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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

1

C O N T E N T SChapter No. Title Page No.

Declaration 3

Guide Certificate 4

Acknowledgement 5

I Executive Summary 6-7

II Research Design 8-31

2.1 Introduction 9-22 2.2 Statement of Problem 23 2.3 Objectives of the Survey 24 2.4 Scope of the Study 25 2.5 Limitation 26 2.6 Methodology 27-31

III Conceptual Background 32-34

IV Organizational Profile 35-36

V Analysis, Presentation, Interpretation 37-52

VI Major Findings, Recommendations, Conclusion

53-57

2

VII Annexure, Questionnaire, Bibliography 58-61

DECLARATION

I hereby declare that this Market Share Report

Titled ‘Health drinks’

Submitted towards fulfilment of BBA Degree of Pune University, is an

original work done by me.

CHIRAG .G. PATEL

Date :

Place: PUNE

3

CERTIFICATE

This is to certify that Project Report titled ‘Health drinks’ is a bonafide

work carried out by CHIRAG .G. PATEL of BBA-III of Sinhgad

College of Commerce towards fulfillment of BBA degree of University

of Pune. He has worked under our guidance and direction.

------------------------- ------------------------

Dr. M.S Wazal Prof. Vishwas Swami

(Principal) (Project Guide)

Date: Date:

Place: Place:

4

Acknowledgement

First of all, I wish to express deep sense of gratitude to Prof. Vishwas

Swami who was my project guide during my project. I thank him for his

personal involment in my project finding and helping me through the

thick and thin of various aspects of the project.

I am also thankful to Dr. M.S Wazal who is our principal for giving

opportunity to make this project a success.

Last but not the least, I would like to express my heartfelt gratitude

towards my friends who helped me lot during my project report.

CHIRAG .G. PATEL

Date:

5

Chapter No.: I

EXECUTIVE SUMMARY

6

I. Executive Summary

My study was carried out on HEALTH DRINK consumption of

people carried out in Navsari (GJ) region. This region includes

Athwalines, 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 basis

of this work, suggestions were made which were very helpful for

analyzing project report.

It was observed that bournvita got major share among all health drink.

The survey was conducted to analyze the prospective customer

awareness for various health drinks in market. Questionnaire method

was used along with interview to obtain the required information.

After the survey was completed the data was first sorted then analyzed

and this analyzed data was later converted in to form of graphs. This

makes result to understand easily by everyone.

7

Chapter No.: II

Research Design

2.1 Introduction.2.2 Statement of Problem.2.3 Objectives of the Survey.2.4 Scope of the Study.2.5 Limitation.2.6 Methodology.

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2.1 Introduction.

Product –An overview

Universally, in bringing up their children, mothers attach a lot of

emotional importance to nourishment. There is an ever-growing need for

nourishment and energy in today’s fast-paced world. 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 fact that kids love the delicious taste of these drinks,

once they have tried them, lies the basic tale of 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 market is valued at approximately Rs. 13, 000 million and

nearly 50,000 tones.

Health food drinks provide nourishment for the family, particularly

growing children and serve as energy providers for adults. The market for

malted milk powders in India is huge as the product is widely used as a

nutrition and energy supplement by children and adults. The size of the

market is estimated at Rs. 10,170 million.

9

Available Health Food Drink in market can be considered as

follows:

Bournvita

Horlicks

Boost

Complan

Product Profile: Bournvita

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 been

the leading brown MFD brand in the country and the second largest MFD

brand as a whole. Bournvita has worked towards achieving this status by

never remaining motionless. Throughout its history, Bournvita has

constantly endeavoured to re-invent its product, packaging, promotion

and distribution. Each has been aimed at improving the value proposition

to the consumer.

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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 packaging simply stated that the ‘new

Bournvita would meet the nutritional needs of children and make up for

any deficiencies in nutrition as a result of improper food intake’. At the

same time, the company strongly promoted the practice of consuming

two cups of Bournvita to ensure that this happened. The effort enabled

the brand to create greater relevance for the category – and hence the

brand – amongst plain milk drinkers. It was a winning formula that

yielded double digit 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 overhaul of branding, packaging and communication. This re-

launch had two clear objectives: to make the brand contemporary and

reinforce the equity with its loyal consumers. An assessment post the

successful re-launch, showed that Bournvita had further strengthened its

leadership position in the West and had attained market leadership in the

North.

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.

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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. A loyalty

programme, in the form of a Bournvita Nutrition Centre, dedicated to

counselling mothers on her child's daily nutritional needs was opened. It

was Bournvita's way of showing it cared.

Brand Values:

The core values of the brand have been mental alertness and physical

fitness for children who consume Bournvita daily. This layered with the

great Cadbury chocolate taste has made the brand distinct from other

offerings 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 India's longest running

national school quiz.

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Product Profile: Horlicks

History and Achievement:

Some malted barley, pinches

of wheat flour with a dash of

evaporated milk. That's

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

some recipes of his own. So along with his brother William, they found J

and W Horlicks of Chicago.

Up until the 1960s Horlicks was positioned as an adult restorative drink

that gave extra energy, especially during convalescence. The 1970s saw

its position shift to ‘The Great Nourisher’. It was in this phase that the

brand saliency shot up. The next decade saw Horlicks face an immense

external challenge. Thanks to Operation Flood, there was availability of

milk and the raison détre for buying the brand became weaker. Horlicks

fought back. In 1984, Horlicks aimed at growth by growing the consumer

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base. By 1994, it had created ‘Ideal Horlicks’ – and improved product

formulation that also brought back the taste people reminisced about. In

2002, Horlicks was relaunched on the immunity platform.

Horlicks has a significant presence in over fifteen countries. Today

Horlicks is the best known brand in the health foods category in India.

The brand enjoys the trust of generations of Indian mothers and this

relationship has been nurtured by the brand by fortifying the product from

time to time. In 1998, Horlicks was fortified with Smart Nutrients – a

unique combination of vitamins and minerals – intended to imbibe

growing children with mental agility and physical fitness. Junior Horlicks

was relaunched with extra nutrients to build the immunity of little

children. Today, Junior Horlicks contributes 11% to Horlicks’ total sales

turnover and has been one of the fastest growing product extensions to

the Horlicks brand.

But it isn't just product development that Horlicks has concentrated upon.

It has also created new attractive packaging options including jars, refill

packs and sachets. Horlicks was the first brand 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.

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

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milk or water to reconstituted Horlicks and it turns into a delicious, thirst

quenching drink on a hot afternoon. That is why Horlicks is considered to

be ‘the great nourisher’ for the entire family. The medical credentials and

heritage of the brand have reinforced the image of the brand for years.

Junior Horlicks, a specialist brand for little children. Mother’s Horlicks, a

special nourisher for pregnant and breast feeding mothers, and Horlicks

Biscuits are the other forms in which the brand is available. A selection of

flavours – including chocolate, vanilla and honey – allow consumers to

enjoy the nourishing goodness of Horlicks in a variety of delicious ways.

Brand values:

Horlicks has always been a brand that stands for good health and

nourishment through a wholesome, natural product. A commitment

towards product quality and reinforcement of essential 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 bonding is at the heart of Horlicks’ brand values. This, in

turn 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.

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Product Profile: Boost


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 soon

generated great consumer pull and was subsequently launched at a

national level.

Around 1984, however, Boost sales seemed to plateau. This led to a

complete re-think about the brand strategy. A deeper understanding of

purchase dynamics of the category revealed that by the latter half of the

1980s, children had come to become strong influencers in a family's

purchase of these HFD products. What was also observed was that this

section of the population had the highest requirement for supplementary

energy and was also the most enthusiastic about sports - cricket, in

particular.

Infused with this insight, Boost was consequently repositioned. It pushed

forward the association of kids of this age group with cricket. This has

since remained a winning strategy.

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GlaxoSmithKline plc. is recognized as one of the leading health and

pharmaceutical companies in the world. Its powerful combination of

skills and resources has enabled it to offer frontline 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

strong positioning platform. Success for Boost has come as a result of

constant brand building efforts and the proven positioning platform of

‘energy’. The brand had the courage of conviction to make a paradigm

shift in targeting the child in its communication. Today, ‘Boost is the

secret of my energy’ is the most recalled ‘sign-off’ in its product segment

and has defined the brand's identity. Also, Boost is the first HFD to have

ever used celebrity endorsement to convey its proposition and has

successfully carved out the Energy HFD market in India. In recognition

of these achievements, Boost has won prestigious awards such as the

World Star for its packaging and the finalists’ position in the Effie

Awards, 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

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Boost contains copper and biotin, in addition to its extant composition of

vitamins and minerals. Two serves of New Boost (approximately 30 gms)

as per the CODEX Alimentarius Commission of the World Health

Organisation, 1995, provide 50% of the daily requirement of Vitamin B1,

B2, B6, B12, A, C, D, Niacin, Pantothenic acid, Biotin, Folic acid,

Copper and Iron and 25% of Calcium. The vitamins and minerals not

only provide adequate energy for the consumer they also help in the

efficient working of body cells (by releasing energy from food),

formulation of healthy blood and make bones stronger. This re-launch has

helped Boost capture the position of number one brown HFD in India.

Brand values:

The personality of the Boost brand is distinctly sporty and energetic and

everything - from the tone of communication to packaging - is done to

reflect this vibrant energy. Today, the colour red and 'Boost is the secret

of 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 brand's 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.

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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.

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.

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Product Profile: Complan


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 now repositioned as an ideal nutritional

supplement for growing children.

Complan’s current consumer base runs into hundreds of thousands of

households across the country. It is retailed through more than 225,000

outlets and has an impressive 16.8% share across the entire MFD

category. Apart from India, Complan is also available in the UK,

Australia, Venezuela, Nepal and Sri Lanka.

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Complan’s growth closely resembles its core consumers; it has been

growing over the last twenty years to register a constant upswing in its

market. In this period, it has doubled its market share while commanding

a price premium in excess of 40% over its nearest competitor.

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 upgrade

Complan’s formulation as per the latest d evelopments in nutritional

sciences and the changing requirements of growing children.

Complan – the Complete Planned Food in a Drink – is formulated as per

the World Health Organisation (WHO) guidelines suggested for growing

children.

Milk protein, which has superior digestibility properties, contains all

essential amino acids balanced to perfection and hence is the ideal engine

for growth. It is also a superior source of energy and meets the WHO

guidelines of energy requirement from proteins. It provides more energy

(429kcal/100 gms) than any other major brand in this category. 20% of

Complan is protein and 100% of it is derived form natural milk. No other

brand can match this claim.

21

To extend the goodness of Com plan and make it available to children

any time, the brand was also conceived in a biscuit form. Complan

Crunch Timers biscuits have nourishment sandwiched in their cream

centres and are a delightful anywhere bite.

Brand Values:

Complan, with a history going back half a century, is the Gold Standard

in children’s nutrition and one of India’s heritage brands. The brand takes

its job of delivering nutrition to growing children seriously and has built

enormous credibility over the years.

Heinz is committed to ensuring that Complan continues to meet the

stringent demands its consumers make on it. This perhaps, explains why

Complan continues to be the Gold Standard. It is one of the few brands in

the MFD category in India to have uniformly spread across the country

indicating 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.

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2.2 Statement of Problem.

Market Share of various Health Drinks is the project I am working for

Mansukhlal & Sons, Navsari. The survey was targeted on school going

students in Navsari. Feedback was taken from them through questionnaire

and personal view.

After the survey was completed I analysed all the

details that I gathered through the survey and is represented

systematically with the help of :-

Bar Charts

Pie Graphs

Report.

23

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.

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.

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2.4 Scope of the Study.

1. 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 Navsari (GJ).

4. The time duration for the research work was one month.

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2.5 Limitation.

Every study conducted may have certain shortcoming and this project is

also a similar case. A few errors have crept in despite of best efforts to

avoid them but this is expected that still study and findings are very much

relevant.

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”.

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2.5 Methodology.

Research Design

Research design is arrangement of condition of collection and analysis of

data in a manner that companies relevance of data to be collected. The

sample to be selected in a manner in which the data so collected is to be

organized. It constitutes the main body of the research design. The

present study conducted through a survey method using a well-formed

and framed questionnaire. Research design is the plan and structure of

investigation so conceived as to obtain answers to research questions.

Types of Data

Primary 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.

27

Sources of Data

The primary and secondary source was used in the research. The

information gathered for this project is differing from person to person as

there is differences in each human being. So the observation and the

survey of the people are the primary sources of data from this project. As

such secondary data are collected from internet and library.

Sample Plan

Sample plan can be define as the selection of some part of an aggregate or

totality on the basis of which a judgment or inference about the aggregate

or totality is made. In other words it is the process of obtaining

information about an entire population by examining only a part of it.

The sampling plan for this project would be customer which includes

School going children’s in, Navsari.

Universe:

From a statistical point of view, the term ‘universe’ refers to the total of

the items or units in any field 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 School going children’s in, Navsari.

Sample Size:

28

Sample size means how many people should be surveyed. Large sample

size gives more reliable results than small one. Sampling is the method

and 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 to

administer and by way of judgment. Sample sizes selected in this project

are the people of Navsari city (GJ). A large sample size would have been

unmanageable in terms of time and cost.

Methods of Data Collection

The type of data collection begins after a research problem has been

defined and research design chalked out. While deciding about the

method of data collection to be used for the study.The researcher should

keep in mind two types of data that are Primary Data and Secondary

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.

29

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 big

enquiries. It is being adopted by private individual, research workers,

private and public organizations and even by governments. Questionnaire

is sent to the persons concerned with request to answer the questions and

return the questionnaire.A questionnaire consist of a number of questions

printed or typed in a definite order on a form or set of form.

The questionnaire is mailed to the respondents who are expected to read

and understand the questions and write down the reply in the space meant

for the purpose in the questionnaire it self. The respondent has to answer

the questions on their own.

In this project questionnaire were given to the 50 customer and

information collected form those questionnaires were used for data

processing and analysis.

Formation of Questionnaire:

Formation of questionnaire could be structured or un-structured

questionnaire. Structured questionnaire are those questionnaire in which

there are definite, concrete and pre-determined questions. The form of the

question may be either closed ended questions (giving option such as yes

or no) and open ended questions (inviting free response) but this should

be stated in advance and not during questioning. When this characteristics

are not present in a questionnaire it can be term as un-structured

questionnaire.

30

In this project structured questionnaire were used with closed ended

questions in it. As this form of questionnaire reduces the difficulty of the

respondent while answering the questions.

Field Work

Field work is defined as the place where you have conducted your survey

and with whose help you have taken.Field work for this project was

performed by me without the help of any people. My Field work consists

of questionnaire which I have circulated among 50 customers so that I

can get information that was required for the project.

Data Analysis Techniques

The data after collection has to be processed and analyses in accordance

with the outline laid down for the purpose at the time of developing the

research plan. By Analysis we mean the computation of certain indices or

measures along with searching for patterns of relationship that exist

among the data groups.

For this project percentage method is used for the analysis of the

available data. With the help of percentage method the data has been

converted into percentage and has been represented with the help of

graph.

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Chapter No.: III

CONCEPTUAL BACKGROUND

32

III. Coceptual Background.

Market Share:-

The percentage of the total market for a product/service category that has been captured by a particular product/service or by a company that offers multiple products/services in that category. In the latter case, the company may choose to look at share on both an individual product/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 total market of 10 million units, it has a 10 percent share) or on a revenue basis (i.e., If a company sells $1 million worth of widgets in a $10 million market, it has a 10% share). Obviously, if a company is able to command a higher price for its product/service than its competitors, it would 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 "sports widget market", 45 percent of the "luxury sports widget market" and 85% of a particular geograpically defined luxury sports widget market.

All business activities focused on developing, expanding and facilitating the profitable introduction and promotion of a company's products and/or services. 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.

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"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 :-

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.

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Chapter No.: IV

ORGANISATIONAL PROFILE

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IV. Organisational Profile.

Est. 1946

Name of the firm: Manshuklal & Co.

Registered office: Opp Hanuman temple, Mota bazzar Navsari-396445

Type of organisation: Partnership firm

Turnover: 55 lacks

Profit: 1.5 lacks

Dealers of: Complan, Horlicks, Boost, Bournvita etc

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Chapter No.: V

ANALYSIS,

INTERPRETATION,

PRESENTATION.

37

V. Analysis, Interpretation, Presentation.

1. Do you take any health drink?

Table No.: 1Answers No. of Respondents Percentage

Yes 46 92.00%No 4 8.00%Total 50 100.00%

Chart No.:1

38

Consumption of health drink

Yes92%

No8%

Yes

No

The above chart shows 92% people take health drink.

2. Which health drink do you prefer?


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

39

Choice of health drink

Bournvita60%Horlicks

12%

Boost10%

Complan14%

Any4% Bournvita

Horlicks

Boost

Complan

Any

The above chart shows the percentage of choice of product. It is

seen that most people like bournvita and complan.

3. How often do you consume?


Once 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

40

Drinking Frequency

Once a day60%Twice a day

6%

Weekly14%

Occasionally

20% Once a day

Twice a day

Weekly

Occasionally

The above chart shows the drinking frequency of people. 60%

of people drink health drink once a day while 20% take

occasionally.

4. What is your quantity of purchase for a month?


250 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

41

Quantity of purchase

250 gm20%

500 gm50%

1 kg22%

More than 1 kg8% 250 gm

500 gm

1 kg

More than 1 kg

The above chart shows the percentage of average quantity of

purchasing health drink. It is seen that 50% of people purchase

500 gm packet while 22% purchase 1 kg.

5. How do you prefer your health drink?


Cold 24 48.00%Hot 15 30.00%Moderate 11 22.00%Total 50 100.00%

Chart No.:5

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Preference of health drink

Cold48%

Hot30%

Moderate22%

Cold

Hot

Moderate

The above chart shows that 48% respondent like to have the

health drink cold while 30% take it hot and remaining 22% take

it in moderate manner.

6. How do you find the taste?


Good 11 22.00%Better 10 20.00%Best 25 50.00%Satisfactory 4 8.00%Total 50 100.00%

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Chart No.:6

Taste of Health Drink

Good22%

Better20%

Best50%

Satisfactory8% Good

Better

Best

Satisfactory

The above chart shows that 50% respondent rank their drink as

under best category while 22%, 20%,and 8% are ranked as

good, better and last satisfactory.

7. From where do you purchase your health drink?


Retailer 35 70.00%Wholesaler 6 12.00%Cafeteria 5 10.00%Others 4 8.00%Total 50 100.00%

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Chart No.:7

Purchase place of Health Drink

Retailer70%

Wholesaler12%

Cafeteria10%

Others8% Retailer

Wholesaler

Cafeteria

Others

The above chart shows that most of people ie.70% purchase

their 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?


3 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%

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Chart No.:8

Age structure for taking Health Drink

3 yrs - 5 yrs64%

5 yrs - 10 yrs30%

10 yrs - 15 yrs4%

15 and above

2%

3 yrs - 5 yrs

5 yrs - 10 yrs

10 yrs - 15 yrs

15 and above

The above chart shows that 64% people start taking health drink

from 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?


Regular 32 64.00%Irregular 15 30.00%Not available at all 3 6.00%Total 50 100.00%

Chart No.:9

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Availability of product

Regular64%

Irregular30%

Not available at all6%

Regular

Irregular

Not available at all

The chart shows that 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. How do you come to know about the product?


Television 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%

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Chart No.:10

Mode of Awareness

Television54%

Display at retail outlet

26%

Any other2%

News Paper6%

Magazine4%

Family and Friends

8%

Television

News Paper

Magazine

Family and Friends

Display at retail outlet

Any other

The above chart shows that Television and Display at Retail

Outlay are two important media for the awareness of product.

11.How do you find the advertisement of the company for

production of product?


Good 9 18.00%Better 11 22.00%Best 12 24.00%Satisfactory 18 36.00%Total 50 100.00%

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Chart No.:11

Response of Advertisement

Good18%

Better22%

Best24%

Satisfactory36%

Good

Better

Best

Satisfactory

The above chart shows that the percentage of response of

advertisement of product. It is seen that 36% of people is

satisfied.

12. Are you influenced by advertisement?


Yes 14 28.00%No 36 72.00%Total 50 100.00%

Chart No.:12

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Influenced by Advertisement

Yes28%

No72%

Yes

No

The 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.

13.What is the general quantity that you take in a health

drink?


1 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%

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Total 50 100.00%

Chart No.:13

Quantity of Health Drink

1 Tea-Spoon14%

3 Tea-Spoon20%

More than 3 Tea-Spoon

6%

2 Tea-Spoon60%

1 Tea-Spoon

2 Tea-Spoon

3 Tea-Spoon

More than 3 Tea-Spoon

The above chart shows the quantity of health drink consumed. It

is clearly seen that 60% consume 2 Tea-Spoon.

14.What improvement do you want?


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%

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Chart No.:14

Improvement Required

Reduction in Price32%

Change in Taste 20%

None20%

Attractive Packing

28%

Reduction in Price

Attractive Packing

Change in Taste

None

Majority i.e. 32% of them wants reduction in price and 28%

want attractive packing.

15.Are you satisfied with your health drink?


Yes 35 70.00%None 15 30.00%Total 50 100.00%

Chart No.:15

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Satisfaction of Health Drink

Yes70%

None30%

Yes

None

The above chart shows the percentage of satisfaction level. It is

clearly seen that 70% of respondent are satisfied with their

health drink while 30% are not satisfied.

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Chapter No.: VI

MAJOR FINDINGS,

RECOMMENDATIONS,

CONCLUSION.

VI. Major Findings, Recommendations, Conclusion.

The major findings of the report are as follows:-

1. It is found that 92% people take health drink.

2. It is seen that most people like bournvita and complan.

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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.

10.10. Television and Display at Retail Outlay are two important

media for the awareness of product.

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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.

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.

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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 is

very much true for the liquid food drink industries. It is very important on

the part of the organization to learn customer behavior in order to

increase their sale and create a good brand image in the minds of the

customer.

From the survey carried out and after data analyses of the information

obtain it can be concluded that people are aware of different brands of

health drink. Most of the customers prefer to use 1 glass a day as it is

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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

which Bournvita of health drink is most preferred brand name among the

customer. It is also concluded that Television has played a vital role in

spreading awareness of various health drink brands. Many people also

consider the quality and hygiene maintain by the company. It is also

found that price plays an important role in any product but service also

plays equal importance in success of any product.

All the information gathered during this survey and after analyzing it

properly one come to only one conclusion that liquid food drink

industries has a great scope in future.

Chapter No.: VII

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ANNEXURE, QUESTIONNAIRE, BIBLIOGRAPHY.

VII. Annexure, Questionnaire, Bibliography.

Questionnaire

Name: _________________________ Occupation: _______________

Age: _________________________ Sex: M / F

Mobile No.: _________________________

1. Do you take any health drink?

( ) Yes ( ) No

2. Which health drink do you prefer?

( ) Bournvita ( ) Horlicks ( ) Boost

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( ) Complan ( ) Any other

3. How often do you consume?

( ) Once a day ( ) Twice a day( ) Weekly ( ) Occasionally

4. What is your quantity of purchase for a month?

( ) 250 gm ( ) 500 gm( ) 1 kg ( ) More than 1 kg

5. How do you prefer your health drink?

( ) Cold ( ) Hot ( ) Moderate

6. How do you find the taste?

( ) Good ( ) Best( ) Better ( ) Satisfactory

7. From where do you purchase your health drink?

( ) Retailer ( ) Wholesaler( ) Cafeteria ( ) Others

8. At what age did you start taking health drink?

( ) 3 - 5 ( ) 5- 10( ) 10 - 15 ( ) 15 and above

9. What is the availability of product?

( ) Regular ( ) Irregular( ) Not available at all

10.How do you come to know about the product?

( ) Television ( ) News Paper( ) Magazine ( ) Family and Friends( ) Display at retail outlet ( ) Any other

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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

BIBLIOGRAPHY

BOOK REFERRED:-

1. Prajati.

SEARCH ENGINES:-

1. www.google.com

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