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Project report on market share of Health drinks Project report on market share of Health drinks Document Transcript

  • MARKET SHARE OF “HEALTH DRINKS” SUBMITTED TO PUNE UNIVERSITY BY CHIRAG G PATEL AS PART FULFILLMENT OF B.B.A. (3RD YEAR) APRIL, 2010 SINHGAD COLLEGE OF COMMERCE, PUNE - 411048 CONTENTSChapter No. Title Page No. Declaration 3 Guide Certificate 4 Acknowledgement 5 1
  • I Executive Summary 6-7II Research Design 8-312.1 Introduction 9-222.2 Statement of Problem 232.3 Objectives of the Survey 242.4 Scope of the Study 252.5 Limitation 262.6 Methodology 27-31III Conceptual Background 32-34IV Organizational Profile 35-36V Analysis, Presentation, Interpretation 37-52VI Major Findings, Recommendations, 53-57 ConclusionVII Annexure, Questionnaire, Bibliography 58-61 2
  • DECLARATIONI hereby declare that this Market Share ReportTitled ‘Health drinks’Submitted towards fulfilment of BBA Degree of Pune University, is anoriginal work done by me.CHIRAG .G. PATELDate :Place: PUNE 3
  • CERTIFICATEThis is to certify that Project Report titled ‘Health drinks’ is a bonafidework carried out by CHIRAG .G. PATEL of BBA-III of SinhgadCollege of Commerce towards fulfillment of BBA degree of University ofPune. He has worked under our guidance and direction.------------------------- ------------------------ Dr. M.S Wazal Prof. Vishwas Swami(Principal) (Project Guide)Date: Date:Place: Place: Acknowledgement 4
  • First of all, I wish to express deep sense of gratitude to Prof. VishwasSwami who was my project guide during my project. I thank him for hispersonal involment in my project finding and helping me through thethick and thin of various aspects of the project. I am also thankful to Dr. M.S Wazal who is our principal for givingopportunity to make this project a success.Last but not the least, I would like to express my heartfelt gratitudetowards my friends who helped me lot during my project report.CHIRAG .G. PATELDate: 5
  • Chapter No.: IEXECUTIVE SUMMARY I. Executive Summary 6
  • My study was carried out on HEALTH DRINK consumption ofpeople carried out in Navsari (GJ) region. This region includesAthwalines, Ghod dod Rd.After data collection, it was analyzed with different charts and graph,which is very important to find observation and findings. On the basisof this work, suggestions were made which were very helpful foranalyzing project report.It was observed that bournvita got major share among all health drink.The survey was conducted to analyze the prospective customerawareness for various health drinks in market. Questionnaire methodwas used along with interview to obtain the required information.After the survey was completed the data was first sorted then analyzedand this analyzed data was later converted in to form of graphs. Thismakes result to understand easily by everyone. 7
  • Chapter No.: II Research Design2.1 Introduction.2.2 Statement of Problem.2.3 Objectives of the Survey.2.4 Scope of the Study.2.5 Limitation.2.6 Methodology. 2.1 Introduction. 8
  • Product –An overviewUniversally, in bringing up their children, mothers attach a lot ofemotional importance to nourishment. There is an ever-growing need fornourishment and energy in today’s fast-paced world. Who can resist asteaming, hot drink which promises to energize, nourish and refresh? Theneed for nutritional supplementation is all the more relevant for kids.Coupled with the fact that kids love the delicious taste of these drinks,once they have tried them, lies the basic tale of milk additives and thegrowth and development of the Health Food Drink (HFD) category. Noone can be sure of when and how the category evolved but, today, inIndia the HFD market is valued at approximately Rs. 13, 000 million andnearly 50,000 tones.Health food drinks provide nourishment for the family, particularlygrowing children and serve as energy providers for adults. The market formalted milk powders in India is huge as the product is widely used as anutrition and energy supplement by children and adults. The size of themarket is estimated at Rs. 10,170 million. • Available Health Food Drink in market can be considered as follows: • Bournvita • Horlicks • Boost • Complan• Product Profile: Bournvita 9
  • • History and Achievements: In Indian company was incorporated on July 19th 1948 as a private limited company under the name of Cadbury- Fry (India). Soon thereafter the company launched Bournvita. Through the years, Bournvita has been a market leader in the Health Drinks market as well as have a dominant share of the Chocolates market. Cadbury Bournvita was introduced in 1948. Since then, it has always beenthe leading brown MFD brand in the country and the second largest MFDbrand as a whole. Bournvita has worked towards achieving this status bynever remaining motionless. Throughout its history, Bournvita hasconstantly endeavoured to re-invent its product, packaging, promotionand distribution. Each has been aimed at improving the value propositionto the consumer.The brand was re-launched in 1999 with a new fortified RecommendedDietary Allowance (RDA) balanced formula. The message sent outthrough communication as well as packaging simply stated that the ‘newBournvita would meet the nutritional needs of children and make up forany deficiencies in nutrition as a result of improper food intake’. At thesame time, the company strongly promoted the practice of consuming twocups of Bournvita to ensure that this happened. The effort enabled the 10
  • brand to create greater relevance for the category – and hence the brand –amongst plain milk drinkers. It was a winning formula that yielded doubledigit growth over the next two years and significantly contributed to thebrands’ development.An energetic brand, Bournvita went through another change in 2001, witha complete overhaul of branding, packaging and communication. This re-launch had two clear objectives: to make the brand contemporary andreinforce the equity with its loyal consumers. An assessment post thesuccessful re-launch, showed that Bournvita had further strengthened itsleadership position in the West and had attained market leadership in theNorth. • Product: Bournvita has a unique taste which combines the goodness of malt and chocolate. It gives the child physical and mental alertness resulting in a healthy body and an active mind. In turn this gives the child the confidence 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 from the old glass bottle). It introduced shrink-sleeved packaging(from the old jar labels). There was a complete re-design of the logo. Aloyalty programme, in the form of a Bournvita Nutrition Centre,dedicated to counselling mothers on her childs daily nutritional needswas opened. It was Bournvitas way of showing it cared. 11
  • • Brand Values:The core values of the brand have been mental alertness and physicalfitness for children who consume Bournvita daily. This layered with thegreat Cadbury chocolate taste has made the brand distinct from otherofferings in the consumers mind. • Facts: • Cadbury Bournvita won an ABBY for its press campaign - No Bournvita. No Milk. • Bournvita was the official health drink for the Indian team for the 1980 Moscow Olympics. • The Bournvita Quiz Contest is Indias longest running national school quiz.• Product Profile: Horlicks 12
  • • History and Achievement: Some malted barley, pinches of wheat flour with a dash of evaporated milk. Thats Horlicks recipe for success. James Horlicks, after whom the brand is named, was a chemist who worked for a company which produced dried infant food. He became ambitious after inventing somerecipes of his own. So along with his brother William, they found J andW Horlicks of Chicago.Up until the 1960s Horlicks was positioned as an adult restorative drinkthat gave extra energy, especially during convalescence. The 1970s sawits position shift to ‘The Great Nourisher’. It was in this phase that thebrand saliency shot up. The next decade saw Horlicks face an immenseexternal challenge. Thanks to Operation Flood, there was availability ofmilk and the raison détre for buying the brand became weaker. Horlicksfought back. In 1984, Horlicks aimed at growth by growing the consumerbase. By 1994, it had created ‘Ideal Horlicks’ – and improved productformulation 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. TodayHorlicks is the best known brand in the health foods category in India.The brand enjoys the trust of generations of Indian mothers and this 13
  • relationship has been nurtured by the brand by fortifying the product fromtime to time. In 1998, Horlicks was fortified with Smart Nutrients – aunique combination of vitamins and minerals – intended to imbibegrowing children with mental agility and physical fitness. Junior Horlickswas relaunched with extra nutrients to build the immunity of littlechildren. Today, Junior Horlicks contributes 11% to Horlicks’ total salesturnover and has been one of the fastest growing product extensions to theHorlicks brand.But it isnt just product development that Horlicks has concentrated upon.It has also created new attractive packaging options including jars, refillpacks and sachets. Horlicks was the first brand in India to introduce arefill pack option and also the first to shrink-wrap bottles. In a way,there’s a Horlicks pack for every occasion and mood. • Product: Put a couple of tablespoons full into a mug. Add warm water or milk and you’re ready to enjoy a drink that’s tasty and nourishing. Add ice cubes, cold milk or water to reconstituted Horlicks and it turns into adelicious, thirst quenching drink on a hot afternoon. That is why Horlicksis considered to be ‘the great nourisher’ for the entire family. The medicalcredentials and heritage of the brand have reinforced the image of thebrand for years. 14
  • Junior Horlicks, a specialist brand for little children. Mother’s Horlicks, aspecial nourisher for pregnant and breast feeding mothers, and HorlicksBiscuits are the other forms in which the brand is available. A selection offlavours – including chocolate, vanilla and honey – allow consumers toenjoy the nourishing goodness of Horlicks in a variety of delicious ways. • Brand values:Horlicks has always been a brand that stands for good health andnourishment through a wholesome, natural product. A commitmenttowards product quality and reinforcement of essential nutrients has wonover the trust of generations of mothers.The brand gives them the reassurance that they seek in caring for theirfamily. Family bonding is at the heart of Horlicks’ brand values. This, inturn reinforces Horlicks’ image as a caring and trusted brand. • Facts: • Horlicks 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 gastric disorders, can benefit from the nutritional convenience of Horlicks.• Product Profile: Boost • History and Achievements: 15
  • Boost was developed by the company’s Indian R&D team in 1974 and launched in Kerala in 1975/76. Positioned as the energy fuel, the brand soongenerated great consumer pull and was subsequently launched at anational level.Around 1984, however, Boost sales seemed to plateau. This led to acomplete re-think about the brand strategy. A deeper understanding ofpurchase dynamics of the category revealed that by the latter half of the1980s, children had come to become strong influencers in a familyspurchase of these HFD products. What was also observed was that thissection of the population had the highest requirement for supplementaryenergy and was also the most enthusiastic about sports - cricket, inparticular.Infused with this insight, Boost was consequently repositioned. It pushedforward the association of kids of this age group with cricket. This hassince remained a winning strategy.GlaxoSmithKline plc. is recognized as one of the leading health andpharmaceutical companies in the world. Its powerful combination ofskills and resources has enabled it to offer frontline health products to theconsumer. These traits are amply evident in the Boost brand. But brandsare not built by formulation alone. They require strategic thinking and astrong positioning platform. Success for Boost has come as a result of 16
  • constant brand building efforts and the proven positioning platform of‘energy’. The brand had the courage of conviction to make a paradigmshift in targeting the child in its communication. Today, ‘Boost is thesecret of my energy’ is the most recalled ‘sign-off’ in its product segmentand has defined the brands identity. Also, Boost is the first HFD to haveever used celebrity endorsement to convey its proposition and hassuccessfully carved out the Energy HFD market in India. In recognitionof these achievements, Boost has won prestigious awards such as theWorld Star for its packaging and the finalists’ position in the EffieAwards, 2000, for effective communication. • Product Boost is a malt-based drink in chocolate flavour, with the brand philosophy being to continuously innovate and pioneer changes in the category. In 2002, the brand created history by re-launching Boost with Power Boosters™,a completely different product from any other HFD. The New Boost contains copper and biotin, in addition to its extantcomposition of vitamins and minerals. Two serves of New Boost(approximately 30 gms) as per the CODEX Alimentarius Commission ofthe World Health Organisation, 1995, provide 50% of the dailyrequirement of Vitamin B1, B2, B6, B12, A, C, D, Niacin, Pantothenic 17
  • acid, Biotin, Folic acid, Copper and Iron and 25% of Calcium. Thevitamins and minerals not only provide adequate energy for the consumerthey also help in the efficient working of body cells (by releasing energyfrom food), formulation of healthy blood and make bones stronger. Thisre-launch has helped Boost capture the position of number one brownHFD in India. • Brand values:The personality of the Boost brand is distinctly sporty and energetic andeverything - from the tone of communication to packaging - is done toreflect this vibrant energy. Today, the colour red and Boost is the secretof my energy have become synonymous with the brand. • Facts: • Boost has a household penetration of 40%-45% in several cities and towns in South India, the brands stronghold. In towns like Chennai and Madurai this penetration exceeds 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 of seventeen. • The kid, who starred in the Boost advertisement with Kapil Dev, went on to become a member of the Indian cricket team - Nikhil Chopra. • There is a range of interesting products prepared with Boost which cater to local tastes: the Boost barfis, for example, in certain parts of South India. 18
  • • Boost has the highest frequency of purchase among all brown powders in India (Source: IMRB Household Panel).Boost is the fastest growing brand (2003 over 2002) among the top five Health Food Drinks in India.• Product Profile: Complan • History and Achievements: 19
  • Glaxo brought Complan to India in 1964 and marketed it through doctors as a convalescence drink. After it went OTC in 1969, Complan continued to be perceived as an ethical product. In those days its tag line “Complan has 23 Vital Nutrients whereas Milk has 9” had established Complan’s superiority over milk on nutritional delivery. The brands’ next major milestone was reached in 1975 when, in order to expand its user base, Complan made a strategic shift in its target market and positioning. Complan was nowrepositioned as an ideal nutritional supplement for growing children.Complan’s current consumer base runs into hundreds of thousands ofhouseholds across the country. It is retailed through more than 225,000outlets and has an impressive 16.8% share across the entire MFDcategory. Apart from India, Complan is also available in the UK,Australia, Venezuela, Nepal and Sri Lanka.Complan’s growth closely resembles its core consumers; it has beengrowing over the last twenty years to register a constant upswing in itsmarket. In this period, it has doubled its market share while commandinga price premium in excess of 40% over its nearest competitor. 20
  • • Product: Enriched with 23 vital nutrients in balanced proportion Complan is an ideal nutritional supplement for children in its target segment of four to fourteen years. It is Heinz’s constant endeavour to upgradeComplan’s formulation as per the latest d evelopments in nutritionalsciences and the changing requirements of growing children.Complan – the Complete Planned Food in a Drink – is formulated as perthe World Health Organisation (WHO) guidelines suggested for growingchildren.Milk protein, which has superior digestibility properties, contains allessential amino acids balanced to perfection and hence is the ideal enginefor growth. It is also a superior source of energy and meets the WHOguidelines of energy requirement from proteins. It provides more energy(429kcal/100 gms) than any other major brand in this category. 20% ofComplan is protein and 100% of it is derived form natural milk. No otherbrand can match this claim.To extend the goodness of Com plan and make it available to children anytime, the brand was also conceived in a biscuit form. Complan CrunchTimers biscuits have nourishment sandwiched in their cream centres andare a delightful anywhere bite. • Brand Values: 21
  • Complan, with a history going back half a century, is the Gold Standardin children’s nutrition and one of India’s heritage brands. The brand takesits job of delivering nutrition to growing children seriously and has builtenormous credibility over the years.Heinz is committed to ensuring that Complan continues to meet thestringent demands its consumers make on it. This perhaps, explains whyComplan continues to be the Gold Standard. It is one of the few brands inthe MFD category in India to have uniformly spread across the countryindicating its acceptability across regions and socio-economic strata. • Facts: • Complan was formulated in Britain, as an ideal nutritional supplement for soldiers wounded on the frontlines in World War II. • The brand name Complan is derived from the product statement Complete Planned Food.The current Bollywood heartthrob Aftab Shivdasani was a Complan Boy. 2.2 Statement of Problem.Market Share of various Health Drinks is the project I am working forMansukhlal & Sons, Navsari. The survey was targeted on school going 22
  • students in Navsari. Feedback was taken from them through questionnaireand personal view. After the survey was completed I analysed all thedetails that I gathered through the survey and is representedsystematically with the help of :-Bar ChartsPie GraphsReport. 2.3 Objectives of the Survey. 1. To find out the different products of health drink. 2. To find out the market share of health drink products. 23
  • 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. 2.4 Scope of the Study.1. Various companies offering Health Drinks such as Bournvita, Complan, Horlicks, Boost. 24
  • 2. The project was done to identify the issue of decision making, taste, prefrence, awarness, etc. 3. The survey was in the region of Navsari (GJ). 4. The time duration for the research work was one month. 2.5 Limitation.Every study conducted may have certain shortcoming and this project isalso a similar case. A few errors have crept in despite of best efforts toavoid them but this is expected that still study and findings are very muchrelevant. 25
  • • The first limitation is that the accuracy of the project and conclusion is totally dependent on the accuracy of data collected and data analysis. • Due to time constraint the survey is confirmed to measures. The respondents were selected randomly and therefore might not be a true representation of total consumers due 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 through questionnaires and personal interviews. • Each man defers from another. A consumer not only defers from on another, but also has varying degrees of feeling about the same products, object or phenomenon from time to time. It thus becomes very difficult to generalize the finding of any market research study. Hence one of the major problems is that of “GENERALIZATION”. 2.5 Methodology. Research DesignResearch design is arrangement of condition of collection and analysis ofdata in a manner that companies relevance of data to be collected. The 26
  • sample to be selected in a manner in which the data so collected is to beorganized. It constitutes the main body of the research design. Thepresent study conducted through a survey method using a well-formedand framed questionnaire. Research design is the plan and structure ofinvestigation so conceived as 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 thus happens 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 and which have already been passed through the statistical process. Secondary data for this project were collected from the internet and library. Sources of DataThe primary and secondary source was used in the research. Theinformation gathered for this project is differing from person to person asthere is differences in each human being. So the observation and thesurvey of the people are the primary sources of data from this project. Assuch secondary data are collected from internet and library. 27
  • Sample PlanSample plan can be define as the selection of some part of an aggregate ortotality on the basis of which a judgment or inference about the aggregateor totality is made. In other words it is the process of obtaininginformation about an entire population by examining only a part of it.The sampling plan for this project would be customer which includesSchool going children’s in, Navsari.Universe:From a statistical point of view, the term ‘universe’ refers to the total ofthe items or units in any field of inquiry or to the total of items aboutwhich information is desired.For the purpose of this study the universe has been defined as “The setconsisting of School going children’s in, Navsari.Sample Size:Sample size means how many people should be surveyed. Large samplesize gives more reliable results than small one. Sampling is the methodand selecting sample for studying the position of universe in total.The sample size selected for this survey is 50 school going children’s in,Navsari. This sample size is selected on the basis of convenience toadminister and by way of judgment. Sample sizes selected in this projectare the people of Navsari city (GJ). A large sample size would have beenunmanageable in terms of time and cost. 28
  • Methods of Data CollectionThe type of data collection begins after a research problem has beendefined and research design chalked out. While deciding about themethod of data collection to be used for the study.The researcher shouldkeep in mind two types of data that are Primary Data and Secondary Data.Methods of collecting primary data particularly in survey and descriptiveresearches are: 1. Observation Method. 2. Interview Methods. 3. Through Questionnaires. 4. Through schedules.Methods of collecting secondary data particularly in survey anddescriptive researches are: 1. Various publications of central, state, and local governments. 2. Various publications of foreign governments or of international bodies and their subsidiary organizations. 3. Technical and trade journals. 4. Books, magazine, news papers.Questionnaires:This method of data collection is quite popular, particularly in case of bigenquiries. It is being adopted by private individual, research workers,private and public organizations and even by governments. Questionnaireis sent to the persons concerned with request to answer the questions andreturn the questionnaire.A questionnaire consist of a number of questionsprinted or typed in a definite order on a form or set of form. 29
  • The questionnaire is mailed to the respondents who are expected to readand understand the questions and write down the reply in the space meantfor the purpose in the questionnaire it self. The respondent has to answerthe questions on their own.In this project questionnaire were given to the 50 customer andinformation collected form those questionnaires were used for dataprocessing and analysis.Formation of Questionnaire:Formation of questionnaire could be structured or un-structuredquestionnaire. Structured questionnaire are those questionnaire in whichthere are definite, concrete and pre-determined questions. The form of thequestion may be either closed ended questions (giving option such as yesor no) and open ended questions (inviting free response) but this shouldbe stated in advance and not during questioning. When this characteristicsare not present in a questionnaire it can be term as un-structuredquestionnaire.In this project structured questionnaire were used with closed endedquestions in it. As this form of questionnaire reduces the difficulty of therespondent while answering the questions. Field WorkField work is defined as the place where you have conducted your surveyand with whose help you have taken.Field work for this project wasperformed by me without the help of any people. My Field work consists 30
  • of questionnaire which I have circulated among 50 customers so that I canget information that was required for the project. Data Analysis TechniquesThe data after collection has to be processed and analyses in accordancewith the outline laid down for the purpose at the time of developing theresearch plan. By Analysis we mean the computation of certain indices ormeasures along with searching for patterns of relationship that existamong the data groups.For this project percentage method is used for the analysis of the availabledata. With the help of percentage method the data has been converted intopercentage and has been represented with the help of graph. 31
  • Chapter No.: IIICONCEPTUAL BACKGROUND III. Coceptual Background.Market Share:-The percentage of the total market for a product/service category that hasbeen captured by a particular product/service or by a company that offersmultiple products/services in that category. In the latter case, the companymay choose to look at share on both an individual product/service basis 32
  • and on a company-wide basis.Share can be calculated either on a unit basis (i.e., If a company sells 1million units in a total market of 10 million units, it has a 10 percentshare) or on a revenue basis (i.e., If a company sells $1 million worth ofwidgets 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 itscompetitors, it would show a higher market share when calculated on arevenue basis than on a unit basis.Market share numbers can vary greatly depending on how the market isdefined. For example, a company may have a 1 percent share of the"widget" market, 15 percent of the "sports widget market", 45 percent ofthe "luxury sports widget market" and 85% of a particular geograpicallydefined luxury sports widget market.All business activities focused on developing, expanding and facilitatingthe profitable introduction and promotion of a companys products and/orservices. Traditionally, this is taken to include the "4Ps" -- Product, Price,Promotion and Place. • "Product" refers to discovering market requirements and ensuring that those requirements are reflected in the products and/or services offered by the company. • "Price" is obvious -- determining and setting the most appropriate prices for the products/services. • "Promotion" refers to all activities involved in making potential customers aware of the company, 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 to sell in, it also refers to the dermination and management of the best "channels" for reaching those markets -- direct sales, distributors, resellers, etc.Importance of Market share :- 33
  • 1. Reputation:- The major market share of a company will help the company earn goodwill in 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 the market due to its majority market share and reputation in the market.3. Profitability :- Major market share increases the profit earnings of the company, as many customers are attracted to purchase company’s products due to its reputation in the market.4. Growth and Expansion :- When a company succeeds in attracting more and more customer’s towards itself due to its market share it definitely increases its profit and inturn grows and expands.5. Share holders :- Increase in company’s market share inturn increases its share holders by winning the confidence of its investors. 34
  • Chapter No.: IV ORGANISATIONAL PROFILE IV. Organisational Profile.Est. 1946 35
  • Name of the firm: Manshuklal & Co.Registered office: Opp Hanuman temple, Mota bazzar Navsari-396445Type of organisation: Partnership firmTurnover: 55 lacksProfit: 1.5 lacksDealers of: Complan, Horlicks, Boost, Bournvita etc 36
  • Chapter No.: V ANALYSIS, INTERPRETATION, PRESENTATION. V. Analysis, Interpretation, Presentation.1. Do you take any health drink? 37
  • Table No.: 1 Answers No. of Respondents PercentageYes 46 92.00%No 4 8.00%Total 50 100.00% Chart No.:1 Consumption of health drink No 8% Yes No Yes 92% The above chart shows 92% people take health drink. 2. Which health drink do you prefer? Table No.: 2 Answers No. of Respondents Percentage 38
  • Bournvita 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.:2 Choice of health drink Complan Any 4% Bournvita 14% Horlicks Boost 10% Boost Bournvita Complan Horlicks 60% Any 12%The above chart shows the percentage of choice of product. It isseen that most people like bournvita and complan. 3. How often do you consume? Table No.: 3 39
  • Answers 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.:3 Drinking Frequency Occasionally 20% Once a day Twice a day Weekly Weekly Once a day Occasionally 14% Twice a day 60% 6%The above chart shows the drinking frequency of people. 60% ofpeople drink health drink once a day while 20% takeoccasionally. 4. What is your quantity of purchase for a month? Table No.: 4 40
  • Answers 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.:4 Quantity of purchase More than 1 kg 250 gm 8% 20% 250 gm 1 kg 22% 500 gm 1 kg More than 1 kg 500 gm 50%The above chart shows the percentage of average quantity ofpurchasing health drink. It is seen that 50% of people purchase500 gm packet while 22% purchase 1 kg. 5. How do you prefer your health drink? Table No.: 5 41
  • Answers No. of Respondents PercentageCold 24 48.00%Hot 15 30.00%Moderate 11 22.00%Total 50 100.00% Chart No.:5 Preference of health drink Moderate 22% Cold Cold 48% Hot Moderate Hot 30%The above chart shows that 48% respondent like to have thehealth drink cold while 30% take it hot and remaining 22% takeit in moderate manner. 6. How do you find the taste? Table No.: 6 42
  • Answers 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.:6 Taste of Health Drink Satisfactory Good 8% 22% Good Better Best Best Better Satisfactory 50% 20%The above chart shows that 50% respondent rank their drink asunder best category while 22%, 20%,and 8% are ranked asgood, better and last satisfactory. 7. From where do you purchase your health drink? Table No.: 7 43
  • Answers 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.:7 Purchase place of Health Drink Others Cafeteria 8% Retailer 10% Wholesaler Wholesaler 12% Cafeteria Others Retailer 70%The above chart shows that most of people ie.70% purchasetheir health drink from retailer while 12% from wholesaler, 10%from cafeteria and remaining 8% from other sources. 8. At what age did you start taking health drink? Table No.: 8 44
  • Answers 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.:8 Age structure for taking Health Drink 3 yrs - 5 yrs 10 yrs - 15 15 and 5 yrs - 10 yrs yrs above 10 yrs - 15 yrs 4% 2% 15 and above 5 yrs - 10 yrs 30% 3 yrs - 5 yrs 64%The above chart shows that 64% people start taking health drinkfrom the age 3 yrs- 5 yrs and rest are 30% at 5 yrs- 10 yrs, 4%for 10 yrs- 15 yrs and 2% for 15 yrs and above. 9. What is the availability of product? Table No.: 9 45
  • Answers No. of Respondents PercentageRegular 32 64.00%Irregular 15 30.00%Not available at all 3 6.00%Total 50 100.00% Chart No.:9 Availability of product Regular Not available at all Irregular 6% Not available at all Irregular 30% Regular 64%The chart shows that 64% respondent says that their product isregular while 30% says it is irregular and 6% says the product isnot available at all. 10. How do you come to know about the product? Table No.: 10 46
  • Answers 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.:10 Mode of Awareness Display at Any other Television retail outlet 2% News Paper 26% Magazine Family and Family and Friends Friends Television 8% Display at retail outlet 54% Magazine Any other 4% News Paper 6%The above chart shows that Television and Display at RetailOutlay are two important media for the awareness of product. 11.How do you find the advertisement of the company for production of product? 47
  • Table No.: 11 Answers 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.:11 Response of Advertisement Better 22% Good 18% Good Better Satisfactory 36% Best Satisfactory Best 24%The above chart shows that the percentage of response ofadvertisement of product. It is seen that 36% of people issatisfied. 12. Are you influenced by advertisement? Table No.: 12 Answers No. of Respondents Percentage 48
  • Yes 14 28.00%No 36 72.00%Total 50 100.00% Chart No.:12 Influenced by Advertisement Yes 28% Yes No No 72%The above chart shows that the percentage of the response of theinfluence by advertisement. It is seen that 72% of respondent arenot influenced while only 28% are influenced. 13. What is the general quantity that you take in a health drink? 49
  • Table No.: 13 Answers 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.:13 Quantity of Health Drink More than 3 1 Tea- 3 Tea- Tea-Spoon Spoon Spoon 6% 14% 20% 1 Tea-Spoon 2 Tea-Spoon 3 Tea-Spoon 2 Tea- More than 3 Tea-Spoon Spoon 60%The above chart shows the quantity of health drink consumed. Itis clearly seen that 60% consume 2 Tea-Spoon. 14. What improvement do you want? Table No.: 14 Answers No. of Respondents Percentage 50
  • Reduction 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.:14 Improvement Required None Reduction in 20% Price 32% Reduction in Price Change in Attractive Packing Taste Change in Taste 20% Attractive None Packing 28%Majority i.e. 32% of them wants reduction in price and 28%want attractive packing. 15. Are you satisfied with your health drink? Table No.: 15 Answers No. of Respondents Percentage 51
  • Yes 35 70.00%None 15 30.00%Total 50 100.00% Chart No.:15 Satisfaction of Health Drink None 30% Yes Yes None 70%The above chart shows the percentage of satisfaction level. It isclearly seen that 70% of respondent are satisfied with theirhealth drink while 30% are not satisfied. 52
  • Chapter No.: VI MAJOR FINDINGS, RECOMMENDATIONS, CONCLUSION.VI. Major Findings, Recommendations, Conclusion.The major findings of the report are as follows:- 53
  • 1. 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 it Hot 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 while 12% 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 are 30% 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. 54
  • 10.10. Television and Display at Retail Outlay are two important media for the awareness of product. 11.11. It is seen that 36% of people is satisfied with the advertisement of the drink. 12.It is seen that 72% of respondent are not influenced while only 28% are influenced by advertisement. 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.Recommendation: • I would recommend that the companies should strength its distribution channel especially at cafeteria and local retailer, which is the biggest market for health drink. 55
  • • The companies should make use of more advertising media like T.V., Display at various outlets, Hoardings etc. that are very useful to increase the awareness regarding the product. • The companies should come up with new types of schemes which would attract more number of people toward their product. • The feedback of the retailer should be collected regularly so that the companies can come to know that were they are standing. • Design some attractive scheme for retailer, which can differentiate from competitors and interesting for retailer. • Try to build a good image of the company.Conclusion:As the customer is considered to be the king of the market, this fact isvery much true for the liquid food drink industries. It is very important onthe part of the organization to learn customer behavior in order to increasetheir sale and create a good brand image in the minds of the customer. 56
  • From the survey carried out and after data analyses of the informationobtain it can be concluded that people are aware of different brands ofhealth drink. Most of the customers prefer to use 1 glass a day as it isconvenient in both way in terms of quantity and notorious. Brand name isconsider as an important factor while purchasing a health drink and inwhich Bournvita of health drink is most preferred brand name among thecustomer. It is also concluded that Television has played a vital role inspreading awareness of various health drink brands. Many people alsoconsider the quality and hygiene maintain by the company. It is alsofound that price plays an important role in any product but service alsoplays equal importance in success of any product.All the information gathered during this survey and after analyzing itproperly one come to only one conclusion that liquid food drinkindustries has a great scope in future. 57
  • Chapter No.: VII ANNEXURE, QUESTIONNAIRE, BIBLIOGRAPHY. VII. Annexure, Questionnaire, Bibliography. QuestionnaireName: _________________________ Occupation: _______________Age: _________________________ Sex: M/FMobile No.: _________________________ 58
  • 1. 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 ( ) Moderate6. 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 all 59
  • 10.How do you come to know about the product? ( ) Television ( ) News Paper ( ) Magazine ( ) Family and Friends ( ) Display at retail outlet ( ) Any other 11.How do you find the advertisement of the company for production of product? ( ) Good ( ) Better ( ) Best ( ) Satisfactory 12.Are you influenced by advertisement? ( ) Yes ( ) No 13.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-Spoon 14.What improvement do you want? ( ) Reduction in price ( ) Attractive Packing ( ) Change in Taste ( ) None 15.Are you satisfied with your drink? ( ) Yes ( ) No ANNEXURE BIBLIOGRAPHYBOOK REFERRED:- 1. Prajati.SEARCH ENGINES:- 60
  • 1. www.google.com 61