Project Guide : Prof. Shanker Chatterjee

Presented By : Amit Sharma

Market Penetration of Maaza Tetra Pak. Markets surveyed : Salugara and

Bagdogra ( Distributors- Gupta Enterprise/ Roy Sales

Agency) Duration of the project : 50 days Sample Size: 200 retailers Sources of Data: Primary and Secondary

Data

Created in 1886 by John Pemberton Coca-Cola was registered as a

trademark in 1887 Muhtar Kent ( Chairman and CEO) Industry : Beverage Headquarters : Atlanta, Georgia, US Coca Cola left India in 1977 and

returned in 1993 (FERA Act)

ORGANISATIONAL CHART

Sampling Technique used: Judgement Sampling

Sample Size : 200 retailers Areas Covered : Salugara and Bagdogra Sources of Data : Primary/Secondary

Data Research Instrument : Schedules Analysis and statistical technique used

Tabular analysisGraphical analysisPercentage analysis

PRIMARY OBJECTIVEo To study the market penetration of

Maaza TP in Salugara and Bagdograo To analyze the potential market for

Maaza TPo To collect information about the

competitorsSECONDARY OBJECTIVEo To analyze the factors influencing

perception and buying decisionof consumers

STRENGTHSo  Most demanded mango juice in TP.o  Maaza has good Brand Equity.o  Maaza TP can be preserved for longer duration.o  Efficient distribution network readily available.

WEAKNESSESS

o  Maaza TP doesn’t run advertisements.o Retailers are unaware of the margin earned by selling

Maaza TP.o  Retailers don’t find the price to be reasonable.o  Promotional offers are weak or negligible in comparison

to its competitors.o  Maaza comes only in one variant.

OPPORTUNITIES

o  45% of the markets are untapped.o The markets surveyed witnesses a lot of travelers

hence stocking ‘Pocket Maaza’ adequately in these markets can boost sales.

THREATS

o  Supply of competitors’ Tetra Pak is strong in remote locations which are eating up the market share of Maaza TP.

o  Maaza is not produced in Raninagar Plant.o  There are many competitors of Maaza TP.

Pepsico

Nestle

Dabur

Parle agro

Local Players

FINDINGS

The survey revealed that Salugara has 55% of the retailers who stock Maaza, while in Bagdogra 56% of the retailers stock Maaza. And combining both the markets 55% of the retailers stock Maaza i.e. 111 retailers said ‘Yes’ while ‘89’ retailers said ‘No’

The 89 retailers forming 45% of the sample size do not stock Maaza for reasons like they stock only Pepsi’s products, even if they sell Coke’s product they are unaware of the margin earned on selling TP and some of them do not stock Maaza TP because it doesn’t sell, and some do not stock Maaza because of its price which makes it difficult for the customers and the retailers to fend change.  Out of 46 retailers in Salugara who stock Maaza TP 85% answered in favor of this question. And out of 65 retailers in Bagdogra who stock Maaza TP 95% of them were in favor of this question .All in all combining both the markets 91% of the retailers which is 111 retailers who stock Maaza TP answered in favor of this question 

Most of the retailers in both the markets sell 1-10 cases of Maaza TP in a month and only a minuscule number of retailers go beyond 10 cases.

Out of all the retailers who stock Maaza be it Salugara, Bagdogra or the combination of both the markets it is seen that Maaza TP dominates the sale.

It was found that Maaza TP sells mostly because of its Taste, while the other products sell either they give good offers or when there is irregular supply of Maaza.

On an average 72% of the retailers who stock Maaza TP in both the markets are happy with their distributors. And the 28% of the remaining few are unhappy with the distributor and the reasons range from irregular supply, absence of credit facility with coke to issues with the coolers.

It was noticed that majority of the retailers i.e. 109 retailers out of 111 who stock Maaza TP aren’t aware of the benefits attached with selling Tetra Paks. 

78% of the retailers in Salugara and 71% of the retailers in Bagdogra don’t find the price of Maaza TP to be reasonable. This makes it 74% combining both the markets who do not find the price to be reasonable. It was found that in Salugara the age group ‘20-40’ consumes Maaza TP the most followed by the age group ‘Up to 20’. Similarly, in Bagdogra the age group ‘Up to 20’ is leading followed by ’20-40’ age group. When both the markets are combined the leading group is ’20-40’ followed by ‘Up to 20’. Looking at the charts we can conclude that Maaza TP is consumed by people mostly up to the age of 40.

Combining both the markets 53% of the retailers are unsure whether Maaza is consumed mostly by male or female, while the remaining lot has rated female 25% and male as 22% which is very close. Therefore, it can be said that Maaza TP is equally preferred by both the genders. All the retailers stocking Maaza TP has ranked Maaza as number 1 in both the markets when it comes to getting offers for selling the product while all the other products have a tough competition. As it was seen earlier that Maaza leads when it comes to giving offers to its retailers. Likewise the retailers ranked Maaza the number 1 product when it comes to margin earned in selling the product.

RECOMMENDATIONS

The survey shows that there is a Market of 45% combining both the Salugara and Bagdogra Market which is untapped. The untapped market can be captured if the Market Developers are persuasive in selling Maaza Tetra Pak and they can proactively explain that the retailers earn more margins while selling Maaza Tetra Pak. It was found that most of the retailers are unaware of the margin earned on selling Tetra Pak which is more than selling RGB. Retailers and Consumers should be educated about the benefits of using Tetra Pak. The information that it can be preserved for long, Tetra Pak Packages are fully recycled and consumers can easily carry it along, it takes less shelf space etc. should be explained. During the outlet visit for survey none of the stores had hoardings or banners with Maaza Tetra Pak on it; therefore to create awareness among non-consumers that Maaza comes in Tetra Pak too, hoardings and banners must bear the picture of Maaza Tetra Pak.

Since Coca Cola maintains a database for its retailers, henceforth, all the schemes, discounts, or offers can be sent through SMS to help retailers know the schemes. 

Price of the product should change either to Rs 10 or Rs 15 so that the retailers unwilling to sell the product fearing fending of change can stock the product too.

Retailers present in remote locations which were noticed to be selling juices of other brands due to irregular supply of the product can pose a threat as Maaza Tetra Pak can lose its market share gradually.

Organizing sales promotion specifically designed for Maaza Tetra Pak can be rolled. For instance, every year Coca Cola hires Summer Trainees and this resource can be used to set up stalls in various locations and sell the product at a price sold to retailers.

Incentives & schemes should be given to the retailers and sales audit should be carried to check whether the schemes are being communicated properly by distributors and sales person or not.

Provide consistent service to retailers as this will help gain company goodwill in the market.