Mango Juice Marketting Essay Example

to elicit the desired response from the target market. After establishing its competitive marketing strategy, the company can plan the specifics of the marketing mix development. The concept of combining controllable, tactical marketing tools to generate the desired response in the target market is a fundamental element in contemporary marketing.

In India, with a population of 100 crores as of 2001, there is potential for it to become one of the biggest consumer markets in the world.Amongst various markets in India, soft drinks hold significant positionSoft drinks are beverages that consumers purchase in order to satisfy their thirst. The decision to buy these products is impacted by various factors, including taste, proper storage conditions for hygiene purposes, and social status.

In the past, Indian soft drinks market was dominated by domestic brands like Campa Thums up limca. However, with the economy opening up in the 1990s, multinational players such as Pepsi and Coca-Cola entered the market and took over completely. While Coca-Cola is a global leader in carbonated drinks, Pepsi has performed better than Coca-Cola specifically in India. Initially, Coca-Cola had to leave the Indian market due to FERA regulations but made a comeback after 16 years in 1993. They achieved this by acquiring local brands Thumbs Up, Limca, and Gold Spot from Parle Beverages which helped them secure a significant portion of the soft drink market.

Although Pepsi started a few years before Coca Cola in 1991, it currently has a smaller market share. Pepsi has acquired Mumbai-based Dukes range of soft drink brands. The company has been focusing its products on the youth market and this strategy has been successful with strong sales. Soft drinks are

sold in glass bottles, aluminum cans, and PET bottles for home consumption. They are also dispensed in disposable containers in fountains.

The text states that 80% of consumption happens impulsively outside the home, while only 20% occurs at home. However, there is a change in trends as occasion-driven sales increase. This change is pushing the market towards fruit-based drinks and plain bottled water because they are affordable and widely accessible. In terms of per capita consumption rates worldwide, India has one of the lowest rates with just 7 bottles consumed each year compared to Pakistan's 15, China's 89, and the USA's 1500.

The market has the highest per capita consumption in the country, with 50 bottles per year compared to the national average of 5 bottles. Urban areas account for 75% of PET bottle consumption, while rural areas prefer the sales of 200 ml bottles. According to the NCAER survey, the lower middle class, middle class, and upper middle class collectively consume 90% of all soft drinks in the country. In FY05, the soft drinks market size was approximately 320 million cases (7680 million bottles).

In the 1990s, the market experienced a growth rate of 5% to 6%, while in the late 80s it had a slower growth rate of 2-3%. Presently, the market is witnessing an approximate annual growth rate of 7-8%. Regional preferences have a significant impact on the market, with cola drinks dominating in metro cities and northern states such as UP, Punjab, and Haryana. Conversely, orange flavored beverages are more favored in southern states.

Soft drinks are widely sold in southern states, as well as through bars. The western markets have a strong preference

for mango-flavored beverages. However, Diet Coca Cola only makes up 0.7% of the total carbonated beverage market. Different brands in this market use various positioning and targeting strategies. For example, Coca Cola's cola-based brand targets teenagers and positions itself as a refreshing option for both the mind and body. On the other hand, their Thums Up brand is aimed at adventure-loving, successful, and masculine individuals aged 20-29.

The Importance of the Study

As retailers, we all have various perspectives on products, services, our company, and the industry as a whole. It is crucial to incorporate the evaluation of these perspectives into any research endeavor. With the market continuously expanding and more competitors entering the scene, millions of people are spending significant amounts on goods and services. As retailers expand further, it becomes imperative to comprehend how competitors formulate strategies, acquire market share, and make strategic choices.

For instance, to assess how retailers react to promotional offers, advertisements, and the distribution or service provided. This includes evaluating promotional appeals, package labels, warranties, discounts, and other factors.

Studying retailer perception and market share can provide valuable insights for a company to develop its product, pricing strategy, persuasive promotional strategy, distribution system, and defensive or elimination strategies for competitors. It can also help analyze the organization's drawbacks in various strategies and take corrective action to maintain market leadership. Additionally, the study would reveal different aspects of retailer perception including price, quality, range, availability, and advertisements of products.

The significance of the study is crucial due to increasing competition in the soft drink and water industry. Competitors are actively trying to dominate the market through acquiring a

larger share and using different sales promotions and incentives to effectively compete with Maaza.

Scope of the Study

The scope of the study is limited as it only contributes in a small way to the company. It focuses specifically on Borabanda and Kodapur, which are referred to as twin cities. Although this may seem insignificant on a larger scale, it can still assist with distribution efforts within this specific area.

The study can be conducted on a national level, with a large number of participants and interviews with multiple individuals. Definitions include the following: - Retailer refers to an individual or business that sells products to the general public. - Brand is the manufacturer's identification of a product. - Brand Loyalty is when consumers consistently and repeatedly purchase a specific brand without changing their purchasing behavior. - Respondent refers to an individual being interviewed for the study. - Market share is the quantity of products or services sold compared to other companies selling similar items. - Promotional Activities encompass advertising, personal selling, sales promotion, and publicity, each having their own characteristics and costs but sharing the common goal of achieving high sales through creating awareness. - Incentives are offerings such as free or discounted items that serve as incentives when compared to market prices.

An interviewee is someone who answers questions asked by an interviewer. The concept of an interviewer involves conducting investigations in order to achieve project objectives. A sample refers to a selected group chosen from the overall population for participation in the investigation. A survey is a questionnaire given to individuals using probability or non-probability sampling methods within the population. A questionnaire consists of

a set of questions designed for respondents to answer in order to achieve research objectives.
There are various types of questions, including open-ended, closed-ended, disguised, and interrogative questions. Brand awareness pertains to the consumer's knowledge and recognition of a specific brand. The brand name represents the title given to a product by its producing company, which signifies the brand's identity and value.

The objective of this study is to evaluate retailers' perceptions of Maaza Tetra Pack and assess the brand image of fruit drinks. In summary, the research aims to determine retailer satisfaction levels towards Maaza, investigate customer preferences for different juice brands, identify distribution issues, analyze competitors' sales in various outlets, and determine the most preferred size and quantity of juice brands among retail outlets.

The research methodology employs a descriptive research design that utilizes both primary and secondary data collection methods. Primary data is gathered through observation, experimentation, and surveys.

The plan begins with defining terms, selecting units, determining the type of inquiry and level of accuracy desired. The methods typically used to gather primary data include 1. Direct personal investigation, where the investigator collects data from relevant sources. 2. Indirect oral interviews, where the interview is conducted directly or indirectly related to the subject of inquiry. 3.

Information is gathered from local agencies designated by the investigator. 4. The mailed questionnaire method involves creating a questionnaire that contains inquiries related to the field of investigation and an area for respondents to supply their responses. This questionnaire is subsequently sent via mail to the respondents with a plea for prompt response within a specified timeframe. In this project, the primary data is acquired using the mailed questionnaire

method.

Secondary Data:

Secondary data pertains to existing data.

Various sources, such as internal records, business magazines, company websites, and newspapers, are used to gather secondary data. Primary data collection involves preparing a structured questionnaire with closed-ended and dichotomous questions. The sampling procedure is crucial in defining the population and selecting the sample. The precision and accuracy of survey results depend on the sampling method employed.

In this study, a non-probability convenience sampling method is utilized where all members of the population have an equal chance of being included in the sample. The analysis employs the weighted arithmetic mean as its statistical tool. This method assumes that all items in the distribution hold equal importance and assigns weights proportionally based on their significance. The calculation for weighted arithmetic means (X) involves determining ?WX/?W, with W1, W2...Wn representing weights attached to variable values X1,X2,Xn.

Regarding the population of retailers in Borabanda and Kondapur: Data is obtained from both primary sources (through surveys using questionnaires and personal interviews) and secondary sources (consumer attitude books). Surveys are conducted in Borabanda and Kondapur to collect information. Retailers in Borabanda and Kondapur constitute the sample unit. The study's sample size consists of 120 respondents and was conducted using a non-probability sampling method.This method involved selecting individuals from the upper class and middle class of society, with an unknown probability of selection for each unit in the population. The sample unit was chosen based on convenience to the investigator through a convenient sampling method. The survey utilized a structured questionnaire with both open and closed-ended questions.

However, there are limitations to this study. It was limited to a specific group of consumers and only conducted for 8

weeks, which is insufficient to cover all consumers in the market. The small sample size compared to the total consumer population makes it challenging to directly apply the analysis for decision-making purposes.

Additionally, this study specifically focuses on the Coca-Cola brand.

Moving on to Coca-Cola's company profile, they produce concentrate for Marco and distribute it worldwide to various Coca-Cola bottlers who have exclusive contracts with them. These bottlers combine the concentrate with filtered water and sweeteners to create finished products in cans and bottles. Bottlers like Coca-Cola Enterprises sell, distribute, and promote Coca-Cola products.

In North America and Europe, Coca-Cola Enterprises has the largest territory for Coca-Cola bottling. Furthermore, The Coca-Cola Company also supplies fountain concentrate to major restaurants and food service distributors.

The Coca-Cola Company has introduced a variety of cola drinks with the Coke brand name. Diet Coke is the most well-known and popular diet cola option. Other choices include Caffeine free Coke, Cherry Coke, Coke Zero, Vanilla Coke, and limited editions with lemon, lime, and even coffee flavors. In addition to these options, the Coca-Cola Company also owns and markets Sprite and Fanta as soft drink alternatives that do not carry the Coca-Cola branding. The original recipe for Coca-Cola was created by John S. Pemberton in Atlanta, Georgia in 1885 under the name Pemberton's French Wine Coca. Over time it was transformed into the iconic beverage we recognize today. The Las Vegas World of Coca-Cola museum was established in 2000.

The creation of Coca-Cola was influenced by the success of Angelo Mariani's coca wine, Vin Mariani, in Europe. When Prohibition legislation was passed by Ging Mo Tuen and Fulton County in 2007, Pemberton developed a carbonated,

non-alcoholic version of French Wine Cola called Coca-Cola. The beverage received its name because it originally contained coca leaves as a stimulant from South America. It was also flavored using kola nuts, which provided the drink with caffeine. Initially, five ounces of coca leaf per gallon of syrup were used, while Candler's later formula in 1891 only consisted of a tenth of this amount. While Coca-Cola once contained an estimated nine milligrams of cocaine per glass, after 1903, "spent" leaves were used instead of fresh leaves, resulting in trace levels of cocaine at a molecular level. However, since cocaine is just one of many alkaloids present in coca leaves, it was still present in the drink. Today, the flavoring is still derived from kola nuts and "spent" coca leaf.

In the United States, there is only one plant (in New Jersey) authorized by the Federal Government to grow the coca plant for Coca-Cola syrup manufacture. Coca-Cola was initially sold as a patent medicine for five cents a glass at soda fountains, which were popular in the United States at the time thanks to a belief that carbonated water was good for the health. Pemberton claimed Coca-Cola cured a myriad of diseases, including morphine addiction, dyspepsia, neurasthenia, headache, and impotence. The first sales were made at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886, and for the first eight months only nine drinks were sold each day. Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta Journal. By 1888, three versions of Coca-Cola — sold by three separate businesses — were on the market. Asa Griggs Candler

acquired a stake in Pemberton's company in 1887 and incorporated it as the Coca Cola Company in 1888.

In the same year, Pemberton, who was struggling with an enduring morphine addiction, sold the rights once again to four additional businessmen: J. C. Mayfield, A. O. Murphy, and C. O.

Mullahy and E. H. Bloodworth were involved in the production of the product. At the same time, Charley Pemberton, who was an alcoholic, started selling his own version of the product.

In an effort to make things clear, John Pemberton declared that Charley owned the name Coca-Cola while the other two manufacturers could still use the formula. As a result, Candler sold his beverage as Yum Yum and Koke during the summer of 1888. However, both names failed to gain popularity. Consequently, Candler aimed to establish legal ownership of Coca-Cola in late 1888 to push his competitors out of the business. Candler bought exclusive rights to the formula from John Pemberton, Margaret Dozier, and Woolfolk Walker. Nonetheless, in 1914, Dozier claimed that her signature on the bill of sale had been forged, and subsequent analysis suggested that John Pemberton's signature was also likely a forgery. In 1892, Candler formed a second company called The Coca-Cola Company (the current corporation), and in 1910 he had the earliest records of the company purposely destroyed, further concealing its legal origins.

Regardless, Candler initiated the marketing of the product. However, the efficiency of this advertising campaign was not fully realized until later. The drink became a national icon for the USA by its 50th anniversary. In 1935, Rabbi Tobias Geffen certified it kosher after the company made some changes to the sourcing of ingredients.

On March 12, 1894, Coca-Cola was first sold in bottles, and in 1955, cans of Coke made their debut. The initial bottling of Coca-Cola took place in Vicksburg, Mississippi, at the Biedenharn Candy Company in 1891, which was owned by Joseph A. Biedenharn.

The original bottles used for bottling the drink were called Biedenharn bottles, and they differed greatly from the later hobble-skirt design that is now commonly seen. Asa Candler had reservations about bottling the drink, but the two entrepreneurs who suggested the idea were so convincing that Candler agreed and signed a contract, granting them control over the process. Unfortunately, this loosely defined contract caused problems for the company for many years. The situation was exacerbated by the bottlers' decision to hire other companies to bottle the drink on their behalf, essentially becoming parent bottlers.

[pic] In 1985, there was controversy surrounding the introduction of New Coke, which replaced the original Coca-Cola. However, Coca-Cola Classic was brought back after a few months. During this time, Coca-Cola attempted to change the formula of the drink, known as New Coke, in response to their commercial rival, Pepsi. The introduction of New Coke was highly publicized. Double-blind taste tests revealed that most consumers preferred the taste of Pepsi over Coke. This preference for Pepsi was due to its sweeter flavor, as it contained more lemon oil, less orange oil, and used vanillin instead of vanilla.

Coca-Cola modified its formula and introduced "New Coke". Further taste tests indicated that the majority of consumers preferred the flavor of New Coke over both Coke and Pepsi. The initiative was led by Roberto Goizueta, the company's then-CEO, and Don Keough, the president.

It is unclear what role Robert W. Woodruff, the long-time company president, had in the reformulation. Goizueta claimed that Woodruff supported it a few months before his death in 1985; however, others have suggested that Goizueta may have misunderstood the dying Woodruff, as they were alone during their conversation and Woodruff could only speak in monosyllables.

There have been allegations that Woodruff may not have understood Goizueta's message. The failure of New Coke was a significant blow to Coca-Cola Company's management. If the change had been done secretly or gradually, customers might not have noticed, and brand loyalty could have been maintained. However, Coca-Cola management was unprepared for the emotional attachment the drink had with the American public; some people even compared changing the Coke formula to rewriting the American Constitution. The Coca-Cola Company is the largest consumer of natural vanilla extract worldwide. When New Coke was introduced in 1985, it heavily impacted Madagascar's economy as it used vanillin, a cheaper synthetic substitute for vanilla extract.

Purchases of vanilla significantly declined during this period, but the failure of New Coke led to a rebound. In the meantime, the market share for New Coke dropped to a mere 3% by 1986. In 1992, the product was rebranded as "Coke II" (not to be mistaken with "Coke C2," a low-sugar cola introduced by Coca-Cola in 2004). However, due to declining sales, distribution of Coke II was greatly reduced. By 1998, it was only available in a limited number of locations in the Midwestern U.S.

The precise formula of Coca-Cola is a well-known trade secret and is kept in SunTrust Bank's main vault in Atlanta. The Trust Company, which underwrote

the Coca-Cola Company's first public offering in 1919, held the original copy of the formula. A common misconception suggests that only two executives have access to the formula, with each executive possessing half of it.

The truth is that Coca-Cola restricts access to only two executives, but each executive knows the entire formula. In addition to the prescribed duo, other individuals have also known the formulation process. The actual production and distribution of Coca-Cola follows a franchising model. The Coca-Cola Company sells a syrup concentrate to various bottlers worldwide, who hold Coca-Cola franchises for specific geographical areas. The bottlers mix the syrup with filtered water and sugar (or artificial sweeteners) to produce the final drink. They then fill it into cans and bottles, which they sell and distribute to retail stores, vending machines, restaurants, and food service distributors. Although the Coca-Cola Company owns minority shares in some of its largest franchisees like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company (CCHBC), and Coca-Cola FEMSA, independent bottlers produce almost half of the volume sold worldwide.

Since independent bottlers add sugar and sweeteners, the sweetness of the drink varies in different parts of the world to cater to local preferences. The production of the famous bottle began in 1916, while the well-known Coca-Cola logotype was created by Frank Mason Robinson, who served as John Pemberton's bookkeeper, in 1885. Robinson not only coined the name but also selected the logo's unique cursive script. The font used, known as Spencerian script, was developed in the mid-19th century and was widely used for formal handwriting in the United States during that era.

The famous Coca-Cola bottle, also known as the "contour bottle" or

"hobble skirt" bottle, was invented in 1915 by Swedish glassblower Alexander Samuelson. Samuelson, who had immigrated to the U.S. in the 1880s, worked at The Root Glass Company in Terre Haute, Indiana, which supplied bottles to Coca-Cola. When a heat wave led to a production shutdown at his plant, Samuelson used the time to brainstorm a new design for the bottle.

The inspiration to create a new design for Coca-Cola came from considering the kola nut or coca leaf, both key ingredients in the drink. To research the shapes of these objects, an employee was sent, but there was a misunderstanding and the man returned with sketches of the cacao pod instead. This incorrect design was accepted and put into production, although many people do not consider it to be the authoritative version of events due to its implausibility. Another perspective suggests that Raymond Loewy, who later worked as a designer for Coke cans and bottles, was the inventor of the unique design. However, during the year the bottle was created, Loewy was serving in the French Army and did not have involvement. Although Pepsi is often second to Coca-Cola in sales overall, it outsells Coca-Cola in certain localities. Worldwide, there are some local brands that compete with Coke.

In South and Central America, Kola Real (known as Big Cola in Mexico) and Inca Kola in Peru compete with Coca-Cola. Alongside, Corsica Cola from the French island of Corsica (produced by brewers of Pietra beer) and Breizh Cola from the French region of Bretagne also serve as emerging rivals for Coca-Cola. It is worth noting that The Coca-Cola Company acquired Inca Kola in 1999.

During the Christmas season

in Sweden, Julmust outsells Coca-Cola. In Scotland, Irn-Bru, a locally-produced beverage, used to be more popular than Coca-Cola until 2005 when Coca-Cola and Diet Coke started surpassing its sales. In India, Coca-Cola is the third best-selling soda, after Pepsi-Cola and a local drink called Thumps Up. However, The Coca-Cola Company bought Thumps Up in 1993. In Cuba, where there is a United States embargo, the domestic drink called Tropical is served instead of Coca-Cola. In the Middle East, Mecca Cola is a competitor to Coca-Cola.

Cola Turka is Coca-Cola's major competitor in Turkey, while Zam Zam Cola and Parsi Cola rival Coca-Cola in Iran and several Middle Eastern countries. Future cola is available in some regions of China. In Slovenia, the domestically-produced Cocktail and the affordable Mercator Cola, exclusively sold in the country's largest supermarket chain, Mercator, pose significant competition to Coca-Cola.

Finally, in Madagascar, Classiko Cola made by Tiko Group, the largest manufacturing company in the country, is a strong rival to Coca-Cola in various regions.

Advertising

Coca-Cola's advertising has had a significant impact on American culture and is often credited with creating the modern image of Santa Claus as an old man in red-and-white attire. However, this image was already prevalent before Coca-Cola started promoting it in their winter advertising campaigns in the 1930s. In fact, Coca-Cola was not the first soft drink company to use this modern image of Santa Claus in their advertisements. In 1923, White Rock Beverages used Santa to advertise their ginger ale, after previously using him to promote mineral water in 1915. During the 1970s, a song from a Coca-Cola commercial titled "I'd Like to Teach

the World to Sing," produced by Billy Davis, became a popular hit single.

Despite a lawsuit in the early 20th century claiming that Coca-Cola's caffeine content posed a danger to children, the company now has a policy of not using children under the age of 12 in their ads. However, they continue to target young consumers and have not provided specific information about the safety of Coke for young children or pregnant women.

Coca-Cola's advertising has been extensive, as one of Woodruff's stated objectives was to guarantee widespread promotion.