Preferred Marble&Granite Pvt.Ltd.
“To Check Import Feasibility of Various Products in India from USA.”
I would like to express my gratitude to all those who gave me the possibility to
complete this research thesis and project work. I want to thank Mr.Anil Jain (CFO)
and the company “Preferred marble & Granite Pvt. Ltd; Bangalore for giving me
permission to commence this project in first instance, to do the necessary research
work and to use company data.
I have furthermore to thank Mrs. Ranjana for her stimulating support and
I am deeply indebted to Mr. Balaji Reddy & Mr. Kiran whose help, stimulating
suggestions and encouragement helped me in all the time of research for and
documenting this report.
I am highly obliged to my seniors in company Mr. Joy Raj and Mr.Saroj for their
help, support, interest, and valuable hints.
Contents Page No.
Introduction of company 5
A. Mozart chocolate energy drinks 6-23
Research objective 7
Company & product profile 7
Types of energy drink 8-9
Market scenario 10-11
Market survey 14-18
SWOT analysis 19
Import obligations 20-21
B. Luster Products 25-33
Research objective 26
Company profile 26
Product profile 27-28
Market scenario 30
Import obligation 31-32
C. Zurion multivitamin 34
Objective of research 34
Company profile 34
Product profile 34-35
Market scenario 37-38
Import obligation 38
D.CC Pollen products 39
Research objective 39
Company profile 39
Product profile 40
Market scenario 42-43
Analysis and findings 43-44
Established ten years ago, Preferred Marble & Granite Pvt. Ltd. is one of the largest sources of
Granite, Marble and Natural Stone. Company’s keen passion is to grow and earn recognition has
enabled it to create niche for itself in the natural stone industry including prefabricated granite
counterparts, black granite counterparts. Its total commitment is towards quality and main aim is
customer satisfaction. Company boasts of having a huge collection of natural stones under one
roof. Over the years quality has enabled them to make a mark for themselves in the natural stone
Preferred Marble & Granite have always laid due importance to quality and have never
compromised on it whatever may have been the condition. Strict quality measure leaves no room
for any discrepancy in the product.
Preferred Marble & Granite is a branch office of Lotus Exim International Inc. that has its head
office in New Jersey, USA. Mr. Rajendra Kankariya is the chairman of the company who has
always strived for quality and company which was trading for single container for about four
months in starting; today markets ten containers a week. Company has shown extraordinary
growth in the industry without compromising on quality. 90% of customers are repeat customers
of the company.
LOTUS EXIM INTERNATIONAL INC.
16 Leliarts Lane
Elmwood Park NJ 07407, USA
Preferred Marble & Granite Pvt. Ltd.
#104,3rd Cross, 8th Main
3rd Block, Kormangala
Bangalore 560034 P: 080-41148501
Mozart Energy Drink
To examine the feasibility of import of Mozart chocolate energy drinks in India.
Mozart energy drink is registered in Salzburg, Austria but the home operating office is in Europa,
Mississippi, and San Antonio, Texas in USA.
Tim Kershenstein, a graduate of Tulane School of Public Health and Tropical Medicine, put
together a team of professionals to develop the formulation of Mozart Energy Drink in January,
2008 with an emphasis on wellness. The wellness goal is a state of optimal energy that is achieved
by a nutritional balance, which maximizes an individual’s potential performance.
Mozart Sales Staff
Phone: 504.914.6149 Fax: 509.696.5431
Email: 888@MozartEnergy.com Website: www.mozartenergy.com
Sugars can be easily assimilated by organism to which they give a boost in low period or
during physical effort.
quot;The World's First Chocolate Energy Drinkquot; what our product have as its unique selling proposition
(USP). CHOCOLATE is a potent antioxidant and contain chocolate compounds called flavonoids
that can help maintain a healthy heart and good circulation.
MOZART has antioxidant property that not only helps the body in killing the free radicals, but also
speeds up the recovery process of the body after any damage through illness or otherwise.
CHOCOLATE is a potent antioxidant and contain chocolate compounds called flavonoids that
can help maintain a healthy heart and good circulation. These flavonoids can have positive
cardiovascular effects which provide a better quality of life. Chocolate when used as part of a total
weight-loss program, can give you a special edge, quelling your carbohydrate cravings while
helping to reshape your body
TAURINE enhances the efficiency of the body functions. Promotes and helps maintain general
well-being, provides energy boost after exertion and promotes rapid recovery.
VITAMIN B6 + B12 in this combination are essential in the conversion of carbohydrates into
energy, needed for healthy cellular growth.
GINSENG fights fatigue, stress and increases endurance.
GINKGO is a strong antioxidant that helps promote mental concentration.
ENERGY BLEND provides the needed energy to get your day off to a great start.
IMMUNE BLEND helps build your immune system and contains CoQ10 for a healthy heart.
TYPES OF ENERGY DRINK
Energy drinks can be classified on the basis of the ingredients on which they are
based. Check out the main types of energy drinks found in the market today.
Caffeine-based: Caffeine is the ingredient found in most of the energy
drinks as it acts as a stimulant for people. Usually, the amount of caffeine in
an energy drink is somewhere between 100-200 mg. Some of the caffeine-
based drinks are Redbull, Monster, and Rockstar.
Taurine-based: Taurine is the active ingredient in the product called OHM,
which is majorly used in energy drinks. Taurine is that it not only maintains
the energy level in the body, but also helps the body cope up with stress.
Guarana-based: Guarana is an ingredient found in plants that grow in
South America. It mainly helps in increasing the level of awareness as well
as the energy levels of the body. It can be compared, to quite an extent, with
Vitamin B-based: Considered to be amongst the best energy drinks in the
market, the ones based on Vitamin Bs are believed to help in kick-starting
the body into action.
Ginseng-based: Ginseng is the name of an herb that is now-a-days being
used as a major ingredient in energy drinks. The potential benefits of
Ginseng are increase in energy levels and alleviation of stress.
Ginkgo Biloba-based: Ginkgo Biloba is another popular herb that is
receiving interest from health drink makers. There are a number of benefits
according from it, namely improvement of memory, concentration levels and
blood circulation, along with regulation of stress levels.
Antioxidants-based: Antioxidants are being used for making many energy
drinks these days. They not only help the body in killing the free radicals,
but also speed up the recovery process of the body after any damage through
illness or otherwise.
Our product “mozart chocolate energy drink” comes under the antioxidant-based energy
Godrej’s soya milk-Rs 13/200ml
Coca cola’s Shock –Rs 30/200ml,LIFT(going to be launched)
Amul kool-Rs 20/200ml
United spirit’s- Vladivar vodka based
POWER HOUSE ENERGY DRINK
NHSPL are the importers and distributors of Red Bull for India.
RED BULL HAS ALMOST 70% OF MARKET SHARE IN ENEGY DRINK
MARKET IN INDIA.
Very promising segment, particularly with the organized retail shops growing in India.
Have a 50-80% growth every year.
The billion dollar energy drink market is the hottest segment in the beverage sector since
bottled water. This segment has been driven by grassroots promotions, a very well defined
consumer base and proactive producers that have responded quickly and efficiently to the
changing demands of consumers.
Energy drinks are consumed to vitalize body and mind. It can be had directly or mixed
Energy drink market is growing with good pace of 50% annually.
According to market research firm Datamonitor Plc., the energy drinks market in India is
estimated at Rs499.2 crore and is still at a nascent stage.
The energy drinks market in India grew at 50% a year between 2002 and 2007.
The energy drinks market is expected to reach Rs1,100 crore by 2010.(IN INDIA)
Red Bull says it has sold 5 lakh cans in three Indian cities (Mumbai, Chennai and Delhi) in 8
Good news is that till now in “chocolate energy drink” segment no well known firm yet
came in the market in India.
Notably in China and India where malt drinks have long been drunk as a substitute for
milk. Now, strong economic growth in these markets is seeing middle class consumers
trading up to added-value hot drinks. Hope Lee of market analysts, Euromonitor, reports on
the latest trends.
Mozart chocolate energy drink is a luxury energy drink.
The drink will be sold at retail joints, pubs and clubs.
Energy drink market (in $ sales)
World’s top 15 energy drink brands with market share (sales in USD)
Sobe No Fear
20 Sobe Adrenaline
15 Tab Energy
Market Share Sobe Lean
Soft Drink -3.9%
Domestic Beer -1.2%
Energy Drinks +53%
Bottled Water +25%
RTD Tea +23%
Sports Drinks +19%
soft energy RTD tea
Energy drinks consumption is at 20-22 million cans in India IN 2007
Energy drink market is amazingly growing and everyone knows it. With that, everyone would
like to try it out for a change because they want to earn more profits in the business easily. The
reason why energy drink market has increased is because people are after work for almost 24
hours in a day just to make a living.
GOVERNMENT IS PLANNING TO REDUCE THE IMPORT DUTY ON ENERGY
DRINKS IN INDIA TO SUPPORT THE INDUSTRY.
Health or energy drinks are the fastest growing category in the beverages market and it is
estimated that over 50 percent of the volume comes from this segment.(MARCH 2008)
The factors responsible for the spectacular growth of the food and beverages industry in India
are changing life-styles, rising disposable incomes of the growing middle class and increasing
In addition to this, increasing numbers of foreign tourists create a demand for familiar foods in
India. Five-star hotels have access to duty free quota, which can be used to source imported
food and beverages.
TARGET MARKET SEGMENT
THE INITIAL TARGET MARKET SEGMENT WOULD BE
YOUNG WORKING CLASS (BELOW AGE 35)
TEEN’S AND YOUTHS
WORKING AND NON WORKING WOMENS
GAMERS ,EXTREME SPORTS ENTHUSIASTS AND HIP HOP CROWD
The design and packaging should also be according to target customers.
MARKET SURVEY OF ENERGY DRINKS:-
A primary data was collected with the framed questionnaire based on customer preferences in
energy drinks. The responses provided are very positive and market seems to be very price
sensitive. The pricing of the product should be done in keeping the target customer group and their
Age group:-a) 15-25years and b) 25-35years
a) Generally students and young working generation.
b) Generally working youths and professionals.
1. What kind of drink do you have often?
11% soft drinks
2. Have you ever tried any energy drink?
TRIED ENEGY DRINK
3. Which energy drink do you have often?
others Drink tried
gatorade red bull
4. How frequently you have energy drink?
once a week
frequency of intake once a
once a while
5. What do you think of energy drink with chocolate flavor?
will try once 37%
6. At what price chocolate energy drink should be available for 250ml?
Conclusion of survey:-
The market survey of customers reveals that in India majority drin
king habit is of
1. Fruit juices
2. Soft drinks
Energy drinks yet to gain a pace among the customers. The red bull brand is leading among energy
drinkers but frequency of intake is very poor.
Chocolate taste is well preferred one and showing mix response as customers are interested to try
the taste and product. Major concern will be the price of the product. The price of the product
should be in between Rs60-75, as its nearest rival red bull is pricing at Rs75/can.
MOZART ENEGY DRINK’S “SWOT” ANALYSIS
-World’s first chocolate energy drink. -Chocolate taste may not attract youths.
-Antioxidant in nature. -Very high price of product after import.
-Chocolate taste attracts. -Very niche market segment.
-Luxury energy drink and exclusive in its -Not very prominent brand so may cost
market segment. very high in promotions.
-Market growth rate is very fast, 50-80%
-New local entrants may compete on
-As such no big rival in chocolate energy taste as well as price.
-Big players in industry may take over on
- The energy drinks market is expected to promotions as well as distribution.
reach Rs1, 100 crore by 2010, so overall a -Local and Indianized energy drinks may
great market growth. give stiff competition.
-Mozart chocolate energy drink may serve
as substitutes for fruit and flavored drinks.
IMPORT OBLIGATIONS AND EXCISE DUTY CALCULATION
IMPORT OBLIGATIONS –The energy drink having chocolate base can be imported freely
without any import obligation under India’s foreign trade policy 2004 -2009.
So, as it is no import obligation.
EXCISE DUTY CALCULATION-
UNDER CHAPTER -22 of excise duty obligations of imported products in India comes under
beverages, spirits and vinegars. (Under section IV).
WATERS, INCLUDING MINERAL WATERS AND AERATED WATERS, CONTAINING
ADDED SUGAR OR OTHER SWEETEN-ING MATTER OR FLAVOURED, AND OTHER
NON-ALCOHOLIC BEVERAGES, NOT INCLUDING FRUIT OR VEGETABLE JUICES OF
H S CODE -:
2202 will be the HS code of MOZART CHOCOLATEENERGY DRINK.
2202.90.00 will be sub code it include chocolate and brown products.
LANDED COST FOR 40 FEET CONTAINER:-
DUTY TILL MARCH 2008
Customs basic duty-30
Add. Duty (CDV)-0
Spl. Duty (add.CDV)-4
Excise cess -0
All duty will be in terms of %.
So, finally for 2888 cases (69312 can), the price comes out to be
Rs.22, 87,296 and the customs duty on that value will be Rs.834802.65.
The landed cost will be Rs.3122098 for 69312 canes (40 feet container).
The cost/can =Rs.45.05 (excluding shipping cost)
If we consider shipping cost as US$3000/container(40feet) then total cost /can will be
=Rs 46.8/can in India.
THE LANDED COST OF MOZART CHOCOLATE ENERGY DRINK WILL BE ALMOST
The good thing is to be done is that we should order the drink in bulk and since the life of Mozart
chocolate drink is almost 9months so, it would have enough time to make its sale and retain in
market. If the shipping time is reduced to 1-1.5 months the product can make a good market and
OVERALL OBJECTIVE ANALYSIS AND FINDINGS-:
The overall market potential is very good and the market growth rate is almost 50% annually.
Since there is no prominent player yet in chocolate based energy drink market so initial market
penetration will be easier .The coming future trend of energy drinks to its target customers are also
showing positive signs. Indian youths and working class are accepting the energy drinks.
The sales price of the drink can also be negotiated for bulk orders and thus can be imported at
profitable cost and further competitive price of product may be quoted in market.
The direct rival for “Mozart chocolate energydrinks” in the market will be well established players
like RED BULL and PEPSICO. These products may give stiff competition.
Since the landed cost of Mozart chocolate energy drink comes up to Rs46.8/can, so we can price
our product at a good competitive price in markets in Indian metro cities.
In India due to following reasons people are preferring energy drinks-
1. Health consciousness
2. Hectic lifestyle
3. Instant energy requirement during long working hours
4. Increased spending capacity
MOZART’S PRICE LIST WITH SHIPPING COST
HS code for custom purposes is # 2202.90.00
Packed: Per Pallet
Case –24 /8.4 oz cans
Truckload: 20 pallets (2880 cases)
Packed: 40 ft. Container 2888 Cases
Case –24 /8.4 oz cans (250 ml)
F.O.B. Factory, WI USA
Delivery Time: 6 Weeks
Terms: 50% down with order and 50% due before put on Truck/Vessel
“Mozart chocolate drink” will be new in Indian market and has potential to gain good market share
in its niche segment.
The cost effectiveness with value provided to customers and perceived value of the product will
decide the future of the product.
If we can sell this product at around Rs60 to Rs 75/can, it can get good response in the market.
The points of major concerned will be-:
• A market with forecasted growth exceeding 50% over the next few years.
• Retail and foodservice support growing
• Dominant brand still in place, but many well supported and independent Challengers competing
• Future growth in the consumer market includes younger buyers (>14 years)
• Taste is an important consideration for buyers• Health trend entering this segment, fruit juices,
and unsweetened, healthy additives may play significant role in future.
Objective of Research
To examine the feasibility of Import of “Luster hair care products” to India.
Luster products inc. is a leading African-American owned and operated manufacturer of premium
personal care products servicing people of African descent worldwide. Luster Products' brands
include the Pink Brand, products for women; S-Curl, products for men; PCJ Pretty-n-Silky &
Smooth Roots, children products; YOU, unisex products and Designer Touch, products for stylists.
The company was founded by Mr.Luster as Luster Products, Inc. in 1957. Inspired by the support
of his family, Mr. Luster guided the company from a modest storefront operation into a multi-
million dollar, worldwide enterprise. In spite of his huge success, Fred Luster, Sr. remained a
lifelong supporter of organizations committed to the economic and educational advancement of
Today, Luster Products, one of the most respected African-American businesses in America, is
under the leadership of Jory Luster, president, Fred Luster II, vice president of Research and
Development; and Sonja Luster-Munis, vice president of Systems Administration.
The company's main facility -- corporate offices, plant and warehouse -- is situated on 17 acres in
Chicago's Stockyard Industrial Park. An aerosol production plant is located in suburban Blue
Island, Illinois. The company also has branch offices in London and South Africa.
Established in 1989 by the late Fred Luster, Sr., as the philanthropic arm of Luster Products, Inc.,
the Black Heritage Foundation is a non-profit, charitable foundation whose primary purpose is to
support community-based organizations that promote positive values, community service and asp
rational role models for the African-American community.
Awards of luster in 2003
National Exemplary Exporter of the Year
Local Exemplary Exporter of the Year
Regional Exemplary Exporter of the Year
Minority Business Exporter of the Year
Product of the Year 2002 (ARTEFFEX)
1104 w 43rd street
Chicago, IL, 60609-3342, US
The products of luster are divided into two categories:
1. Consumer products
2. Salon products
Consumer products are:
a) New Renutrients: Revita-shine sheen spray
b) Luster Short Looks Color laxer :color,relaxer,conditioner 3in formulae
c) You Smooth Gel-lightweight gel formulated to provide shine and loose hair.
d) Pink Hot Oil Treatment- after washing your hair with shampoo use pink hot oil treatment
to condition and moisturize your hair and scalp.
e) PCJ Wet-n-EZ detangling spray contains protein and leave –in conditioners that help stop
breakage and tames the tangle hairs.ink Hot Oil Treatment after shampooing to condition
and moisturize your hair and scalp and repair split
a) Designer touch: Rs.145/kit, One Touch-Up Application. The only relaxer kit created to
touch-up new growth. Patented triple action conditioners for silky smooth hair. Compatible
with all other relaxers. No lye. Luster's Pink is the only brand to bring you Pink Protection.
Kit Contents: Pink No-Lye Conditioning Relaxer; Pink Color Mix Activator; Pink Color
Alarm Conditioning & Neutralizing Shampoo; Pink Conditioner and Pink Oil Moisturizer
b) Straight shade: Rs.130/170gm, Results in straight with shine and natural flowing softness.
Wheat Protein and Pantheon protect hair against heat and styling damage. You Straight
seals in moisture to keep hair healthier until the next application.
c) Straight fix: Revives dull, dry hair with natural oils that smooth and seal the hair's cuticle
layers. This marvelous gloss helps eliminate frizz without leaving a heavy coating or
buildup. Leaves hair with a fabulous gloss. Great on wet and dry hair.
A superb premium range of salon quality hair products with specially created formulation
for Afro-Caribbean and textured hair types.
Containing a wide range of
nature’s extract and botanical ingredients providing a complete choice to suit ones
individual hair care needs. Art-Effex the complete hair care regime to suit your
chic,confident or bold style.
The products are basically for the hair pattern of Afro-Caribbean origin and the company is
committed to serve the people of African and American origin at reasonable prices. Products are of
premium quality to general one and are priced to serve every end of customers from common to
premium end in cosmetics and hair care market.
1. Shahnaz Husain’s –shagrow herbal shampoo and conditioner Rs670/200ml.
The contents are herbal such as Brahmi, bhringraj and Himalayan cherry which helps to
maintain the oil balance of hair and scalp.
2. HUL’s DOVE: Rs.210/355ml the leading FMCG firm
HUL have introduced “dove” in hair care and shampoo segment. Except dove HUL has
A) Clinic plus
B) Clinic all clear shampoo
D) Ponds etc.
And HUL has +70% market shares in skin care, hair care and cosmetics market segment.
3. Dabur’s: In hair care and shampoo segment Dabur has market share of about +10%, and
growing at 13%/annum.
4. Marico’s: In coconut oil products and coconut based shampoo and also in hair styling Gel
Marico is doing a healthy business and its growth is +20% in its market segment.
5. Himalaya’s: In herbal and ayurvedic product segment Himalaya has its stronghold and is
also showing a remarkable growth.
Pantene Herbal Essence
Head & Shoulders Infusium 23
Alberto VO5 Just for Me
Nexxus Soft & Beautiful
L’Oreal Kids Garnier Fructis
At Rs42.4 billion (US$957 million), India’s hair care market is a far smaller prospect than
the developed markets in the West and comes in behind the other BRIC markets of Brazil, Russia
and China too. But with between a third and a half of the entire world’s hair and a fast-emerging
economy that saw real GDP growth of 8% in 2006, it is little wonder India is drawing the attention
of international hair care giants such as Procter & Gamble.
Local consumers are also attracted to traditional natural and Ayurvedic haircare and this too gives
domestic players an edge in the Indian market. Herbal shampoo brands such as Chik and Nyle
provide strong competition to the big-name international labels, including Sunsilk, Head &
Shoulders and Lux. Seven of the top ten players in India’s hair care market are home-grown and
account for 42% of total value sales. There are only five in the top ten for the cosmetics and
toiletries market as a whole and the share they hold is less than 18% suggesting consumers are less
drawn to the prestige brands of the West in hair care.
The Indian hair care market is forecast to expand by almost 40% between 2006 and 2011
and Euromonitor International expects competition between local and international players to heat
up over this period.
The total Hair Care market reached about $12 billion.
(Market growth increase + 3% from 2005)
Hair Care Category consists of:
Salon Hair Care
2 in 1 product
Perms & Relaxants
The Indian market will continue to grow due to the risin incomes of the ever larger
number of middle-class and urban consumers. But despite the high concentration of wealth in
urban areas, the rural market, where three quarters of Indian live, is important. For example, the
rural market for shampoo is three times the size of the urban. Companies report that rural demand
is rising fast. According to the Economist sales of soap by Unilever are growing twice as fast in the
countryside as in the cities; Benetton says that 75% of its expansion will be in small towns.
There are huge opportunities for cosmetics companies. The low market penetration of many
personal care products leaves room for growth. Current consumption of many products is well
below that of more developed countries in Asia. For example, only 4% of Indian women use home
hair dyes compared with 42% of their Japanese counterparts.
The oil industry is about Rs 1,800 crore in value, of which value-added oil constitutes 50%.
The products of hair care and cosmetics can be imported freely under foreign trade
policy of India 2004-2009.
According to Indian customs duty and import duty of “PREPARATIONS FOR USE ON
THE HAIR”, under chapter 33 of customs duty (subsection IV)
HS code 3305; the duty calculation is as follows
Basic duty- 10
Add CVD- 14
Excise cess- 3
All in %
Objective analysis & findings
The luster hair care products are basically served to the people of African and American
origin and the hair pattern of those are quite different from Indian patterns and hair type in
physiological and natural terms.
The products of luster hair care are good but it’s difficult to find out the segment of its
products in India. The content of luster products is also such that they will suit to African origin
The pricing of the products are at par with Indian market and they can give good
competition to existing products but in India multinational players like HUL, P&G, and L’Oreal,
Marico and Dabur have very stronghold in their respective consumersegments and have strong
The growth of Indian cosmetics and hair care market is slow but steady, 4-6%annum,
The major growth of hair care products are expected from Rural market and low income
segment, so the target market should be lower income segment of Indian population which
constitute of about +70% consumer market.
The products of “LUSTER HAIR CARE” have good brand recognition in US and
American continent and company has products for all range of consumer and market segment.
The major strength of LUSTER PRODUCTS is “BRAND RECOGNITION” in their
customer segment with quality and exclusiveness to its target market. The competitive pricing in
their market segment and product benefits are the other factors of LUSTER’s products.
The major discouraging statement about “LUSTERPRODUTS” is their focus on
“AFRICAN HAIR” pattern and the products maynot click to Indians as the hair patterns are very
different and also the climate of India.
The hair care market is also somewhat full of competitors and multinational players having
excellent distribution channels and market capture. The trend of hair care industry is also shifting a
bit in herbal segment having players like SHAHNAZ HUSSAIN and HIMALAYA, so it may be a
tough task to enter in Indian market with such a different product.
The deciding factors of market success would be –
A) The market segment and target market
B) The distribution channels
C) The buying pattern
D) Product’s offerings and suitability to consumers.
Objective of Research
To examine the feasibility of “Zurion”,a multivitamin product to Import in india.
Health products corporation was established in 1973 in New York,USA.
Mr Joseph Lewin is president of the company.Customer base includes the international
distributors, drug and pharmaceutical wholesalers, importers, supermarkets, mail order companies,
and home shopping networks. These marketers are based in the United States, Canada, South
America, Asia, Africa, the Middle East, and Europe.
HEALTH PRODUCTS CORPORATION
1060 Nepperhan Ave.
Yonkers, New York 10703-1432
Telephone: (914) 423-2900 Fax: (914) 963-6001
PRODUCT PROFILE MULTI VITAMIN- ZURION 100
● Zurion is a multiple vitamin and mineral supplement designed to provide the nutritional support
that body needs.
● Zurion contains the antioxidant group of vitamins.
● Zurion supplies entire vitamin and mineral needs in one easy to swallow film coated tablet.
PRODUCT BENEFITS/COMPETITIVE EDGE:
● Zurion® helps boost the immune system to protect the body from illness and disease.
● Zurion® provides Vitamin A which helps the immune system, and is important for the skin,
respiratory system, and the gastrointestinal system.
● Vitamin E is necessary for healthy muscles, lungs, liver and heart and is also an antioxidant.
● B Vitamins are essential for healthy nerves, skin, hair, liver and mouth. They are important for
good muscle tone. B Vitamins are necessary for the metabolism of carbohydrates, fats and
proteins, and give us energy.
● Zurion contains Vitamin C, an antioxidant that is required for tissue growth and repair, and
helps to reduce the effects of stress, protects against infection and cancer, and increases the
absorption of iron.
● Zurion contains iron, which is found in al of our cells. Iron is used in the production of
hemoglobin and oxygenation of red blood cells. Iron helps to reduce susceptibility to infection.
● Zurion provides Calcium which is vital for the formation of strong bones and teeth, for
maintaining a regular heartbeat, and for the health transmission of nerve impulses. Calcium helps
to lower cholesterol and against cardiovascular disease.
A,C,D,E,K,B6,B12 Biotin, Iodine , Chromium,
Vitamins, Thiamin, Pantothenic Acid, Magnesium, Molybdenum,
Riboflavin, Calcium, Zinc, Chloride,
Niacin amide, Iron, Copper, Nickel,
Folic Acid, Phosphorus, Potassium, Tin,
Boron, Vanadium, Selenium, Silicon
Zurion 100: Rs1016/100 tablets (Rs10.16/tablet)
Cipla’s –Neutrolin B capsule: Rs.53/10 tablets (Rs5.3/tablet)
Pfizer’s-Becosules: Rs8/10 capsules (Rs.0.80/capsule)
Ranbaxy’s-Revital: Rs150/30capsules (Rs.5/capsule)
ZURION Vs REVITAL
Factors Zurion 100 Ranbaxy’s Revital
Parent company Health products corporation, since Ranbaxy is a multi national
1973 and basically deals in company from India, 1973 and is
distribution of drugs at national andoperating in 49 countries. Global
international level. Sales at US$ 1,619 Mn. In
generic drugs market Ranbaxy is
among top 10 companies.
Ingredients Vitamin A, B-complex, c and minerals Ginseng as base, Revital has
with trace elements. vitamin A, B-complex,C,D and
E,minerals and other trace
Market share No data available. 77% to 84% in vitamins and
minerals segment, with 27%
growth in market globally.
Price Rs.10.16/tablet Rs.5/tablet
Being a multinational and well established and reputed company in pharmaceutical industry,
Ranbaxy has capital as well as market share strength. The distribution channel of Ranbaxy is also
With 77-84% market share and low price in its market segment, Revital has very strong and
The brand name and popularity as well as credibility of Ranbaxy in Indian market are very
powerful. Ranbaxy is famous for its high quality and low-cost generic drugs, so competing with
Ranbaxy will be a tough task.
Globally ranked fourth by volume and 13th in value, the Indian pharmacy industry is a leading producer
of high-quality, low-cost generic drugs. Its 14% share of the USD 57 billion world generic market is
expected to increase to 50% by 2010.
The overall global market of vitamins is $3.5billion and in India the market is of 62 cr (INR).
The vitamin market is growing at 9%/annum rate in India.
India is gaining in importance as a manufacturer of pharmaceuticals. Between 1996 and 2006, nominal
sales of pharmaceuticals were up9% per annum and thus expanded much faster than the global
pharmaceutical market as a whole (+7% p.a.). Demand in India is growing markedly due to rising
population figures, the increasing number of old people and the development of incomes. As a production
location, the country is benefiting from its wage cost advantages over western competitors also when it
comes to producing medicines.
India’s pharmaceutical industry currently comprises about 20,000 licensed companies employing
approx.500, 000 staff. Besides many very small firms these also include internationally well-known
companies such as Ranbaxy, Cipla or Dr. Reddy’s. With sales of roughly EUR 1 bn, Ranbaxy is currently
the world’s seventh largest generics manufacturer.
In 2006, India’s pharma industry exported products worth EUR 3 bn,up from only EUR 650 m in
1996,which was due to the fact that demand for low-cost generic drugs is strongly on the rise, above all in
the US, Europe and Japan.
At 22%, export growth in 2006 was even twice as high as the global average and in Germany (roughly
11% each). Meanwhile, India’s export ratio has reached 32% –about double the figure registered ten years
For some time now, India has exported more pharmaceutical products than it imports. Over the last ten
years, the export surplus has risen from about EUR 370 m to currently just under EUR 2 bn.
Ranbaxy exports its products to 125 countries, has subsidiaries in nearly 50 countries and production
plants in more than 10 countries. The US has become its most important sales market. Sales to the US
recently amounted to just fewer than 30% of Ranbaxy’s total sales, while sales to Europe came to nearly
20%.Overall, approx. 80% of the manufacturer’s total sales are generated abroad.
Target market segment
The target market segment for multivitamins would be:
1. The working class of high income in cities and metro cities.
2. The working women and mothers in metro cities.
The pharmaceutical products of multivitamin can be imported freely under foreign trade policy of India
Under chapter 29 of Indian customs duty general exemptions, section (VI) products of chemicals or allied
industries, import duty is as follows-
Basic duty of customs - 7.5
Additional duty (CVD) - 14
Excise Education cess- 3
Customs education cess- 3
Special additional duty- 4
(All in %)
The company “Health Products Corporation”, New York, USA, is basically deals with the
marketing and distribution of health products all over the world. The company is not a well known
one and the recognition of product is also a problem.
The direct rival is Ranbaxy’s “Revital” multivitamin having market share of more than 80%
globally. The key concern points will be –
-the content of the Zurion is almost same except few advances in Revital.
-The strong hold, establishment and distribution network of Ranbaxy.
-Indian pharma market is very price sensitive, so high price of zurion is unfavorable.
-Target market segment is limited and substituting revital is great challenge and costly affair.
-Pharma market growth is somewhat is stagnant (8-9%), at such stage launch of new product as a
substitute of existing product is a great risk.
CC POLLEN CO; USA
To examine the feasibility of import of CC Pollen Co.Products in India.
Bruce R. Brown, Carol M. Brown, and Royden Brown are principals of the company. The cc pollen company
basically deals in Bees, beehive social structure, and Super foods from the beehive - Bee Pollen, Royal Jelly
and Bee Propolis.
CC Pollen Co.
1. Bee pollen products: Bee Pollen comes in assortment of loose granules, capsules and
tablets. Bee Pollen is only U.S. Bee Pollen, and it has been collected from diverse geographic
2. Bee propolis products: Bee Propolis comes in capsules, tablets and loose powder. Propolis
is manufactured in state-of-the-art manufacturing facility in Phoenix, Arizona. The High Desert
Propolis extract is of unparalleled quality. The propolis extraction procedures utilized by C C
Pollen are the result of extensive research and considerable expenditure. This proprietary process
removes all foreign matter and impurities while at the same time preserving the bioactivity of the
propolis and its flavonoids.
3. Royal jelly products: Royal Jelly comes in capsules, tablets, loose powder and liquid in
honey. Royal Jelly is lyophilized to preserve the integrity of the nutrients.
4. Aller Bee-Gone: Aller Bee-Gone is a powerful mixture of 27 different herbs in addition to
our High Desert Bee Pollen. Aller Bee-Gone is the product that proved the value of natural
alternative products to Sen.
5. Total Enzyme Balance: Enzymes are the workhorses of the body - nothing in the body
would function without enzymes. In a trade-off for shelf life and convenience, our modern day
food processing techniques sacrifice a great deal of the nutritional integrity of our foods, and
enzymes are the first nutrients to degrade! Total Enzyme Balance is designed to help with the
digestion and absorption of the nutrients in food.
6. Skin Creams: Royal Jelly skin cream is a great beauty and wrinkle cream. Propolis skin
cream is wonderful for damaged skin or used as a skin protector for sun and wind exposure. Bee
Clear skin masque contains Bee Pollen, Royal Jelly and Propolis in a base of Honey, for the best
7. High Desert Honey Products: Royal Jelly in Honey tastes great is easy to use, convenient
to carry, and every teaspoon is packed with 1000 mg of pure, raw, liquid Royal Jelly in a Honey
COMPETITORS AND PRODUCT COMPARISON
1. Raw Honey Product;
CC Pollen Honey Rs.290/100gm (including shipping cost)
Wipro’s –SANJEEVANI Rs40/100gm
Dabur’s Honey Rs.37/100gm
In India the honey market is basically deal by local and small
The local raw honey cost is almost Rs.25-45/kg, and even more
cheaper in rural areas.
2. Bee Pollen Products:
CC Pollen’s –Rs.791/1500mg (90 chewable tablets)
In India till now there is no pollen’s market is yet known.
3. Bee propolis product:-Rs.664/500mg (60 tablets)
Bee propolis is imported through internet shopping and as it there is no known and organized
producer in India.
4. Royal Jelly Products: Rs.625/30gm (tablets)
The royal jelly is imported through internet shopping and as it there is no known and organized
producer in India. Raw honey and its refined derivatives are well consumed in India.
5. Aller Bee-Gone: Rs.1581/144 tablets.
Available on internet shopping sites and no known and organized producer in India.
6. Total Enzyme Balance: Rs.833/90 capsules.
Available on internet shopping sites and no known and organized producerin India.
7. Skin Creams: Rs.625/50gm (CC Pollen’s)
Shahnaz Flower Power: Rs581/40gm
Well known products with Shahnaz’s brand name.
Wellness-shop: Rs.863/15ml. (Honey base cream)
China is currently by far the largest honey-producing nation in the world,
with around a 40 per cent slice of the market. The next biggest
producers are the US, Argentina and Ukraine.
The key exporters in the world honey market are China supplying 30 to 35 per cent,
Mexico supplying 20 per cent and Argentina supplying 15 to 20 per cent.
The three biggest honey importers are Germany, Japan and the United States.
Germany is the world's largest consumer, importing 90,000 tones of honey products
The per capita consumption of honey in Germany is 1.5 kg compared to a dismal 3 g in
WORLD HONEY MARKET
INDIAN MARKET SCENARIO
India produces a total of 70,000 tones of honey every year, of which 25,000-27,000 tones
are being exported to more than 42 countries including the EU, the Middle East and the
Punjab, Haryana, Uttar Pradesh, Bihar and West Bengal are the major honey producing
The honey exports from India fetched around Rs 200 crore in foreign currency in the fiscal
The sale price of honey by beekeepers in India varies fromRs 25 to Rs 45 per kg
Wherea in countries like the USA, Argentina and Brazil, the price varies from Rs50to Rs
Price, supply, purity and service are the major determinants in the honey industry.
The honey market in India is currently dominated by the unorgan ized sector, which
contributes 42,000 tones of the tota annual output of 70,000 tones -- worth Rs 1200 crore
(Rs 12.5 billion).
ANALYSIS AND FINDINGS
During the data collection and research over the company and company profile, I have found
some objectionable and revealing facts about the company and its past background .The CC Pollen
company, phoenix based in US was under the charge of false claim and misrepresentation of their
products in public as well as in advertisement .
“The CC Pollen Company, a Phoenix-based firm, and its owners have agreed to pay $200,000 to
settle Federal Trade Commission(FTC)charges that they falsely represented that products
containing bee pollen could cause consumers to lose weight, alleviate permanently their allergy
symptoms, and reverse the aging process, among other claims.
The FTC also alleged that some of the claims were made in quot;infomercialsquot; that CC Pollen
misrepresented to be objective news or documentary programs, rather than the paid ads that they
were.(In1992 and revised in 1999).
The FTC also charged CC Pollen's principals, Bruce R. Brown, Carol M. Brown, and Royden
Brown, all of Phoenix (collectively,CC Pollen). All have signed the proposed settlement
The FTC also alleged that, in these infomercials as well as the print ads, CC Pollen falsely
represented that consumption of bee-pollen products:
-- cannot result in an allergic reaction;
-- Will alleviate permanently all of the consumer's pollen-allergy symptoms.
-- slows, prevents, or reverses the aging process
-- can cure, prevent, or alleviate impotence or sexual dysfunction; and
- Cause weight loss.
In addition, CC Pollen allegedly represented that bee pollen products are an effective antibiotic for
human use. None of these claims are true, the FTC charged.
The background and credibility of company cc pollen is not at par in their own national (US) as
well as international market and company was already charged with the false claim and
misrepresentation of its products in market by Federal Trade Commission (FTC).
FTC was created in 1914, with the purpose to prevent unfair methods of competition in commerce
and is the only federal agency with both consumer protection and competition jurisdiction in broad
sectors of the economy. The FTC pursues vigorous and effective law enforcement; advances
consumers’ interests by sharing its expertise with federal and state legislatures and U.S. and
international government agencies; develo policy and research tools through hearings,
workshops, and conferences; and creates practical and plain-language educational programs for
consumers and businesses in a global marketplace with constantly changing technologies.
The products of the company are of high price and in India (if imported), as local honey market
and its price is cheap.
The Honey market in India is basically consist of local and regional players and ofunorganized
sector so, import of honey and its derivatives will be a costly affair.
So, from business point of view, in simple words there is no
possibility of any kind of business with CC Pollen Company.