Rasna Ju C Internship Report

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To Study the Effectiveness of Distribution Channel in Rasna
Beverage
CORPORATE INTERNSHIP PROGRAM PROJECT REPORT
SUBMITTED IN PARTIAL FULFILMENT OF PGDM PROGRAM
2013-15
Submitted By
Name: Vatsal Srivastava
Roll No:124
Corporate Mentor
Name: Debashish Barua
Designation: Marketing Executive
Company: Rasna Beverages
Faculty Mentor
Name: Dr. Sharad Chaturvedi
Designation: Associate Professor

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ACKNOWLEDGEMENT
“Gratitude is the hardest of emotion to express and often does not find adequate ways to convey
the entire one feels.”
Summer training is an important part of PGDM and has helped me in learning a lot which will prove
beneficial in my career.
For this, with an ineffable sense of gratitude I take this opportunity to express my deep sense of
indebtedness to Mr. Debashish Barua Marketing Executive in Rasna private limited (Rasna
Beverages division ), who is my corporate mentor and gave me an opportunity to learn the
corporate culture during my PGDM course. At the same time I would thank all the company staff for
their support and motivation.
I am also very much thankful to Prof. Sharad Chaturvedi who is my faculty mentor for her interest,
persistent encouragement and untiring guidance throughout the development of the project. It has
been my great privilege to work under her inspiring guidance.
Vatsal Srivastava

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TABLE OF CONTENTS
SL.NO TITLE PAGE NO
1. Executive Summary 6
2. Introduction to the Project 7
3. Introduction to the Industry and Organization 8
3.1.1 Non-alcoholic beverages 8
3.1.2 Alcoholic drink 9
3.2 Global Beverage Market 9
3.3 Beverage Industry in India 11
3.3.1 Current scenario 11
3.3.2 Indian Beverage Association 11
3.4 Rasna Company Profile 13
4. Project / Research Methodology 20
4.1 Research Objectives 20
4.2 Research design 21
4.2.1 Exploratory research 21
4.2.2 Causal research 22
4.3 Data collection design 22
4.4 Sampling Methodology 22
4.5 Statistical tool used 23
4.5.1 Correlation 23
4.5.2 Multiple regression 23
5. Analysis and Findings 24
6. Recommendations 48
7. Conclusion 49
8. References 50
9. Annexures 51

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LIST OF ILLUSTRATIONS
Graphs
Figures
SL.No Title Page No
1 5.1 Age groups of respondent in Lucknow 24
2 5.2 Gender distribution of the respondent in Lucknow 24
3 5.3 Flavor of juice generally they prefer in Lucknow 25
4 5.4 Flavor of juice generally they prefer(Pie chart) 25
5 5.5 Brand prefer by customer in Lucknow 26
6 5.6 Brand prefer by customer(Pie chart) 26
7 5.7 Monthly consumption of Juice in Lucknow 27
8 5.8 Like/Dislike of Rasna Ju C in Lucknow 27
9 5.9 Age groups of respondent in Kanpur 28
10 5.10 Gender distribution of the respondent in Kanpur 28
11 5.11 Flavor of juice generally they prefer in Kanpur 29
12 5.12 Flavor of juice generally they prefer(Pie chart) 29
13 5.13 Brand prefer by customer in Kanpur 30
14 5.14 Brand prefer by customer(Pie chart) 30
15 5.15 Monthly consumption of Juice in Kanpur 31
16 5.16 Like/Dislike of Rasna Ju C in Kanpur 31
SL.No Title Page No
1 3.1 Beverage industry 8
2 3.2 Supply channel of Rasna Ju C 17
3 3.3 Distribution channel of Rasna Ju C 18
4 5 .1 SWOT analysis of Rasna Ju 45
5 5.2 strategy canvas of Rasna Ju C 46

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1. Executive Summary
Research starts having objective of to find out the conflicts among distribution levels in Rasna Ju C,
also to find out the factors which are affecting the purchasing willingness of Retailers and
Customers. This report clearly mentions objective of the study and the research methodology
utilized, both primary data and secondary data. The data collection method used is a structured
questionnaire in which the types of questions used are open ended, multiple choice and close
ended.
The report contains a detailed view of the tasks, which have been undertaken to analyze the
market of Rasna Ju C. Competitive analysis of Rasna Ju C has been done on the bases of factors
like Product price, advertisement, varieties in product, modern outlet distribution, post sales service
and brand awareness. These factors are selected on the bases of market observations and data is
collected by interviewing the retailers and feedback form.
Rasna Ju C has different flavors, low pricing with respect to its competitor and parent company
brand image but still this product is not performing well in the market. In this project, I interviewed
super stockist, distributors and retailers. I observed the competitor marketing strategy and I found
some gaps which are responsible for low performance of Rasna Ju C in Lucknow.

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2. INTRODUCTION TO THE PROJECT
The title of the project is “To Study the Effectiveness of Distribution Channel in Rasna Beverage”.
The project objectives are:
 Objective 1:
To find out the consumer’s purchase willingness about Rasna Ju C
 Objective 2:
To find out the retailer’s purchase willingness about Rasna Ju C
 Objective 3:
To find out the conflicts among distribution channels
Rasna is a soft drink concentrate brand owned by Pioma Industries which is based in Ahmedabad,
India. Its tagline "I love you Rasna" is aimed at children. Rasna is a highly dominant industry player
of soft drinks concentrates business. As of 2009, Rasna had a 93% market share in the soft drink
concentrate market in India while as of 2012 Rasna has 80 per cent market share in the soft drink
concentrate and powdered drink market in the country while multinational Cadbury-Kraft’s Tang is a
distant No 2.Rasnais facing stiff competition from players like Kraft Foods India, which has evolved
an aggressive marketing strategy for its powdered beverage brand Tang with a new campaign and
by sprucing up its distribution network. Rasna has launched Rasna Beverages Division. Under this,
the first brand to be launched is Rasna Ju-C. Company is seeking to appeal to middle-income
consumers, stressing this product's economical pricing.
Issue(s) in Focus:
 Distribution network of Rasna Ju C
 Low customer aware about Rasna Ju C
 Competitive analysis of Rasna with Real and Tropicana
 SWOT analysis of Rasna Ju C
 Opportunity for improvements for Rasna Ju C
My place of work divided in two regions
1. Kanpur Region
2. Lucknow Region
First I worked in Kanpur then was transfer to Lucknow. In Kanpur I worked with Super Stockist
Kesharwani traders and three distributors named as Hexa Enterprises, E.S.K.A.Y Enterprises
and Y.K Enterprises. In Lucknow I worked with Mr. Pawan Agrawal (Distributor in Lucknow)
I performed the two responsibilities as given below:
1. Sampling of the Rasna Ju C and collect the feedback of the customer (In both cities Kanpur
and Lucknow)
2. Retailing in Lucknow and collect feedback of the retailer
The project involves interview of retailers and customers and sets of questionnaire
1. Customer feedback forms
2. Retailer feedback forms
Limitation of the project:-
The research has been carried out only for Lucknow and Kanpur city.

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3. INTRODUCTION TO THE INDUSTRY AND ORGANIZATION
3.1 Beverage industry
The beverage industry refers to the industry that produces drinks. Beverage production can
vary greatly depending on which beverage is being made. The website
ManufacturingDrinks.com explains that, "bottling facilities differ in the types of bottling lines they
operate and the types of products they can run". Other bits of required information include the
knowledge of if said beverage is canned or bottled, hot-fill or cold-fill, and natural or
conventional. Innovations in the beverage industry, catalyzed by requests for non-alcoholic
beverages, include: beverage plants, beverage processing, and beverage packing.
3.1 Beverage industry
A wide range of drinks can be manufactured which contain as the base material either pulped
fruit or juice. Many are drunk as pure fruit juice without the addition of other ingredients, whereas
others are diluted with sugar syrup.
3.1.1 Non-alcoholic beverages
A wide range of drinks can be manufactured which contain as the base material either pulped fruit
or juice. Many are drunk as a pure fruit juice without the addition of other ingredients, whereas
others are diluted with sugar syrup.
For simplicity, fruit drinks can be divided into two groups:
· Those that are drunk immediately after opening.
· Those that are used little by little from bottles which are stored between uses.

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The former group should not need any preservative if processed and packaged properly. However
the latter must contain a certain amount of permitted preservatives to have a long shelf-life after
opening.
The following list may prove helpful in distinguishing between the different types of drink:
1. Juices.
These are pure fruit juice with nothing added.
2. Nectars.
These normally contain 30 per cent fruit solids and are drunk immediately after opening.
3. Squashes.
These normally contain at least 25 per cent fruit pulp mixed with sugar syrup. They are
diluted, to taste, with water and may contain preservatives.
4. Cordials.
These are crystal-clear squashes.
5. Syrups.
These are concentrated juices which are clear. They normally have high sugar content.
Each of the above products is preserved by its natural acidity and by pasteurization. Some drinks
(syrups and squashes) also contain a high concentration of sugar which helps to preserve them.
3.1.2 Alcoholic drinks
The most common examples of alcoholic beverages are wines and beers. Beer is usually made
from a cereal, whereas wine can be produced from either cereals or fruit. Both can be distilled to
produce spirits with an alcohol content of 30-50 per cent.
Both wines and beers are produced by fermentation which involves the conversion of sugars in the
raw material or added sugar into alcohol and carbon dioxide. Different varieties of the
yeast Saccharomyces cerevisiae are used to produce wines or beer Although it is possible to use
any strain of brewer's yeast for fermentation, it is necessary for a small producer to select one that
works well and then continue to use it to produce a consistent product.
The manufacture of beverages is one of the most competitive areas in which
small businesses can operate. Fruit drinks are the most accessible product (in technological terms)
for small producers, but even with these there is strong competition from carbonated soft drinks,
and it is necessary to establish that there is a demand for a certain drink before production starts.
3.2 Global Beverage Market
The global beverage market has been forecast to increase at a compound annual growth rate
(CAGR) of 4.6% over the next five years, to reach a market value of $1,347 billion by 2017. The
global beverage industry's rising product demand, not much affected by the currents of global
recession, bears testimony to its unyielding growth throughout.
Until recently, the beverages market was divided simply between alcoholic and non-alcoholic
beverages. As consumers' tastes grew more sophisticated and demand surged for a variety of
beverage options catering to lifestyle changes and health concerns, the beverages industry has
responded with a dizzying array of options to choose from.
The industry consists of the total revenues generated through the sale of soft drinks, beers,
ciders, flavored alcoholic beverages (FABs), spirits, and wines. Products manufactured by the
beverage industry include: bottled water, juice, sparkling and still drinks, syrups, nectars, ready-
to-drink and regular teas and coffees, dairy drinks, energy drinks, sports drinks, fruit powders,
and alcoholic drinks such as beer, wine, cider and spirits.

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The industry experienced a CAGR of 2.3% for the period spanning 2007-2016.The market is
flooded with innovative products which lead to the global beverage industry's highly competitive
nature. Customer loyalty is vital to the industry's growth and to achieve and retain it; companies
constantly strive towards manufacturing high-quality products.
Some of the expected industry growth propellers are urbanisation, expansion in middle class
population, and increase in double income family. All companies are keen on getting a share of
market profit which has driven them to develop new strategies such as aggressive
advertisement and maintaining efficient distribution channel maintenance to earn more profits.
The soft drinks industry will continue to straddle two different worlds: the mature developed
markets where growth has stagnated and developing markets where previously high growth
rates have slowed, but still offer the greatest upside. Bottled water will continue to lead the soft
drinks sector in volume terms, with a projected growth rate of 5.4% over the coming year.
Ready-to-drink tea and Asian specialty drinks will be the fastest-growing soft drink segments
with projected growth rates in 2013 of 9% and 14%, respectively.
Global energy drinks consumption surged by 14% in 2011 to 4.8 billion liters, adding over 1.5
billion liters since 2007. Average growth over the past five years has been 10% a year. Value
has risen even more sharply, by an average 13% a year, to €26,500 million or $37,000 million in
2011. Leading brands include Red Bull, Monster and Burn.
The world beer market, which includes flavored alcoholic drinks and cider, generated sales
worth more than $585 billion in 2010. Market growth is expected to remain steady at a yearly
rate of around 1.5% through 2015, bringing market value close to $630 billion by 2015.
The global market for spirits expanded more than 3% in 2010 to reach almost $263 billion. It is
predicted the market will exceed $306 billion in 2015, a near 17% increase over five years. In
2010, the spirits market expanded 2% to exceed 19 billion liters. It is expected to reach over 21
billion liters in 2015, an 11% increase in the five-year period. Whiskey leads the spirits market,
representing almost 27% of the overall market.
It's been the best of times and the worst of times for the beverage market. It has weathered
many headwinds, including volatility in the supply chain with higher input costs for key
commodities, with sugar prices rising 150% since 2008, corn prices climbing 85%, and coffee
prices increasing 42% since June 2010.
Packaging and distribution costs have also skyrocketed, with oil prices up 150% since January
2009 and aluminum costs up 25% since January 2010. Juice pricing has also sent shockwaves
through the beverage industry over the past year, and we will continue to see volatility in input
costs for the near term.
One of the biggest overarching trends in the global beverage market is that consumers are
trading traditional carbonated soft drinks for "better for you" alternatives amid rising concerns
over obesity. The wellness movement is fuelling growth in ready-to-drink teas and waters, and
as consumers seek more enhanced products with functional benefits, beverage companies are
responding by increasing their use of fortifications such as vitamins, minerals, caffeine and
antioxidants. Global beverage players also are meeting new consumer demands by introducing
a tier of low- and mid-calorie beverages.
Current economic environment remains gloomy in western markets and Eurozone countries are
having a particularly turbulent ride. The signs so far indicate more difficult times ahead for the
global economy and on-going challenges for the beverages industry.

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3.3 Beverage Industry in India
The beverage industry in India constitutes of around USD 230 million among the USD 65 billion
food processing industry. Fruit juices, pulp and concentrates, and sauces or ketchups are doing
very well in the beverage market in India for the past few years. Various milk products, health
beverages, beer, and country liquors have also been contributing largely in the rising demand of
beverages in India.
3.3.1 Current scenario
The Indian non-alcoholic beverages market is currently growing at 15 per cent year-on-year (Y-O-
Y). “As more people are trading up to packaged drinks, consumption of non-alcoholic beverages in
India is expected to increase by 16.5–19 per cent over the next three years,” according to a report
by the Indian Council for Research on International Economic Relations (ICRIER) and the Indian
Beverage Association (IBA).
Within the beverages market, packaged juice has charted a high growth trajectory. As of March
2013, the Indian packaged juices market is valued at Rs 1100 crore (US$ 183.89 million) and is
projected to grow at a compound annual growth rate (CAGR) of 15 per cent over the next three
years. Dabur India Ltd is the established leader with a market share of 54 per cent with its brands
Real and Real Active. PepsiCo India is the second largest player with a 25–30 per cent share
through its Tropicana juice brand.
3.3.2 Indian Beverage Association
Leading Indian companies with direct and allied interests in the non-alcoholic beverage industry
have come together to form the Indian Beverage Association (IBA). These companies
include Dabur India Ltd, Red Bull India Pvt. Ltd, Tetra Pak India Pvt. Ltd, Pearl Drinks Ltd, Bengal
Beverage Ltd, Jain Irrigation Systems Ltd, Coca-Cola India and Pepsi co India Holdings Pvt.
Ltd. The Indian Soft Drinks Manufacturers Association (ISDMA) is also a member of the IBA. The
Indian Beverage Association is the first such industry organization in India. It intends to act as a
common voice for the non-alcoholic beverage industry and play an increasingly significant role in
the growth of this sector, a sector that drives the economy by providing employment opportunities
and driving Income growth.
IBA aims to bring together all stakeholders to a common platform to promote growth of the non-
alcoholic industry. The Association will serve as an inter-face between the industry, the government
and the public, besides providing a unified and focused viewpoint in respect of legislative and
regulatory matters. It will also serve as a platform to share and exchange knowledge and
information on industry best practices related to non-alcoholic beverage Industry.
The non-alcoholic ready-to-drink beverage segment has been growing at a compound annual
growth rate (CAGR) of 13 per cent since 2009, and is one of the segments that have defied the
slowing economic group. The non-alcoholic ready-to-drink beverage industry is one of the largest
investors in the country and has contributed significantly to the growth of allied industries. This
industry is witnessing robust growth, driven by a combination of factors such as increased
investments and innovations. IBA aims to act as a catalyst to enable the non-alcoholic beverage
industry to play an increasingly significant role in the growth of the economy, by providing
employment opportunities and driving income growth and therefore has raised its expectations with
the government authorities.IBA also suggested that CODEX should be made a reference point for
national food control agencies. The international food standards, guidelines and codes of practice
laid down by CODEX contribute to the safety, quality and fairness of international food trade.
Referring to CODEX will help the Indian beverage industry contribute a higher share to the global
food and beverage trade, which is estimated at $200 billion dollars. Coca cola, Pepsi, and Rasna
are the leading beverage brands that have been ruling the Indian beverage market since past few

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decades.
The beverages division of the Ahmadabad-based soft drink concentrate maker Rasna,
which recently entered the ready-to-drink fruit juice segment with the launch of Ju-C.
As for Ju-C, the Rasna chairman said, “We currently get the beverage contract-manufactured, while
Rasna itself sources the key raw material, and the processing is done at the plants owned by the
company. Bottling is done at hired plants as of now, but if we feel the need for a mother plant for
beverages arises in the coming years, we would be open to it,” he informed. The beverages
division was established recently.

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3.4 RASNA COMPANY PROFILE
The brand Rasna is owned by Pioma industries that introduced the concept of soft drinkconcentrates
(SDC), a segment that had been created and nurtured by the company in the Indian beverages
market. During the introduction period the company launched it under the brands name, jaffe and it
marketed with the help of Voltas. Then it changed its name to Rasna in the year 1979. It was the
first brand in the country that provided consumers real fruit-like flavor and taste. Not only has the
company understood the requirements of the Indian consumer, it has, at all times made efforts to
offer the best possible value proposition in keeping with the Indian mindset of ‘value for money’
 RasnaPvt.Ltd.isaproudlyfamilyownedISO9002&HACCP Certified Company.
 Rasna is philosophy rests on producing and marketing the best of products and developing long term
relations in the market. Rasna Pvt. Ltd. holds steadfastly to its commitment to excellence,
a commitment to being one of the largest Soft Drink Concentrate Manufacturing Companies
in the world.
 Rasna, started in 1985, introduced the powdered drink category in India, made famous by
the iconic 'I love you Rasna' campaign that ran for decades. Rasna dominates the powder
drinks market estimated at Rs 500 crore with about 80% share, despite competition from
Cadbury Kraft's Tang and Coca-Cola's Fanta Fun Taste.
 Rasna has, over the last 10 years, successfully spread its wings with its Exports Division, offering the
extremely successful Soft Drink Concentrates, Instant Drink Powders and Ethnic range of
productstotheglobalmarkets.
 Rasna has extended its range to include other products, synergetic to its basic activities,by introducing a
varietyof processedfood products for the global consumer. Rasna has gained 1st rank in the soft drink
beverage category. Rasna has also received the 1stFMCG Award in the soft drink
concentrate category.
 Currently Rasna holds close to 80% market share in the soft drink concentrated market tin India.
As a tribe in action it promises to deliver, with individual performance and economy
enhancement, substantial gain in its products for consumers at large to relish at every moment
oftheirlives.
 Rasna has always been a brand that every Indian knows of as standing tall, quality flavor and
enjoyment in the in-house market of soft-drinks. Its backward integration ensures that most of the
raw-materials are made by Rasna directly or through job work. Rasna received the
Superior Taste Award 2008 instituted by The International Taste & Quality Institute.
Rasna has always been recognized at large for brand and company. It ranks no.1 in
the beverage category as ³Most Trusted Brand of India. It is listed among the top 15 brands
in the country. It was awarded as the most preferred brand in SDC category at the FMCG
Most Preferred Awards 2003 & 2004 and Consumer World Award 2004. It has pioneered
not only with its strong marketing strategies but also with its proper scaled distribution
chain. Rasna has always looked into its marketing and brand building and has achieved an
expertise in flavor technology. Its efficient management in production and market
environments has harnessed to bring to the Global consumers, technologically superior
products in fruits, vegetables, and beverages, confectioneries... to stand as a leader in the
Processed Food Industry. It has focused towards bringing to the Global Consumers Ethnic
recipes and Food Products from India. Rasna has adequate and in-depth knowledge &
information on Market sizes and behaviors, Growth prospects, Project Viabilities,
Government Policies, Finances etc. and access to more, enabling the company to respond
fast to any proposal with suitable recommendations. It believes that there is a huge and

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emerging market for Rasna’s kind of product range, all over the world. Rasna is capable of
managing global sized manufacturing set-ups working on the most advanced technologies
to cater to the huge markets, nationally and globally. Rasna as a brand has won many
awards and credentials surpassing any other soft drink concentrate company. Rasna
proudly received Superior Taste Award 2008 instituted by The International Taste &
Quality Institute (ITQI), Belgium given to Mr. Areez Khambatta, the Founder Chairman and
Innovation Officer at the hands of Hon. Shri Subodh Kant Sahai, Minister of State for Food
Processing Industries, Govt. of India with the blessing of Dasturji (Dr.) Firoze M. Kotwal
(High Priest of Mumbai) in the august presence of Mr. Christian DeBauw of ITQI.
Rasna has managed to dominate the colossal SDC market because of its massive
International Operations. One of Rasna's biggest strength is its Marketing and Sales setup,
through which millions of consumers worldwide are experiencing the flavor of satisfaction.
Having commenced international operations in 1993
Rasna is currently marketing its diverse Product range in a majority of the world markets. It
provides a strong and proactive marketing support to its distributors and importers around
the world-just so that their products stand out, and apart, on the shelves. Timely delivery
schedules of its products anywhere in the world are what have helped them to reach a
strong position in the global markets.
Rasna global presence
Rasna Global Offices:
 USA & CANADA
 UK and EUROPE
 SOUDI ARAB
 RUSSIA
The strong chain of distribution to large no. of countries within a stipulated period of time
has helped the brand gain a reputation in the market. It has also helped Rasna in creating
enormous business relations all over the globe.
Pioma Industries is a highly dominant industry player, with its sights set firmly on the soft drinks
concentrates business. In the review period, the company tested several types of products in the
concentrate format: the powder-liquid mix concentrate Rasna Utsav, Rasna Shake Up (shake mix)
as well as a cola-flavored powder concentrate. Pioma Industries is seeking to appeal to middle-
income consumers, stressing this product's economical pricing.
Rasna Product line:
 1976-: Introduced SDC under the brand name "JAFFE"
 1979-: Brand name change to "RASNA"
 1980-:1990-: Ruled the market by the tag line "I LOVE U RASNA"
 1991- : Decline in sale due to the entry of competitors i.e. Coca-cola, Pepsi etc
 1993-: Launched product of 2 categories at global level i.e. "Rasna Beverage, foods &
Rasna ethnic basket"
 1996-: Launched Rasna international & Rasna royal as pre sweetened mix drink
 1999-: Launched 2 new flavor "Rasna Parker & Rasna Aqua Fun"
 2000- Launched ORANJOLT aerated drink but soon fail
 2001-: Company name changed to Rasna ltd

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 2002-: Launched RASNA UTSAV & RASNA ROJANA as juice products
 2013-: Rasna enter ready to drink beverage segment with the brand name "RASNA JU-C"
Rasna Beverage Division
Moving on to new pursuits with the continuing commitment of hard work and consumer
research, Rasna has launched Rasna Beverages Division. Under this, the first brand to be
launched is Rasna Ju-C. Rasna JU-C was launched about a year back in Delhi and slowly spread
their wings in other parts of North and west India. Rasna Ju-C is a brand new and innovative
addition to Rasna existing portfolio and is to fulfill the need gaps for consumers, basis their tastes
and preferences. The introduction of the new category signifies the acknowledgment that company
has developed an innovative product and believes in offering the best products to their customer’s
products that are enriched with natural taste, more nutritional value and a variety of flavors albeit at
very competitive prices.
Mission of the company
“We aim to establish ourselves as the country's leading source of healthy energy in the form of
naturally blended juices, beverages and derivatives, through constant innovation and a commitment
to forge long lasting relationships”
Products
Nutrition
component for
Rasna Ju C
Energy
60 k
Cal
Carbohydrate
Of
15.0
g
Which sugar 13.8g
Fat 0 g
Protein 0 g
Vitamin C 20 mg
Vitamin D
0.25
mcg
Iodine 4.5 mcg
Vitamin
B12
0.05
mcg
Folic acid 3mcg
Vitamin B1
0.045
mg
Vitamin B3 0.55 mg
Vitamin B5 0.15 mg
Biotin 0.6mcg
Vitamin A 20 mcg

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Zinc 0.35mg
Selenium 2.0 mcg
Products Flavor
Rasna Ju C is available in six flavors Orange, Apple, Pine Apple, Mango, Guava, Mixed fruit
 Orange:
Rasna Ju-C orange ready to drink orange fruit beverage is a great tasting and easy way to achieve
power pack of nutrients and refreshment.
 Apple:
1 glass (200ml) of Rasna Ju-C apple gives 100% RDA of Vitamin C. it’s a pure delight to make it a
part of our daily consumption.
 Mixed Fruit:
It’s a real pleasure to have a mix of exciting 4 fruits – guava, orange, mango and pineapple. An
excellent source of Vitamin C and other essential vitamin and minerals which boost the immunity
levels
 Mango:
Ju-C Mango nectar is pre-pared from best quality of mangoes and packed with their natural in
prepared and goodness.
Fun Facts of Rasna JU C:
 100% RDA of Vitamin C
Every 200 ml serving of Ju-C consists of 100% RDA which fulfills the daily requirement
of Vitamin C. Vitamin C is an essential part of everyday diet; it strengthens our immunity
system which protects us from infections.
 Vitamins and Minerals
Ju-C, with the power Vitamin C, is packed with the power of 11 other essential vitamins
and minerals which play a vital role in the development of human body.
 Best of Fruits
Rasna Ju-C is filled with the choicest of fruits which lend it a tempting flavor and quality. It
is a unique drink in its category which provides health benefits with irresistible flavor.
 Best of taste:
Ju-C understands the Indian palette very well; the same understanding is adapted
practically in coming up with irresistible flavors which everyone enjoys. Ju-C is currently
available in 4 flavors

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Supply Channel of Rasna Ju C
3.2 Supply Channel of Rasna Ju C
Product is produced in the Manufacturing unit. Rasna has two manufacturing unit Faridabad
(Haryana) and Mehsana (Gujarat).
The packed product has been sent to company warehouses. Rasna has five warehouses
Ghaziabad, Mandoli, Ahmedabad, Bhiwandi, and Kundali.
From the company warehouse product has been delivered to the different super stockist
according to their demand.
After that, super stockist delivered the product according to the distributor demand.
Finally distributor delivered the product to the retailer according to their demand.

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Distribution Channel of Rasna Ju C
3.4 Distribution Channel of Rasna Ju C
Rasna has four layer of distribution channel. Super stockist collects the product from warehouses of
the company.
Super stockist forwards the product to distributor according to the demand.
Distributor distributes the product in retail shop which comes under its distribution area.
In the last retailer sells the product to customer or consumer.
Distribution Channel:
Distribution channel is defined as the path or route along which goods move from producers or
manufacturers to ultimate consumers or industrial users. In other words, it is a distribution network
through which producer puts his products in the market and passes it to the actual users. This
channel consists of producers, consumers or users and the various middlemen like wholesalers,
selling agents and retailers (dealers) who intervene between the producers and consumers.
Therefore, the channel serves to bridge the gap between the point of production and the point of
consumption thereby creating time, place and possession utilities.

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A channel of distribution consists of three types of flows:-
 Downward flow of goods from producers to consumers
 Upward flow of cash payments for goods from consumers to producers
 Flow of marketing information in both downward and upward direction i.e. Flow of
information on new products, new uses of existing products, etc from producers to
consumers. And flow of information in the form of feedback on the wants, suggestions,
complaints, etc from consumers/users to producers.
These channels of distribution are broadly divided into four types:-
Producer-Customer: -
This is the simplest and shortest channel in which no middlemen is involved and producers directly
sell their products to the consumers. It is fast and economical channel of distribution. Under it, the
producer performs all the marketing activities himself and has full control over distribution. A
producer may sell directly to consumers through door-to-door salesmen, direct mail or through his
own retail stores. Big firms adopt this channel to cut distribution costs and to sell industrial products
of high value. Small producers and producers of perishable commodities also sell directly to local
consumers.
Producer-Retailer-Customer: -
This channel of distribution involves only one middleman called 'retailer'. Under it, the producer
sells his product to big retailers (or retailers who buy goods in large quantities) who in turn sell to
the ultimate consumers. This channel relieves the manufacturer from burden of selling the goods
himself and at the same time gives him control over the process of distribution. This is often suited
for distribution of consumer durables and products of high value.
Producer-Wholesaler-Retailer-Customer: -
This is the most common and traditional channel of distribution. Under it, two middlemen i.e.
wholesalers and retailers are involved. Here, the producer sells his product to wholesalers, who in
turn sell it to retailers. And retailers finally sell the product to the ultimate consumers. This channel
is suitable for the producers having limited finance, narrow product line and who needed expert
services and promotional support of wholesalers. This is mostly used for the products with widely
scattered market.
Producer-Agent-Wholesaler-Retailer-Customer:-
This is the longest channel of distribution in which three middlemen are involved. This is used
when the producer wants to be fully relieved of the problem of distribution and thus hands over his
entire output to the selling agents. The agents distribute the product among a few wholesalers.
Each wholesaler distributes the product among a number of retailers who finally sell it to the
ultimate consumers. This channel is suitable for wider distribution of various industrial products.

20
4. Project / Research Methodology
This chapter discuss about the nature of study, research design, methods of data collection,
sampling process, sampling design, questionnaire design, pilot testing, constructs measurement,
data processing and methods of data analysis. After that, the sources of primary data were being
identified.
4.1 Research Objectives
Objective1: To find out the consumer’s purchase willingness about Rasna Ju C
Dependent Variable: Purchase Willingness
Independent Variable: Factors which are affecting customers Purchasing Willingness for Rasna
Ju C (Taste, Availability of product, Varieties in Flavors, Brand Awareness, Package Size,
Advertisement, Scheme and discount)
Null Hypothesis (Ho): There exists no significant impact of Taste, Availability of product, Varieties
in Flavors, Brand Awareness, Package Size, Advertisement, Scheme and discount on purchase
willingness of customers.
Alternate Hypothesis (Ha): There exists significant impact of Taste, Availability of product,
Varieties in Flavors, Brand Awareness, Package Size, Advertisement, Scheme and discount on
purchase willingness of customers.
Objective 2: To find out the retailer’s purchase willingness about Rasna Ju C
Dependent Variable: Purchase Willingness
Independent Variable: Factors which are affecting retailer Purchasing Willingness for Rasna Ju C
(Frequency of PUBLIC SERVICE REPRESENTATIVE visit, Delivery of product, Availability of
product through year, Margin, Brand Image ,Packaging, Customer demand, Promotion, Expiry
product return)
Null Hypothesis (Ho): There exists no significant impact of Frequency of PUBLIC SERVICE
REPRESENTATIVE visit, Delivery of product, Availability of product through year, Margin, Brand
Image ,Packaging, Customer demand, Promotion, Expiry product return on purchase willingness of
retailers.
Alternate Hypothesis (Ha): There exists significant impact of Frequency of PUBLIC SERVICE
REPRESENTATIVE visit, Delivery of product, Availability of product through year, Margin, Brand
Image ,Packaging, Customer demand, Promotion, Expiry product return on purchase willingness of
retailers.
Some independent variables (Taste, supply of product, product price, customer demand) found out
with the help of literature review. To know more about the factors, which affects the purchasing
willingness of customers and retailer’s, exploratory research was performed. Their impact on the
dependent variable will be found out by using causal research.
Data collection design
Primary Data: Responses through questionnaires and interviews
Secondary Data: Through Internet

21
4.2 Research Design
Stage 1:
Exploratory Research:-
1. A pilot survey conducted to find out the factors which are influencing the purchasing
willingness of customers.
2. A pilot survey conducted to find out the factors which are impacting retailer perception
and Purchasing Willingness.
Stage 2:
Causal research was performed to find out the impact of the variables on the Purchasing
Willingness of customers and retailers.
4.2.1 Exploratory Research
Exploratory research is often conducted because a problem has not been clearly defined as yet, or
its real scope is as yet unclear. It allows the researcher to familiarize him/herself with the problem
or concept to be studied. It is the initial research, before more conclusive research is undertaken.
Exploratory research helps determine the best research design, data collection method and
selection of subjects, and sometimes it even concludes that the problem does not exist
Benefits / Advantages of Exploratory Research:
Increased Understanding:
The main objective of exploratory research is to improve a researcher’s knowledge of a topic. It
shouldn’t be employed to draw definite conclusions, because of its lack of statistical strength,
however it can help an investigator begin to determine why and how things happen.
Assistance to Researchers:
It assists market researchers to find potential causes to the signs or symptoms conveyed by
decision makers. Researchers may carry out research to build up a list of possible causes to the
problem. Additional more extensive study may then verify which possibility or possibilities are most
the likely causes.
Flexibility of Data Sources:
Exploratory studies use secondary sources for example published literature. Other resources
utilized in exploratory studies include informal discussions, formal structured interviews, pilot
studies or case studies. These may well include consumers, colleagues, patients or customers.
Better Conclusions:
It can be extremely beneficial in guiding future research techniques. A better knowledge of a topic
helps hone subsequent research questions and will significantly raise the effectiveness of a study’s
findings. It is also very helpful in figuring out the best approach to achieve a researcher’s
objectives.
Over time it can assist decision makers and research workers cut costs:
In spite of its expense, most often employed techniques cost considerably less than large scale
formal research like surveys or experiments. Thus, if exploratory work aids researchers address the
correct questions and avoid mistakes in the conduct of these larger research projects, then they
merit their expenditure.

22
Strategic Planning:
Exploratory design in some circumstances can save a lot of time and money by flagging dead ends
early.
4.2.2 Causal Research
Causal research, as the name specifies, tried to determine the cause underlying a given behavior.
It finds the cause and effect relationship between variables. It seeks to determine how the
dependent variable changes with variations in the independent variable.
4.3 Data collection design
In this study data will be collected on the following variables: flavor preference, brands preference,
parameters like quality, delivery, margin, frequency of personal visits, packaging, availability and
promotional schemes are evaluated on a 5 point Likert scale
The survey is done in the two cities Lucknow and Kanpur. Data is collected by questionnaires,
Interviews, Observation. A copy of the questionnaire has been attached in the annexure.
Samplings Areas
1. Lucknow
2. Kanpur
LUCKNOW
Duration of Sample Collection: 16 days
In Lucknow, I try to approach to 953 customers during sampling but some didn’t respond; only
425 customers give their feedback which is 44.49% of visited customers.
Sample Size: 425 customers
Duration of Retailing in Lucknow: 4 days
In Lucknow, I visited 110 retail stores during retailing but some didn’t respond; only 47
retailers give their feedback which is 42.72% of visited retail store.
KANPUR
Duration of Sample Collection: 18 days
In Kanpur, I try to approach to 1259 customers during sampling but some didn’t respond; only
493 customers give their feedback which is 39.12% of visited customers
Sample Size: 493 customers
4.4 Sampling Methodology
Random Sampling is used as sampling method.
Random Sampling-
Random sampling is a basic type of sampling, the principle of simple random sampling is that every
object has the same probability of being chosen. It requires minimum advance knowledge of the
population; its simplicity also makes it relatively easy to interpret data collected in this manner. For

23
these reasons, simple random sampling best suits situations where not much information is
available about the population.
4.5 Statistical Tool
4.5.1 Correlation:-
Correlation is a term that refers to the strength of a relationship between two variables. A strong, or
high, correlation means that two or more variables have a strong relationship with each other while
a weak, or low, correlation means that the variables are hardly related. We have used correlation to
find the degree of association of the independent variable and the dependent variable.
Correlation Coefficient
The main result of a correlation is called the correlation coefficient (or "r"). It ranges from -1.0 to
+1.0. The closer r is to +1 or -1, the more closely the two variables are related.
If r is close to 0, it means there is no relationship between the variables. If r is positive, it means
that as one variable gets larger the other gets larger. If r is negative it means that as one gets
larger, the other gets smaller (often called an "inverse" correlation).
While correlation coefficients are normally reported as r = (a value between -1 and +1), squaring
them makes then easier to understand. The square of the coefficient (or r square) is equal to the
percent of the variation in one variable that is related to the variation in the other. After squaring r,
ignore the decimal point. An r of .5 means 25% of the variation is related (.5 squared =.25). An r
value of .7 means 49% of the variance is related (.7 squared = .49).
A correlation report can also show a second result of each test - statistical significance. In this case,
the significance level will tell you how likely it is that the correlations reported may be due to chance
in the form of random sampling error. If you are working with small sample sizes, choose a report
format that includes the significance level. This format also reports the sample size.
A key thing to remember when working with correlations is never to assume a correlation means
that a change in one variable causes a change in another. The second caveat is that the Pearson
correlation technique works best with linear relationships: as one variable gets larger, the other gets
larger (or smaller) in direct proportion.
4.5.2 Multiple Regression:
Multiple regression is a flexible method of data analysis that may be appropriate whenever a
dependent is to be examined in relationship to any other factors (expressed as independent
variable).
The Multiple Regression Model
More precisely, multiple regression analysis helps us to predict the value of Y for given values of
X1, X2, …, Xk.
In general, the multiple regression equation of Y on X1, X2, …, Xk is given by:
Y = b0 + b1 X1 + b2 X2 + …………………… + bk Xk
b1, b2, b3, …, bk are called regression coefficients. They can be interpreted the same way as slope.
Thus if bi = 2.5, it would indicates that Y will increase by 2.5 units if Xi increased by 1 unit

24
5. ANALYSIS AND FINDINGS
The analysis of the collected information was made in scientific manner. 5 point Likert scale was
used in the questionnaire for knowing the various parameters. To arrive at the conclusion, the data
is entered in to SPSS software and analysis is done with the help of correlation and regression.
With the help of results so obtained, the findings are recorded in the form of graphs.
Lucknow City
Age group distribution of the respondent in Lucknow
5.1 Age group distribution of the respondent in Lucknow
Total number of respondent in Lucknow is 425. Out of which 180 respondent (42%) are male and
245 respondent (58%) are female.
Gender distribution of the respondent in Lucknow
5.2 Gender distribution of the respondent in Lucknow
Total number of respondent in Lucknow was 425. They belongs to four age group as given below
24
Lucknow City
24
Lucknow City

25
 Below 16 years – No of respondent belongs to this group are 26 (6%)
 Between 17 to 24 years old – No of respondent 221 (52%)
 Above 40 years – No of respondent 16 (4%)
Flavor of juice generally they prefer
5.3 Flavor of juice generally they prefer
Above chart shows the flavor preference of juices among the respondents.
5.4 Flavor of juice generally they prefer
On the bases of the above pie chart we can say mixed fruit flavor is more prefer by customers after
that mango while guava flavor by less population of customers.
Orange
17%
Apple
9%
Pine Apple
5%
Mango
25%
Litchi
6%
Guava
2%
Mixed Fruit
36%
Flavor Preference

26
Brand prefer by customer
5.5 Brand prefer by customer
Above chart shows the flavor preference of brand among the respondents.
On the bases of the above pie chart we can say Real brand is more prefer (59%) by customers
After that Tropicana (27%) while 11% of customers prefer the Rasna brand.
Real
59%
Tropicana
27%
Fresco
0%
Rasna Ju C
11%
Others
3%
Brand Preference

27
Monthly consumption of Juice
5.7 Monthly consumption of Juice
From the above pie chart we can say that 74% customer consume 4-6 liters juice in a month, 14%
consume 0-3 liters of juice while 3% consume 7-9 liters of juice.
Like/Dislike the Rasna Ju C
5.8 Like/Dislike the Rasna Ju C
During sampling of the Rasna Ju C 484 respondent (98%) like the taste while 2% dislike.
Monthly Consumption of Juice
0-3 litres 4-6 litres
Like/Dislike
27
14%
74%
9%
3%
4-6 litres 7-9 litres 10 and above litres
Like
96%
Dislike
4%
Like/Dislike
27

28
Kanpur
Gender distribution of the respondent in Kanpur
5.9 Gender distribution of the respondent in Kanpur
Total number of respondent in Kanpur is 493. Out of which 283 respondent (57%) are male and
Age group distribution of the respondent in Kanpur
5.10 Age group distribution of the respondent in Kanpur
Total number of respondent in Kanpur is 493. They belongs to four age group as given below
below 16 years from 17 to 25
28
Kanpur
57%
43%
Gender
male female
26%
32%
23%
19%
Age Group
from 17 to 25 from25 to 40 above 40 years
28
Kanpur

29
 Above 40 years – No of respondent 95 (19%)
Preference of flavors
5.11 Preference of flavors
Above chart shows the flavor preference of juices among the respondents.
5.12 Preference of flavors
18%
15%
15%22%
2%
4%
24%
Flavor Preference
Orange Apple Pine Apple Mango Litchi Guava Mixed Fruit

30
On the bases of the above pie chart we can say mango flavor is more prefer by customers after
that mixed fruit while litchi flavor by less population of customers.
Brand prefer by customer
Above chart shows the flavor preference of brand among the respondents. Tropicana is preferred
more.
37%
58%
0%
2% 3%
Brand Preference
Real Tropicana Fresco Rasna Others

31
On the bases of the above pie chart we can say Tropicana brand is more prefer (58%) by
customers after that Real (37%) while 2% of customers prefer the Rasna brand.
consume 0-3 liters of juice while 15% consume 10 and above liters of juice.
5.16 Like/Dislike
15%
0-3 litres
Like/Dislike
31
5.16 Like/Dislike
33%
35%
15%
17%
4-6 litres 7-9 litres 10 and above litres
98%
2%
Like/Dislike
Like Dislike
31
5.16 Like/Dislike

32
CORRELATION for parameters affecting purchasing willingness of
Customers
The table given below shows the correlation among independent variables (Taste, Availability of
product, Varieties in Flavors, Brand Awareness, Package Size, Advertisement, Scheme and
discount).

33
Interpretation
Correlation between Purchase willingness and taste:
In this case, the correlation between the Purchase willingness and taste is 77.6% which shows
that there is high positive correlation between the dependent and independent variables Taste.
Correlation between Purchase willingness and Availability of the product:
In this case, the correlation between the Purchase willingness and Availability of the product: is
68.5% which shows that there is high positive correlation between the dependent and independent
variables Taste.
Correlation between Purchase willingness and varieties in flavor:
In this case, the correlation between the Purchase willingness and varieties in flavor is 8.7% which
shows that there is very low positive correlation between the dependent and independent variables
Taste.
Correlation between Purchase willingness and brand awareness:
In this case, the correlation between the Purchase willingness and brand awareness is 89.6%
which shows that there is strong positive correlation between the dependent and independent
variables Taste.
Correlation between Purchase willingness and package size:
In this case, the correlation between the Purchase willingness and package size is 66.2% which
shows that there is high positive correlation between the dependent and independent variables
Taste.
Correlation between Purchase willingness and advertisement:
In this case, the correlation between the Purchase willingness and advertisement of the product: is
98.3% which shows that there is strong positive correlation between the dependent and
independent variables Taste.
Correlation between Purchase willingness and scheme and discount:
In this case, the correlation between the Purchase willingness and scheme and discount is 30.8%
which shows that there is low medium positive correlation between the dependent and independent
variables Taste.
Correlation between taste and availability of product:
In this case, the correlation between the taste and availability of product is 6.1% which shows that
there is very low positive correlation between these two independent variables
Correlation between taste and varieties in flavor:
In this case, the correlation between the availability taste and varieties in product is 42.6% which
shows that there is positive correlation between these two independent variables
Correlation between taste and brand awareness:
In this case, the correlation between taste and brand awareness is 41% which shows that there is
low positive correlation between these two independent variables

34
Correlation between taste and package size:
In this case, the correlation between taste and package size is 11% which shows that there is very
low positive correlation between these two independent variables
Correlation between taste and advertisement:
In this case, the correlation between the taste and advertisement is 17.8% which shows that there
is low positive correlation between these two independent variables
Correlation between taste and scheme and discount:
In this case, the correlation between the taste and scheme and discounts is 41.1% which shows
that there is medium low positive correlation between these two independent variables
Correlation between availability of product and varieties in flavor:
In this case, the correlation between availability of product and varieties in flavor is 23.9% which
shows that there is low medium positive correlation between these two independent variables
Correlation between availability of product and brand awareness:
In this case, the correlation between availability of product and brand awareness is 49.6% which
shows that there is medium positive correlation between these two independent variables
Correlation between availability of product and package size:
In this case, the correlation between availability of product and package size is 10.2% which shows
that there is low positive correlation between these two independent variables
Correlation between availability of product and advertisement:
In this case, the correlation between availability of product and brand advertisement is 1.3% which
shows that there is medium low positive correlation between these two independent variables
Correlation between availability of product and scheme and discounts:
In this case, the correlation between availability of product and scheme and discounts is 15.5%
which shows that there is low positive correlation between these two independent variables
Correlation between taste varieties in flavor and brand awareness:
In this case, the correlation between varieties in flavor and brand awareness is 1.5 % which shows
that there is very low positive correlation between these two independent variables
Correlation between taste varieties in flavor and package size:
In this case, the correlation between varieties in flavor and package size is 10.2% which shows that
there is low positive correlation between these two independent variables
Correlation between taste varieties in flavor and advertisement:
In this case, the correlation between varieties in flavor and advertisement is 12.6% which shows

35
Correlation between taste varieties in flavor and scheme and discounts:
In this case, the correlation between varieties in flavor and scheme and discounts is 25.7% which
shows that there is low medium positive correlation between these two independent variables the
dependent variable and the independent variable
Correlation between brand awareness and package size
In this case, the correlation between brand awareness and package size is 15.9% which shows that
Correlation between brand awareness and advertisement:
In this case, the correlation between brand awareness and advertisement is 91.9% which shows
that there is very high positive correlation between these two independent variables
Correlation between brand awareness and scheme and discounts:
In this case, the correlation between brand awareness and scheme and discounts is 43.4% which
Correlation between package size and advertisement:
In this case, the correlation between package size and advertisement is 11.7% which shows that
Correlation between package size and scheme and discounts:
In this case, the correlation between package size and scheme and discounts is 34.1% which
shows that there is low medium positive correlation between these two independent variables
Correlation between advertisement and scheme and discounts:
In this case, the correlation advertisement and scheme and discounts is 1.4% which shows that
there is low very positive correlation between these two independent variables

36
Interpretation
 At 5% level of significance we reject the null hypothesis if the significant value is less than
0.05. If the significant value is greater than 0.05 then we accept the null hypothesis.
 Also, from the above table we can see that the significant value of advertisement is 0.022.
This implies that we reject the null hypothesis i.e. we accept the alternative hypothesis
since the significant value is less than 0.05. Hence, there is significant impact of
advertisement on purchasing willingness of customers. If the advertisement will increase,
sale of Rasna Ju C will also increase
 Also, from the above table we can see that the significant value of scheme and discount is
0.045.This implies that we reject the null hypothesis i.e. we accept the alternative
hypothesis since the significant value is less than 0.05. Hence, there is significant impact of
scheme and discounts on purchasing willingness of customers. If the scheme and
discounts will increase on specific occasions, sale of Rasna Ju C will also increase.
 At 10% of significance value brand awareness is also affecting the purchasing willingness.
 It can also be concluded that both the variables taken together i.e. Brand awareness,
advertisement and scheme and discounts have a combined R
2
value of .647 which means
these variables leave an impact of 64.7% on sale of Rasna Ju C.
Equation formed will be:
Y= a + A X1 + B X2 + C X3
Y= 1.561 + 0.240(X1) + 0.315(X2) + 0.258(X3)
At 10% significance,
Here y= Purchase willingness (independent factor)
a= Y-intercept
X1= Advertisement factor
X2= Discount and scheme factor
A= Coefficient of Brand Awareness
B= Coefficient of Advertisement factor
C= Coefficient of Discount and scheme factor
We can say that by increasing the brand awareness by 100% purchase willingness will increase by
24%, while purchase willingness will increase by 31.5% and 25.8 % by respectively increasing
advertisement and scheme by 100%.

37
CORRELATION for parameters affecting purchasing willingness of Retailers
The table given below shows the correlation among independent variables (Taste, Availability of
product, Varieties in Flavors, Brand Awareness, Package Size, Advertisement, Scheme and
discount).

38
Interpretation
Correlation between Purchase willingness and frequency of PUBLIC SERVICE
REPRESENTATIVE:
In this case, the correlation between the Purchase willingness and frequency of PUBLIC SERVICE
REPRESENTATIVE is 35% which shows that there is medium positive correlation between the
dependent and independent variables.
Correlation between Purchase willingness and delivery of product:
In this case, the correlation between the Purchase willingness and delivery of product is 37.4%
which shows that there is medium positive correlation between the dependent and independent
variables.
Correlation between Purchase willingness and availability of product:
In this case, the correlation between the Purchase willingness and availability of product is 14.9 %
which shows that there is very low positive correlation between the dependent and independent
variables Taste. Availability of product is depending on the regular delivery of the product.
Correlation between Purchase willingness and margin:
In this case, the correlation between the Purchase willingness and margin is 21.7% which shows
that there is low positive correlation between the dependent and independent variables.
Correlation between Purchase willingness and brand image:
In this case, the correlation between the Purchase willingness and brand image is 40.5% which
shows that there is medium positive correlation between the dependent and independent variables.
Correlation between Purchase willingness and packaging
In this case, the correlation between the Purchase willingness and packaging of the product: is
22.9% which shows that there is low positive correlation between the dependent and independent
variables.
Correlation between Purchase willingness and scheme and customer demand:
In this case, the correlation between the Purchase willingness and customer demand is 32.8%
which shows that there is medium positive correlation between the dependent and independent
variables.
Correlation between Purchase willingness and promotion:
In this case, the correlation between the Purchase willingness and promotion/advertisement is
36.7% which shows that there is medium positive correlation between the dependent and
independent variables.
Correlation between Purchase willingness and expiry product replacement
In this case, the correlation between the Purchase willingness and expiry product replacement is
42% which shows that there is medium positive correlation between the dependent and

39
Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and delivery of the
product:
In this case, the correlation between the frequency of PUBLIC SERVICE REPRESENTATIVE and
delivery of product is 61.9% which shows that there is medium strong positive correlation between
the dependent and independent variables.
Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and availability of
the product:
availability of product is 74.6% which shows that there is strong positive correlation between these
two independent variables between the dependent and independent variables.
Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and margin:
margin is 17.7% which shows that there is low positive correlation between the dependent and
Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and brand image:
brand image is 89.8% which shows that there is strong positive correlation between these two
independent variables
Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and packaging of
the product:
packaging of the product is 15.1% which shows that there is low positive correlation between these
two independent variables
Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and customer
demand:
customer demand is 4.8% which shows that there is very low positive correlation between these
Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and
promotion/advertisement of the product:
promotion/advertisement is 16.1% which shows that there is low positive correlation between these
Correlation between frequency of PUBLIC SERVICE REPRESENTATIVE and expiry product
replacement
expiry product replacement is 70% which shows that there is medium strong positive correlation
between these two independent variables
Correlation between delivery of the product and availability of the product:
In this case, the correlation between delivery of the product and availability of the product is 77%
which shows that there is strong positive correlation between these two independent variables.

40
Correlation between delivery of the product and margin:
In this case, the correlation between delivery of the product and margin of the product is 7.4%
Correlation between delivery of the product and brand image:
In this case, the correlation between delivery of the product and brand image of the product is
84.7% which shows that there is strong positive correlation between these two independent
variables
Correlation between delivery of the product and packaging of the product:
In this case, the correlation between delivery of the product and packaging of the product is 10.5%
Correlation between delivery of the product and customer demand:
In this case, the correlation between delivery of the product and customer demand of the product is
32.8% which shows that there is medium positive correlation between these two independent
variables
Correlation between delivery of the product and promotion/advertisement of the product:
In this case, the correlation between delivery of the product and promotion/advertisement of the
product is 15.5% which shows that there is low positive correlation between these two independent
variables
Correlation between delivery of the product and expiry product replacement
In this case, the correlation between delivery of the product and expiry product replacement is
14.8% which shows that there is low positive correlation between these two independent variables
Correlation between availability of the product and margin:
In this case, the correlation between availability of the product and margin of the product is 17.7%
Correlation between availability of the product and brand image:
In this case, the correlation between availability of the product and brand image of the product is
66.4% which shows that there is medium strong positive correlation between these two
Correlation between availability of the product and packaging of the product:
In this case, the correlation between availability of the product and packaging of the product is 5.8%
which shows that there is very low positive correlation between these two independent variables
Correlation between availability of the product and customer demand:
In this case, the correlation between availability of the product and customer demand of the product
is 6.5% which shows that there is very low positive correlation between these two independent
variables

41
Correlation between availability of the product and promotion/advertisement of the product:
In this case, the correlation between availability of the product and promotion/advertisement of the
product is 3.5% which shows that there is very low positive correlation between these two
Correlation between availability of the product and expiry product replacement
In this case, the correlation between availability of the product and expiry product replacement is
1.9% which shows that there is very low positive correlation between these two independent
variables
Correlation between margin and brand image:
In this case, the correlation between margin and brand image of the product is 26.4% which shows
that there is medium positive correlation between these two independent variables
Correlation between margin and packaging of the product:
In this case, the correlation between margin and packaging of the product is 28.1% which shows
Correlation between margin and customer demand:
In this case, the correlation between margin and expiry return of the product is 6.2% which shows
that there is very low positive correlation between these two independent variables
Correlation between margin and promotion/advertisement of the product:
In this case, the correlation between margin and promotion/advertisement of the product is 9.8%
which shows that there is very low positive correlation between these two independent variables
Correlation between margin and expiry of the product:
In this case, the correlation between margin and expiry return of the product is 17.4% which shows
Correlation between brand image and packaging of the product:
In this case, the correlation between brand image and packaging of the product is 12.5% which
shows that there is low positive correlation between these two independent variables
Correlation between brand image and customer demand:
In this case, the correlation between brand image and customer demand of the product is 27%
which shows that there is medium positive correlation between these two independent variables
Correlation between brand image and promotion/advertisement of the product:
In this case, the correlation between brand image and promotion/advertisement of the product is
variables
Correlation between brand image and expiry product replacement
In this case, the correlation between brand image and expiry product replacement is 28.7% which

42
Correlation between packaging of the product and customer demand:
In this case, the correlation between packaging of the product and customer demand of the product
is 12.7% which shows that there is low positive correlation between these two independent
variables
Correlation between packaging of the product and promotion/advertisement of the product:
In this case, the correlation between packaging of the product and promotion/advertisement of the
product is 9.6% which shows that there is very low positive correlation between these two
Correlation between packaging of the product and expiry product replacement
In this case, the correlation between packaging of the product and expiry product replacement is
6.4% which shows that there is very low positive correlation between the dependent and
Correlation between customer demand and promotion/advertisement of the product:
In this case, the correlation between customer demand and promotion/advertisement of the product
is 20.5% which shows that there is low positive correlation between these two independent
variables
Correlation between customer demand of the product and expiry product replacement:
In this case, the correlation between customer demand and expiry product replacement is 29.4%
which shows that there is low medium positive correlation between these two independent
variables
Correlation between promotion/advertisement of the product and expiry product
replacement:
In this case, the correlation between promotion/advertisement and expiry product replacement is
variables

43
Interpretation
 At 5% level of significance we reject the null hypothesis if the significant value is less than
0.05. If the significant value is greater than 0.05 then. We accept the null hypothesis.
 So, from the above table we can see that the significant value of frequency of PUBLIC
SERVICE REPRESENTATIVE Visit is 0.037 this implies that we reject the null hypothesis
i.e. we accept the alternate hypothesis since the significant value is less than 0.05. Hence,
there is significant impact of frequency of PUBLIC SERVICE REPRESENTATIVE visit on
purchasing willingness of retailer.
 Also, from the above table we can see that the significant value of delivery of product is
delivery time of product on purchasing willingness of retailer.
 From the above table we can see that the significant value of promotion/advertisement is
promotion/advertisement of product on purchasing willingness of retailer.
 Also, from the above table we can see that the significant value of return of expiry product
replacement is 0.035.This implies that we reject the null hypothesis i.e. we accept the
alternative hypothesis since the significant value is less than 0.05. Hence, there is
significant impact of expiry product replacement on purchasing willingness of retailer.
 It can also be concluded that both the variables taken together i.e. PUBLIC SERVICE
REPRESENTATIVE visit, delivery of product, promotion, expiry product replacement have
a combined R
2
value of .655 which means these variables leave an impact of 65.5% on
purchasing willingness of retailers.
Equation formed will be:
Y= a + B X1 + C X2 + D X3 + EX4
Y= 2.806 + 0.266 (X1) + 0.262(X2) + 0.140(X3) + 0.256(X4)
Here y= purchase willingness of retailers (independent factor)
a= Y-intercept
X1= PUBLIC SERVICE REPRESENTATIVE Visit factor
X2= Delivery of Product factor
X3= Promotion factor
X4=Expiry product replacement factor
B= Coefficient of PUBLIC SERVICE REPRESENTATIVE visit factor
C= Coefficient of Delivery of Product factor
D=Coefficient of Promotion factor
E= Coefficient of Expiry product replacement factor

44
Purchase willingness of retailers increase by 26.6%, 26.2 %, 14%, 15.6 % respectively increasing
the PSR visit, Delivery of the product, promotion and expiry product replacement by 100%.

45
SWOT analysis of Rasna Ju C:
5 .1 SWOT analysis of Rasna Ju C
•Target segment is only
kids, now it’s time to
move to new segment
•New product introduction
in Rasna Ju C product
width for Diabetic
customer
•Increasing health
consciousness
•Competitive pricing
•Attractive packaging
•Strong parent company
45
•Presence of many
competitors
•Stronghold of competitors
in the market
•Environmental concerns
near bottling plants
•Bad brand image due to
others non performing
products of parent
company
•Target segment is only
kids, now it’s time to
move to new segment
•New product introduction
in Rasna Ju C product
width for Diabetic
customer
•Increasing health
consciousness
•Target segmented - only
kids
•Irregular visit of PSR
•Perceived as tasty, not
healthy
•Conflicts between
distribution channels
•Lack of advertisement
Strengths Weaknesses
ThreatsOpportunities
45
•Presence of many
competitors
•Stronghold of competitors
in the market
•Environmental concerns
near bottling plants
•Bad brand image due to
others non performing
products of parent
company
•Target segmented - only
kids
•Irregular visit of PSR
•Perceived as tasty, not
healthy
•Conflicts between
distribution channels
•Lack of advertisement

46
Strategy Canvas of Rasna Ju C with Real and Tropicana:-
Competitive analysis of Rasna Ju C based on the factors like Product price, advertisement,
varieties in product, modern outlet distribution, post sales service and brand awareness. These
factors are selected on the bases of market observations and data is collected by interviewing the
retailers and feedback form.
On the bases of the above chart we can conclude that Rasna Ju C has low placing in market with
respect to big player of the industry. Rasna Ju C has less brand awareness, post sales service and
advertisement. Post sales service includes public service representative visit and replacement of
expiry product.
5.2 strategy canvas of Rasna Ju C
Comparison of Rasna Ju C with Real and Tropicana on various parameters:
Parameter Real Tropicana Rasna Ju C
Retailer incentive
program ✔ ✔ ×
Multi Packs
✔ ✔ ×
Replacement of
expiry product ✔ ✔ ×
Visibility
✔ ✔ ×
Occasional scheme
✔ ✔ ×
Advertisement
✔ ✔ ×
Display/Holdings
✔ ✔ ×

47
Opportunity for improvements for Rasna Ju C
Rasna Ju C has different flavors, low pricing with respect to its competitor and parent company
brand image but still this product is not performing well in the market. During my internship, I
interviewed super stockist, distributors and retailers. I observed the competitor marketing strategy
and I found some reasons which are responsible for low performance of Rasna Ju C in Lucknow.
 Irregular visit of public service representative
 No proper scheme for expiry product replacement
 Majority of products purchased by retailers are on credit and hence, they are showing
complacency in selling the product
 No specific advertisement of Rasna Ju C
 Lack of proper visibility of the product in the store
 Lack of brand awareness among the customers
 Lack of seasonal schemes
Conflicts between the distribution channel:
Between super stockist and distributor:
Company TSM is the only communicator between super stockist and distributor. Distributor collects
the product from SS in cash (no credit policy) with the help of TSM. SS does not provide any
scheme to distributor.
Between distributor and retailer:
TSM (Territory sales manager) arranges the public service representative for distributor and public
service representative dumps the product in retail stores on credit (no on cash delivery). TSM
(Territory sales manager) does not facilitate any schemes for the distributor from the SS but
compels the distributor to give schemes to the retailer. TSM (Territory sales manager) assures the
distributor of compensating the schemes given to retailers by claiming with the company for the
schemes provided. Company representative assures distributor for adjustment of scheme product
cost in next order or by claim but distributor does not get any claim. Company representative also
assures retailer for expiry product replacement. Retailer does not show any interest to sell Rasna
Ju C because stock is on credit policy not on cash. That’s why all distributors in Lucknow are not
interested to deal with Rasna Ju C.
The retailer does not sell Rasna Ju C products until the date of expiry is approaching. So, the TSM
(Territory sales manager) offers the retailer a scheme of sell 2 products and give 1 free. Then, the
retailer starts selling the product and the demand for Rasna Ju C starts to gain momentum. After
the scheme is over, the cycle starts all over again. The demand falls for Rasna Ju C and hence, the
retailer does not sell it. Again, the TSM (Territory sales manager) intervenes and offers the retailer
some schemes. So, this vicious cycle continues.
Company should identify these gaps and convert them into opportunities to create brand value and
profitable business.

48
6. Recommendation
On the basis of the above study, following suggestions can be drawn:
 Advertisement:-
Company must more emphasis on its advertisements, especially TV advertisement.
Company must also provide holdings and banner to retail stores. Rasna Ju C has no
specific program.
 Retailer incentive program:-
Others strong player like Real, Tropicana have retailer incentive program, in which they
give extra margin or gift (Fan, AC, Refrigerator etc) to their retailers. Rasna Company
doesn’t follow such type of incentive program. It is one of the reasons that’s why retailers
are not interested in deal with Rasna Ju C.
 Multi Packs:-
Company must also provide combination of flavors in multipack which are comparatively
priced lower to the products sold in single pack. Tropicana offers 10 rupees off on pack of
six flavors (250ml) while Rasna Ju C multi pack does not have such scheme.
 Replacement of expiry product:-
A proper arrangement must be adopted for recovery of its expiry products. Tropicana and
Real both big competitor of Rasna Ju c monthly collect their expired product from retail
stores across India. Since in Lucknow, many Retailers are annoyed because they
have unsettled expiry.
 Promotion Activities:-
The offers, schemes and other promotional activities should be discussed with the TSM
and the salesman and should be motivated to tell it to the retailers so that schemes
should be properly utilized by the retailers and the consumers
 Proper Placement of scheme:-
Salesman must be able to and should be asked to write the scheme given to the retailer’s
on the bill. The TSM should regularly check it. Since in Lucknow, Distributor got the product
from SS without any scheme but salesman offered the product to the retailer on scheme.
In Lucknow, Rasna Ju C was placed in Spencers and Store 99. Store 99 was offering 2+1
scheme (buy 2 get 1 free) at the same time Spencers was not providing any scheme.
 Occasional scheme:-
Company must offer the occasional scheme to compete with competitors. Since in
Lucknow, Spencer retail store was offering offers on all available products except Rasna Ju
C while Jumpin Tru (New entrant in market) also offering 15 rupees off on 1 liter.

49
7. CONCLUSION
Rasna Ju-C is a brand new and innovative addition to Rasna existing portfolio and is to fulfill the
need gaps for consumers, on the basis of their tastes and preferences. Rasna Ju C has low placing
in market with respect to big player of the industry. On the basis of the above study it is easy to say
that there are conflicts between the distribution channels. Company must adopt new policy for the
clearance of distributors and retailers claim. Due to irregular visit of public service representative
and no proper scheme for expiry product replacement, retailers do not want to deal with Rasna Ju
C. Company must adopt incentive programs for retailers, so healthy relationship establish between
them.
Customers are also not aware about this product because of lack of advertisement, proper
promotional schemes. There is problem of visibility of the placed product in the market. Company is
also not offering any seasonal or occasional scheme to attract the customers.

50
8. REFERENCES
1. Philip Kotler and Kevin Keller. Marketing Management. Pearson Education. le edition
(2012)
2. Rick Sunk. Consumer Behavior and Managerial decision making. (2009)
3. Allison, Neil K., Linda L. Golden, Gary M. Mullet, and Donna Coogan. 1980 " Advances in
Consumer Research, 7. Ed. Jerry C. Olsen. Ann Arbor, MI: Association for Consumer
Research, 604-609.
4. Coughlin, Maureen and P. J. O’Connor. 1985. "Gender Role Portrayals in Advertising: An
Individual Differences Analysis." Advances in Consumer Research, 12. Eds. Elizabeth C.
Hirschman and Morris B. Holbrook. Ann Arbor, MI: Association for Consumer Research,
238-241.
5. Brown, J. R. & Day, R. L. (1981). Measures of manifest conflict in distribution channels.
Journal of Marketing Research, 18, 263-274.
6. Kotler, P., Rackham, N., & Krishnaswamy, S. (2006). Ending the War between Sales and
Marketing. Harvard Business Review, 84, (7/8), 68-78.

51
8. ANNEXURES
Questionnaire for customers:
Name_______________
Place_____________
Which Age group do you belong to?
 Below 16 years  16-25 years
 25-40 years  Above 40 years
What is your gender?
 Male
 Female
1. Which flavor of juice do you generally prefer?( You can choose more than 1)
 Orange  Apple
 Pine Apple  Mango
 Litchi  Guava
 Mixed Fruit  Others__________________(Please Specify)
2. How often you purchase juices in a month?
 Seldom  Less often
 Often  Very often
3. How much juice do you consume on an average in a month?
 0-3 liters  4-6 liters
 7-9 liters  10 and above liters
4. What pack size of the juice do you prefer to consume?
 Individual(200/250 ml)
 Family(1 Lt)
5. Which Rasna Ju-C flavor did u try?
 Orange  Apple
 Pine Apple  Mango
 Mixed Fruit  Guava
6. Did you like the taste?
 Yes
 No
If No, why? _____________________________________________________
7. Would you like to buy the same?

52
 Yes
 No
8. What amongst the following is your favorite juice brand?
 Real  Tropicana
 Fresco
 Others__________________
 Rasna Ju-C
9. What is your favorite flavor of the above?
______________________
10. Rate Rasna Ju-C on the following parameters on 5 Point Scale:-
Parameter Extremely
Bad
Slightly
Bad
Average Slightly
Good
Extremely
Good
Value for money
Taste
Brand Awareness
Varieties in Flavors
Package Size
Availability of product
Advertisement
Scheme and discount

53
Questionnaire for Retailers:
Firm Name: ________________________________________________________
Name of the proprietor: _______________________________________________
Place: _______________________________________________________
Rate the factors for different companies (1- Very Bad; 2- Bad; 3- Average; 4- Good;
5- Very Good)
Parameters Real Tropicana Rasna Ju C
Frequency of PSR
Visit
Delivery of Product
Product Availability
throughout year
Margin
Brand Image
Packaging
Taste
Customer Demand
Promotional Offers

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