A

Project Report
On

“A study on retailers preference towards ITC juices

in comparison with other Juice Brands”
At

ITC

In partial fulfilment of the requirements of Summer Internship Programme in the Masters of

Business Administration programme at GLS University

Submitted to
Faculty of management

Under the Guidance of

Dr.Harikrishan chaurasiya Hiren Chawla

Assistant Professor A.E

By
Himani Sisodiya
20180062001729
Batch: 2018-20

1
Faculty of Management
Certificate

This is to certify that Ms. Himani Sisodiya Enrolment No. 201800620012729, student of
faculty of management has successfully completed his/her Summer Project on “A study on
retailers preference towards ITC juices in comparison with other Juice Brands” at “ITC” in
partial fulfillment of the requirements of MBA programme of GLS University. This is his
original work and has not been submitted elsewhere.

_____________ ____________________
Hitesh Ruparel Dr.Harikrishan
Chaurasiya

Date: _________________

Place: _________________

2
Declaration
I, Himani Sisodiya, 201800620012729 student of Faculty of Management hereby declare that
I have successfully completed this project on “A study on retailers preference towards ITC
juices in comparison with other Juice Brands” in the academic year 2019-20.
I declare that this submitted work is done by me and to the best of my knowledge; no such
work has been submitted by any other person for the award of degree or diploma.
I also declare that all the information collected from various secondary and primary sources has
been duly acknowledged in this project report.

Himani Sisodiya
(201800620012729)

3
INDEX

Chapter No Content Page No

Chapter 1 Introduction 9-14

Chapter 2 Industry Profile(Industry 15-21

Analysis-PESTEL

Chapter 3 Company Profile (SWOT, 22-32

Product/Services description)

Chapter 4 Literature review 33-35

Research methodology

Chapter 5 Analysis & Interpretation 36-91

Chapter 6 Findings 92

Chapter 7 Recommendations 93

Chapter 8 Conclusion 94
Bibliography 95
Annexure 96-106

4
List of tables
Table no Description Pg no
1 Pestel analysis 20
2 SWOT Analysis 32
3 Rank of flavours 91

5
List of Figures
Figure no Description Pg no
1 Marketing mix 10
2 Product 11
3 Price 12
4 Place 13
5 Promotion 14
6 Industry Overview 15
7 Non-alcoholic beverage industry 16
8 Nestle 17
9 TATA tea 18
10 Coca cola 19
11 PepsiCo 20
12 ITC business group 22
13 ITC portfolio 23
14 Foods 24
15 Juices 25
16 Personal care 26
17 Education 26
18 Agarbattis and match sticks 27
19 Lifestyle 27
20 ITC hotels 28
21 IT business 28
22 Agri business 29
23 E-choupal 30
24 Paper board and packaging 31

6
List of charts
Chart no Description Pg no
5.1 Selling of fruit juices 36
5.2 List of brands 38
5.3 Quantity preferred 40
5.4 Rank of real brand 41
5.5 B-natural 42
5.6 Tropicana 43
5.7 Minute maid 44
5.8 Paper boat 45
5.9 Rank of flavors Mixed fruit 46
5.10 Apple 47
5.11 Litchi 48
5.12 Orange 49
5.13 Mango 50
5.14 Guava 51
5.15 Pineapple 52
5.16 Pomegranate 53
5.17 Watermelon 54
5.18 Masala Jamun 55
5.19 Preference of Bnatural 56
5.20 Price 57
5.21 Quantity 58
5.22 Quality 59
5.23 Discount 60
5.24 Demand 61

7
5.25 B-natural promotional activity 62
5.26 Credit policies-Payment 63
5.27 Discount 64
5.28 Distribution channel-On time delivery 65
5.29 Exchange of expired products 66
5.30 Availability of products 70
5.31 Factors behind not seeking Bnatural services 71
5.32 Rate of promotion activities- Real 72
5.33 Tropicana 73
5.34 Minute maid 74
5.35 Paper boat 75
5.36 Rate of credit policies-real 76
5.37 Bnatural 77
5.38 Tropicana 78
5.39 Minute maid 79
5.40 Paper boat 80
5.41 Rate of distribution channel-real 81
5.42 Bnatural 82
5.43 Tropicana 83
5.44 Minute maid 84
5.45 Paper boat 85
5.46 Rate of pricing offers 86
5.47 Company supported 87
5.48 Advertisement helpful 89
5.49 Factors behind not selling juice 90
5.50 Annual turnover 91

8
CHAPTER 1-INTRODUCTION OF THE TOPIC

The food and beverages industry is all companies involved in processing raw food materials,
packaging, and distributing them. This includes fresh, prepared foods as well as packaged foods,
and alcoholic and nonalcoholic beverages.
The Indian Fast Moving Consumer Goods (FMCG) sector is the fourth largest sector in the
economy. Currently estimated at US$ 13.1 billion, it is expected to grow to US$ 33.4 billion by
2015.
India is one of the largest producers of food and dairy products. But when it comes to processed
packaged food and beverages, the market is largely unorganized with huge growth potentials.
Continuous urbanization and changing consumer habits, has resulted in greater reliance of people
on packaged foods and beverages. With the influx of major international players like Coca-Cola
and PepsiCo, and efforts by large domestic players like Dabur, ITC and Parle Agro, the industry
is getting more organized. As a result, the industry is generating more opportunities in sectors
like marketing, supply chain, storing, warehousing, manufacturing, packaging and R&D.

In light of these encouraging trends, ITC has continued to rapidly scale up its FMCG Businesses
comprising Branded Packaged Foods, Personal Care Products, Education & Stationery Products,
Lifestyle Retailing, Safety Matches and Incense Sticks (Agarbattis).
Segment revenues have grown at an impressive compound annual rate of nearly 40% in the last 6
years. Within a relatively short span of time, ITC has established several strong consumer brands
in the Indian FMCG market. ITC’s unwavering focus on quality, innovation and differentiation
backed by deep consumer insights, world class R&D and an efficient and responsive supply
chain will further strengthen its leadership position in the Indian FMCG industry.

9
1.1 The 4Ps of Marketing
Marketing is a function of business that determines the needs of the consumer. It also identifies
target markets as well as applies services and products to serve such markets. In addition, it
involves the promotion of services and products within the marketplace.

Figure 1

Marketing is crucial to the success of a business, with its main focus on customer satisfaction,
quality, and consumer value. Marketing Mix is one of the most commonly used strategies. It
blends integral variables together to come up with ideal results. It is composed of four variables
referred to as the 4 Ps of Marketing:

1.1.1 Product
A product is a good or service that a business owner provides for sale to his target market. When
it comes to developing a product, the design, quality, packaging, features, after-sales service, and
customer service should be considered.

10
Product in the Marketing Mix Of ITC :

 ITC has a diversified business portfolio and it includes-ITC occupies 81% of market
share in terms of selling Cigarettes in India and some of its main brands are Gold Flake
Kings, Wills Navy Cut, Golds Flake Super Star and India Kings

 ITC is ranked at first position in terms of branded foods and some of its food brands
are Bingo, Sunfeast, Aashirvaad and Yippee. Its food business is related to confectionery,
juice, ready-to-eats, snack foods and staples
 The company sells lifestyle apparel under John Players and Wills Lifestyle brands.
 Products related to personal care include skincare, hair care and perfumes
 It is involved in stationary business and its brands include Classmate and Colour Crew
 ITC manufactures and sells agar battles and safety matches with brands like Ship and
Mangaldeep
 The company is involved in Hotel and service business and occupies the second position
as largest chain of hotels in India with more than ninety hotels to its name.
 ITC is involved in Paperboard business and sells graphic, speciality paper and other
papers under its own brand name
 Company offers services like printing and packaging to international and domestic
market
 ITC operates Information Technology business sector via its subsidiary ITC Infotech
India Limited.

Figure 2

11
4.1.2 Place

 This is with regard to location, distribution, and ways of delivering the product to the
customer.
 ITC has been ranked as one of the best companies in the world with an experienced and
strong management and distribution network. It is served by an efficient workforce that
includes services of more than 25,000 employees by the end of the year 2013. ITC has
spread its network to nearly sixty locations in most part of India. Its headquarters base is
at Kolkata in West Bengal.
 Its products are available in many global countries. The company has set up tobacco
business in Nepal via a joint venture. Manufacturing plants of its printing and packaging
division are in Chennai and Haridwar. In order to move with changing times, it started
online sales from the year 2014. ITC has taken a very strong initiative titled e-Choupal
model that has tackled several challenges faced by farmers quite successfully.

Figure 3

12
4.1.3 Price

 The price is the amount of money that customers have to pay to purchase products or
avail of services. There are several factors that you have to consider when it comes to
price. These include discounting, price setting, credit collection, and cash and credit
purchases.
 ITC has an operating income of estimated rupees 15,037 crore at the end of the fiscal
year 2015 and revenues worth rupees 53,748 crores at the end of the financial year 2015-
16. It has several business interests and faces lots of competition from rival companies.
Moreover, it has decided to market its products in every nook and corner of India and
hence has maintained both competitive and penetration pricing policies to deal with
competitors and to successfully spread its product reach to remotest parts in India.
 ITC for its luxurious products like hotel business has adopted a premium pricing policy
but for consumer products, it has adopted a reasonable pricing policy as it recognises that
most Indians belong to middle-class section of society and if the product prices are
pocket friendly and affordable, it will help in creating sales and ultimately will lead to
better revenue figures.

Figure 4

13
4.1.4 Promotion

 Promotion is all about the act of communicating the values and benefits of your products
to your customers. It involves the use of different methods, such as direct marketing,
sales promotion, advertising, and personal selling to persuade customers to your business.
 ITC has a well-built brand presence because of the diversified and extended product
portfolio. It has taken help of several promotional activities to market its products and
create positive brand awareness. ITC has adopted an aggressive marketing strategyand
taken help of every promotional tool like electronic, print and social media at its disposal
to market its products. It has launched several ad campaigns which are shown via popular
television channels, aired on radio and displayed via hoardings. It has also roped in
famous personalities for better visibility like Kareena Kapoor ,Shahrukh Khan & shilpa
shetty.

Figure 5

14
CHAPTER 2-INDUSTRY PROFILE

2.1 Industry Overview

Figure 6

 The food processing industry in India has a total turn over of around USD 65 billion
which includes value added products of around USD 20.6 billion. Coca cola, Pepsi, and
Nestle are the leading beverage brands that have been ruling the Indian beverage market
since past few decades. Among all the beverages, tea and coffee are manufactured as well
as exported heavily in the international markets succumbing to the individual demands
around the world.
 The beverages category contributes 8-9 per cent to the total FG market in India.
 With the entry of major international beverage players over the last few decades, the
market has evolved and has made way for many products, which have found an
immediate connect with Indian consumers.
 The beverage industry in India constitutes of around USD 230 million among the USD 65
billion food processing industry. The major sectors in beverage industry in India are tea

15
and coffee which are not only sold heavily in the domestic market but are also exported
to a range of leading overseas markets.
 Industry Overview As per market research, the non-alcoholic beverage industry in India
stood at US$2.5 billion in 2015. The market is estimated to grow at a CAGR of over 17%
in between the period from 2016 to 2020 to reach US$4.9 billion by 2020. The following
figures depict the growth of non-alcoholic beverage industry in India from 2011 to 2015,
and the estimated growth from 2016 to 2020.

Figure 7
2.2 Market Size

 The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840
billion in 2017, with modern trade expected to grow at 20 per cent - 25 per cent per
annum, which is likely to boost revenues of FMCG companies. Revenues of FMCG
sector reached Rs 3.4 lakh crore (US$ 52.75 billion) in FY18 and are estimated to reach
US$ 103.7 billion in 2020. The sector witnessed growth of 16.5 per cent in value terms
between July-September 2018; supported by moderate inflation, increase in private
consumption and rural income.

16
2.3 Top Beverage Brands in India

5. Nestle: It is one of the leading beverage company in India that is involved in the
manufacturing of high quality of Hot and cold water soluble black and Green tea powders.
Nestle India produces wide range of products like infant foods, beverages, milk products,
prepared dishes & cooking aids, and chocolates and confectionery. It holds many
manufacturing units across the world and even operates exports from India. Nescafe Ice café
is a delicious creamy cold coffee offered by the company. Instant tea, pure instant coffee,
coffee blends, tea bags, vending mixes, Nestle slim milk, Nestea are some of the popular
products offered by the company.

Figure 8

4. Ace continental: It is the leading manufacturer of beverages in India. It holds many

branch offices across the world and operates wide range of manufacturing operations. Even
Ace has ventured into promoting its own brand AMBARI larger.It is involved in oversees
market acting as consultants and identifying the suitable markets primarily in Europe for
various breweries in India.

17
3. Tata tea: It is the second largest manufacturer of tea in India. It produces 30 million kg
of black tea annually and exports globally. It holds its presence in more than 40 countries
across the world and owns 27 tea estates in the Indian states of Assam, West Bengal and
Kerala. Tata tea manufacturing units are Tata Tea are ISO 14001 certified for environment
management systems and it is regarded as a “super brand” in India. It holds many
subsidiaries in USA and UK and has wide network of distributors of 38 C&F agents and
2500 stockiest catering around 1.7 million retail outlets spread across India. Tata tea
plantation facilities are even carried out in Srilanka. It is the leading manufacturer of tea and
tea products and owns 5 major brands in India that include Tata Tea, Tetley, Kanan Devan,
Chakra Gold, Gemini.

Figure 9

2. Coca-Cola Company: It is an American multinational beverage company that offers 500

brands in over 200 countries in the world. It is the leader of all the beverages
globally. Coca-cola has ranked number 1 brand as per The Economic Times’ Report 2011
across the world. It holds many manufacturing units across different parts of the world.. It
offers best products like COCA-COLA, Thums up, Limca, Fanta, Maaza, Sprite and Kinley.
Company cares about the environment and offers best eco friendly products and includes
proper effluent treatment units in all manufacturing sites. The Coca-Cola Company has also
introduced other cola drinks under the brand name ‘Coke’. Most common of these are Diet

18
Coke, Caffeine-Free Coca-Cola, Coca-Cola Zero, Coca-Cola Vanilla, and special versions
with lemon, lime or coffee.

Figure 10

1.Pepsico: It is an American multinational food and beverage company.It is headquartered

in Newyork and offers wide range of products that include Aliva, Cheetos, Kurkure, Lay’s,
Lehar Namkeen, Quaker Oats and Uncle Chipps.. PepsiCo is one of the leading companies
in the world that offers wide range of soft drinks like Pepsi, 7UP, Nimbooz, Mirinda, Slice
and Mountain Dew. Aquafina (packaged drinking water) and Tropicana fruit juice are the
other popular products offered by the company. It is even ranked as the largest food and
beverage business corporation by revenue.

Figure 11

19
2.4 PESTEL Analysis

Political
• • Political stability Economic
in major Social
economies. • Economic
• Higher health
• • Improved stability of most
intergovernmental consciousness.
major markets.
cooperation.
• Increasing
• • Government • Rapid growth
initiatives against busy lifestyles.
of developing
carbonated drinks. • More
economies.
discriminating
• Slowdown of
attitudes about
the Chinese
product quality.
economy.

20
Technological
• Moderate Ecological
R&D Legal
• High focus on
investments in • Regulation on
business
the food and FSSAI
sustainability.
beverage ingredients .
industry. • More complex
• Health and
expectations
• Improving product safety
and standards
knowledge regulations.
on waste
management • Moderate rate
disposal.
systems. of regulatory
• Climate
• Increasing change.
change.
automation in
business.

21
CHAPTER 3- COMPANY PROFILE

3.1 ITC GROUPS

Figure 12

22
3.2 ITC BUSINESS PORTFOLIO

FMCG & Cigarettes

Hotels & IT

Agrobuisness

Paperboard &
Packaging
Figure 13

23
3.2. FMCG & CIGARETTES

3.2.1 CIGARETTES
 Market leader in India.
 Powerful brands across segments.
 Highly popular portfolio of brands includes Insignia, India Kings, Classic, Gold Flake,
Silk Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake.
 Extensive FMCG distribution network.
 Direct servicing of 85000 markets & nearly 2 million retail outlets.
 About 71% of the total turnover depends upon this business.

3.2.2 FMCG
FOODS
 Aashirvaad
 Sunfeast
 Bingo!

Figure 14
 Kitchens of India
 Yippie
 B Natural

24
 mint-o
 Candyman

Figure 15
 GumOn
 Fabelle
 Sunbean
 Sunfeast Wonderz Milk
 ITC Master Chef
 Farmland

2.PERSONAL CARE

 Essenza Di Wills
 Dermafique
 Fiama
 Vivel
 Engage
 Superia

25
 Savlon
 Shower to Shower
 Charmis

Figure 16

3. EDUCATION
 Classmate
 Paperkraft

Figure 17

26
4.MATCHES & AGARBATTI
 AIM
 Mangaldeep
 Homelites

Figure 18
5.LIFESTYLE
 Wills
 John Players

Figure 19

27
3.3 Hotels & I.T.

3.3.1 ITC’s Hotel Business

 ITC made its entry into the HOTELS business in 1975 from chennai.
 It consists of over 70 hotels across India
 These include super deluxe and five star hotels, heritage palaces,
 havelis and resorts and full service budget hotels.
 The 440-room ITC Maurya, Delhi has played host to a galaxy of world Dignitaries.
 Its Restaurant Bukhara voted the Best Restaurant in Asia and is the only
 Indian restaurant to feature in the list of 50 Best Restaurants in the World.

Figure 20

3.3.2 ITC’s Information & Technology Business

 ITC InfoTech, a global IT services company, is today one of India’s fastest growing IT
and ITES service providers.
 Providing outsourced IT solutions and services to leading global customers.
 ITC InfoTech has a strength of over 2,000 employees and delivery centers across North
America, Europe and Asia-Pacific that serve Fortune-listed companies in 42 countries.

Figure 21

28
3.4 Agri Businesses

1. ITC’s Agri-Business

 ITC's International Business Division (IBD) is the country's second largest exporter of
agri-products with exports of over Rs. 1000 Crores (Rs. 10 billion).
 IBD domestic sales of agri-products are in excess of Rs. 1500 Crores (Rs. 15 billion).

1.1 IBD currently focuses on exports of :

 Feed Ingredients – Soyameal
 Foodgrains - Rice (Basmati & Non Basmati), Wheat, Pulses
 Edible Nuts - Sesame Seeds, HPS Groundnuts, Castor oil
 Marine Products - Shrimps and Prawns
 Processed Fruits - Fruit Purees/Concentrates, IQF/Frozen Fruits,
 Organic Fruit Products, Fresh Fruits
 Coffee & Spices - Coffee, Black Pepper, Chilly, Turmeric, Ginger, Celery and
 other Seed Spices

Figure 22

29
1.2 IBD starts e-choupal for the Indian farmers:

Over 38000 villages linked through around 6400 e-Choupals.

 Servicing over 3.5 million farmers.

 Farmers sell their products directly to the company.

Figure 23

30
3.5 ITC’s Paperboard business

 ITC's Paperboards business has a manufacturing capacity of over 360,000 tones per year.
 India's market leader across all carton-consuming segments including cigarettes, foods,
beverages any many more.
 ITC's Paperboard products include :
1. Packaging boards - coated folding box boards,
2. Solid bleached sulphate boards,
3. White lined chipboards,
4. Liquid packaging boards,
5. Poly extruded coated boards for food and barrier packaging
6. Cast coated papers and boards.

Figure 24

31
3.6 SWOT Analysis

Strength
1.Cigarette market is 22,000 cr and ITC has
lion’s share in it
2.Strong brand recognition and product
portfolio
3.Distribution network
4.Management

Weakness 1.Dependence on tobacco revenues

2.Negative Connection of Tobacco

Opportunity 1.Consumption Of personal care products

2.Rural Market
3.E-Choupal
4.Filter cigarette segment of less than 60mm size

Threats
1.Competition both Domestic & International
2.Strict Regulations and Increasing Taxation in Cigarette Business:
3.Increasing awareness on health

Table 2

32
Chapter 4
4.1 Literature Review:

(Erdogan, 1999)
It states that use of celebrities as part of marketing communications strategy is a fairly common
practice for major firms in supporting corporate or brand imagery. Firms invest significant
monies in juxtaposing brands and organizations with endorser qualities such as attractiveness,
likeability, and trustworthiness. They trust that these qualities operate in a transferable way, and,
will generate desirable campaign outcomes.

(Baourkis, 2002)
In this study the overall ranking of firms performance is examined. It also shows the strengths
and weakness of all the firms involved in the industry also their financial behavior is analyzed.

(Mongay, 2006)
After studying the concept, marketing strategy it is crucial to see. We could say that the
foundations of the strategic marketing orientations and thoughts are based on the
same ideas and pathways but they need to be reoriented under a totally different
world where business transactions are bigger, the competitiveness has a different
nature, and the scale of the marketing strategies can be bigger and wider.

(goyat, 2011)
It states that two segments which are necessary in marketing strategies are demographic and
psychographic but there is a great influence of extraneous sources such as price,trends and
market conditions on the purchase of the consumers.Segmentation is always dependent upon
four P’s of marketing.

33
(Saif, 2016)
Marketing strategy plays an important role for conducting business operation as it influences the
outcomes and results of a firm’s performance.future studies should focus on constructing a
research model that connects company performance as the outcome of standardization/adaptation
decisions as well as an antecedent of these decisions.

4.2 Research proposal

Problem Statement:
 Which juice brand is preferred more?

Research Objectives:
 To find out preferences of retailers regrading ITC juices.
 To know the various factors that affect retailers buying behavior.
Need of the study:
 This study helps us to know the retailers preference towards Different juice companies.

Data Collection Method:

 Primary Data: Through Questionnaire
 Secondary Data: Books, articles and newspaper
 Sample design: The total sample size of our project is100.
 Sampling method: we have used convenient sampling.
 Sample unit: selected areas of Ahmedabad.

Importance/Benefit of study:
 To researcher
 Educational institute
 To customers
 To ITC company.

34
Limitation of the study:
 Due to limitation of time only few people would be selected for the study.
 The sample size for the study is 100 only.
 The study is limited up to Ahmedabad area only.
 The main source of data for the study was primary data with the help of self-
administrated questionnaires. Hence. The chances of unbiased information are less.

Data analysis tool:

The data analysis tool which we used is SPSS software.

35
Chapter 5 Analysis & Interpretation

Do you sell fruit juices?

Frequency Percent Valid Percent Cumulative Percent
No 37 37.0 37.0 37.0
Valid Yes 63 63.0 63.0 100.0
Total 100 100.0 100.0

Selling of fruit juices

no
37%

Yes
63%

Chart 5.1

Interpretation: As per the chart 63% retailers sell juices and remaining 37% retailers do not
sell fruit juices.

36
Real
Frequency Percent Valid Percent Cumulative Percent

2 20 20.0 20.0 57.0

1 43 43.0 43.0 100.0
Total 100 100.0 100.0

Bnatural
Frequency Percent Valid Percent Cumulative Percent

2 16 16.0 16.0 53.0

1 47 47.0 47.0 100.0
Total 100 100.0 100.0

Tropicana
Frequency Percent Valid Percent Cumulative Percent

2 44 44.0 44.0 81.0

1 19 19.0 19.0 100.0
Total 100 100.0 100.0

Minute maid
Frequency Percent Valid Percent Cumulative Percent

2 46 46.0 46.0 83.0

1 17 17.0 17.0 100.0
Total 100 100.0 100.0

Paperboat
Frequency Percent Valid Percent Cumulative Percent

2 18 18.0 18.0 55.0

1 45 45.0 45.0 100.0
Total 100 100.0 100.0

37
Brands

real
Paperboat
25%
26%

minute_maid
10%
Bnatural
Tropicana
28%
11%

Chart 5.2

Interpretation: As per the above chart 28% retailers sell B-natural brands juices, 26% sell paper
boat,25% sell real, 11% retailers sell Tropicana and 10% retailers sell minute maid brand juices.

38
200ml
Frequency Percent Valid Percent Cumulative Percent

2 1 1.0 1.0 38.0

valid 1 62 62.0 62.0 100.0
Total 100 100.0 100.0

300ml
Frequency Percent Valid Percent Cumulative Percent

2 49 49.0 49.0 86.0

valid 1 14 14.0 14.0 100.0
Total 100 100.0 100.0

750ml
Frequency Percent Valid Percent Cumulative Percent

2 33 33.0 33.0 70.0

Valid 1 30 30.0 30.0 100.0
Total 100 100.0 100.0

1L
Frequency Percent Valid Percent Cumulative Percent

2 10 10.0 10.0 47.0

Valid 1 53 53.0 53.0 100.0
Total 100 100.0 100.0

39
Quantity Preferred

1L
200 ml
33%
39%

750 ml 300 ml
19% 9%

Chart 5.3

Interpretation: As per the chart 39% of the retailers prefer quantity of 200 ml as the demand
of is higher than the other,33% retailers prefer 1 liter tetra pack of the juice,19% retailers prefer
750 ml and only 9 % retailers prefer 300 ml juice packs.

40
Ranking of brands

Rank real
Frequency Percent Valid Percent Cumulative Percent

1 22 22.0 22.0 59.0

2 27 27.0 27.0 86.0
Rank 3 13 13.0 13.0 99.0
4 1 1.0 1.0 100.0
Total 100 100.0 100.0

Real

1
10%
4
2
40%
20%

3
30%

Chart 5.4

Interpretation: As per the above chart 40% retailers ranked real as number 4,30% ranked as
number 3,20% ranked as number 2 and only 10 % retailers ranked it as number 1.

41
Rank bnatural
Frequency Percent Valid Percent Cumulative Percent

1 13 13.0 13.0 50.0

2 10 10.0 10.0 60.0
3 23 23.0 23.0 83.0
Rank
4 12 12.0 12.0 95.0
5 5 5.0 5.0 100.0
Total 100 100.0 100.0

B-natural

rank 5 rank 1
rank 4 8% 21%
19%
rank 2
16%

rank 3
36%

Chart 5.5
Interpretation: As per the chart 36% retailers ranked b-natural juice as number 3,21% ranked it
as number 1,19% ranked it as number 4, 16% ranked it as number 2 and only 8% ranked it as
number 5

42
Rank tropicana
Frequency Percent Valid Percent Cumulative Percent

1 5 5.0 5.0 42.0

2 6 6.0 6.0 48.0
3 15 15.0 15.0 63.0
Rank
4 26 26.0 26.0 89.0
5 11 11.0 11.0 100.0
Total 100 100.0 100.0

Tropicana

rank 2
10%
rank 5 rank 1
17% 8%

rank 3
24%
rank 4
41%

Chart 5.6

Interpretation: As per the above chart 41% of the retailers ranked Tropicana as number 4,24%
ranked it as number 3,17% ranked it as number 5, 10% ranked it as number 2 and only 8% of the
retailers ranked it as number 1 as the mean average of Tropicana is less than real i.e 12.6
therefore Real brand juices are mostly preferred by the retailers.

43
Rank minute maid

Frequency Percent Valid Percent Cumulative Percent

1 3 3.0 3.0 40.0

2 9 9.0 9.0 49.0
3 6 6.0 6.0 55.0
Rank
4 13 13.0 13.0 68.0
5 32 32.0 32.0 100.0
Total 100 100.0 100.0

Minute-maid
rank 1
5%

rank 2
14%
rank 3
rank 5
9%
51%

rank 4
21%

Chart 5.7

Interpretation: As per the above chart 51% of the retailers ranked minute maid juices as
number 5, 21% ranked it as number 4, 14% ranked it as number 2, 9% ranked it as number 3 and
only 5% of the retailers ranked it as number 1.

44
Paperboat

Frequency Percent Valid Percent Cumulative

Percent
1 20 20.0 20.0 57.0
2 11 11.0 11.0 68.0
3 6 6.0 6.0 74.0
Rank
4 13 13.0 13.0 87.0
5 13 13.0 13.0 100.0
Total 100 100.0 100.0

Paper boat

rank 5 rank 1
21% 32%

rank 4
21%
rank 2
rank 3
17%
9%

Chart 5.8

Interpretation: As per the above chart 32% of the retailer ranked it as number 1 among all the
juices, 21% retailers ranked paper boat as number 5,21% of the retailer ranked it as number 4,
17% of the retailer ranked it as number 2and only 9% of the retailers ranked at as number 3.

45
mixed_fruit
1 39 39.0 39.0 76.0
10 6 6.0 6.0 82.0
2 8 8.0 8.0 90.0
3 1 1.0 1.0 91.0
5 3 3.0 3.0 94.0
Rank
6 3 3.0 3.0 97.0
7 1 1.0 1.0 98.0
8 1 1.0 1.0 99.0
9 1 1.0 1.0 100.0
Total 100 100.0 100.0

Mixed fruit
rank 1 rank 10 rank 2 rank 3 rank 5 rank 6 rank 7 rank 8 rank 9 rank 4

5% 5% 1% 2% 2% 0%
1%

13%

9% 62%

Chart 5.9

Interpretation: As per the above chart 62% retailers ranked mixed fruit as number 1,13%
retailers ranked it as number 2, 9% ranked it as number 10, 5% ranked it as number rank 6 and 5,
2% retailers ranked it as number 9 & 8, and no retailer ranked it as number 2.Mean of this flavor
is 7.

46
Apple
Frequency Percent Valid Percent Cumulative Percent

1 2 2.0 2.0 39.0

2 27 27.0 27.0 66.0
3 8 8.0 8.0 74.0
4 10 10.0 10.0 84.0
5 4 4.0 4.0 88.0
6 4 4.0 4.0 92.0
7 4 4.0 4.0 96.0
8 2 2.0 2.0 98.0
9 2 2.0 2.0 100.0
Total 100 100.0 100.0

Apple
RANK_1 RANK_2 RANK_3 RANK_4 RANK_5 RANK_6 RANK_7 RANK_8 RANK_9

2% 2% 2%
5%
5%
2%

14%

68%

Chart 5.10

Interpretation: As per the above chart 68% retailers ranked it as number 2, 14% ranked it as
number 4, 5% ranked it as number 8&9, 2% ranked it as number 5,6 & 7 and no retailer ranked it
as number 10.mean of apple is 7.

47
Litchi
Frequency Percent Valid Percent Cumulative Percent

2 3 3.0 3.0 40.0

3 36 36.0 36.0 76.0
4 17 17.0 17.0 93.0
5 5 5.0 5.0 98.0
6 2 2.0 2.0 100.0
Total 100 100.0 100.0

rank 6 Litchi rank 2

rank 5 3% 5%
8%

rank 4
27%
rank 3
57%

Chart 5.11

Interpretation: As per the above chart 53% retailer ranked litchi flavor as number 3, 27%
ranked it as number 4, 8% ranked it as number 5,5% ranked it as number 2 and only 3% ranked
this flavor as number 6.

48
Orange
Frequency Percent Valid Percent Cumulative Percent

1 1 1.0 1.0 38.0

10 6 6.0 6.0 44.0
2 1 1.0 1.0 45.0
3 1 1.0 1.0 46.0
4 4 4.0 4.0 50.0
Rank 5 8 8.0 8.0 58.0
6 18 18.0 18.0 76.0
7 18 18.0 18.0 94.0
8 3 3.0 3.0 97.0
9 3 3.0 3.0 100.0
Total 100 100.0 100.0

rank 9 Orange rank 1 rank 2

rank 8 5% rank 10 2% 2%
5% 9% rank 3
2%
rank 4
6%
rank 7
28% rank 5
13%

rank 6
28%

Chart 5.12

Interpretation: As per the above chart 28 % retailers ranked it as number 6 & 7, 13% retailers
ranked it as number 5, 9% ranked it as 10,5% ranked it as 8 & 9,and 2% ranked it as 1 & 2.

49
Mango
Frequency Percent Valid Percent Cumulative Percent

1 3 3.0 3.0 40.0

2 12 12.0 12.0 52.0
3 4 4.0 4.0 56.0
4 20 20.0 20.0 76.0
Rank 5 14 14.0 14.0 90.0
6 3 3.0 3.0 93.0
7 1 1.0 1.0 94.0
8 6 6.0 6.0 100.0
Total 100 100.0 100.0

Mango
RANK_1
RANK_7
5%
2%
RANK_6
RANK_8
5% RANK_2
9%
19%
RANK_5 RANK_3
22% 6%

RANK_4
32%

Chart 5.13

Interpretation: As per the above chart 32% retailers ranked it as 4, 22 % ranked it as 5, 19%
ranked it as 2, 9% ranked it as 8, 6% ranked it as 7 & 3 and only 5% ranked it as 1.

50
Guava

Frequency Percent Valid Percent Cumulative Percent

1 17 17.0 17.0 54.0

2 11 11.0 11.0 65.0
3 3 3.0 3.0 68.0
4 6 6.0 6.0 74.0
Rank
5 20 20.0 20.0 94.0
6 5 5.0 5.0 99.0
7 1 1.0 1.0 100.0
Total 100 100.0 100.0

RANK_6 Guava
RANK_7
RANK_5 5%
2%
5%
RANK_3
2%
RANK_2
15%

RANK_1
71%

Chart 5.14

Interpretation: As per the above chart 71% retailers ranked it as 1, 15% ranked it 2,5% ranked
it as 5& 6 and only 2% ranked it as 3 & 7.

51
Pineapple

Frequency Percent Valid Percent Cumulative Percent

10 11 11.0 11.0 48.0

3 1 1.0 1.0 49.0
4 1 1.0 1.0 50.0
5 1 1.0 1.0 51.0
Rank 6 4 4.0 4.0 55.0
7 9 9.0 9.0 64.0
8 19 19.0 19.0 83.0
9 17 17.0 17.0 100.0
Total 100 100.0 100.0

Pineapple
RANK_3
2%

RANK_10 RANK_4
RANK_9 17% 2%
27% RANK_5
2%
RANK_6
6%

RANK_7
RANK_8 14%
30%

Chart 5.15

Interpretation: As per the above chart 30% ranked it as 8, 27% ranked it as 9, 14% ranked it as
7,, 6 % ranked it as 6 and only 2 % ranked it as 3,4, &5.

52
Pomegranate
Frequency Percent Valid Percent Cumulative Percent

10 24 24.0 24.0 61.0

1 1 1.0 1.0 62.0
4 3 3.0 3.0 65.0
Rank
5 1 1.0 1.0 66.0
6 8 8.0 8.0 74.0
7 7 7.0 7.0 81.0
8 9 9.0 9.0 90.0
9 10 10.0 10.0 100.0
Total 100 100.0 100.0

Pomergranate

RANK_9
16% RANK_10
RANK_8 38%
14%

RANK_7
11%
RANK_6
13%
RANK_1
RANK_4 1%
RANK_5 5%
2%

Chart 5.16

Interpretation: As per the above chart 38% ranked it as 10, 16% ranked it 9, 14% ranked it 8,
13% ranked it 6 and only 1% ranked it as 1.

53
Watermelon
Frequency Percent Valid Percent Cumulative Percent

10 15 15.0 15.0 52.0

6 1 1.0 1.0 53.0
7 6 6.0 6.0 59.0
Rank
8 13 13.0 13.0 72.0
9 28 28.0 28.0 100.0
Total 100 100.0 100.0

Watermelon

RANK_10
24%
RANK_9 RANK_6
44% 2%
RANK_7
9%

RANK_8
21%

Chart 5.17

Interpretation: As per the above chart 44% ranked it as 9,21 % ranked it as 8,24% ranked it as
10 and only 2% ranked it as 2.

54
Masala Jamun
Frequency Percent Valid Percent Cumulative Percent

37 37.0 37.0 37.0

10 1 1.0 1.0 38.0
2 1 1.0 1.0 39.0
3 9 9.0 9.0 48.0
4 2 2.0 2.0 50.0
Valid 5 7 7.0 7.0 57.0
6 15 15.0 15.0 72.0
7 16 16.0 16.0 88.0
8 10 10.0 10.0 98.0
9 2 2.0 2.0 100.0
Total 100 100.0 100.0

Masala Jamun

RANK_10 RANK_2
25% 33%
RANK_9
4%

RANK_8 RANK_6 RANK_5

4% 13% 13%
RANK_7 RANK_3
4% 4%

Chart 5.18

Interpretation: As per the above chart 25% of the retailers ranked it as no 10, 33% of the
retailers ranked it as 2, 13% ranked it as 5 & 6 and only 4% ranked it as 3,7,8 & 9.

55
Do you prefer Bnatural juices ITC when compared to other juices
Frequency Percent Valid Percent Cumulative Percent

37 37.0 37.0 37.0

NO(2) 42 42.0 42.0 79.0
Valid
YES(1) 21 21.0 21.0 100.0
Total 100 100.0 100.0

B-Natural juice Preference

1 2

5%

95%

Chart 5.19

Interpretation: As per the above chart 95% retailers do not prefer B-natural juices and only 5%
retailers prefer B-natural juices.

56
What are the Factors one consider while preferring B-Natural juices?

Price
Frequency Percent Valid Percent Cumulative Percent

Highly
1 1.0 1.0 79.0
Satisfied
Valid Neutral 1 1.0 1.0 80.0
Satisfied 20 20.0 20.0 100.0
Total 100 100.0 100.0

Price
highly sarisfied neutral satisfied

10%

33%
57%

Chart 5.20

Interpretation: As per the chart 57% retailers are satisfied with the price of b-natural juices,
33% has neutral response and only 10% retailers are highly satisfied.

57
Quantity
Frequency Percent Valid Percent Cumulative Percent

1 3 3.0 3.0 82.0

3 4 4.0 4.0 86.0
VALID
2 14 14.0 14.0 100.0
Total 100 100.0 100.0

Quantity HIGHLY SATISFIED

10%

NEUTRAL
SATISFIED 33%
57%

Chart 5.21

Interpretation: As per the chart 67% retailers are satisfied with the Quantity of b-natural juices,
19% has neutral response and only 14% retailers are highly satisfied.

58
Quality
Frequency Percent Valid Percent Cumulative
Percent
1 2 2.0 2.0 81.0
2 12 12.0 12.0 93.0
valid
3 7 7.0 7.0 100.0
Total 100 100.0 100.0

Quality highly sarisfied

10%

neutral
satisfied 33%
57%

Chart 5.22

Interpretation: As per the chart 57% retailers are satisfied with the Quantity of b-natural juices,
33% has neutral response and only 10% retailers are highly satisfied.

59
Discount
Frequency Percent Valid Percent Cumulative
Percent
1 3 3.0 3.0 82.0
2 13 13.0 13.0 95.0
Valid
3 5 5.0 5.0 100.0
Total 100 100.0 100.0

Discount

N HS
24% 14%

S
62%

Chart 5.23

Interpretation: As per the chart 62% retailers are satisfied with the Quantity of b-natural juices,
24% has neutral response and only 14% retailers are highly satisfied.

60
Demand
Frequency Percent Valid Percent Cumulative Percent

1 8 8.0 8.0 87.0

2 12 12.0 12.0 99.0
Valid
3 1 1.0 1.0 100.0
Total 100 100.0 100.0

Demand
N
5%

HS
38%

S
57%

Chart 5.24

Interpretation: As per the chart 57% retailers are satisfied with the Quantity of b-natural juices,
5% has neutral response and only 38% retailers are highly satisfied.

61
Rate b natural on the basis of promotional activities
Frequency Percent Valid Percent Cumulative
Percent
3 7 7.0 7.0 86.0
2 13 13.0 13.0 99.0
valid
1 1 1.0 1.0 100.0
Total 100 100.0 100.0

rate 1 B-Natural promotional activity

5%

rate 3
33%

rate 2
62%

Chart 5.25

Interpretation: As per the above chart retailers rated the promotional activities by B-natural
juices 62% rated it as 2, 33% rated it as 3 and only 5% rated it as 1.

62
Rate b-natural on the basis of credit policies offered.
Payment
Frequency Percent Valid Percent Cumulative Percent

3 5 5.0 5.0 84.0

4 16 16.0 16.0 100.0
Total 100 100.0 100.0

Payment

rate 3
38%

rate 4
62%

Chart 5.26

Interpretation: As per the above chart retailers rated the credit policies offered by B-natural
juices 62% retailers rated the payment service as 4 and 38% rated as 3.

63
Discounts
Frequency Percent Valid Percent Cumulative Percent

3 8 8.0 8.0 87.0

valid 4 13 13.0 13.0 100.0
Total 100 100.0 100.0

Discount

rate 3
38%

rate 4
62%

Chart 5.27

Interpretation: As per the above chart retailers rated the credit policies offered by B-natural
juices 62% rated as 4 and 38% rated as 3.

64
Rate b-natural on the basis of distribution channel.

On time delivery
Frequency Percent Valid Percent Cumulative Percent

79 79.0 79.0 79.0

4 8 8.0 8.0 87.0
Valid
5 13 13.0 13.0 100.0
Total 100 100.0 100.0

on-time delivery
RT 4 RT 5

38%

62%

Chart 5.29

Interpretation: As per the above chart retailers rated the services offered by the distribution
channel of B-natural juices 62% rated as and 38% rated as 4.

65
Exchange of expired products
Frequency Percent Valid Percent Cumulative
Percent
79 79.0 79.0 79.0
2 1 1.0 1.0 80.0
3 5 5.0 5.0 85.0
Valid
4 11 11.0 11.0 96.0
5 4 4.0 4.0 100.0
Total 100 100.0 100.0

Exchange of expired product

RT 2 RT 3 RT 4 RT 5

5%
14%
36%

45%

Chart 5.29

Interpretation: As per the above chart retailers rated the services offered by the distribution
channel of B-natural juices 45% of the retailers rated it as 4, 36% rated it as 5,14% rated it as
3 and only 5 % rated it as 2.

66
Availability Of products
Frequency Percent Valid Percent Cumulative Percent

79 79.0 79.0 79.0

3 3 3.0 3.0 82.0
Valid 4 10 10.0 10.0 92.0
5 8 8.0 8.0 100.0
Total 100 100.0 100.0

Availability of product
RT 3 RT 4 RT 5

14%
38%

48%

Chart 5.30

Interpretation: As per the above chart retailers rated the services offered by the distribution
channel of B-natural juices as 48% retailers rated it as 4,38% rated it as 5 and only 14 % rated
as 3.

67
What are the factors behind not seeking b-natural services?

High price
Frequency Percent Valid Percent Cumulative Percent

58 58.0 58.0 58.0

2 21 21.0 21.0 79.0
Valid
1 21 21.0 21.0 100.0
Total 100 100.0 100.0

Bad quality
Frequency Percent Valid Percent Cumulative Percent

58 58.0 58.0 58.0

2 41 41.0 41.0 99.0
Valid
1 1 1.0 1.0 100.0
Total 100 100.0 100.0

Less demand
Frequency Percent Valid Percent Cumulative Percent

58 58.0 58.0 58.0

2 17 17.0 17.0 75.0
Valid
1 25 25.0 25.0 100.0
Total 100 100.0 100.0

No credit policy
Frequency Percent Valid Percent Cumulative Percent

58 58.0 58.0 58.0

2 41 41.0 41.0 99.0
Valid
1 1 1.0 1.0 100.0
Total 100 100.0 100.0

68
Less discount
Frequency Percent Valid Percent Cumulative Percent

58 58.0 58.0 58.0

2 34 34.0 34.0 92.0
Valid
1 8 8.0 8.0 100.0
Total 100 100.0 100.0

Unavailability of products
Frequency Percent Valid Percent Cumulative Percent

58 58.0 58.0 58.0

2 37 37.0 37.0 95.0
Valid
1 5 5.0 5.0 100.0
Total 100 100.0 100.0

Inconsistency in after sales service

Frequency Percent Valid Percent Cumulative Percent

59 59.0 59.0 59.0

2 36 36.0 36.0 95.0
Valid
1 5 5.0 5.0 100.0
Total 100 100.0 100.0

Less Quantity
Frequency Percent Valid Percent Cumulative Percent

58 58.0 58.0 58.0

2 13 13.0 13.0 71.0
Valid
1 29 29.0 29.0 100.0
Total 100 100.0 100.0

69
Factors behind not seeking b-natural services
less quantity inconsistency in after sales service
Unavailability of products no credit policy
less discount less demand
quality high price

22% 31%
1%

26%
9%
5%
5%
1%

Chart 5.31

Interpretation: As per the above chart 31% of the retailers do not prefer B-natural juices due to
its less quantity,26% retailers do not prefer due to less demand,22% do not seek their service
due to high price,9% do not prefer due to less discount offered by the company.

70
Rate juices in accordance to Promotional activities

Real
Frequency Percent Valid Percent Cumulative Percent

2 2 2.0 2.0 60.0

3 31 31.0 31.0 91.0
valid 4 8 8.0 8.0 99.0
5 1 1.0 1.0 100.0
Total 100 100.0 100.0

Real

Rate_1 Rate_2 Rate_3 Rate_4 Rate_5

2% 0%
5%
19%

74%

Chart 5.32

Interpretation: As per the above chart 74% retailers rated promotional activities of real as
3,19% rated as 4 , 5% rated as 2 and only 2% rated 5.

71
Tropicana
Frequency Percent Valid Percent Cumulative Percent

58 58.0 58.0 58.0

2 1 1.0 1.0 59.0
3 33 33.0 33.0 92.0
Valid
4 4 4.0 4.0 96.0
5 4 4.0 4.0 100.0
Total 100 100.0 100.0

Tropicana

Rate_1 Rate_2 Rate_3 Rate_4 Rate_5

0% 2%
10%
9%

79%

Chart 5.33

Interpretation: As per the above chart 79% retailers rated the promotional activities of
Tropicana as 3, 10% rated as 5,9% rated as 4 and only 2% rated as 2.

72
Minute maid
Frequency Percent Valid Percent Cumulative Percent

58 58.0 58.0 58.0

2 4 4.0 4.0 62.0
3 33 33.0 33.0 95.0
Valid
4 4 4.0 4.0 99.0
5 1 1.0 1.0 100.0
Total 100 100.0 100.0

Minute-Maid
Rate_1 Rate_2 Rate_3 Rate_4 Rate_5

2% 0%
10% 9%

79%

Chart 5.34

Interpretation: As per the above chart 79% retailers rated promotional activities of minute-maid
as 3,10% rated as 4,9% rated as 2 and only 2% rated as 5.

73
Paper boat
Frequency Percent Valid Percent Cumulative Percent

3 9 9.0 9.0 67.0

4 9 9.0 9.0 76.0
Valid
5 24 24.0 24.0 100.0
Total 100 100.0 100.0

Paper Boat
Rate_1 Rate_2 Rate_3 Rate_4 Rate_5
0%
0%

22%

57%
21%

Chart 5.35

Interpretation: As per the above chart 57% of the retailers rated promotional activities of paper
boat as 5,22% rated as 3 and only 21% rated as 4.

74
Rate in accordance to the credit policies offered

Real
Frequency Percent Valid Percent Cumulative Percent

3 20 20.0 20.0 78.0

4 7 7.0 7.0 85.0
Valid
5 15 15.0 15.0 100.0
Total 100 100.0 100.0

Real
Rate_3 rate_4 rate_5 rate_1 rate_2

0% 0%

36%
47%

17%

Chart 5.36

Interpretation: As per the above chart 47% retailers rated the credit policies offered as 3, 36%
rated as 5 and only 17% rated as 4.

75
Bnatural
Frequency Percent Valid Percent Cumulative Percent

3 39 39.0 39.0 97.0

4 1 1.0 1.0 98.0
Valid
5 2 2.0 2.0 100.0
Total 100 100.0 100.0

B-natural
rate_1 rate_2 rate_3 rate_4 rate_5

2% 0%
0%
5%

93%

Chart 5.37

Interpretation: As per the chart 93% retailers rated the credit policies offered by b-natural as 3,
5% rated as 4 and only 2% rated it as 4.

76
Tropicana
Frequency Percent Valid Percent Cumulative Percent

3 37 37.0 37.0 95.0

4 3 3.0 3.0 98.0
Valid
5 2 2.0 2.0 100.0
Total 100 100.0 100.0

Tropicana
rate_1 rate_2 rate_3 rate_4 rate_5
0% 0%

7% 5%

88%

Chart 5.38

Interpretation: As per the above chart 88% retailers rated the credit policies offered by the
Tropicana as 3,7% rated as 4 and only 5 % rated as 5.

77
Minute maid
Frequency Percent Valid Percent Cumulative Percent

58 58.0 58.0 58.0

2 3 3.0 3.0 61.0
3 34 34.0 34.0 95.0
Valid
4 3 3.0 3.0 98.0
5 2 2.0 2.0 100.0
Total 100 100.0 100.0

Minute-Maid
rate_1 rate_2 rate_3 rate_4 rate_5

0%

7% 5% 7%

81%

Chart 5.39

Interpretation: As per the above chart 81% retailers rated minute maid juices in accordance to
the credit policies offered as 3,7% rated as 2 &4 and only 5% rated as 5.

78
Paperboat
Frequency Percent Valid Percent Cumulative Percent

58 58.0 58.0 58.0

3 9 9.0 9.0 67.0
Valid 4 11 11.0 11.0 78.0
5 22 22.0 22.0 100.0
Total 100 100.0 100.0

Paper Boat
rate_1 rate_2 rate_3 rate_4 rate_5
0% 0%

22%

52%
26%

Chart 5.40

Interpretation: As per the above chart 52% retailers rated the credit policies offered by paper
boat as 5,26% rated as 4 and only 22% rated 3.

79
Rate in accordance to the Distribution channel

Real
Frequency Percent Valid Percent Cumulative
Percent
3 17 17.0 17.0 75.0
4 9 9.0 9.0 84.0
Valid
5 16 16.0 16.0 100.0
Total 100 100.0 100.0

Real
rte_3 rte_4 rte_5

38% 41%

21%

Chart 5.41

Interpretation: As per the above chart 38% retailers rated real juice as 5,41% rated as 3 and
only 21% rated 4.

80
B-natural
Frequency Percent Valid Percent Cumulative Percent
58 58.0 58.0 58.0
2 1 1.0 1.0 59.0
Valid 3 29 29.0 29.0 88.0
4 12 12.0 12.0 100.0
Total 100 100.0 100.0

B-natural

rate_1 rate_2 rate_3 rate_4 rate_5

0% 0% 2%

29%

69%

Chart 5.42

Interpretation: As per the above chart 69% retailers rated B-natural juices as 3,29% rated as 4
and only 2% rated it as 2.

81
Tropicana
Frequency Percent Valid Percent Cumulative Percent

3 29 29.0 29.0 87.0

4 10 10.0 10.0 97.0
Valid
5 3 3.0 3.0 100.0
Total 100 100.0 100.0

Tropicana
rate_1 rate_2 rate_3 rate_4 rate_5
0%
0%
7%
24%

69%

Chart 5.43

Interpretation: As per the above chart 69% retailers rated Tropicana as 3,24% rated as 4
and 7% rated as 5.

82
Minute maid
Frequency Percent Valid Percent Cumulative Percent

58 58.0 58.0 58.0

3 36 36.0 36.0 94.0
Valid 4 3 3.0 3.0 97.0
5 3 3.0 3.0 100.0
Total 100 100.0 100.0

Minute-maid
rate_1 rate_2 rate_3 rate_4 rate_5
0% 0%

7%
7%

86%

Chart 5.44

Interpretation: As per the above chart 86% retailers rated minute maid as 3, 7% retailers rated
as 4 &5 and no retailers rated 1 & 2.

83
Paper boat
Frequency Percent Valid Percent Cumulative Percent

3 11 11.0 11.0 69.0

4 3 3.0 3.0 72.0
Valid
5 28 28.0 28.0 100.0
Total 100 100.0 100.0

Paper boat
rate_1 rate_2 rate_3 rate_4 rate_5
0%
0%

26%

7%
67%

Chart 5.45

Interpretation: Asper the above chart 67% retailers rated paperboat as 5, 26% rated it as 3 and
only 7% rated is as 4.

84
Which company provides better pricing offer
Frequency Percent Valid Percent Cumulative Percent

4 2 2.0 2.0 60.0

5 22 22.0 22.0 82.0
1 15 15.0 15.0 97.0
3 3 3.0 3.0 100.0
Total 100 100.0 100.0

Better Pricing offer

Minute-miad Paper boat Real Tropicana B-natural

0%
7% 5%

36%
52%

Chart 5.46

Interpretation: As per the above chart 52% of the retailers preferred paper boat as they provide
better pricing offer than the other brands, 36% retailers preferred real,7% prefer Tropicana and
5% retailers prefer minute maid.

85
Overall which company supported by retailers
Frequency Percent Valid Percent Cumulative
Percent
4 3 3.0 3.0 61.0
5 22 22.0 22.0 83.0
Valid 1 14 14.0 14.0 97.0
3 3 3.0 3.0 100.0
Total 100 100.0 100.0

overall which company supported

Minute-maid Paper boat Real Tropicana

7% 7%

33%

53%

Chart 5.47

Interpretation: As per the above chart 53% retailers support Paper boat juice,33% support Real
juices ,7% retailers support Tropicana and minute maid.

86
Do you think Advertisement of juices are helpful?
Frequency Percent Valid Percent Cumulative Percent

59 59.0 59.0 59.0

Valid 1 41 41.0 41.0 100.0
Total 100 100.0 100.0

Yes
1

100%

Chart 5.48

Interpretation: According to the chart 100% retailers thinks that advertisement of juices are
helpful.

87
Factors behind not selling fruit juices

Less demand
Frequency Percent Valid Percent Cumulative Percent

2 3 3.0 3.0 66.0

Valid 1 34 34.0 34.0 100.0
Total 100 100.0 100.0

Unavailability of refrigerator
Frequency Percent Valid Percent Cumulative Percent

2 24 24.0 24.0 87.0

Valid 1 13 13.0 13.0 100.0
Total 100 100.0 100.0

No awareness
Frequency Percent Valid Percent Cumulative Percent

2 32 32.0 32.0 95.0

Valid 1 5 5.0 5.0 100.0
Total 100 100.0 100.0

Service problem
Frequency Percent Valid Percent Cumulative Percent

2 29 29.0 29.0 92.0

Valid 1 8 8.0 8.0 100.0
Total 100 100.0 100.0

88
Inconsistency of distributors
Frequency Percent Valid Percent Cumulative Percent

2 31 31.0 31.0 94.0

Valid 1 6 6.0 6.0 100.0
Total 100 100.0 100.0

Factors behind not selling fruit juices

lesss_demand unavailibility_of_refrigerator no_awarness
service_problem inconsistency_of_distributors

9%
12%
8% 51%

20%

Chart 5.49

Interpretation: As per the above chart 51% of the retailers do not sell fruit juices due to less
demand, 20% retailers do not sell fruit juices due to unavailability of refrigerator,12% due to
service problem,9% do not sell due to inconsistency of distributors and 8% retailers are not
aware about fruit juices services by ITC.

89
Annual turnover
Frequency Percent Valid Percent Cumulative
Percent
3 4 4.0 4.0 4.0
2 25 25.0 25.0 29.0
Valid
1 71 71.0 71.0 100.0
Total 100 100.0 100.0

Annual Turnover
11 lakh to 30 lakhs 5 lakhs to 10 lakhs below 5 lakhs

4%

25%

71%

Chart 5.50

Interpretation: As per the above chart annual turnover of 71% retailers is below 5 lakhs,
25% is between 5 to lakhs and only 4 % retailers have annual turnover around 11 to 30 lakhs.

90
Table 3

91
Chapter 6 Findings

 To find out preferences of retailers regrading ITC juices

o 95% retailers do not prefer B-natural juices and only 5% retailers
prefer B-natural juices.
 To know the various factors that affect retailers buying behavior
o 51% of the retailers do not sell fruit juices due to less demand, 20%
retailers do not sell fruit juices due to unavailability of
refrigerator,12% due to service problem,9% do not sell due to
inconsistency of distributors and 8% retailers are not aware about fruit
juices services by ITC.
o 31% of the retailers do not prefer B-natural juices due to its less
quantity, 26% retailers do not prefer due to less demand, 22% do not
seek their service due to high price,9% do not prefer due to less
discount offered by the company.

92
Chapter 7 Recommendations

 As many of the retailers complained about the rates of the smaller tetra pack
which is of rs.20 the company should think about lowering it rates or
increasing quantity of the smaller tetra pack.

 They can also enhance the packaging of the bigger tetra pack by adding
some recipes of smoothies which the consumer can make with the b-natural
juices.

93
CHAPTER 8-CONCLUSION

 From the above comparison it could be inferred that besides ITC is new in the beverage
sector i.e. Juices but still managed to reach a level at which the other strong competitors
are.
 Real has been around for a longer time and has its loyalists but Bnatural is going good
with its new flavors like “Masala Jamun”.
 There is a need to put the image of our product Bnatural in the mind of the customers
before they come to purchase at a shop.
 ITC promoting their brands through advertisement campaign as well as door to door
promotion.
 ITC is also focusing on Retailers and Wholesalers to promote their brand.
 ITC now offering more margins, exiting offers and long credit period to retailers and
wholesalers.

94
Bibliography
Baourkais, G. (2002).
Erdogan, B. Z. (1999). Journal of marketing managemnet, vol-15.
goyat. (2011). The basis of market segmentation.
Mongay. (2006). strategic management.
Saif, N. M. (2016). International Journal of Management science and business
administration, vol-2.

95
Annexure

Survey on A study on retailers preference towards ITC juices in comparison

with other Juice Brands

I am conducting this survey in partial fulfillment of the requirements of summer internship

programme in the master of buisness administration programme from GLS University.All the
data provided will be kept confidential and will be used for survey only
* Required
Do you sell fruit juices? *
If No terminate to section C
o Yes
o No

Which brands of juices do you have? >1

 Real
 Bnatural
 Tropicana
 Minute maid
 Paper boat

Which size of juices do you have? >1

 180 ml
 300ml
 750ml
 1 liter

Which size of juices is mostly preferred by consumers? >1

 180ml
 300ml
 750ml
 1 liter

96
Rank the following brands according to your preference
1 2 3 4 5
Real
B-Naturals
Tropicana
Minute-Maid
Paper Boat

Rank the flavors of juices in accordance to the customer demand

1 2 3 4 5 6 7 8 9 10
Mixed fruit
Apple
Litchi
Orange
Mango
Guava
Pineapple
Pomegranate
Watermelon
Masala Jamun

Do you prefer B-Natural juices (ITC) when compared to other juices?

If no refer Section B
o Yes
o No

If your answer is Yes what are the factors do you consider while preferring B-Natural juices?
Highly Satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
Price
Quantity
Quality
Discount
Demand
Service
Price
Quantity
Quality
Discount
Demand
Service

97
Rate b-natural as compared to other Juice companies on the basis of promotional activities.
B-Natural 1 2 3 4 5 OTHERS

Rate B-natural as compared to other juice companies on the basis of Credit policies offered
1 2 3 4 5
Payments
Discounts
Payments
Discounts

Rate b-natural's Distribution channel as compared to others

1 2 3 4 5
On-time delivery
Exchange of expired products
Availabity Of products
On-time delivery
Exchange of expired products
Availabity Of products

Section B
If NO Fill the following section
Factors behind not seeking B-natural's services?
o high Price
o Less Quantity
o quality
o less demand
o less discount
o no credit policy
o unavailibity of products
o Inconsistency in after sales service
o Other:

98
Rate companies on the basis of promotional activities
1 2 3 4 5
Real
B-Natural
Tropicana
Minute-Maid
Paper Boat

Rate companies on the basis of credit policies offered

1 2 3 4 5
Real
B-Natural
Tropicana
Minute-Maid
Paper Boat

Rate companies on the basis of distribution channels

1 2 3 4 5
Real
B-Natural
Tropicana
Minute-Maid
Paper Boat

Which company provides better pricing offer?

o Real
o B-Natural
o Tropicana
o Minute-Maid
o Paper Boat

Overall which company's product you will support?

o Real
o B-Natural
o Tropicana
o Minute-Maid
o Paper Boat

99
Do you think Advertisement of juices is helpful?
o Yes
o No

SECTION-C
Factors behind not selling fruit juices
o Less demand
o Unavailability of refrigerator
o No awareness
o Service problem
o Inconsistency of distributors

Shop Name *

Your answer

owner'name *

Your answer

Place *

Your answer

Annual turnover *
o Below 5 lakhs
o 5 lakhs to 10 lakhs
o 11 lakhs to 30 lakh
o 31 lakh and above

Thank You

100
ુ નામાાં રસ ઉદ્યોગોની માર્કે ટટિંગ વ્ય ૂહરચનાઓની સમીક્ષા
ITC (આઇટીસીની) તલ
હુાં આ સર્વેક્ષણ જી.એલ.એસ. યનુ નર્વનસિટટમાાંથી બાનિસનેસ એડનમનનસ્ટ્રેશન પ્રોગ્રામના માસ્ટ્ટરમાાં ઉનાળાના
ઇન્ટનનશીપ પ્રોગ્રામની આર્વશ્િર્કતાઓની આંનશર્ક પ ૂનતિમાાં ર્કરી રહ્યો છાં. પ્રદાન ર્કરે લ તમામ ડેટા ગોપનીિ
રાખર્વામાાં આર્વશે અને ફક્ત સર્વેક્ષણ માટે જ ઉપિોગમાાં લેર્વાશે.
* આર્વશ્િર્ક
૧) શુાં તમે ફળના રસ ર્વેચો છો? *
o હા

o ના

જો તમારૉ જર્વાબ ના હોિ તો નર્વભાગ સી ભરો

૨) તમે ર્કિા બ્રાન્ડના રસ ધરાર્વો છો? > 1
o રીયલ

o બી-નેચરલ્સ

o ટ્રોપીકાના

o મિમનટ-િેઇડ

o પેપર બોટ

3) તમે ર્કિા ર્કદના રસ ધરાર્વો છો? > ૧

o ૧૮૦ મિલી

o ૩૦૦ મિલી

o ૭૫૦ મિલી

o ૧ લલટર

૪) ગ્રાહર્કો દ્વારા ર્કિા ર્કદના રસને પ્રાધાન્િ આપર્વામાાં આર્વે છે ? > ૧

o ૧૮૦ મિલી

o ૩૦૦ મિલી

o ૭૫૦ મિલી

o ૧ લલટર

101
૫) તમારી પસાંદગીઓ અનુસાર નીચેની બ્રાન્્સને ક્રમ આપો
૧ ૨ ૩ ૪ ૫

રીયલ

બી-નેચરલ્સ

ટ્રોપીકાના

મિમનટ-િેઇડ

પેપર બોટ

૬) ગ્રાહર્કની માાંગ અનુસાર રસના સ્ટ્ર્વાદોને ક્રમ આપો

૧ ૨ ૩ ૪ ૫ ૬ ૭ ૮ ૯ ૧૦
મિશ્ર ફળ
એપલ
લલચી
નારં ગી
કેરી
ગુવાવા
અનેનાસ
પોિરગ્રેનેટ
તરબ ૂચ
િસાલા જાિન

૭) તમે અન્િ રસની તુલનામાાં બી-નેચરલ જ્યુસ (આઇટીસી) પસાંદ ર્કરો છો?
o હા

o ના

જો તમારૉ જર્વાબ ના હોિ તો નર્વભાગ બી નો સાંદભન લો

102
૮) જો તમારો જર્વાબ હા છે , તો બી-નેચરલ રસ પસાંદ ર્કરતી ર્વખતે તમે ર્કિા પટરબળો ધ્િાનમાાં લો છો?
અમતશય સંતોમિત તટસ્થ તટસ્થ અસંતોમિત
સંતોમિત અસંતોિપ ૂર્ણ
કકિંિત
જથ્થો
ગુર્વત્તા
કડસ્કાઉન્ટ
િાંગ
સેવા

૯) પ્રમોશનલ પ્રવ ૃનિઓના આધારે અન્િ જ્યુસ ર્કાં પનીઓની તુલનામાાં બી-નેચરલ રે ટ ર્કરો.
બી-નેચરલ ૧ ૨ ૩ ૪ ૫ અન્િ

૧૦) ઓફર ર્કરે લી ક્રે ટડટ નીનતઓના આધારે અન્િ જ્યુસ ર્કાં પનીઓની તુલનામાાં બી-નેચરલ રે ટ ર્કરો
૧ ૨ ૩ ૪ ૫
ચુકવર્ીઓ
કડસ્કાઉન્ટ

૧૧) અન્િની સરખામણીમાાં બી-નેચરલ ટડસ્ટ્સ્ટ્રબ્યુશન ચેનલને રે ટ ર્કરો

૧ ૨ ૩ ૪ ૫
સિયસર પોંહચાડવુ

સિાપ્ત થયેલ
ઉત્પાદનોનુ ં એક્સચેન્જ

ઉત્પાદનોની
ઉપલબ્ધતા

103
નર્વભાગ બી
૧) તમરો જર્વાબ નટહ હોિ તો નીચે આપેલ નર્વભાગ ભરો
બી-નેચરલની સેર્વાઓ ન શોધતા પાછળના ર્કારણો?
o ઊંચી કકિંિત

o ઓછી િાત્રા

o ગુર્વત્તા

o ઓછી િાંગ

o ઓછી કડસ્કાઉન્ટ

o કોઈ ક્રેકડટ નીમત

o ઉત્પાદનોની અનૈમતકતા

o વેચાર્ સેવા પછી અસંગતતા

o અન્ય:

2) પ્રમોશનલ પ્રવ ૃનિઓના આધારે ર્કાં પનીઓને રે ટ ર્કરો

૧ ૨ ૩ ૪ ૫
રીયલ
બી-નેચરલ
ટ્રોપીકાના
મિમનટ-િેઇડ
પેપર બોટ

૩) ઓફર ર્કરાિેલ ક્રેટડટ નીનતઓના આધારે ર્કાં પનીઓને રે ટ ર્કરો

૧ ૨ ૩ ૪ ૫
રીયલ
બી-નેચરલ
ટ્રોપીકાના
મિમનટ-િેઇડ
પેપર બોટ

104
૪) નર્વતરણ ચેનલોના આધારે ર્કાં પનીઓને રે ટ ર્કરો
૧ ૨ ૩ ૪ ૫
રીયલ
બી-નેચરલ
ટ્રોપીકાના
મિમનટ-િેઇડ
પેપર બોટ

૫) ર્કઈ ર્કાં પની ર્વધુ સારી ટર્કિંમતે ઓફર ર્કરે છે ?

o રીયલ

o બી-નેચરલ

o ટ્રોપીકાના

o મિમનટ-િેઇડ

o પેપર બોટ

૬) એર્કાં દરે તમે ર્કિા ર્કાં પનીના ઉત્પાદનનુાં સમથનન ર્કરશો?

o વાસ્તમવક

o બી-નેચરલ

o ટ્રોપીકાના

o મિમનટ-િેઇડ

o પેપર બોટ

૭) તમને લાગે છે ર્કે રસની જાહેરખબર મદદરૂપ છે ?

o હા

o ના

સેક્શન-સી
ફળોના રસ ના ર્વેચતા પાછળના ર્કારણો
o ઓછી િાંગ

o રે કિજરે ટરની ઉપલબ્ધતા

o કોઈ વાતાવરર્ નથી

o સેવાની સિસ્યા

o મવતરકોની અસંગતતા

105
૧) દુર્કાનનુાં નામ *
૨) માલીર્કનુાં નામ *
૩) સ્ટ્થળ *
૪) ર્વાનષિર્ક ટનનઓર્વર *
o 5 લાખથી નીચે

o 5 લાખ થી 10 લાખ

o 11 લાખ થી 30 લાખ

o 31 લાખ અને તેથી વધુ

આભાર

106