .  Sales 
promotion   is also by the name of   extra purchasing Value E.P.V.  

ASSEMBLING THE MARKET MIX

The set of controllable tactical tools :‐ 

A  product,  place  service  and  promotion  p s   that  the  firm  blend  to  produce  the 
response it wants in the target market. These are the following  ps. 

. Products: ­ That could meet the identified needs of chosen consuming groups. 
. Place  :  ­  )t  performs  various  functions  like  transportations,  were  housing, 
channel management etc. So the product could  consentingly reach the consumer 
and promoter of the product. 
. Promotion  :  ­  The  firm  carries  out  a  no.  of  measures  like  personal  selling, 
advertising  and  sales  promotion  programmed  with  view  to    communicate  the 
consumer and promoter of the product.  
. Price : ­ )t refers to the various services to be provided to the customer before 
and after sale period.  
)t is the mechanism to achieve the consumptions of marketing process, striking 
the level of price that is accepted to the firm as well as consumer,  p s policies of the 
Pepsi products 

. Product 
There  are  different  lines  of  products  of  mango  drink  in  )ndian  that  is 
almost  matched with international quality product line.  

Frooti:‐        ml,  ml,  ml,  ltr,  . .ltr 

Appy Fizz:‐   ml,  ml,  ltr. 

 
 
 

. Place 
Frooti  has  a  strong  channel  of  distribution,  and  view  intermediaries 
command the distribution work.  

Bottler  ‐ Distributor – Retailer – Consumer 

By this simple distribution, Frooti is doing  well. The company is trying to 
reach  at  every  route  urban  and  village  areas.  The  company  has  succeeded  to 
some extent in reaching its target.  

. Promotion 
)n  the  specific  sense  sales  promotion  methods  are  those  sales  activities 
that supplement both – personal selling and advertising and co‐ordination them 
and  helps  to  make  them  effective  such  as  display,  shows  and  exposition  and 
demonstration and other recurrent setting efforts not in ordinary route.  

             Frooti  has  taken  verity  of  tools  and  techniques  of  sales  promotion.  Like  for 
example sales promotion letters, catalogues, point of purchase  POP , display, customer 
service programmed and demonstration free sample. 

. .  Sales promotional activities of Frooti: 

Scheme  :  Frooti  under  Swastik  Overseas  Pvt.  Ltd.  has  offered  a  lot  of  schemes  for 
sales promotion.  

RETAILER’S SALES PROMOTION

Free‐   TCA pack free on case  purchase on  ml. 

Free ‐  Bottles free on per case purchase on  ml 

 
 
 

RESEARCH METHODOLOGY 
 
 
 
 
 
 
 
 
 
 
 

 
 
This Chapter Contains 
 

 
 
 
3.1 Introduction 
  3.2 Research Design 
  3.3 Questionnaire 
3.4 Data Collection 
   
   
 

 
 
 

3.1 INTRODUCTION
A research methodology is the specification of methods and procedures for
acquiring the information needed to structure or to solve problems. It is the overall
operational pattern or frame work of the project that stipulates what information is to be
collected from which sources, and by what procedures. If it is a good design it will ensure
that the information obtained is relevant to the research problem and that it was collected by
objective and economical procedures. A research design might be described as a series of
advance decisions that, taken together, from a specific master plan of model for the conduct
of the investigation. Although research designs may be classified by many criteria, the most
useful one concerns the major purpose of the investigation. The major purposes of
exploratory studies are the identification of problems, the more precise formulation of
problems (Including the identification of relevant variables), and the formulation of new
alternative courses of action. An exploratory study is often the first in the series of projects
that culminate in one concerned with the drawing of inferences that are used as the basis of
management action. That is, an exploratory study is often used as an introductory phase of a
larger study and results are used in developing specific techniques for the larger study.
Secondary sources of information, as used in the section, are the rough equivalent of the
“Literature” on the subject.
· Research methodology is a way to systematically solve the research problem.
Information can be collected from only a part of population. It is possible for the researcher
to collect more elaborate information from the few sampling units in Patna than from the
large population which can be taken as representation of the universe

Research Methodology 
There are many ways to get information. The methods used are:  
฀  Research Design 

฀   Data Collection 

฀  Primary Research 

฀  Questionnaire Surveys 

฀  Talking with people 

฀  Personal interviews 

฀  Telephone surveys 
 
 

฀  Secondary research 

฀  Literature searches 

฀  Through internet 

฀  Through Periodicals 

฀  Sampling Procedure 

฀  Analysis Of Data. 

฀  Conclusion 

PROCESS ADOPTED:

GAINING KNOWLEDGE ABOUT THE SALES &DISTRIBUTION SYSTEM AND

MARKET SHARE O FROOTI IN CONSUMER MARKET: READING ABOUT
THE MARKET WAS THE FIRST STEP UNDERTAKEN. THIS GAVE NOT ONLY
IN DEPTH KNOWLEDGE ABOUT WHAT HAS BEEN OFFERED BY THE PARLE
AGRO(SWASTIK LTD) BUT ALSO PROVED USEFUL WHILE DEVELOPING
THE QUESTIONNAIRE.

STEPS IN THE DEVELOPMENT OF THE SURVEY INSTRUMENTS: THE MAIN

INSTRUMENTS REQUIRED FOR SURVEY WAS A WELL-DEVELOPED
QUESTIONNAIRE. THE QUESTIONNAIRE DEVELOPMENT TOOK PLACE IN A
SERIES OF STEPS AS DESCRIBED BELOW:

Research objectives are being transformed into information objectives. 
STEP 1 
The Appropriate data collection methods have been determined 
STEP 2 
The information required by each objective is being determined. 

STEP 3 
Specific Questions/Scale Measurement format is developed. 

STEP 4 
Question/Scale Measurements is being evaluated. 

STEP 5 
The number of information needed is being determined. 
 
 

STEP 6 
The questionnaire and layout is being evaluated. 

STEP 7 
Revise the questionnaire layout if needed. 

STEP 8 
The Questionnaire format is being finalized. 

STEP 9 
The selected customers have filled the questionnaires. 

STEP 10 
Filled questionnaire are being analyzed  

STEP 11 
Conclusion and Recommendations are drawn after the analysis. 

STEP 12 

                          
RESEARCH DESIGN
We  carried  out  the  research  using  a  combination  of  primary  and  secondary  data.  Thus  the 
research is designed with a combination of: 

฀  Exploratory Research design  

฀  Descriptive Research design 

EXPLORATORY RESEARCH

As ) was unaware of the sales and distribution system, exploratory research helped me 
to  gather  information  from  the  secondary  resources.  )  referred  to  various  magazines, 
)nternet, and industry association reports etc. 

DESCRIPTIVE DESIGN

After conducting the exploratory research, for further concrete details regarding various small 
in the world of Consumer, ) resorted to the Descriptive Design of market research. Under this ) 
have  analyzed  the  customer  behaviour  on  different  parameters.  The  Descriptive  design  has 
given me a better insight of sales and distribution system by bringing to the fore many minute 
details regarding the consumer preferences. )t has further helped me in a careful analysis of the 
secondary data and also refining the desired data by making the objective clearer.  

 
 
 

Descriptive Design using the following methods:  

QUALITATIVE METHODS:

฀  Telephone Surveys 

฀  Questionnaire Survey 

฀  Talking to the customers 

QUANTITATIVE METHODS:

 DATA COLLECTION

The whole research is based on primary data as well as secondary data.   

PRIMARY DATA:

Primary data collected through the questionnaire from the various respondents. 

Data’s were collected in the questionnaire format not on a particular date but
taking into consideration ordinary working days. I have collected at different market areas
like Gandhi Maidan, Maharaja Kameshwar Complex, Maurya Lok, at different schools and
colleges- Patna University, Science College, B.N. College, PCS, Pan Dukan, Retailers, etc
  

SECONDARY DATA:

Secondary data collected through the magazines, newspapers, Companies catalogue and 
the advertisement.  

SAMPLE SIZE:
฀  Appox.  consumer +  retailers  respondents.  

฀  The respondents are consumer and retailers. 

฀  These   respondents are selected approximately equally for all the brands. 

฀  The Age of respondents is approximately between  ‐  yrs. 

฀  )t is based on the convenient sampling. 

฀  Reasons for selecting convenient sampling.  

• Time constraint  

• Resource constraint  

• Cost constraint  
 
 

Limitations Of Research: 
• The results through the questionnaire not always correct.  

• Convenient sampling some time leads to the distortion in results.  

• The sample size of   consumers not sufficient for exact results  

Regional limitations  

 My survey was limited to Patna & Ara region. 

Sample size  
The sample size taken for this market research was   in which   was retailers and   as 
consumers. But this sample size is too small to be a true representative for population size. The 
data collected from this sample size cannot be generalized for the population.  

TARGET POPULATION

The  target  population  for  this  market  group  was    and  above.  But  while  conducting  the 
research  )  found  that  the  respondents  were  maximum  in  the  age  category  of  ‐ ,  which 
limited the boundaries of our research.  

CLASS LIMITATION

The targeted population was in majority from the middle and high‐income group.  

KEY ANALYSIS AND FINDINGS:-

)  have  given  to  study  the  various  distribution  and  market  aspects,  which  are 
responsible  for  increasing  market  share  of  Frooti  in  Patna  under  the  Frooti  Depot  in 
Patna Zone. 

Studied:‐ 

1. Market share of Frooti.

2. Exclusive outlets of Frooti.
3. Signage i.e. hoarding, glow sign boards, sign boards and wall painting (for
advertisement) in the market.

 
 
 

DATA ANALYSIS:-

TABLE 1:- General Awareness

Particular No. Of Respondent % of Respondent

Aware 142 94.66%
Unaware 08 5.33%
Total 150 100%

160

140

120

100

80
Series 1
60

40

20

0
Aware Unaware

No. Of people aware about Frooti: 142

No. Of people not aware about Frooti: 008

 
 

TABLE 2:- Satisfactory Level

Particular No. Of Respondent %

Satisfactory 90 60%
Dissatisfactory 60 40%
Total 150 100%

92

90

88

86

84

82 Series 1

80

78

76

74
Satisfactory Dissatisfactory

No. Of people satisfied with Frooti: 90

No. Of people not satisfied with Frooti: 60

 
 

TABLE 3:- No. of People Who Want to Change Frooti

Particulars No. Of Respondent %

Want to change 60 40%
Does not want to change 90 60%
Total 150 100%

100

90

80

70

60

50
Series 1
40

30

20

10

0
Yes No

No. Of customers who want to change Frooti: 60

No. Of people who does not want to change Frooti: 90

 
 

TABLE 4:- Need of Modification

Particular No. Of Respondent %

Need Modification 120 80%
Does not need modification 30 20%
Total 150 100%

140

120

100

80

60 Series 1

40

20

0
Yes No

No. Of customers who want some change in Frooti: 120

No. Of customers who does not want some change in Frooti: 30

 
 

TABLE 5:- Satisfaction With Packaging of Frooti

Particular No. Of Respondent %

Satisfy with packaging 80 53.33%
Does not satisfy with
packaging 70 46.66%
Total 150 100%

82

80

78

76

74

72 Series 1

70

68

66

64
No Yes

No. Of customers satisfy with packaging of Frooti: 80

No. Of customers does not satisfy with packaging of Frooti: 70

 
 

TABLE 6:- Satisfaction With Packaging of Appy Fizz

Particulars No. Of respondent %

Satisfy 130 86.66%
Does not satisfy 20 13.33%
Total 150 100%

140

120

100

80

60 Series 1

40

20

0
No Yes

No. Of customers satisfy with packaging of Appy Fizz: 130

No. Of customers does not satisfy with packaging of Appy Fizz: 20

 
 

TABLE 7:­   Satisfaction With Packaging of Bailley 

 
 
Particulars  No. Of Respondent  % 
Satisfy  30  20% 
Does not satisfy  120  80% 
Total  150  100% 
 
 
 
140

120

100

80

60 Series 1

40

20

0
No Yes

No. Of customers satisfy with packaging of Bailley: 30

No. Of customers does not satisfy with packaging of Bailley: 120

 
 

TABLE: - 8 Prreference of Produ

ucts

Preference
e No. Of Responde
R ent %
Frooti 40 26.66%
Mazaaa 50 33.33%
Slice 30 20%
Jumpinn 15 10%
Mangoo Sip 05 3.33%
Total 150 100%

60

50

40

30
Series 1

20

10

0
Frooti Mazaa Slice Jumpin Man
ngo Sip

No. Of customerrs who preefer Frootti: 40

No. Off customerrs who preefer Mazaaa: 50

No. Off customerrs who preefer Slice:: 30

No. Off customerrs who preefer Jumppin: 15

No. Off customerrs who preefer Manggo Sip: 5

 
 

TABLE 9: - Reason for Preference

Reason for Preference No. Of Respondent %

Taste 110 73.33%
Brand 19 12.66%
Price 17 11.33%
Availability 04 2.66%
Total 150 100%

120

100

80

60
Series 1

40

20

0
Taste Brand Price Availability

Preference due to taste: 110

Preference due to Brand Image: 19

Preference due to Price: 17

Preference due to Availability: 4

 
 
 

FROM RETAILERS 

. (ow many brands are you having  currently?  
 
TWO THREE FOUR MORE THAN FOUR

8%
20%
10%

62%

 
*Most of the retailer having three and four brands, because of customer 
demand. 
    . Which is more demandable brand according to you in the current 
market ? 

OTHER
10%

FROOTI
MAAZA 42%
30%

SLICE
18%

 
 
 
*)n the current market frooti is market leader, due to its taste and quality. 
 
 

.Do you keep Frooti? 
NO
4%

YES
96%

 
*Almost every retailer keep frooti. 
. Which brand is more marginable ? 
 

Chart Title

OTHER
10%
MAAZA
12%

SLICE FROOTI
18% 60%

 
 
*due to free scheme frooti is more marginable. 

 
 
 
 

. Which brand having the large market share according to you? 

OTHER
10%

FROOTI
MAAZA 42%
30%

SLICE
18%

 
 
*According to retailers frooti has large market share,after that maaza. 
. On what basis you give purchase decision to the 
retailers/customer:‐ 
 

PRICE QUALITY AVAILIBILITY BRAND IMAGE

24%
30%

6%

40%

 
 
*quality is main deciding factor. 

 
 
 

.What influence your sales decision? 

ADVERTISEMENT MARGIN CUSTOMER DEMAND PRICE

14%
20%

36%
30%

 
*customer demand and margin influence sales decision to retailers. 
. Which brand would you like to Sale mostly? 
 

OTHER
10%

FROOTI
MAAZA 42%
30%

SLICE
18%

 
 
*large no. of retailers want tosale frooti due to more margin and 
customer demand. 

 
  
 
 

. Which branded companies having the larger Ad in the Current market? 
 

OTHER
12%
FROOTI
28%

MAAZA
22%

SLICE
38%

 
*according to retailers now a days slice has larger ad after that frooti. 
 
.What do you think about Frooti s distribution system. 

GOOD BETTER AVERAGE POOR

5%

45%
41%

9%

 
 
*most  of the retailers are satisfied with frooti s distribution system. 
 

 
 
 

FINDINGS 
 

 
 
 

 
This Chapter Contains 
 

 
5.1 Findings 
5.2Suggestions    
5.3Conclusion  
   

 
 
 

5.1 FINDINGS OF THE STUDY:-

This  is  self  explanatory,  and  basically  it s  based  on  the  market  survey.  )  found 
that  the  total  result  of  the  soft  drinks  that  like  all  products,  here  we  also  have  a 
competitor as a big brand as Mazaa  Coca‐cola  and from the data of last year this brand 
is decreasing is consuming power a little bit. And these are all about shows through the 
data, which ) gathered from Patna and Ara market. 

Now we all are aware about the slogan  Mango Frooti Fresh  N  Juicy .  So these are 

the  things  that  a  product  comes  inside  the  buyer s  mind,  whenever  he  goes  to  buy  a 
mango drinks. These are the things that shows our efforts and now 

1. Frooti is the second largest Mango drinks.

2. The total percentage of market share of Frooti is 26.66%.

3. The total signage of Frooti is 19.05%.

4. The total percentage of market share of maaza is 33.33% slice 20%.

5. The total percentage of medium that affects the sales must: Television-36.19%,
Magazines/Newspapers-09.25%, Display-20.95% and wall paintings & Hoardings-
33.33%.

6. The thing aggressive advertisement or scheme further increase the sales volume of
Frooti. Yes- 77.14%, No-15.23%, None-07.61%.

7. The total percentage of promotional activities that affect the sales mostly. Free bottle
scheme-59.04%, Prize-20.00%, Discount/Carate-16.19%, other promotional activity-
04.76%.

8. The company adopts first level and second level distribution channel. The depot of the
company sales its product directly to retailers, and then from retailer it goes to
consumers. This happens only places where depot of the company is located.
 
 

9. In small towns wholesalers are established by the company. Wholesalers get product
from the depot of the company, and they sale to retailers. From retailers it goes to
consumer.

10. About 90% of retailer satisfied with the distribution system of the company.
11. Due to good margin, customer demand, brand image and easy availability retailers
are preferred to sale frooti.

.   Frooti  has  taken  verity  of  tools  and  techniques  of  sales  promotion.  Like  for 
example  sales  promotion  letters,  catalogues,  point  of  purchase  POP ,  display, 
customer service programmed and demonstration free sample. 

Sales promotional activities of Frooti: 

Scheme : Frooti under Swastik Overseas Pvt. Ltd. has offered a lot of schemes for 
sales promotion.  

RETAILER’S SALES PROMOTION

Free‐   TCA pack free on case  purchase on  ml. 

Free ‐  Bottles free on per case purchase on  ml. 

.Aftel  analyzing  the  data  gathered  from  consumer  and  retailers,)  found  that 
there  is  some  contradiction  regarding  market  share  of  frooti.according  to 
retasilers frooti has greater market share in comparision to maaza  but consumer 
view is reverse.  

 
 
 

SWOT ANALYSIS

After doing seven weeks of field work and through survey in Patna and Ara market, I
can make it out the Swot analysis for Swastik Overseas Pvt. Ltd.

1. Though it has strong brand equity, brand image. It can survive in the most competitive
situation.
2. It has built market and market share, currently holds up over more than percentage
market share.
3. Consumer retention, consumer satisfaction after sales service is satisfaction.
4. Product quality is maintained.
5. Distribution is effective.
6. Promotional activities are satisfactory.
7. In the organisation capable leaders and the dedicated employees are there.
8. Production house in well quite.

Still the company has no fault but there are many problems in dealers:-

1. Lacking of communication with others.

2. Breakdown of Frooti vans when products are being distributed to the retailers.
3. Timing of distribution is not logistic.
4. Lack of efficiency, enthusiasm in salesman.
5. No distribution of cooling equipment amongst the retailers.
6. Due to specific taste, Frooti is lagging behind it nearest competitor brand Mazaa
(Coca-Cola).
7.
 
 

5.2 SUGGESTIONS:-
1) Packing can be more attractive
Packing of Frooti and Bailley can be more attractive comparing to present
packing. Bottle of Frooti should have the quality to customers towards it. It can have the
quality to be used later. Its competitor’s Mazaa bottle quality is more good and attractive
comparing to it.
Current packing of Bailley is very loose. Bottles get damaged during
transportation. Packing or bottle quality of Bailley should be increased. Bottle quality should
be enhanced that it can be used later for different purposes, such as it can be used as fridge
bottle.

2) Availability of product should be regular

Availability of different products of different available size regularly to
retailers is necessary. Generally retailers were not getting satisfied with the product supply.
This may make them to switch to other products. This may be a loss to the company.
A large segment of competitor is available in the market. During peak season
sale can be done normally, but during off season sale can be made by only those retailers who
get regular supply of every products.

3) Greed should be produced in the customers

Some offers should be given to customers. This will attract customers towards
Frooti. Seasonal scheme such as prize or others should be offer, this will be helpful to lure
customers towards Frooti and others product.

4) Working area to each salesman should be clearly defined

In greed to get more sales, salesman should enter to the area of their colleague.
When the salesman of the corresponding area goes to his working area, he became to know
that some other salesman has already done the business.
This will resulted in wastage of time to salesman, wastage of oil in the delivery
van.

5) Some salesman when they work to different area besides their respective area or, if
someone has sold product in their respective area, they make complains to retailers about that
 
 

salesman. This may affect company’s image among retailers and can be resulted in loss to the
company.

6) Salesman should try to meet the demand of maximum possible retailers. They should try to
distribute the available products among maximum possible customers. They generally sale
maximum possible product to few retailers. This can make others dissatisfy with company’s
service.

7) Since during the peak season (April to June) the working condition is very harsh and
tough, the salesman should be given some special treatment. This may encourage them to get
better result for the company.

8) Retailers should be provided hangers and other type of showcases, in which they may
arrange available samples of the company. This will be resulted in attracting customers
towards Frooti and other products of the company.

9) Retailers should be given some specific gifts after achieving a certain target. This may
encourage retailers to sale more product of the company. This may resulted in a good profit
to the company.

10) Most of the retailers have a demand of refrigerator from the company. Company should
give a certain target and time limitation to achieve that target. This will encourage and force
retailers to achieve that target. This may be profitable for the company.

11) Promotion should be attractive

Since Swastik Overseas Limited is acting as a franchisee of Parle Agro Limited,

It does not engaged in advertising for the product. Since increase in sale will be a increase in
profit for the company, Swastik should have a talk with Parle Agro regarding advertising of
the product. They can also share expenses for advertising in the respective region.

Wall paintings can be more attractive in the rural areas or low developed areas.
Banners can be used to make customers aware about the new products or new offers. Radio
can be also used as a effective mode of advertising, because in rural areas radio is a main
source of entertainment. In urban areas today youths are crazy for the FM radio. Advertising
through the radio can attract more customers towards it. Most important thing advertising
 
 

through the radio is cheaper comparing to television, and will be within reach to a large
number of populations.

12) I have got very few complains of bitterness in the taste of its water Bailley. Company
should take necessary measures towards it. Regular steps for quality control to be followed.

13) Delivery van

Delivery vans are generally uncomfortable. Company should try to manage for
possible comfortable delivery van. It will encourage salesman to work more for the company.

14) There are complains of leakage in 65ml TCA pack. This may discourage retailers to sale
65ml Frooti, because margin is low in this segment. Company should take return those leak
pack. This will encourage retailers to sale TCA pack.

15) There are complains of improper cutting line on TCA pack. Packets get leaked during
tearing of. The cutting line or dotted line made on the pack should be clear.

16) The salesman should have complete knowledge about the company’s product and offer
given by the company from time to time.

17) Salesman should be honest in their work. They should not cheat retailers, their customers
to make more money. This can display a wrong message about the company.

18) Salesman should have a clear and perfect knowledge about their locality. This can be
helpful in saving time. They should be aware the retailers type, means demand of the retailers
according to their locality.

19) Salesman should have good relationship with the retailers of their corresponding area.

This may create a good impact on them.

 
 

5.3 CONCLUSION:
So far as the people’s opinion is concerned I found an excellent result in favour of Frooti,
Bailley and Appy Fizz. Especially among Mango drinks Frooti is on the top of the market.
The overwhelming demand of 200ml in every region and 65ml especially in suburban and in
rural areas. It is clear that consumer are not much bothered for price rather they prefer
quality. Even they can get other mango drinks at low cost available in the market. So, it is my
finding that the consumers of the present era are not at all willing to compromise with the
quality standards of product. Price could be accepted to some extent.

During my survey, it was discovered that Sugar free Frooti if provided in the market, could
be highly appreciated specially by diabetes patients.

In my opinion Swastik Overseas Private Limited (manufacturer of Parle’s fruit and aqua
drink for Bihar and Jharkhand) has not left a single stone unturned in its way to progress but
there is always a room to improvement and there is much more to do for the advancement of
the organization.

Although there are several competitors for the company, the main competitor for the
organization is Coca-cola’s Mazaa. In city’s it has demand so and large equal to the Frooti.
The company should introduce pulpy and a mango drink with original Mango taste. Appy
Fizz has is the king of its segment.

Before I conclude my project on a highly esteemed organization, I would like to submit

public opinion in this favour. The pattern of job performance and the quality of product is
highly appreciated by the consumers. I would like to congratulate entire Parle Agro and
Swastik family for having gained this superb popularity, excellent impression and
magnificent image among the Mango drink lovers. My survey reveals the facts which
determines the mile stone achievement of organization. I wish Swastik and Parle to be
crowned as the King of the Market and much more........................

Besides all the above suggestions, I would like to add that the modern methods of
international standards should be adopted for reducing the manufacturing cost of the
products, transportation cost and a wide publicity be given, to boost the marketing strategy.
In manufacturing and marketing such an important product like mango juice where a high
risk of human health and hygiene is concerned, there can not be a hard and fast line drawn as
limit. The most you can the best you do
 
 

  BIBLIOGRAPHY
BOOKS & AUTHORS

¬ Marketing Management: Philip Kotler

¬ Marketing Research: B.S. Goel
¬ Marketing Management: Saxena Rajan
¬ Sales Management: Cundiff, Still

JOURNALS & MAZAGINES

¬ Business World
¬ Company Journals
¬ Pioneer
¬ Swastik’s Diary
¬ The Economic Times
¬ The Financial Express
¬ The Hindu
¬ The Times of India

WEBSITES

¬ Google
¬ Parle’s official website
¬ Swastik’s official website swastikgroup.co.in
¬ Wikipedia
 
 

ANNEXURE
 
QUEST)ONNAR)E 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
 
                                            A FRANC()SEE OF PARLE AGRO L)M)TED  
 

 
 
 
 
 
MARKET SURVEY REGARD)NG: ‐  
                                                               SALES & D)STR)BUT)ON SYSTEM AND
                                                                       MARKET S(ARE OF FROOT) 
 
 
PURPOSE:‐  
                       Suggestions to modify the Product Taste & Design According to                   
                      Customers Need and Demand 
 

                                                                                NAME: ‐ ______________________________________ 

                                                                                ADDRESS: ‐ ____________________________________ 

                                                                                                      ____________________________________ 

                                                                                 CONTACT No. :‐ ________________________________ 

 
 
 

 Do you know Parle Agro  Frooti, Appy Fizz, and Bailley ? 

    a  Yes                                            b  No 

 (ow do you find Parle s product? 

   a Satisfactory                              b  Dissatisfactory 

 Do you want to change Parle s product to other product? 

   a Yes                                             b  No 

 Do you use Parle product as a regular source of refreshment? 

   a  Yes                                            b  No 

 Do you think any kind of modification in existing product of Parle Agro? 

   a Yes                                             b  No 

 Are you satisfied with the packaging of Parle Agro product? 

        Frooti‐‐‐ 

              a  Yes                                 b  No 

         Appy Fizz‐‐‐ 

              a  Yes                                 b  No 

          Bailley‐‐‐ 

               a  Yes                               b  No 

 Which of the Mango Drink you prefer most? 

      a Parle  Frooti      

      b Coca‐Cola  Mazaa  
      c PepsiCo  Slice   
      D Godrej  Jumpin  
     e Mango Sip 
 
 Reason for preference of particular brand? 
    a Taste                                              b  Brand )mage 
    c Price                                               d  Availability 
 
 
 
 
 
 
 
 

  From how long time you are using this brand? 
    a    Year                                            b    Year 
    c    Year                                            d  More than   years 
 
 Do you prefer only one brand or switch to different brands? 
     a One brand 
     b Different brand 
 
  When do you use these drinks? 
    a During summer 
    b Except winter 
    c Whole year  
 
 Why do you prefer for Mango drink? 
      a Taste                                          b  Mood change 
      c Guesting purpose                   d  Relief from hot 
 
 (ow often you take the mango drink? 
     a  Once in a week                       b  Sometimes 
     c  Often                                         d  Occasionally 
 
 Are you satisfied with the quality of Parle Agro Product  Frooti ? 
      a  Yes                                           b  No 
 
 Are you satisfied with the cost of Parle Agro Product  Frooti ? 
      a  Yes                                           b  No 
 
 
 
 
Suggestions if any Please: ‐ ____________________________________________________ 
                                                 
                                                    ___________________________________________________ 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
QUESTIONNAIRE 
(For Retailer) 
)  am  the  student  of  SRM  UNIVERSITY,  Conducting  a  market  research  to 
know  the  SALES  &D)STR)BUT)ON  SYSTEM  and  MMARKET  S(ARE  OF 
FROOT).  Kindly  extend  your  cooperation  in  filling  this  questionnaire  & 
enable us in doing the research successfully. 
 

NAME ……………………………… 

ADDRESS…………………………….. 

CONTACT NO………………………… 

    . (ow many brands having you currently?  

  A  Two                                             B  Three  

  C  Four                            D  More than four                                                

     . Which is more demandable brand according to you in the current market ? 

   A  Frooti                                                  B  slice 

   C  Maaza                                D  Others  

      . (ave you keep Frooti? 

  A  Yes                                                B  No  

. )s this more profitable comparisons to others ? 

  A  Yes                                                 B  No  

 
 
 

. Which brand is more marginable ? 

   A  Frooti                                       B  Slice 

   C  Maaza                                 D  Others  

  . Which brand having the large market share according to you? 

   A  Frooti                                      B  Slice 

   C  Maaza                                  D  Others  

  . On what basis you give purchase decision to the retailers:‐ 

        A  Price                                             B  Quality 

        C  Availability                                   D  Brand )mage 

        E  Others  Please specify    

. What influence your sales decision? 

     A  Advertisement                                  B  Sales Person 

     C   Reference Group                               D  Price 

  . Which brand would you like to Sale mostly? 

   A  Frooti                                        B  Slice 

   C  Maaza                                   D  Others       

. Which branded companies having the larger Ad in the Current market? 

   A  Frooti                                        B  Slice 

   C  Maaza                                    D  Others  

.What do you think about Frooti s distribution system 

   A  Good                                                  B  Better         

  C  Average                   D  other