Market share of health drink” 1Document Transcript
1AProject Study ReportOn“A Study of Market share of Health drink”
2Chapter 1 Introduction of the industry 1Chapter 2 Introduction of Market share 15Chapter 3 Research Methodology 183.1 Research Design193.2 Source of Data193.3 Field work233.4 Data analysis techniques233.5 Objectives of survey243.6 Scope of study253.7 Limitations26Chapter 4 Interpretation27Chapter 5 Findings43Chapter 6 Suggestions46Chapter 7 Conclusion48Chapter 8 Appendix50Bibliography54
3PREFACEThis report tries to outline the idea of professional world and helps in understanding thepragmatic aspect of management function. Own observations are significant towards thecontribution in learning the subject. The report is therefore designed as a reference oforganization functioning rather than copy down instrument.It is hoped that this project will serve as supportive document to research worker as effortshave been tried to make this report an informative, stimulating and self explanatory.
4PROJECT TITLEMARKER SHARE OF HEALTH DRINKChapter No. 1Introduction to the Industry1.1 Introduction1.2 Product profile of Bournvita1.3 Product profile of Horliks1.4 Product profile of Boost1.5 Product profile of Complan
51.1 IntroductionProduct –An overviewUniversally, in bringing up their children, mothers attach a lot of emotional importance tonourishment. There is an ever-growing need for nourishment and energy in today‟s fast-pacedworld. Who can resist a steaming, hot drink which promises to energize, nourish and refresh?The need for nutritional supplementation is all the more relevant for kids. Coupled with the factthat kids love the delicious taste of these drinks, once they have tried them, lies the basic taleof milk additives and the growth and development of the Health Food Drink (HFD) category.No one can be sure of when and how the category evolved but, today, in India the HFD marketis valued at approximately Rs. 13, 000 million and nearly 50,000 tones.Available Health Food Drink in market can be considered as follows:Bourn vitaHorlicksBoostComplan
61.2 Product Profile: Bourn vita1.2.1 History and Achievements:In Indian company was incorporated on July 19th 1948as a private limited company under the name of Cadbury-Fry (India). Soon thereafter the company launchedBournvita. Through the years, Bournvita has been amarket leader in the Health Drinks market as well ashave a dominant share of the Chocolates market.Cadbury Bournvita was introduced in 1948. Since then, ithas always been the leading brown MFD brand in thecountry and the second largest MFD brand as a whole.Bournvita has worked towards achieving this status bynever remaining motionless. Throughout its history,Bournvita has constantly endeavoured to re-invent itsproduct, packaging, promotion and distribution. Each hasbeen aimed at improving the value proposition to the consumer.The brand was re-launched in 1999 with a new fortified Recommended Dietary Allowance(RDA) balanced formula. The message sent out through communication as well as packagingsimply stated that the „new Bournvita would meet the nutritional needs of children and make upfor any deficiencies in nutrition as a result of improper food intake‟. At the same time, thecompany strongly promoted the practice of consuming two cups of Bournvita to ensure thatthis happened. The effort enabled the brand to create greater relevance for the category – and
7hence the brand – amongst plain milk drinkers. It was a winning formula that yielded doubledigit growth over the next two years and significantly contributed to the brands‟ development.An energetic brand, Bournvita went through another change in 2001, with a complete overhaulof branding, packaging and communication. This re-launch had two clear objectives: to makethe brand contemporary and reinforce the equity with its loyal consumers. An assessment postthe successful re-launch, showed that Bournvita had further strengthened its leadershipposition in the West and had attained market leadership in the North.1.2.2 Product:Bournvita has a unique taste which combines the goodness of malt andchocolate. It gives the child physical and mental alertness resulting in ahealthy body and an active mind. In turn this gives the child theconfidence to succeed in life.In 2001 Bournvita, complete with new packaging and design was re-launched. It had many firsts. Bournvita introduced a pet jar (shifting fromthe old glass bottle). It introduced shrink-sleeved packaging (from the oldjar labels). There was a complete re-design of the logo. A loyaltyprogramme, in the form of a Bournvita Nutrition Centre, dedicated tocounselling mothers on her childs daily nutritional needs was opened. Itwas Bournvitas way of showing it cared.1.2.3 Brand Values:The core values of the brand have been mental alertness and physical fitness for children whoconsume Bournvita daily. This layered with the great Cadbury chocolate taste has made thebrand distinct from other offerings in the consumers mind.
81.2.4 Facts:Cadbury Bournvita won an ABBY for its presscampaign - No Bournvita. No Milk.Bournvita was the official health drink for theIndian team for the 1980 Moscow Olympics.The Bournvita Quiz Contest is Indias longestrunning national school quiz.
91.3 Product Profile: Horlicks1.3.1 History and Achievement:Some malted barley, pinches of wheat flour witha dash of evaporated milk. Thats Horlicks recipefor success. James Horlicks, after whom thebrand is named, was a chemist who worked for acompany which produced dried infant food. Hebecame ambitious after inventing some recipesof his own. So along with his brother William,they found J and W Horlicks of Chicago.Up until the 1960s Horlicks was positioned as anadult restorative drink that gave extra energy,especially during convalescence. The 1970s saw its position shift to „The Great Nourisher‟. Itwas in this phase that the brand saliency shot up. The next decade saw Horlicks face animmense external challenge. Thanks to Operation Flood, there was availability of milk and theraison détre for buying the brand became weaker. Horlicks fought back. In 1984, Horlicksaimed at growth by growing the consumer base. By 1994, it had created „Ideal Horlicks‟ – andimproved product formulation that also brought back the taste people reminisced about. In2002, Horlicks was relaunched on the immunity platform.Horlicks has a significant presence in over fifteen countries. Today Horlicks is the best knownbrand in the health foods category in India. The brand enjoys the trust of generations of Indianmothers and this relationship has been nurtured by the brand by fortifying the product from
10time to time. In 1998, Horlicks was fortified with Smart Nutrients – a unique combination ofvitamins and minerals – intended to imbibe growing children with mental agility and physicalfitness. Junior Horlicks was relaunched with extra nutrients to build the immunity of littlechildren. Today, Junior Horlicks contributes 11% to Horlicks‟ total sales turnover and has beenone of the fastest growing product extensions to the Horlicks brand.But it isnt just product development that Horlicks has concentrated upon. It has also creatednew attractive packaging options including jars, refill packs and sachets. Horlicks was the firstbrand in India to introduce a refill pack option and also the first to shrink-wrap bottles. In a way,there‟s a Horlicks pack for every occasion and mood.1.3.2 Product:Put a couple of tablespoons full into a mug. Addwarm water or milk and you‟re ready to enjoy adrink that‟s tasty and nourishing. Add ice cubes,cold milk or water to reconstituted Horlicks and itturns into a delicious, thirst quenching drink on ahot afternoon. That is why Horlicks is consideredto be „the great nourisher‟ for the entire family. Themedical credentials and heritage of the brand havereinforced the image of the brand for years.Junior Horlicks, a specialist brand for little children. Mother‟s Horlicks, a special nourisher forpregnant and breast feeding mothers, and Horlicks Biscuits are the other forms in which thebrand is available. A selection of flavours – including chocolate, vanilla and honey – allowconsumers to enjoy the nourishing goodness of Horlicks in a variety of delicious ways.1.3.3 Brand values:
11Horlicks has always been a brand that stands for good health and nourishment through awholesome, natural product. A commitment towards product quality and reinforcement ofessential nutrients has won over the trust of generations of mothers.The brand gives them the reassurance that they seek in caring for their family. Family bondingis at the heart of Horlicks‟ brand values. This, in turn reinforces Horlicks‟ image as a caring andtrusted brand.1.3.4 FactsHorlicks was first invented to substitute milk as baby food.In India, 2 billion cups of Horlicks are drunk every year.People on special diet, including liquid diet or any diet devised for gastricdisorders, can benefit from the nutritional convenience of Horlicks.
121.4 Product Profile: Boost1.4.1 History and Achievements:Boost was developed by the company‟sIndian R&D team in 1974 and launched inKerala in 1975/76. Positioned as the energyfuel, the brand soon generated greatconsumer pull and was subsequentlylaunched at a national level.Around 1984, however, Boost sales seemed to plateau. This led to a complete re-think aboutthe brand strategy. A deeper understanding of purchase dynamics of the category revealedthat by the latter half of the 1980s, children had come to become strong influencers in afamilys purchase of these HFD products. What was also observed was that this section of thepopulation had the highest requirement for supplementary energy and was also the mostenthusiastic about sports - cricket, in particular.Infused with this insight, Boost was consequently repositioned. It pushed forward theassociation of kids of this age group with cricket. This has since remained a winning strategy.GlaxoSmithKline plc. is recognized as one of the leading health and pharmaceuticalcompanies in the world. Its powerful combination of skills and resources has enabled it to offerfrontline health products to the consumer. These traits are amply evident in the Boost brand.But brands are not built by formulation alone. They require strategic thinking and a strongpositioning platform. Success for Boost has come as a result of constant brand building efforts
13and the proven positioning platform of „energy‟. The brand had the courage of conviction tomake a paradigm shift in targeting the child in its communication. Today, „Boost is the secret ofmy energy‟ is the most recalled „sign-off‟ in its product segment and has defined the brandsidentity. Also, Boost is the first HFD to have ever used celebrity endorsement to convey itsproposition and has successfully carved out the Energy HFD market in India. In recognition ofthese achievements, Boost has won prestigious awards such as the World Star for itspackaging and the finalists‟ position in the Effie Awards, 2000, for effective communication1.4.2 ProductBoost is a malt-based drink in chocolate flavour,with the brand philosophy being to continuouslyinnovate and pioneer changes in the category. In2002, the brand created history by re-launchingBoost with Power Boosters™, a completelydifferent product from any other HFD. The NewBoost contains copper and biotin, in addition to itsextant composition of vitamins and minerals. Twoserves of New Boost (approximately 30 gms) asper the CODEX Alimentarius Commission of theWorld Health Organisation, 1995, provide 50% ofthe daily requirement of Vitamin B1, B2, B6, B12,A, C, D, Niacin, Pantothenic acid, Biotin, Folicacid, Copper and Iron and 25% of Calcium. Thevitamins and minerals not only provide adequate energy for the consumer they also help in theefficient working of body cells (by releasing energy from food), formulation of healthy blood andmake bones stronger. This re-launch has helped Boost capture the position of number onebrown HFD in India.1.4.3 Brand values:
14The personality of the Boost brand is distinctly sporty and energetic and everything - from thetone of communication to packaging - is done to reflect this vibrant energy. Today, the colourred and Boost is the secret of my energy have become synonymous with the brand.1.4.4 Facts:Boost has a household penetration of 40%-45% in several cities and towns in SouthIndia, the brands stronghold. In towns like Chennai and Madurai this penetrationexceeds 50% among SEC A and B households and 40% among all households.Sachin Tendulkar appeared in a Boost advertisement for the first time at the age ofseventeen.The kid, who starred in the Boost advertisement with Kapil Dev, went on to becomea member of the Indian cricket team - Nikhil Chopra.There is a range of interesting products prepared with Boost which cater to localtastes: the Boost barfis, for example, in certain parts of South India.Boost has the highest frequency of purchase among all brown powders in India(Source: IMRB Household Panel).Boost is the fastest growing brand (2003 over2002) among the top five Health Food Drinks in India.
151.5 Product Profile: Complan1.5.1History and Achievements:Glaxo brought Complan to India in 1964 and marketed itthrough doctors as a convalescence drink. After it wentOTC in 1969, Complan continued to be perceived as anethical product. In those days its tag line “Complan has23 Vital Nutrients whereas Milk has 9” had establishedComplan‟s superiority over milk on nutritional delivery.The brands‟ next major milestone was reached in 1975when, in order to expand its user base, Complan made astrategic shift in its target market and positioning.Complan was now repositioned as an ideal nutritionalsupplement for growing children.Complan‟s current consumer base runs into hundreds ofthousands of households across the country. It is retailedthrough more than 225,000 outlets and has an impressive16.8% share across the entire MFD category. Apart fromIndia, Complan is also available in the UK, Australia, Venezuela, Nepal and Sri Lanka.Complan‟s growth closely resembles its core consumers; it has been growing over the lasttwenty years to register a constant upswing in its market. In this period, it has doubled itsmarket share while commanding a price premium in excess of 40% over its nearestcompetitor.
161.5.2 Product:Enriched with 23 vital nutrients in balanced proportion Complan is an ideal nutritionalsupplement for children in its target segment of four tofourteen years. It is Heinz‟s constant endeavour to upgradeComplan‟s formulation as per the latest d envelopments‟ innutritional sciences and the changing requirements of growingchildren.Complan – the Complete Planned Food in a Drink – is formulated as per the World HealthOrganisation (WHO) guidelines suggested for growing children.Milk protein, which has superior digestibility properties, contains all essential amino acidsbalanced to perfection and hence is the ideal engine for growth. It is also a superior source ofenergy and meets the WHO guidelines of energy requirement from proteins. It provides moreenergy (429kcal/100 gms) than any other major brand in this category. 20% of Complan isprotein and 100% of it is derived form natural milk. No other brand can match this claim.To extend the goodness of Com plan and make it available to children any time, the brand wasalso conceived in a biscuit form. Complan Crunch Timers biscuits have nourishmentsandwiched in their cream centres and are a delightful anywhere bite.1.5.3 Brand Values:Complan, with a history going back half a century, is the Gold Standard in children‟s nutritionand one of India‟s heritage brands. The brand takes its job of delivering nutrition to growingchildren seriously and has built enormous credibility over the years.
17Heinz is committed to ensuring that Complan continues to meet the stringent demands itsconsumers make on it. This perhaps, explains why Complan continues to be the GoldStandard. It is one of the few brands in the MFD category in India to have uniformly spreadacross the country indicating its acceptability across regions and socio-economic strata.1.5.4 Facts:Complan was formulated in Britain, as an ideal nutritional supplement for soldierswounded on the frontlines in World War II.The brand name Complan is derived from the product statement Complete PlannedFood.
18CHAPTER NO. 2Market Share2.1 Introduction of Market share2.2 Importance of market share
192.1 Market shareThe percentage of the total market for a product/service category that has been captured by aparticular product/service or by a company that offers multiple products/services in thatcategory. In the latter case, the company may choose to look at share on both an individualproduct/service basis and on a company-wide basis.Share can be calculated either on a unit basis (i.e., If a company sells 1 million units in a totalmarket of 10 million units, it has a 10 percent share) or on a revenue basis (i.e., If a companysells $1 million worth of widgets in a $10 million market, it has a 10% share). Obviously, if acompany is able to command a higher price for its product/service than its competitors, itwould show a higher market share when calculated on a revenue basis than on a unit basis.Market share numbers can vary greatly depending on how the market is defined. For example,a company may have a 1 percent share of the "widget" market, 15 percent of the "sportswidget market", 45 percent of the "luxury sports widget market" and 85% of a particulargeograpically defined luxury sports widget market.All business activities focused on developing, expanding and facilitating the profitableintroduction and promotion of a companys products and/or services. Traditionally, this is takento include the "4Ps" -- Product, Price, Promotion and Place."Product" refers to discovering market requirements and ensuring that thoserequirements are reflected in the products and/or services offered by the company."Price" is obvious -- determining and setting the most appropriate prices for theproducts/services.
20"Promotion" refers to all activities involved in making potential customers aware of thecompany, its products and services and their benefits -- and encouraging them to buy."Place" is a little less obvious. In addition to determining the best geographic areas tosell in, it also refers to the dermination and management of the best "channels" forreaching those markets -- direct sales, distributors, resellers, etc.2.2 Importance of Market share1 Reputation:- The major market share of a company will help the company earn goodwillin the market which is one of the most important achievement for a company.2 Easy Finance :- Market share helps the company in getting easy finance from themarket due to its majority market share and reputation in the market.3 Profitability :- Major market share increases the profit earnings of the company, asmany customers are attracted to purchase company‟s products due to its reputation inthe market.4 Growth and Expansion :- When a company succeeds in attracting more and morecustomer‟s towards itself due to its market share it definitely increases its profit andinturn grows and expands.5 Share holders :- Increase in company‟s market share inturn increases its share holdersby winning the confidence of its investors.
21CHAPTER NO. 3Research Methodology3.1 Research Design3.2 Source of Data3.3 Field work3.4 Data Analysis techniques3.5 Objective of survey3.6 Scope of the study3.7 Limitations
223.1 Research DesignResearch design is arrangement of condition of collection and analysis of data in a mannerthat companies relevance of data to be collected. The sample to be selected in a manner inwhich the data so collected is to be organized. It constitutes the main body of the researchdesign. The present study conducted through a survey method using a well-formed andframed questionnaire. Research design is the plan and structure of investigation so conceivedas to obtain answers to research questions.Types of DataPrimary Data:The primary data are those which are collected afresh and for the first time, and thushappens to be original in character.Primary data for this project was collected through questionnaire.Secondary Data:The secondary data are those which have already been collected by someone else andwhich have already been passed through the statistical process.Secondary data for this project were collected from the internet and library.3.2 Sources of DataThe primary and secondary source was used in the research. The information gathered for thisproject is differing from person to person as there is differences in each human being. So the
23observation and the survey of the people are the primary sources of data from this project. Assuch secondary data are collected from internet and library.Sample PlanSample plan can be define as the selection of some part of an aggregate or totality on thebasis of which a judgment or inference about the aggregate or totality is made. In other wordsit is the process of obtaining information about an entire population by examining only a part ofit.The sampling plan for this project would be customer which includes School going children‟sin, jhalawarUniverse:From a statistical point of view, the term „universe‟ refers to the total of the items or units in anyfield of inquiry or to the total of items about which information is desired.For the purpose of this study the universe has been defined as “The set consisting of Schoolgoing children‟s in,JhalawarSample Size:Sample size means how many people should be surveyed. Large sample size gives morereliable results than small one. Sampling is the method and selecting sample for studying theposition of universe in total.The sample size selected for this survey is 50 school going children‟s in, jhalawar. This samplesize is selected on the basis of convenience to administer and by way of judgment. Samplesizes selected in this project are the people of jhalawar. A large sample size would have beenunmanageable in terms of time and cost.
24Methods of Data CollectionThe type of data collection begins after a research problem has been defined and researchdesign chalked out. While deciding about the method of data collection to be used for thestudy. The researcher should keep in mind two types of data that are Primary Data andSecondary Data.Methods of collecting primary data particularly in survey and descriptive researches are:1. Observation Method.2. Interview Methods.3. Through Questionnaires.4. Through schedules.Methods of collecting secondary data particularly in survey and descriptive researches are:1. Various publications of central, state, and local governments.2. Various publications of foreign governments or of international bodies and theirsubsidiary organizations.3. Technical and trade journals.4. Books, magazine, news papers.Questionnaires:This method of data collection is quite popular, particularly in case of big enquiries. It is beingadopted by private individual, research workers, private and public organizations and even bygovernments. Questionnaire is sent to the persons concerned with request to answer thequestions and return the questionnaire. A questionnaire consist of a number of questionsprinted or typed in a definite order on a form or set of form.
25The questionnaire is mailed to the respondents who are expected to read and understand thequestions and write down the reply in the space meant for the purpose in the questionnaire itself. The respondent has to answer the questions on their own.In this project questionnaire were given to the 50 customer and information collected formthose questionnaires were used for data processing and analysis.Formation of Questionnaire:Formation of questionnaire could be structured or un-structured questionnaire. Structuredquestionnaire are those questionnaire in which there are definite, concrete and pre-determinedquestions. The form of the question may be either closed ended questions (giving option suchas yes or no) and open ended questions (inviting free response) but this should be stated inadvance and not during questioning. When this characteristics are not present in aquestionnaire it can be term as un-structured questionnaire.In this project structured questionnaire were used with closed ended questions in it. As thisform of questionnaire reduces the difficulty of the respondent while answering the questions.
263.3 Field WorkField work is defined as the place where you have conducted your survey and with whosehelp you have taken. Field work for this project was performed by me without the help of anypeople. My Field work consists of questionnaire which I have circulated among 50 customersso that I can get information that was required for the project.3.4 Data Analysis TechniquesThe data after collection has to be processed and analyses in accordance with the outline laiddown for the purpose at the time of developing the research plan. By Analysis we mean thecomputation of certain indices or measures along with searching for patterns of relationshipthat exist among the data groups.For this project percentage method is used for the analysis of the available data. With the helpof percentage method the data has been converted into percentage and has been representedwith the help of graph.
273.5 Objectives of the Study1. To find out the different products of health drink.2. To find out the market share of health drink products.3. Study of people choice among various health drinks.4. To find out the customers satisfaction about the health drink products.5. To find out the availability of the product.6. To find out the effect of advertisement on people.7. To find out the difference in price structure of various health drinks available in market.
283.6 Scope of the Study1. Various companies offering Health Drinks such as Bournvita,Complan, Horlicks, Boost.2. The project was done to identify the issue of decision making,taste, prefrence, awarness, etc.3. The survey was in the region of Jhalawar.4. The time duration for the research work was 15 days.
293.7 LimitationsEvery study conducted may have certain shortcoming and this project is also a similar case. Afew errors have crept in despite of best efforts to avoid them but this is expected that still studyand findings are very much relevant.The first limitation is that the accuracy of the project and conclusion is totally dependenton the accuracy of data collected and data analysis.Due to time constraint the survey is confirmed to measures. The respondents wereselected randomly and therefore might not be a true representation of total consumersdue to such a large universe.Over projections by the respondent to impress the surveyor is also possible.The recommendation is given totally based on the information collected throughquestionnaires and personal interviews.Each man defers from another. A consumer not only defers from on another, but alsohas varying degrees of feeling about the same products, object or phenomenon fromtime to time. It thus becomes very difficult to generalize the finding of any marketresearch study. Hence one of the major problems is that of “GENERALIZATION”.
30CHAPTER NO. 4INTERPRETATION
311. Do you take any health drink?Table No.: 1Answers No. of Respondents PercentageYes 46 92.00%No 4 8.00%Total 50 100.00%Chart No.:1The above chart shows 92% people take health drink.Consumption of health drinkYes92%No8%YesNo
322. Which health drink do you prefer?Table No.: 2Answers No. of Respondents PercentageBournvita 30 60.00%Horlicks 6 12.00%Boost 5 10.00%Complan 7 14.00%Any 2 4.00%Total 50 100.00%Chart No.:2The abovechart shows the percentage of choice of product. It is seen that most people like bournvita andcomplan.Choice of health drinkBournvita60%Horlicks12%Boost10%Complan14%Any4% BournvitaHorlicksBoostComplanAny
333. How often do you consume?Table No.: 3Answers No. of Respondents PercentageOnce a day 30 60.00%Twice a day 3 6.00%Weekly 7 14.00%Occasionally 10 20.00%Total 50 100.00%Chart No.:3The above chart shows the drinking frequency of people. 60% of people drink health drinkonce a day while 20% take occasionally.Drinking FrequencyOnce a day60%Twice a day6%Weekly14%Occasionally20% Once a dayTwice a dayWeeklyOccasionally
344. What is your quantity of purchase for a month?Table No.: 4Answers No. of Respondents Percentage250 gm 10 20.00%500 gm 25 50.00%1 kg 11 22.00%More than 1 kg 4 8.00%Total 50 100.00%Chart No.:4The above chart shows the percentage of average quantity of purchasing health drink. It isseen that 50% of people purchase 500 gm packet while 22% purchase 1 kg.Quantity of purchase250 gm20%500 gm50%1 kg22%More than 1kg8% 250 gm500 gm1 kgMore than 1 kg
355. How do you prefer your health drink?Table No.: 5Answers No. of Respondents PercentageCold 24 48.00%Hot 15 30.00%Moderate 11 22.00%Total 50 100.00%Chart No.:5The above chart shows that 48% respondent like to have the health drink cold while 30% takeit hot and remaining 22% take it in moderate manner.Preference of health drinkCold48%Hot30%Moderate22%ColdHotModerate
366. How do you find the taste?Table No.: 6Answers No. of Respondents PercentageGood 11 22.00%Better 10 20.00%Best 25 50.00%Satisfactory 4 8.00%Total 50 100.00%Chart No.:6The above chart shows that 50% respondent rank their drink as under best category while22%, 20%,and 8% are ranked as good, better and last satisfactory.Taste of Health DrinkGood22%Better20%Best50%Satisfactory8% GoodBetterBestSatisfactory
377. From where do you purchase your health drink?Table No.: 7Answers No. of Respondents PercentageRetailer 35 70.00%Wholesaler 6 12.00%Cafeteria 5 10.00%Others 4 8.00%Total 50 100.00%Chart No.:7The above chart shows that most of people ie.70% purchase their health drink from retailerwhile 12% from wholesaler, 10% from cafeteria and remaining 8% from other sources.Purchase place of Health DrinkRetailer70%Wholesaler12%Cafeteria10%Others8% RetailerWholesalerCafeteriaOthers
388. At what age did you start taking health drink?Table No.: 8Answers No. of Respondents Percentage3 yrs - 5 yrs 32 64.00%5 yrs - 10 yrs 15 30.00%10 yrs - 15 yrs 2 4.00%15 and above 1 2.00%Total 50 100.00%Chart No.:8The abovechart shows that 64% people start taking health drink from the age 3 yrs- 5 yrs and rest are30% at 5 yrs- 10 yrs, 4% for 10 yrs- 15 yrs and 2% for 15 yrs and above.Age structure for taking Health Drink3 yrs - 5 yrs64%5 yrs - 10 yrs30%10 yrs - 15yrs4%15 andabove2%3 yrs - 5 yrs5 yrs - 10 yrs10 yrs - 15 yrs15 and above
399. What is the availability of product?Table No.: 9Answers No. of Respondents PercentageRegular 32 64.00%Irregular 15 30.00%Not available at all 3 6.00%Total 50 100.00%Chart No.:9The chart shows that 64% respondent says that their product is regular while 30% says it isirregular and 6% says the product is not available at all.Availability of productRegular64%Irregular30%Not availableat all6%RegularIrregularNot available at all
4010.How do you come to know about the product?Table No.: 10Answers No. of Respondents PercentageTelevision 27 54.00%News Paper 3 6.00%Magazine 2 4.00%Family and Friends 4 8.00%Display at retail outlet 13 26.00%Any other 1 2.00%Total 50 100.00%Chart No 10The above chart shows that Television and Display at Retail Outlay are two important mediafor the awareness of product.Mode of AwarenessTelevision54%Display atretail outlet26%Any other2%News Paper6%Magazine4%Family andFriends8%TelevisionNews PaperMagazineFamily and FriendsDisplay at retail outletAny other
4111.How do you find the advertisement of the company for production ofproduct?Table No.: 11Answers No. of Respondents PercentageGood 9 18.00%Better 11 22.00%Best 12 24.00%Satisfactory 18 36.00%Total 50 100.00%Chart No.:11The above chart shows that the percentage of response of advertisement of product. It is seenthat 36% of people is satisfied.Response of AdvertisementGood18%Better22%Best24%Satisfactory36%GoodBetterBestSatisfactory
4212. Are you influenced by advertisement?Table No.: 12Answers No. of Respondents PercentageYes 14 28.00%No 36 72.00%Total 50 100.00%Chart No.:12The above chart shows that the percentage of the response of the influence by advertisement.It is seen that 72% of respondent are not influenced while only 28% are influenced.Influenced by AdvertisementYes28%No72%YesNo
4313.What is the general quantity that you take in a health drink?Table No.: 13Answers No. of Respondents Percentage1 Tea-Spoon 7 14.00%2 Tea-Spoon 30 60.00%3 Tea-Spoon 10 20.00%More than 3 Tea-Spoon 3 6.00%Total 50 100.00%Chart No.:13The above chart shows the quantity of health drink consumed. It is clearly seen that 60%consume 2 Tea-Spoon.Quantity of Health Drink1 Tea-Spoon14%3 Tea-Spoon20%More than 3Tea-Spoon6%2 Tea-Spoon60%1 Tea-Spoon2 Tea-Spoon3 Tea-SpoonMore than 3 Tea-Spoon
4414.What improvement do you want?Table No.: 14Answers No. of Respondents PercentageReduction in Price 16 32.00%Attractive Packing 14 28.00%Change in Taste 10 20.00%None 10 20.00%Total 50 100.00%Chart No.:14Majority i.e. 32% of them wants reduction in price and 28% want attractive packing.Improvement RequiredReduction inPrice32%Change inTaste20%None20%AttractivePacking28%Reduction in PriceAttractive PackingChange in TasteNone
4515. Are you satisfied with your health drink?Table No.: 15Answers No. of Respondents PercentageYes 35 70.00%None 15 30.00%Total 50 100.00%Chart No.:15The above chart shows the percentage of satisfaction level. It is clearly seen that 70% ofrespondent are satisfied with their health drink while 30% are not satisfied.Satisfaction of Health DrinkYes70%None30%YesNone
46CHAPTER NO. 5Findings
475.1 Findings1. It is found that 92% people take health drink.2. It is seen that most people like bournvita and complan.3. 60% of people drink health drink once a day while 20% take occasionally.4. It is seen that 50% of people purchase 500 gm packet while 22% purchase 1 kg.5. It is observed that 48% respondent like to have the health drink Cold while 30% take itHot and remaining 22% take it in Moderate manner.6. It is analyzed that 50% respondent rank their drink as under best category while 22%,20%, and 8% are ranked as good, Better and last satisfactory.7. It is observed that most of people ie.70% purchases their health drink from retailer while12% from wholesaler, 10% from Cafeteria and remaining 8% from other sources.8. It is found that 64% people start taking health drink from the age 3yrs- 5 yrs and rest are30% at 5 yrs- 10 yrs, 4% for 10 yrs- 15 yrs and 2% for 15 yrs and above.9. 64% respondent says that their product is regular while 30% says it is irregular and 6%says the product is not available at all.10.Television and Display at Retail Outlay are two important media for the awareness ofproduct.11.It is seen that 36% of people is satisfied with the advertisement of the drink.
4812.It is seen that 72% of respondent are not influenced while only 28% are influenced byadvertisement.13.It is observed that 60% consume 2 Tea-Spoon of health drink.14.Majority i.e. 32% of them wants reduction in price and 28% want attractive packing.15.It is clearly seen that 70% of respondent are satisfied with their health drinks while 30%are not satisfied.
49CHAPTER NO. 6Suggestion
506.1 SuggestionI would recommend that the companies should strength its distribution channelespecially at cafeteria and local retailer, which is the biggest market for health drink.The companies should make use of more advertising media like T.V., Display at variousoutlets, Hoardings etc. that are very useful to increase the awareness regarding theproduct.The companies should come up with new types of schemes which would attract morenumber of people toward their product.The feedback of the retailer should be collected regularly so that the companies cancome to know that were they are standing.Design some attractive scheme for retailer, which can differentiate from competitors andinteresting for retailer.Try to build a good image of the company.
51CHAPTER NO. 7Conclusion:
527.1 Conclusion:As the customer is considered to be the king of the market, this fact is very much true for theliquid food drink industries. It is very important on the part of the organization to learn customerbehavior in order to increase their sale and create a good brand image in the minds of thecustomer.From the survey carried out and after data analyses of the information obtain it can beconcluded that people are aware of different brands of health drink. Most of the customersprefer to use 1 glass a day as it is convenient in both way in terms of quantity and notorious.Brand name is consider as an important factor while purchasing a health drink and in whichBournvita of health drink is most preferred brand name among the customer. It is alsoconcluded that Television has played a vital role in spreading awareness of various healthdrink brands. Many people also consider the quality and hygiene maintain by the company. Itis also found that price plays an important role in any product but service also plays equalimportance in success of any product.All the information gathered during this survey and after analyzing it properly one come to onlyone conclusion that liquid food drink industries has a great scope in future.
53CHAPTER NO. 8Appendix
54Questionnaire1. Do you take any health drink?( ) Yes ( ) No2. Which health drink do you prefer?( ) Bournvita ( ) Horlicks ( ) Boost( ) Complan ( ) Any other3. How often do you consume?( ) Once a day ( ) Twice a day( ) Weekly ( ) Occasionally4. What is your quantity of purchase for a month?( ) 250 gm ( ) 500 gm( ) 1 kg ( ) More than 1 kg5. How do you prefer your health drink?( ) Cold ( ) Hot ( ) ModerateName: ________________________ Occupation: _______________Age: ________________________ Sex: M / FMobile No.: ________________________
556. How do you find the taste?( ) Good ( ) Best( ) Better ( ) Satisfactory7. From where do you purchase your health drink?( ) Retailer ( ) Wholesaler( ) Cafeteria ( ) Others8. At what age did you start taking health drink?( ) 3 - 5 ( ) 5- 10( ) 10 - 15 ( ) 15 and above9. What is the availability of product?( ) Regular ( ) Irregular( ) Not available at all10.How do you come to know about the product?( ) Television ( ) News Paper( ) Magazine ( ) Family and Friends( ) Display at retail outlet( ) Any other11.How do you find the advertisement of the company for production of product?( ) Good ( ) Better
56( ) Best ( ) Satisfactory12.Are you influenced by advertisement?( ) Yes ( ) No13.What is the general quantity that you take in a health drink?( ) 1 Tea-Spoon ( ) 2 Tea-Spoon( ) 3 Tea-Spoon ( ) more than 3 Tea-Spoon14.What improvement do you want?( ) Reduction in price ( ) Attractive Packing( ) Change in Taste ( ) None15.Are you satisfied with your drink?( ) Yes ( ) No