market share of health drink” 1

AProject Study Report

On“A Study of Market share of Health drink”

1

Chapter 1 Introduction of the industry 1

Chapter 2 Introduction of Market share 15

Chapter 3 Research Methodology 18

3.1 Research Design19

3.2 Source of Data19

3.3 Field work23

3.4 Data analysis techniques23

3.5 Objectives of survey24

3.6 Scope of study25

3.7 Limitations 26

Chapter 4 Interpretation 27

Chapter 5 Findings43

Chapter 6 Suggestions 46

Chapter 7 Conclusion48

Chapter 8 Appendix50

Bibliography 54

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PREFACE

This report tries to outline the idea of professional world and helps in understanding the pragmatic aspect of management function. Own observations are significant towards the contribution in learning the subject. The report is therefore designed as a reference of organization functioning rather than copy down instrument.

It is hoped that this project will serve as supportive document to research worker as efforts have been tried to make this report an informative, stimulating and self explanatory.

PROJECT TITLE3

MARKER SHARE OF HEALTH DRINK

Chapter No. 1

Introduction to the Industry

1.1 Introduction

1.2 Product profile of Bournvita

1.3 Product profile of Horliks

1.4 Product profile of Boost

1.5 Product profile of Complan

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1.1 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.

Available Health Food Drink in market can be considered as follows:

Bourn vita

Horlicks

Boost

Complan

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1.2 Product Profile: Bourn vita

1.2.1 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.

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.

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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.

1.2.2 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. 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.

1.2.3 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.

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1.2.4 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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1.3 Product Profile: Horlicks

1.3.1 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 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

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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.

1.3.2 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 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.

1.3.3 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.

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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.

1.3.4 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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1.4 Product Profile: Boost

1.4.1 History and Achievements:

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.

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

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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

1.4.2 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

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.

1.4.3 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.

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1.4.4 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.

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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1.5 Product Profile: Complan

1.5.1History and Achievements:

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.

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.

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1.5.2 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 envelopments’ 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.

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.

1.5.3 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

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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.

1.5.4 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.

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CHAPTER NO. 2

Market Share

2.1 Introduction of Market share

2.2 Importance of market share

2.1 Market share

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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.

"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.

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"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.

2.2 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. 3

Research Methodology

3.1 Research Design

3.2 Source of Data

3.3 Field work

3.4 Data Analysis techniques

3.5 Objective of survey

3.6 Scope of the study

3.7 Limitations

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3.1 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.

3.2 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.

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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, jhalawar

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,Jhalawar

Sample Size:

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, jhalawar. 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 jhalawar. A large sample size would have been

unmanageable in terms of time and cost.

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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.

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.

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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.

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.

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3.3 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.

3.4 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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3.5 Objectives of the Study

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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3.6 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 Jhalawar.

4. The time duration for the research work was 15 days.

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3.7 Limitations

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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CHAPTER NO. 4

INTERPRETATION

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1. Do you take any health drink?

Table No.: 1

Answers No. of Respondents Percentage

Yes 46 92.00%

No 4 8.00%

Total 50 100.00%

Chart No.:1

Consumption of health drink

Yes92%

No8%

Yes

No

The above chart shows 92% people take health drink.

2. Which health drink do you prefer?

31

Table No.: 2


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

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?

32

Table No.: 3


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

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?

33

Table No.: 4


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

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?

34

Table No.: 5


Cold 24 48.00%

Hot 15 30.00%

Moderate 11 22.00%

Total 50 100.00%

Chart No.:5

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.

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6. How do you find the taste?

Table No.: 6


Good 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

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.

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7. From where do you purchase your health drink?

Table No.: 7


Retailer 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

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?

37

Table No.: 8


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%

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?

38

Table No.: 9


Regular 32 64.00%

Irregular 15 30.00%

Not available at all 3 6.00%

Total 50 100.00%

Chart No.:9

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?

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Table No.: 10


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%

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.

40

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

product?

Table No.: 11


Good 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

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.

41

12. Are you influenced by advertisement?

Table No.: 12


Yes 14 28.00%

No 36 72.00%

Total 50 100.00%

Chart No.:12

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.

42

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

Table No.: 13


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%

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.

43

14.What improvement do you want?

Table No.: 14


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

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.

44

15. Are you satisfied with your health drink?

Table No.: 15


Yes 35 70.00%

None 15 30.00%

Total 50 100.00%

Chart No.:15

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.

45

CHAPTER NO. 5

Findings

46

5.1 Findings

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.

10.Television and Display at Retail Outlay are two important media for the awareness of

product.

11. It is seen that 36% of people is satisfied with the advertisement of the drink.

47

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.

48

CHAPTER NO. 6

Suggestion

49

6.1 Suggestion

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.

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.

50

CHAPTER NO. 7

Conclusion:

51

7.1 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 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.

52

CHAPTER NO. 8

Appendix

53

Questionnaire

1. Do you take any health drink?

( ) Yes ( ) No

2. Which health drink do you prefer?

( ) Bournvita ( ) Horlicks ( ) Boost

( ) 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?

54

Name: ________________________ Occupation: _______________

Age: ________________________ Sex: M / F

Mobile No.: ________________________

( ) 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

11.How do you find the advertisement of the company for production of product?

55

( ) 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

56

BIBLIOGRAPHY

1. www.google.com

2. www.qdabury.com

3. www.horlicks.com

4. www.complan.com

5. www.boost.com

57

http://www.boost.com/

http://www.complan.com/

http://www.horlicks.com/

http://www.qdabury.com/

http://www.google.com/

market share of health drink” 1

Business

closed ended questions

large sample size

health food drink

health drink cold

health drink products

health drinks

health drink

great nourisher