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Healthdrinks 110317094617 Phpapp02
Healthdrinks 110317094617 Phpapp02
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
CONTENTS
Chapter No.
Title
Declaration
Guide Certificate
Acknowledgement
1
Page No.
3
4
5
Executive Summary
II
Research Design
8-31
2.1
2.2
2.3
2.4
2.5
2.6
Introduction
Statement of Problem
Objectives of the Survey
Scope of the Study
Limitation
Methodology
9-22
23
24
25
26
27-31
III
Conceptual Background
32-34
IV
Organizational Profile
35-36
37-52
VI
53-57
VII
58-61
6-7
DECLARATION
Date
Place: PUNE
CERTIFICATE
-------------------------
------------------------
(Principal)
(Project Guide)
Date:
Date:
Place:
Place:
Acknowledgement
Date:
Chapter No.: I
EXECUTIVE SUMMARY
I. Executive Summary
Chapter No.: II
Research Design
2.1
2.2
2.3
2.4
2.5
2.6
Introduction.
Statement of Problem.
Objectives of the Survey.
Scope of the Study.
Limitation.
Methodology.
2.1
Introduction.
8
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 todays 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.
Available Health Food Drink in market can be considered as
follows:
Bournvita
Horlicks
Boost
Complan
Product Profile: Bournvita
9
(India).
company
Soon
launched
thereafter
the
Bournvita.
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 relaunch 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.
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.
11
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.
12
milk.
That's
which
produced
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 dtre 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
13
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,
theres a Horlicks pack for every occasion and mood.
Product:
Put a couple of tablespoons full
into a mug. Add warm water or
milk and youre ready to enjoy
a
drink
thats
tasty
and
14
Indian
R&D
Kerala
in
1975/76.
the
brand
soon
philosophy
continuously
pioneer
being
innovate
changes
in
to
and
the
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.
There is a range of interesting products prepared with Boost
which cater to local tastes: the Boost 'barfis', for example, in
certain parts of South India.
18
Complan
was
now
20
Product:
Enriched with 23 vital
nutrients
in
Complan, with a history going back half a century, is the Gold Standard
in childrens nutrition and one of Indias 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.
2.2
Statement of Problem.
2.3
24
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.
25
Hence
one
of
the
major
problems
is
that
of
GENERALIZATION.
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
26
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.
27
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 childrens 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 childrens in, Navsari.
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 childrens 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.
28
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
30
31
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
32
33
34
Chapter No.: IV
ORGANISATIONAL PROFILE
Est. 1946
35
36
Chapter No.: V
ANALYSIS, INTERPRETATION,
PRESENTATION.
37
Table No.: 1
Answers
Yes
No
Total
No. of Respondents
46
4
50
Percentage
92.00%
8.00%
100.00%
Chart No.:1
No. of Respondents
30
6
38
Percentage
60.00%
12.00%
Boost
Complan
Any
Total
5
7
2
50
10.00%
14.00%
4.00%
100.00%
Chart No.:2
No. of Respondents
30
39
Percentage
60.00%
Twice a day
Weekly
Occasionally
Total
3
7
10
50
6.00%
14.00%
20.00%
100.00%
Chart No.:3
No. of Respondents
10
40
Percentage
20.00%
500 gm
1 kg
More than 1 kg
Total
25
11
4
50
50.00%
22.00%
8.00%
100.00%
Chart No.:4
No. of Respondents
24
41
Percentage
48.00%
Hot
Moderate
Total
15
11
50
30.00%
22.00%
100.00%
Chart No.:5
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.
No. of Respondents
11
42
Percentage
22.00%
Better
Best
Satisfactory
Total
10
25
4
50
20.00%
50.00%
8.00%
100.00%
Chart No.:6
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.
No. of Respondents
35
43
Percentage
70.00%
Wholesaler
Cafeteria
Others
Total
6
5
4
50
12.00%
10.00%
8.00%
100.00%
Chart No.:7
No. of Respondents
32
44
Percentage
64.00%
5 yrs - 10 yrs
10 yrs - 15 yrs
15 and above
Total
15
2
1
50
30.00%
4.00%
2.00%
100.00%
Chart No.:8
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.
No. of Respondents
32
45
Percentage
64.00%
Irregular
Not available at all
Total
15
3
50
30.00%
6.00%
100.00%
Chart No.:9
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.
No. of Respondents
27
46
Percentage
54.00%
News Paper
Magazine
Family and Friends
Display at retail outlet
Any other
Total
3
2
4
13
1
50
6.00%
4.00%
8.00%
26.00%
2.00%
100.00%
Chart No.:10
Answers
Good
Better
Best
Satisfactory
Total
No. of Respondents
9
11
12
18
50
Percentage
18.00%
22.00%
24.00%
36.00%
100.00%
Chart No.:11
No. of Respondents
14
48
Percentage
28.00%
No
Total
36
50
72.00%
100.00%
Chart No.:12
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.
Answers
1 Tea-Spoon
2 Tea-Spoon
3 Tea-Spoon
More than 3 Tea-Spoon
Total
No. of Respondents
7
30
10
3
50
Percentage
14.00%
60.00%
20.00%
6.00%
100.00%
Chart No.:13
No. of Respondents
16
50
Percentage
32.00%
Attractive Packing
Change in Taste
None
Total
14
10
10
50
28.00%
20.00%
20.00%
100.00%
Chart No.:14
No. of Respondents
35
51
Percentage
70.00%
None
Total
15
50
30.00%
100.00%
Chart No.:15
52
Chapter No.: VI
MAJOR FINDINGS,
RECOMMENDATIONS,
CONCLUSION.
53
54
Recommendation:
I would recommend that the companies should strength its
distribution channel especially at cafeteria and local retailer, which
is the biggest market for health drink.
55
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.
56
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.
57
Questionnaire
Name:
_________________________ Occupation:
Age:
_________________________ Sex:
Mobile No.: _________________________
58
_______________
M/F
( ) No
( ) Horlicks
( ) Any other
( ) Boost
( ) Twice a day
( ) Occasionally
( ) 500 gm
( ) More than 1 kg
( ) Hot
( ) Moderate
( ) Best
( ) Satisfactory
( ) Wholesaler
( ) Others
( ) 5- 10
( ) 15 and above
59
( ) Regular
( ) Irregular
( ) Not available at all
10.How do you come to know about the product?
( ) Television
( ) Magazine
( ) Display at retail outlet
( ) News Paper
( ) Family and Friends
( ) Any other
( ) Better
( ) Satisfactory
( ) No
( ) 2 Tea-Spoon
( ) more than 3 Tea-Spoon
( ) Attractive Packing
( ) None
ANNEXURE
BIBLIOGRAPHY
BOOK REFERRED:1. Prajati.
60
61