HECTOR BEVERAGES PVT LTD 1

SUMMER TRAINING REPORT

ON

HECTOR BEVERAGES PVT LTD

PROJECT TITLE: A BUSINESS PLAN TO LAUNCH FRISSIA INTO EDUCATIONAL INTITUTES SUBMITTED
REQUIREMENTS OF THE TWO YEAR IN PARTIAL FULFILLMENT OF THE

POST GRADUA TE PROGRAMME (PGP). SUBMITTED BY

RAHUL KUMAR ROLL NO: PG20090030 BATCH: 2009-2011 IILM INSTITUTE

FOR

HIGHER EDUCATION 2

SIP REPORT DECLARATION FORM I

WORK ENTITLED,

HEREBY DECLARE THAT THE

PROJECT

A BUSINESS PLAN TO LAUNCH FRISS IA INTO

SUBMITTED BY ME FOR THE PARTIAL FULFILLMENT TO

EDUCATIONAL INSTITUTES
OF TH E

POST GRADUATE PROGRAM (PGP)

IILM INSTITUTE

FOR

HIGHER

EDUCATION,
TO

IS MY OWN ORIGINAL WORK AND HAS NOT BEEN SUBMITTED EARLIER EITHER

IILM OR TO ANY OTHER INSTITUTION FOR THE FULFILLMENT OF THE REQUIREMENT FOR I
AL SO DECLARE THAT NO CHAPTER OF THIS MANUSCRIPT IN

ANY COURSE OF STUDY.

WHOLE OR IN PART IS LIFTED AND INCORPORATED IN THIS REPORT FROM ANY EARLIER OTHER WORK DONE BY ME OR OTHERS.

PLACE : NEW DELHI DATE :10/7/2010

RAHUL KUMAR SIGNATURE OF STUDENT NAME OF STUDENT: RAHUL KUMAR ADDRESS: 155-C SAWITRI NAGAR, NEW DELHI-17 3

NO

GOOD WORK FLOWS WITHOUT THE HELP FROM

FACULTY MEMBERS, INDUSTRY

AND

PROFESSIONALS

COLLEAGUES,

ORGANIZATION

FRIENDS.

ACKNOWLEDGEMENT SUMMER INTERNSHIP

INDISPENSABLE FOR JOINING ANY C OMPANY.

IS A NURTURING PERIOD WHICH IS

ON THE VOYAGE OF LEARNING I CAME ACROSS AT EACH STEP OF MY

MANY HURDLES BUT EACH HURDLE WAS A GOOD EXPERIENCE FOR ME.

TRAINING, MY MENTOR GAVE ME FULL S UPPORT WHICH HELPED ME IN CARRYING POSITIVE ATTITUDE WHENEVER THANK

FACED ANY PROBLE M.

FIRSTLY, I

TAKE THIS OPPORTUNITY TO FOR

PROF. B. BHATTACHARYA (VICE CHAIRMA N, IILM INSTITUTE I M

HIGHER NEERAJ

EDUCATION), WHO HAS ALWAYS STOOD BY ME AND ENCOURAG ED ME TO EMBARK ON THE

PATH OF LEARNING. WISH TO CONVEY MY SPECIAL THANKS TO R.

KAKKAR(CEO BEVERAGES ),

AT

HECTOR BEVERAGES), MR. SUHAS MISRA(COO, HECTOR MS. BHAVNA CHANDEL (HR MANAGER)

MY COMPANY PROJECT GUIDE

AND ALL EMPLOYEES WH O HAVE HELPED ME DIRECTLY OR INDIRECTLY IN MY DIFFICULTIES AT

HECTOR BEVERAGES P

VT. LTD.,

AREA OFFICE, GURGAON I FACULTY GUIDE

WHO HAVE BEEN A WISH TO EXPRESS MY

CONSTANT SOURCE OF INSPIRATION AN D ENCOURAGEMENT TO ME. DEEPEST AND MOST SINCERE THANKS TO M Y

AND MENTOR,

MR. ANIL

VASHISHTHA WHO HAS CONTINUOUSLY GUIDED ME T HROUGHOUT THIS PROJECT. LAST BUT
NOT THE LEAST

WOULD LIKE TO THANK MY FELLOW M ANAGEMENT TRAINEES FROM INTERACTING WITH THEM,

IILM, LODHI ROAD. BY

SUCCESSFULLY.

WAS ABLE T O GENERATE MORE

MEANINGFUL IDEAS THAT HAVE ENABLED ME TO FURTHER COMPLETE THIS P ROJECT

EXECUTIVE SUMMARY HECTOR BEVERAGES

BEVERAGES TO THE

BRINGS

HEALTHY,

TASTY

INDIAN

CONSUMER.

THE

COM PANY STRIVES TO BRING THE BEST FOR

HUMAN HEALTH THAT EMERGES FROM SCIENTIFIC OBS ERVATION/ ANALYSIS OF NATURE AND CREATES TASTY BEVERAGES, ASSOCIATING WITH LEADI NG COMPANIES AND PERSONALITIES.

CASES

IN POINT ARE THE FIRST TWO LAUNCHES:

FRISS

IA

(TM) CHOCOLATE PROTEIN

DRINK AND FRISSIA (TM) VANILLA PROTEIN DRINK. THESE PR ODUCTS ARE A DELICIOUS
BLEND OF

SOY PROTEIN ISOLATE

WITH NATURAL IDENTICAL CHOCO LATE OR VANILLA

FLAVOR FOR REALLY BUSY PEOPLE.

SOY'S BENEFITS FOR HEALTH ARE WEL L RECORDED BUT

A SIGNIFICANT BARRIER TO ADOPTION HAS BEEN ITS BITTER AFTER TASTE THAT WE HAVE TAKEN CARE OF IN THIS BLEND. ITS AS GOOD AS ANY CHOCOLATE/ VANILLA STUFF THAT THE CONSUMER MAY CONSIDER.

AND,

AT THE LOWEST CALORIES/ GRAM OF COMPL ETE

PROTEIN ITS PERFECT FOR WORK-DAYS SPENT IN MEETINGS AND WORKING ON LAPTOPS/ BLACKBERRIES

HECTOR

ALSO BRINGS ABOUT A GENUINELY NEW APPROACH TO MARKET-

DROPPI NG POLITICAL CORRECTNESS FOR AN HONEST COMMUNICATION WITH CONSUMERS IN ALL INTER ACTIONS. IN SHORT, THEY HAVE THESE EXTREMELY MEANINGFUL PRODUCTS AND ARE GOING T O TALK QUITE STRAIGHT TO THEIR CONSUMERS. FOR

THESE

ARE EXCITING TIMES

HECTOR. 5

TABLE OF CONTENTS ACKNOWLEDGEMENT.4 EXECUTIVE CONTENTS DESCRIPTION SUMMARY5 OF TABLE OF INTRODUCTION.8 BUSINESS.11

MISSION...12 VISION..12 COMPANY STUDY : 15 MARKETING BEVERAGE DRINKS PLAN:

INDUSTRY.16 SEGMENT 26

PROTEIN

PRODUCT.27 6

PRICE28 PROMOTION28 PLAC PROJECT.29 INTRODUCTION.30 OF PROBLEM SWOT ANALYSIS..38 STATEMENT

CONCLUSION41 RECOMMENDATI 7

INTRODUCTION 8

INTRODUCTION THE BEVERAGE OFFERINGS IN THE DEVELOPED WORLD ARE SO MUCH

BETTER THAN THOSE IN T HE DEVELOPING WORLD.

BEVERAGES

IN THE

US

AND

EUROPE

ARE AN IMPORTANT DELIVERY ME CHANISM FOR NUTRIENTS

(MACRO,

LIKE PROTEIN AND

MICRO- VITAMINS AND MINERALS) WHI LE IN THE DEVELOPING COUNTRIES THEY ARE LITTLE MORE THAN

(AS

WE HAVE NOTED) SWEE TENED FIZZY WATER.

HECTOR BEVERAGE PVT

LTD.

IS HERE TO BRIDGE THE GAP, TO CHALLE NGE THE BEVERAGE MAJORS AND THEIR

ATTEMPTS TO MAINTAIN THE STATUS QUO WHICH THEY HAVE BEEN DOING FOR ALL THE YEARS THEY HAVE BEEN IN BUSINESS. BETTER AND

THE BEVERAGE GAME IS BOUND TO CHANGE, FOR THE HECTOR

IS A BEVERAGE

HECTOR

INTENDS TO BE THE PEOPLE DOING IT

COMPANY WITH A TWIST. HAVE A DASH OF LEMON BESIDES THE POINT).

NOW THAT DOES NOT REALLY MEAN THAT H ECTORS PRODUCTS (SOME
OF THEM, IN THE FUTURE MAY INDEED BUT THAT'S WELL

THE

TWIST IS THAT

HECTORS

BEVERAGES ARE MEANINGFU L.

HECTOR

BEVERAGES BELIEVES, AND BELIEVE WITH A LOT OF INTENSITY, THAT BEVERAGE S

HAVE TO BE MORE THAN FIZZY, SWEETENED/ FLAVORED WATER.

WORLDWIDE

BEVERAGES

CON TRIBUTE A LOT TO THE CONSUMER'S HEALTH- DELIVERING MACRO- NUTRIENTS

(PROTEIN)

AN D MICRO

(VITAMINS

AND MINERALS) AND THERE IS NO REASON WHY THAT

SHOULD NOT BE TH E CASE IN THE DEVELOPING WORLD.

WELL,

NO REASON APART FROM

THE FACT THAT THE BEV ERAGE GIANTS HAVE A VESTED INTEREST IN SUSTAINING THE STATUS QUO AS THAT KEEPS C OST DOWN.

HECTOR

BEVERAGES IS THE NEW KID ON THE

BLOCK THAT AIMS TO TAKE ON THE BEVERAGE MAJORS BY OFFERING REAL VALUE TO THE CONSUMER- THATS IT, SO SIMPLE- JUST HEALTHY, TASTY DRINKS, NO CELEBRITIES, NO

SANTA CLAUS, NO BELLS, NO WHISTLES. I FEEL, ITS IMPORTANT TO SHARE WITH ALL, WHY
THEY CALL THEMSELVES SELF EXPLANATORY SO

HECTOR BEVERAGE S. THE I

LATTER PART

(BEVERAGES I.E.) THE

IS

WILL RESIST GIVING A SPIEL ABOUT THAT.

FIRST BIT,

HOWEVER, IS NOT SO SELF-EXPLANATORY. THAT THEY REALLY DIG

THE REAS ON, IN AS FEW WORDS AS POSSIBLE, IS HOMER

IN THE ILIAD.

HECTOR,

THE CHARACTER A S WRITTEN BY

THE PRINCE

OF

TROY

WAS NOBLE, AND SEEMED TO KNO W THAT HIS GOOD IS IN THE

GREATER COMMON GOOD.

HE WAS AS MUCH OF A SKEPTIC OF TH E EXISTING ORDER AS HE HE

WAS ABLE BODIED AND A S FINE A FIGHTER AS

COULD HAVE BEEN GIVEN THE TIMES.

THEY COME BUT IN ONE-ON-ONE COMBAT HE WAS PRETTY MUCH THE UN DERDOG WHEN HE WALKED

OUT OF THE GATES OF

TROY

TO TAKE ON

ACHILLES. BUT

HE DID WALK-OUT LEAVING

BEHIND THE SAFETY AND COMFORT OF HIS KINGDOM AND TOOK ON A FAIRLY ODDS-AGAINST CHALLEN GE.

WHERE WE BELIEVE

IS GOING TO BE A DEPARTURE IN OUR CASE IS THAT WE

KNOW OF T HE

ACHILLES' HEEL. HECTOR ASSOCIATES ITSELF WITH THIS STORY. AS IT IS A COKE PEPSI,

VERY SMA LL PLAYER, NEW ONE ALSO, IN AN INDUSTRY WHICH IS SO DOMINATED BY MAJOR PLAYERS L IKE CUSTOMERS. AND IT STILL BELIEVES THAT IT WILL SURVIVE AND WIN

HE

CTOR KNOWS OF WHAT ARE THE FUNDAMENTAL SHORTCOMINGS OF THE

EXISTING BEVERAGE PLA YERS- THEIR INERTIA, AND SMUGNESS AND THEIR COMMITMENT TO STATUS QUO.

SO, HECTOR BEVERAGES

THINK THAT THIS

HECTOR VS ACHILLES

WILL

ALSO BE A CONTEST OF HISTORIC PROPORTIONS, ALBEIT WITH A SIGNIFICANTLY DIFFERENT OUTCOME

10

DESCRIPTION OF BUSINESS 11

DESCRIPTION OF BUSINESS MISSION:HECTORS

FOLLOWS: DRINK.

MISSION STATEMENT IS AS

OUR

MISSION IS TO SERVE PEOPLE BY QUALITY, HEALTHY AND TASTY PROTEIN VISION IS TO CAPTURE

VISION:HECTORS

DELHI

AND

NCR

MARKET BY

PROVIDING QUALITY, HE ALTHY AND TASTY PROTEIN DRINK AT A SUITABLE PRICE TO KEEP PEOPLE HEALTHY AND FIT

. OBJECTIVES: MAINTAINING

POSITIVE, STRONG GROWTH A COMPREHENSIVE

EACH YEAR NOT WITHSTANDING SEASON AL SALES PATTERN.

ACHIEVE

OUTPUT IN MARKET PENETRATION. INCREASE CUSTOMER SATISFACTION SIMULTANEOUSLY. DOUBLE TO TRIPLE DIGIT GROWTH FOR THE F IRST FIVE YEARS.

MAINTAIN

A SIGNIFICANT

RESEARCH AND DEVELOPMENT BUDGET TO ENHAN CE FUTURE PRODUCT DEVELOPMENTS.

TO

TAKE IN FRESH MINDS AS INTERNS AND PERMANENT RECRUITS TO LEAD THE ORGANIZATION TO A GREATER DEVELOPMENT PATH.

12

VALUES:WE THOUGHT ABOUT THIS AND DECIDED TO HAVE THIS SECTION NOT BECAUSE
EVERY COMPANY SEEMS TO HAVE SOMETHING REASONABLY RICH TO SAY ON ITS VALUES.

WE REALIZE D THAT THIS

IS THE BEGINNING OF DIFFERENTIATION AND OUR VALUES TO US

ARE JUST SO ME OF THE FUNDAMENTAL THINGS THAT EXCITE US. FORGOTTEN CRUELLY BY LITERATURE MUST HAVE APTLY NOTED:

AS

SOME POET,

"WITH MORE SELF-SERVING

NONSENSE WE WILL NOT BORE FURTHER THEE BUT, INSTEAD, JUST SPREAD OU T FOR YOUR READING PLEASURE OUR VALUES THREE" BUSINESS IS ANYWAY TOUGH.

1. AUDACITY: WE

FOR OBVIOUS REASONS. A NEW

THE

FACT THAT WE WOULD BE TAKING ON THE

BEVERAGE

BEHEMOTHS

MAKES IT EVEN MORE EXCITING.

LOV E THINKING BIG AND ARE IN IT IT ON

BECAUSE WE WANT TO ASK THE BIG BOYS TO

"BRING

" 2. ROOTING

FOR THE

UNDERDOG: THE UNDERDOG CAN NOT BUT TRY HARDER.

AS

THE BONAFIDE UNDERDOG IN

THE BEVERAGE MARKET WE HAVE A VESTED INTEREST IN ROOTING FOR TH E UNDERDOG.

3.

INTEGRITY: ALL IRREVERENCE ASIDE, WE ARE COMMITTED TO THE GREATER COMMON GOOD. AND UNWAVERINGLY SO. 13

COMPANY HIGHLIGHTS:THE BEVERAGES

FIRM HAS STARTED ITS OPERATION TO FULFILL THE

NEED OF THE MARKET SEGMENT THAT STILL HAVE NOT BEEN FULFILLING PROPERLY.HECTOR BR INGS HEALTHY, TASTY BEVERAGES TO THE

INDIAN

CONSUMER.

THE

COMPANY STRIVES TO BRI NG THE BEST FOR HUMAN HEALTH THAT EMERGES FROM SCIENTIFIC OBSERVATION/ ANALYSIS OF NATURE AND CREATES TASTY BEVERAGES,

ASSOCIATING WITH LEADING COMPANIES AND PE RSONALITIES. FIRST TWO LAUNCHES:

CASES DRINK

IN POINT ARE THE AND

FRISSIA (TM) CHOCOLATE P

ROTEIN

FRISSIA(TM) SOY PROTEIN

VANILLA PROTEIN DRINK. THESE ISOLATE

PEOPLE.

PRODUCTS ARE A DELICIO US BLEND OF

WITH NATURAL IDENTICAL CHOCOLATE OR VANILLA FLAV OR FOR REALLY BUSY

SOY'S BENEFITS FOR HEALTH ARE WELL RECORDED BUT A SIG NIFICANT BARRIER TO ITS
AS GOOD AS ANY CHOCOLATE/ VANILLA STUFF THAT THE CONS UMER MAY

ADOPTION HAS BEEN ITS BITTER AFTER TASTE THAT WE HAVE TAKEN CARE OF IN THIS BLEND.

CONSIDER.

AND, AT THE LOWEST CALORIES/ GRAM OF COMPLETE PROTEIN ITS PER FECT FOR HECTOR
ALSO

WORK-DAYS SPENT IN MEETINGS AND WORKING ON LAPTOPS/ BLACKBERRIES

BRINGS ABOUT A GENUINELY NEW APPROACH TO MARKET- DROPPING POLITICAL CORREC TNESS FOR AN HONEST COMMUNICATION WITH CONSUMERS IN ALL INTERACTIONS. IN SHORT, WE HAVE THESE EXTREMELY MEANINGFUL PRODUCTS AND ARE GOING TO TALK QUITE STRAIGHT TO OUR CONSUMERS.

THESE ARE EXCITING TIMES FOR HECTOR- DO GET IN TOUCH HECTOR,

IN ANY

IF YOU F IND ALL THIS INTERESTING AND WANT TO BE A PART OF CAPACITY

14

COMPANY STUDY 15

COMPANY BEVERAGES
STIMULATING ARE AND

STUDY
POTABLE

BEVRAGE
DRINKS WHICH QUALITIES.

INDUSTRY:INTRODUCTION
HAVE THIRST-QUE REFRESHING, NCHING ONE REFRESHING, S THE

NOURISHING

BY

MEAN

REPLENISHMENT OF FLUID LOSS FROM THE BODY DUE TO PERSPIRATION. RESULTS IN INCREASE OF THE HEART BEAT AND BLOOD PRESSURE.

SIMULATION
THE INT IS PR THE B

THIS IS DUE TO

AKE OF SPIRITS (ALCOHOL) OR TEA (THEIN) AND COFFEE (CAFFEINE).

NOURISHMENT MOST OF THEY

OVIDED BY THE NUTRIENTS IN THE BEVERAGES, ESPECIALLY FRUIT JUICES. EVERAGES SUPPLY ENERGY IN THE FORM OF SUGAR OR ALCOHOL. OTHER NUTRIENTS LIKE MINERAL SALTS AND VITAMINS. CALCIUM AND C ITRUS FRUITS GIVE VITAMIN

ALSO PROVIDE

FOR

EXAMPLE, MILK GIVES

C. GENERALLY,

PEOPLE DRINK FOR ONE OR

MORE OF SIX REAS ONS; TO QUENCH THIRST, TO GET DRUNK, TO ENJOY A SOCIAL SETTING

(SOCIAL

DRINKING)

,TO

ENJOY THE TASTE OF THE BEVERAGE, TO FEED AN ADDICTION

(ALCOHOLISM),OR (PROPOSING THE

AS PAR T OF A RELIGIOUS OR TRADITIONAL CEREMONY OR CUSTOM

TOAST).

BEVERAGES AND THEIR CLASSIFICATION A LATIN

WORD BEV ER MEANING

BEVERAGE IS A LIQUID FORMULATION SPECIFICALLY PREPARE D FOR HUMAN CONSUMPTION. WORD

BEVERAGE

HAS BEEN DERIVED FROM THE

REST FROM WORK.

AFTER

WORK, ONE TENDS TO FEEL THIRSTY DUE TO FLUID LOS S

THROUGH PERSPIRATION AND ONE IS INCLINED TO DRINK WATER OR OTHER POTABLE BEVER AGES TO COMPENSATE FLUID LOSS.

BEVERAGES
AND

CAN BE BROADLY CLASSIFIED INTO TWO. FOLLOWING

THE

Y ARE

ALCOHOLIC BEVERAGES

NON-ALCOHOLIC BEVERAGES. THE

LINES EXPLA IN THE CLASSIFICATION OF BEVERAGES.

ALCOHOLIC BEVERAGE AN ALCOHOLIC ETHANOL SIGNIFICANT

BEVERAGE IS A DRINK CONTAINING ETHANOL, COMMONLY KNOWN AS ALCOHOL. IS A PSYCHOACTIVE DRUG, WITH A DEPRESSANT EFFECT.

BLOOD ALCOHOL

CONTENT MAY BE CONSID ERED LEGAL DRUNKENNESS AS IT REDUCES ATTENTION AND SLOWS REACTION SPEED.

ETHANOL
ETC.

BEING A PSYCHOACTIVE DRUG, WITH A DEPRESSANT EFFECT,

MANY SOCIETIES REGULATES O R RESTRICTS ITS SALE AND CONSUMPTION E.G. BEER, WHISKY, RUM,

COMPOUND

BEVER

AGE:

DISTILLED

BEVERAGES

WITH ADDED

FLAVORINGS AND RELATIVELY HIGH SUGAR CONTENT ARE GENERALLY REFERRED TO AS COMPOUND BEVERAGES, E.G. GIN, LIQUEUR ETC.

16

NON ALCOHOLIC BEVERAGE: A NON-ALCOHOLIC BEVERAGE IS A BEVERAGE THAT CONTAINS

NO ALCOHOL. PEOPLE'S

SUCH

DRINKS ARE GENERALLY DRUNK FOR REFRESHMENT, OR TO QUENCH E.G. JUICE, SQUASH, PROTEIN DRINKS ETC.

THIRST

PROTEIN

DRINKS:PROTEIN CONSUMPTION IS AN ESSENTIAL PART OF A BALANCED WORKOUT AN D

NUTRITION PROGRAM.

ASIDE FROM

WATER, PROTEIN IS THE MOST PREVALENT SUBSTANCE I

N THE HUMAN BODY. IT COMPRISES MOST OF THE BODY'S TISSUES, INCLUDING MUSCLE AND VITAL ORGANS

PROTEIN IS THE BUILDING BLOCK OF ALL OF THE BODY'S MUSCLES.

WITHOUT A PROTEIN RICH DIET, YOU CANNOT BUILD LEAN MUSCLE MASS. SOUNDS PRETTY
STRAIGHT FORWARD, RIGHT? MEAT.

UNFORTUNATELY,

THERE'S MORE TO IT THAN SIMPLY EATING

THERE

ARE DIFFERENT TYPES OF PROTEIN THAT ARE BETTER FOR BUILDING MUSCLE

THAN OTHERS AND THERE ARE FORMULAS FOR HOW MUCH PROTEIN SHOULD BE EATEN IN A DAY AND WHEN TO EAT IT TO BEST FUEL WORKOUT AND RECOVERY PERIODS.

ONCE

YOU

BECOME FAMILIAR WITH THE BASIC PRINCIPLES OF PROTEIN CONSUMPTION, IT'S PRETTY EASY TO FOLLOW THE GUI DELINES TO ENSURE YOU'LL ACHIEVE OPTIMAL RESULTS FROM YOUR WEIGHT TRAINING PROGR AM.

HOW

THE

BODY USES PROTEIN: PROTEIN PROTEIN AS

CONSUMPTION IS

CRITICAL FOR THE PROPER FU NCTIONING OF THE BODY.

WITHIN THE BODY'S

CELLULAR STRUCTURES IS BEING CO NTINUOUSLY DESTROYED.

A RESULT, WE NEED TO

CONSUME PROTEIN IN OUR DIETS EVERY DAY TO REPLACE THE DESTROYED PROTEIN STRUCTURES.

WHEN

WE EAT PROTEIN, THE BODY M ETABOLISES THE WHOLE PROTEIN

STRUCTURE, BREAKING IT INTO AMINO ACIDS.

THE

BODY T HEN USES THESE AMINO ACIDS

TO REPAIR AND REPLACE DESTROYED PROTEIN STRUCTURES.

F WE DON'T EAT ENOUGH

PROTEIN TO REPAIR DESTROYED PROTEINS, OUR BODIES WILL META BOLISE OUR MUSCLES TO PROVIDE PROTEIN REPLENISHMENT TO OUR VITAL ORGANS.

PROTEINSOURCES THERE

ARE

SOME PROTEIN SOURCES THAT ARE EASIER FOR THE HUMAN BODY TO METABOLISE THAN OTHERS, ALLOWING THE AMINO ACIDS TO REPAIR PROTEIN STRUCTURES MORE QUICKLY THESE PROTEIN SOURCES ARE OPTIMAL TO SUPPORT

WEIGHT TRAINING PROGRAMS.

DIFFERENT

TYPES OF PROTEIN ARE GRADED ON THE BODY'S ABILITY TO BREAKDOWN AND

USE THE PROT EIN EFFICIENTLY.

THE SCALE IS CALLED THE BIOLOGICAL VALUE SCALE AND THE TOP THREE BEST SOURCES OF PROTEIN, ACCORDING TO
ARE

IT DEPICTS T HE BEST SOURCES OF PROTEIN TO QUICKLY REPAIR AND REPLENISH DESTROYED STRUCTURES WITHIN THE BODY. THEIR

BIOLO

GICAL

VALUES

WHEY PROTEIN,

PROTEIN FROM WHOLE EGGS AND

PROTEIN FROM COW'S MI LK.

MOST 17

BODYBUILDERS RELY ON WHEY PROTEIN TO AID IN MUSCLE N THAT ARE RECOMMENDED TO CKEN BREAST, LEAN CUTS OF

HOW MUCH IS ENOUGH:-

PROTEIN SUPPLEMENTS TO ENSURE THEY'RE CONSUMING ENOUGH RECOVERY AFTER A HARD WORKOUT.

OTHER

SOURCES OF PROTEI SUPPORT WEIGHT TRAINING INCLUDE, BONELESS

SKINLESS CHI FISH AND LEAN CUTS OF BEEF.

SINCE PROTEIN IS THE BUILDING BLOCK OF MUSCLE, IT'S NECESSARY TO CONSUME QUALITY
PROTEIN EVERYDAY.

HOW

MUCH PROTEIN SHOULD BE CONSUMED DEPENDS ON YOUR

BODYWEIGH T, BODY COMPOSITION AND WEIGHT TRAINING GOALS.

THERE

ARE SEVERAL

DIFFERENT FORMU LAS THAT PEOPLE USE TO DETERMINE THE IDEAL AMOUNT OF PROTEIN TO SUPPORT MUSCLE G ROWTH.

SOME STUDIES SUGGEST 1.5 GRAMS OF PROTEIN PER KILOGRAM 2 GRAMS OF PROTEIN PER KILOGRAM OF 4
GRAMS OF PROTEIN

OF BODYWEIGHT PER DAY, WHILE OTHERS SUGGEST BODYWEIGHT.

SOME

SE RIOUS BODYBUILDERS EVEN SUGGEST UP TO

PER KILO OF BODYWEIGHT.

FOR MOST PEOPLE'S PURPOSES, 1.5 PROTEIN

TO

2 GRAMS OF PROTEIN IS

IDEAL TO SUPPORT THEIR WEIGHT TRAINING ROUTINE.

DIGESTION CAN PUT A LOT

OF STRAIN OF THE KIDNE YS, SO IT'S IMPORTANT THAT YOU CONSUME THE MINIMUM AMOUNT NEEDED TO SUPPORT YOUR TRAINING GOALS BASED ON YOUR CURRENT WEIGHT. IF YOU'RE WEIGHT TRAINING TO ACHIE VE MASS, YOU'LL NEED TO CONSUME HIGHER QUANTITIES OF PROTEIN THAN IF YOU'RE WEIG HT TRAINING TO TONE. CONSUMING MORE THAN

IF

YOU ARE

GRAMS OF PROTEIN PER KILO OF BODY WEIGHT PER DAY, IT'S

IMPORTANT THAT YOU DRINK PLENTY OF WATER TO HELP PR OTECT YOUR KIDNEYS.

BENEFITS FROM PROTEIN POWDER YOU PEOPLE MUST HAVE HEARD ABOUT PROTEIN POWDER
SUPPLEMENTS, BUT MOST OF THE PEO PLE ARE NOT EXACTLY AWARE ABOUT THE NUMBER OF BENEFITS THAT IT IS PROVIDING FOR YOUR BODY.

PROTEIN

POWDER IS ONE OF THE

PREEMINENT AND WELL KNOWN SOURCES FOR KE EPING OUR BODY FIT AND FINE.

ALSO,

LEAN OR BEND PROTEIN HELPS IN ATTEMPTS FOR LO SING WEIGHT. IT IS THE CHIEF DIET FOR

NUMEROUS ATHLETES AS THEY USE IT UP TO HEL P THEM AT THE TIME OF COMPETITIONS OR THEIR SPECIAL COMPETITIVE EVENTS.

ON

THE O THE RHAND, SOME USE IT AS AN

ALTERNATE FOR CONSUMPTION A LOT OF HIGHER CALORIE O R HIGHER FAT CONTAINING FOODS.

PROTEIN

POWDER WITH ADDED TASTE:

IF

YOU WANT TO M AKE SURE THAT YOUR

BODY IS GAINING RAW RESOURCES THAT ARE REQUIRED FOR KEEPING Y OUR BODY PERFECT TO FUNCTION PERFECTLY THEN PROTEIN CONCENTRATE IS THE BEST THIN G FOR YOU. ALSO HELPS IN BUILDING UP LEAN MUSCLES.

IT

MOST OF THE PROTEIN POWDER S ARE ALMOST

BLAND OR TASTELESS AND HENCE PEOPLE USE TO BLEND IT WITH OTHER BEVE RAGES OR FOODS IN ORDER TO MAKE

18

THEMSELF ABSOLUTELY ABLE TO INGEST IT IN A PROPER MANNER.

FOR ADDING THE TASTE A

ND GETTING GOOD FLAVOR, PROTEIN POWDER CAN BE SIMPLY MIXED WITH RICH DIET OF SOY MILK OR SIMPLE MILK.

THIS WILL CONVERT IT INTO MORE POWERFUL PROTEIN SHAKES RAT WITH
THESE DIFFERENT FLAVORS YOU CAN

HER THAN SIMPLE PROTEIN POWDER INTAKE.

EASI LY ENJOY THE BETTER TASTE AND WITH ADDITION TO THE SAME BENEFITS OF PROTEIN POWD ER THAT BASICALLY YOU DESIRE.

NUMBER BUT

OF QUESTIONS USUALLY COMES IN MIND

WHILE BU YING PROTEIN POWDER ARE SUCH ASPOWDER? SIMPLE.

WHY PROTEIN POWDER? WHICH PROTEIN

THE ANSWERS ARE ALSO PRETTY MUCH

AND

M ANY MORE LIKE THIS.

PROTEIN IT

POWDER COMES IN DIFFERENT FORMS AND VARIETY AND HENCE IS NOT IS YOUR W ISH AND REQUIREMENT FROM WHICH YOU CAN DECIDE THE

ALIKE AT ALL.

FACTOR THAT WHICH ONE IS SUITA BLE FOR YOUR BODY, YOU CAN CONSIDER THE FLAVOR AS WELL AND CONFIGURE OUT THAT WH ICH ONE TASTES THE BEST TO YOUR TONGUE.

BUT

THE MOST IMPORTANT THING WHILE BUYIN G A PROTEIN POWDER THAT YOU SHOULD NOT FORGET IN ANY CASE IS THE CATEGORY OF PRO TEIN POWDER WHICH IS HIGHLY SUITABLE FOR YOUR BODY IN TERMS OF ITS DIGESTION OR ITS COMPATIBILITY WITH YOUR DIGESTIVE SYSTEM

BEST SUPPLEMENT: PROTEIN POWDER IS KNOWN AS THE BEST SUPPLEMENT FOR THE GENERALL Y, BODY BUILDERS AND ATHLETES PICK ALSO,

BODY BUILDERS AND WEIGHT TRAINERS.

UP WHEY PROTEIN POWDER AS THEIR BEST SOURCE A S THE PROTEIN SUPPLEMENT.

THERE IS WIDE VARIETY OF OPTIONS AVAILABLE IN TH E MARKET PROVIDING THE BEST OUT OF BEST PROTEIN SUPPLEMENTS BUT

WHEY

PROTEIN POW DER IS GENERALLY KNOWN AS

ONE OF THE EASIEST PROTEIN ENRICHED SUPPLEMENT TO DIGE ST AND MOST OF THE PEOPLE ARE AGREEABLE WITH IT.

YOUR

BODY CAN EASILY DIGEST IT, CAN ENJOY THE TASTE BY

ADDING FLAVORS AND GET NUMBER OF BENEFITS WITH YOUR HEAL THY BODY.

19

SOY PROTEIN POWDER IT

ABOUT SOY PRODUCTS.

SEEMS THAT YOU CAN'T SHOP ANYWHERE WITHOUT HEARING

SOY HA S BECOME THE NEW "IT" FOOD, WITH MANY PEOPLE ADDING

IT TO THEIR DIETS REGULARLY, AND SOY PROTEIN IN PARTICULAR HAS BECOME VERY POPULAR.

PROTEIN

POWDER USED TO B E USED MAINLY BY BODYBUILDERS AND OTHERS

WANTING TO BUFF UP, BUT PROTEIN POWDERS ARE NOW COMMONLY USED IN SMOOTHIES AND OTHER HEALTH DRINKS.

UNTIL RECENTLY, SOY WAS KNOWN BY AMERICANS ONLY AS WHILE SOY HAS BEEN A AMERICANS
DIDN'T WA RM UP TO IT UNTIL JUST A FEW

HEALTH FOOD OR AS PART OF THE DIET OF STRICT VEG ETARIANS. STAPLE IN

ASIA

FOR CENTURIES,

DECADES AGO. TEMPEH.

THE

THREE MOST COMMON VARIETIES OF SOY ARE TOFU, EDAMAME AND

TOFU,

WHICH IS SOYBEAN CURD, CAN BE BOUGHT BY THE BLOCK AND IS SERVED

IN DISHES SUCH AS STIR-FRY, SALADS, SHAKES AND SIDE DISHES.

THERE ARE MANY KINDS

OF TOFU, AND MASTERING THE PREPARATION AND COOKING OF TOFU CAN BE TRICKY.

EDAMAME,

IMMATURE SOYBEANS THAT ARE PICKED EARLY AND SERVED GREE N, IS

PROBABLY THE MOST MAINSTREAM TYPE OF SOY.

THESE

BEANS ARE PERFECT ON SALAD S

AND IN SIDE DISHES, ADDING COLOR, FLAVOR AND PROTEIN.

TEMPEH,

WHICH HAS A YEAS

TY FLAVOR, HAS A MEATIER TEXTURE THAN THAT OF TOFU BECAUSE IT IS A MIXTURE OF PA RTLY COOKED SOYBEANS AND ENZYMES, SIMILAR TO CHEESE. WITH GRAINS.

TEMPEH

IS OFTEN MIXED

OTHER

COMMON VARIETIES OF SOY ARE SOY MILK AND SOY FLOUR. PROTEIN COMES FROM SOY FLOUR AND HAS TWO TYPES:

BENEFITS

OF

SOY PROTEINS SOY

SOY PROTEIN ISOLATE AND SOY PROTEIN CONCENTRATE.

BECAUSE SOY PROTEIN IS THE MOST SOY

COMPLETE FORM OF PROTEIN PO WDER AVAILABLE, IT IS IDEAL FOR VEGETARIANS AND THOSE WHO NEED TO ADD PROTEIN TO THEIR DIET. PROTEIN POWDER CAN BE

SUBSTITUTED FOR MILK AND MEAT AND IS A GO OD SOURCE OF PROTEIN FOR THOSE WHO ARE LACTOSE INTOLERANT OR DON'T EAT MEAT.

WHI LE IT IS EASILY DIGESTIBLE,

IT DOES

NOT MIX WELL IN DRINKS OR SHAKES, SO IT WILL REQUIRE MORE MIXING OR SHAKING THAN DAIRY-BASED PROTEINS.

THE MOST OBVIOUS BENE FIT OF SOY PROTEIN POWDER IS THAT IT

ADDS PROTEIN TO THE DIET.

HOWEVER, SOY PROT EIN ALSO HAS BEEN PROVEN TO REDUCE 20

THE RISK FOR HEART DISEASE,

AND IT HELPS LOWER CHOLESTEROL. ANTIOXIDAN TS.

SOY

PROTEIN POWDERS ALSO CONTAIN MANY

THE

SOY ISOFLAVONES IN SOY PROTEIN POWDER CAN SLOW THE GROWTH

OF CANCER- AND TUMOR-CAUSING CELLS, SO THE RISK OF SUCH CANCERS AS BREAST AND PROSTRATE CAN BE LOWERED.

FINALLY,

SOY PROTEIN POWDER IS BENEFICIAL TO

MENOPAUSAL WOMEN BECAUSE IT HELPS PREVENT OSTEOPOROSIS AND BUILD STRONG BONES.

IT

CAN EVEN LESSEN THE SYM PTOMS OF MENOPAUSE.

DISADVANTAGES

OF

SOY PROTEIN

THE TASTE OF SOY PROTEIN CAN BE VERY "BEANY," BUT IT CAN BE COVERED UP BY OTHER
FLAVORS IN A SHAKE OR PROTEIN DRINK.

ALSO, SOME PEOPLE NOTICE AN INCREASE IN GAS

WHEN THEY CONSUME LARGE AMOUNTS OF SOY PROTEIN, ESPECIALLY IF THEY ARE SENSITIV E TO SOY PROTEINS.

FRISSIA:FRISSIA IS A BEVERAGE THAT HAS THREE BASIC FEATURES.

CHOCOLATE AND VANILLA FLAVOR OF

THEY

ARE:

HEALTHY THE

FRISSIA,

GIVES

10

GMS

OF COMPLETE PROTEIN, A BOUT ALL THE GOODNESS OF SOY. BUT IN

14 %

OF DAILY REQUIREMENTS AT ONLY

120

KCAL WITH

TASTY MOSTLY

THE HEALTHY STUFFS ARE NOT TOO TASTY,

FRISSIAS CASE, IT IS NOT SO, NOT AT ALL. SO IF SOMEONE IS UNHEALTHY, HE/SHE FRISSIA
FOR ITS DELICI OUS TASTE.

MIGHT LOVE

CONVENIENT THE

SACHETS OF

FRISSIA

HAS BEEN DESIGNED TO FIT IN TO ALL LAPTOPS BAGS EASILY SO ONE CAN CARRY EASILY TO WORK AND AS IT NEEDS TO BE ADDED TO WATER, ONE CAN HAVE IT PRETTY MUCH ANYWHERE.

21

TARGET MARKET:USUALLY THERE IS A GENERAL BELIEF THAT PROTEIN DRINKS ARE

ONLY FOR BODY BUILDERS AND GYM GOERS. BY EVERYB ODY.

BUT THE FACT IS

THAT PROTEIN IS REQUIRED

OUR

DAILY REQUIREMENTS OF PROTEIN ARE GENERALLY NOT FULFILLED

BY WHAT WE TA KE AS OUR MEALS. GENERALLY PROTEIN DEF ICIENT. WITH

RESEARCHES

SHOW THAT AN AVERAGE

INDIAN

IS

SO

TO OVERCOME THIS PROBLEM

HECTOR

HAS COME UP

FRISSIA

PROTEIN DRIN K.

THIS

DRINK IS NOT ONLY GOOD FOR GYM GOERS AND

BODYBUILDERS, BUT ALSO FOR THE COMMON MASSES. THE DAILY PROTEIN REQUIREMENTS. SPECIFIED BELOW:

FRISSIA

FULFILLS ABOUT

20%

OF IS

THE

TARGET MARKET AS DECIDED BY

HECTOR

AGE

GROUP: ABOVE

18

YEARS AND BELOW

50

YEARS.

STUDENTS ONLY

AT PROFESSIONAL

COLLEGES. GOERS.

WORKING PROFESSIONALS AND OFFICE GOERS. BODY BUILDERS. LIFESTYLE GYM

AND OBESE PEOPLE.

FAT
AND

LADIES

AND HOUSEWIVES.

PEOPLE RESIDING IN

DELHI

NCR (AS

OF NOW).

COMPETITION IF

WE CONSIDER THE OVERALL

BEVERAGE INDUSTRY, THERE IS HELL LOT OF A COMPETITION

. ALL

THE BEVERAGES,

WEATHER ALCOHOLIC OR NON ALCOHOLIC, ARE COMPETITORS FOR EAC H OTHER.

VARIOUS

BEVERAGES, SUCH AS MILK, TEA, COFFEE, BEER, WHISKY, PROTEIN DRI NK, ENERGY DRINKS, SOFT DRINKS ETC ARE ALL COMPETITORS FOR EACH OTHER. CERTAIN MARKET SHARE.

EVERY

BEV ERAGE HAS A

AS

FOR HECTOR, ALL THE PROTEIN DRINK BRANDS SH OULD THIS IS NOT THE CASE.

IDEALLY BE ITS COMPETITOR.

BOT

FRISSIA SO,

IS NOT JUST A PROTEIN ONLY PROTEIN DRI NK

DRINK; IT IS A WONDERFUL SNACK REPLACEMENT AS WELL. BRANDS ARE NOT ITS COMPETITOR, BUT EVERY

22

LEADING BEVERAGE COMPANY, ALCOHOLIC OR NON ALCOHOLIC OR COMPOUND, DOESNT MATTER, ALL ARE

HECTORS COMPETITORS. TO

NAME A FEW COMPETITORS, THE LEADING ARE,

BEVERAGE MANU FACTURING COMPANIES IN GROUP, FOODS,

INDIA

COCA-COLA, PEPSI-CO, UB
FOODS,

HINDUSTAN UNILE

VER

LIMITED, TATA
E ETC.

TEA,

DABUR
WINES,

GODREJ HERSHEY

SABMILLER INDIA, NESTL

INDIA, SULA

CCD, AMUL, MOHAN

MEAKINS, CHAMPAGNE INDAGE

THE

FOLLOWI NG CHART SHOWS THE VARIOUS

MARKET SHARES FOR ALL THE BEVERAGES IN PERCENTAGE. AS FURTHER LATEST DATA ARE NOT AVAILABLE.

TH E DATE IS ONLY UP TO 2007

23

BACKGROUND OF THE COMPANY HEADS INDIA

TARGET MARKET BECAUSE IT IS, WELL, INDIA.

IS

HECTORS

FIRST

THE COLA MAJORS HAVE BEEN REGISTERING

IMPRESSIVE GROWTH RATES HERE, FUNDING IN SOME PART THEIR A CQUISITIONS OF HEALTHIER BEVERAGE COMPANIES ELSEWHERE. IT IS TIME THE INDIAN CON SUMER GOT HER FAIR DEAL.

BELOW,

A BRIEF NOTE ON

HECTORS

KEY

INDIA

PERSONNEL:

CEO: MR

NEERAJ KAKKAR NEERAJ'S CORPORATE CAREER STARTED AFTER HE COMPLETED HIS MBA
FR OM

MDI, GURGAON IN 1998. HE WORKED WITH UNION CARBIDE AND LATER WIPRO COKE
IN

BEFORE JOI NING

2001. HE HAD AN AMAZING RUN WITH COKE-

THE KIND THAT

BECOMES A PART OF

CORPORATE FOLKLORE,

WITH THE HIGH POINT BEING HIS TIME IN

BANGALORE

WHEN HE SEEMED TO HAVE SETTLED THE MUCH-TOUTED

COLA

BATTLE

CONCLUSIVELY. IN

2008, HE HEA DED TO WHARTON TO DO A SECOND MBA AND IS NOW CEO O F HECTOR BEVERAGES PRIVATE LIMITED, INDIA
DID HIS

IN THE THICK OF THE ACTION AS

COO: MR SUHAS MISRA SUHAS 2003)

AND JOINED

MBA HE

FROM

IIM CALCUTTA (CLASS

OF

CO

KE FROM CAMPUS.

HAD THE KIND OF START THAT, AGAIN,

CORPORATE FOLKLORE, WOULD DESCRIBE AS SENSATIONAL- WITH ASTRONOMICAL GROWTH

RATES BEING REGISTERED IN RURA L IN

RAJASTHAN. IN 2005 HE MOVED TO NOKIA, BEFORE,

NDIA'S FIRST INTEGRATED AND NOW IS THE

2006,

STARTING

CHANNELPLAY- I

SALES PROCESS
OF

OUTSOURCING

COMPANY

(WWW.CHANNELPLAY.BIZ)

COO

HECTOR

BEVERAGES PRIVATE LIMITED 24

MARKETING PLAN 25

MARKETING PLAN PRODUCT:THE FRISSIA RANGE OF PROTEIN DRINKS THAT IS

LIVE IN THE

INDIAN

MARKET IS THE RESULT OF: A. THE WELL-RESEARCHED PROTEIN

DEFICIENCY EVEN AMONGST AFFLUENT INDIANS B. THE PRESENCE OF A NUMBER OF PROTEIN DRINKS IN THE TRADITIONAL

AMERICAN

MARKET AIM ED AT REGULAR PEOPLE VIZ. BODY-BUILDERS) C. OUR JOINT

(AND

NOT THE

CONSTITUENCY:

DEVELOPMENT

AGREEMENT WITH

SOLAE LLC, USA (A DUPONT FIRMENIRCH

FLAVORS)

VENTURE), THE W ORLD LEADER IN

PROTEIN RESEARCH AND PRODUCTION C. PROCUREMENT OF BEST IN THE WOR LD NATURAL IDENTICAL FLAVORS FROM WORLDWISE LEADERS IN AND

GIVAUDAN (BOTH SWITZERLAND

BASE D

NUTRITIONAL INFORMATION: (PER

100GM) ENERGY(KCAL) PROTEIN(GMS) CARBOHYDRATES(G) FATS(G) IRON(MG) VITAMIN A(UI) CALCIUM(MG) CHOLESTEROL(MG) 26 400.3 33.9 51.4 7.0 7.3 816.0 341.3 0.0

HECTOR BELIEVES THAT FRISSIA IS PROBABLY THE BEST 11AM DRINK IN THE WORLD. ITS A
LL ABOUT PROTEIN. IN FACT- SKIN

HAIR, IMMUNE SYSTEM EVERY THING REQUIRES TO LO

OK AND FEEL GOOD. ITS ALMOST CERTAIN THAT PEOPLE IN INDIA ARE PROTEIN DEFICIENT.

THE MOST WICKED CALORIES CREEP IN AT 11 AM OR AT 4PM. ONE HEALTHY SWIG OF THIS
GOOD STUFF AT THOSE IN BETWEEN TIMES WILL KEEP PEOPLE HONEST TILL THE NEXT MEAL.

SO,

HECTOR IS ALSO TRYING TO ESTABLISH ITS PRODUCT AS A SNACK REPLACEMENT. BOX OF

PRICE:ONE
HAVE

FRISSIA

COSTS FOR

RS150.

ACHET COSTS FOR

RS30.\ EACH

BOX

5 SACHETS, SO THAT WAY, EACH S DELHI NCR

MARKET.

PLACE: CURRENTLY, HECTOR HECTOR SOON HECTOR INDIA. SINCE

IS ONLY FOCUSING ON THE

AND

IS TARGET ING- BODYBUILDERS, LIFESTYLE GYM GOERS, HOUSEWIVES, STUDENTS. WILL S TART SELLING AT OTHER PLACES ALSO, AND IN OTHER PARTS OF

HECTOR HAS ITS HEAD OFFICE AT

PHILADELPHIA, USA, HECTOR

SO THERE ARE

AMPLE CHANCES THAT SOMEDAY

H ECTOR WILL BE SOLD IN INTERNATIONAL MARKET ALSO.

SERIOUSLY NEEDS BUT SOMETHING

PROMOTION: HECTOR
SHOULD BE DONE.

IS A BIT WEAK ON THIS FRONT.

SOME ADVERT ISEMENT BY ANY MEANS; WHETHER NEWSPAPER, OR

TV,

ONLY HAVING A GOOD PRODUCT WILL DO ALONE FOR BEING SUCCESSFUL.

IT IS ALSO IMPORTANT TO HAVE RECOGNITION IN THE M ARKET. 27

PROJECT 28

PROJECT INTRODUCTION IN
COLLEGES.

TODAYS WORLD, LIFE IS VERY DIFFICULT.

NOT

ONLY FOR WORKING PEOPLE BUT ALSO FOR THE STUDENTS STUDYING IN PROFESSIONAL

STUDENTS ARE SO BUSY, NOW A DAY S, THAT THEY DO NOT HAVE ANY TIME TO IILM, STUDENTS BARELY GET THEY HAVE TO E

LOOK AFTER THEIR MEALS AND HEALTH. IN COLLE GES LIKE TIME TO HAVE THEIR LUNCH PROPERLY. SOMETHING.

RUSH TO THE CAFETERIA TO HAVE

THERE ALSO THERE IS

A LOT OF RUSH.

VEN AFTER ORDERING, ONE HAS TO

WAIT FOR A LONG TIME TO GET WHAT HE ORDERED FOR.

AT

THE END OF THE DAY, THE

RESULT IS THAT MOST OF THE STUDENTS ARE EITHER SICK O R PROTEIN DEFICIENT. SOON THEY START LOSING HAIR.

PRETTY

DAMAGED

SKIN, INSOMNIA, LACK OF CONCENTRATION,

WEAKNESS, DIZZINESS ETC ARE OTHER SIGNS OF PROTEIN DEFIC IENCY.

FOR THESE REASONS,

HECTOR SHOULD INTRODUCE ITS PROTEIN DRINK IN EDUCATION AL INSTITUTES, LIKE IILM,
SO AS TO INCREASE ITS MARKET SHARE AND INCREASE PENETR ATION, AND ALSO TO BENEFIT THE PROTEIN DEFICIENT STUDENTS ALSO.

THE ULTIMATE AIM OF HECTOR BEVERAGES IS TO THIS PLAN CAN REALLY HELP HECTOR IN

CREATE AN IMAGE IN MINDS OF THE CUSTOMERS. ACHIEVING THIS.

29

STATEMENT OF PROBLEM TO CREATE A BUSINESS PLAN TO INTRODUCE FRISSIA,

A PROTEIN DRINK, WHICH IS A PROD UCT OF EDUCATIONAL INSTITUTES.

HECTOR BEVERAGES PVT LTD,

ULTIMATE OBJECTIVE OF

INTO

OBJECTIVE THE &

HECTOR
AND

BEVERAGES PVT LTD

IS RELATED TO MARKET PENETRAT ION FOR

FRISSIA

SUBSEQUENTLY CAPTURING THE MARKET SHARE

MIND SHARE OF THE CONSUMERS.

IN

THIS CASE, THE CONSUMERS ARE THE STUDENTS AND THEY ARE TO BE TARGE TED BY THE

FRISSIA

PROTEIN DRINK.

PROBLEM DEFINITION: IN HECTORS

CASE, THE PROBL

EM DEFINITION CAN NOT BE STATED IN ONE SENTENCE.

I HAVE BROKEN DOWN IT IN TO SMA TO EDUC TO TO TO

LLER PROBLEM DEFINITIONS, SO AS TO PROPERLY COVER EVERY THING IN DETAIL. ATE THE STUDENTS ABOUT THE REQUIREMENTS OF PROTEIN.

FIND AND ANALYZE THE

DIET OF STUDENTS, AND CONVEY TO THEM THAT THEY ARE PROTEIN DEFICIENT. COMMUNICATE TO THEM THE WAYS IN WHICH

HECTORS FRISSIA

CAN HELP THEM.

ORGANIZE AN INTERACT IVE EVENT WHICH WILL BE FUN FOR STUDENTS AND BENEFICIAL FOR

HECTOR. TO
RESPONSE.

PLACE

FRI

SSIA IN SELECTED EDUCATIONAL INSTITUTES AND OBSERVE THE

30

PLAN 1) TO EDUCATE THE STUDENTS ABOUT THE REQUIREMENTS OF PROTEIN. THE FIRST
AND THE FOREMOST IMPORTANT STEP FOR MAKING

FRISSIA

SUCCESS IN EDUCATIO NAL

INSTITUTES, IS TO EDUCATE STUDENTS ABOUT THE BENEFITS OF PROTEIN AND EFFECTS OF ITS DEFICIENCY.

THIS COULD
INSTITUTE,

BE ACHIEVED BY ORGANIZING A GUEST LECTURE IN A SE LECTED BY

EDUCATIONAL

HECTORS

NUTRITIONIST.

HECTOR THERE

HAS ILL ATTRACT

QUIREMENTS, EQUIREMENTS

31 ONE OF THE MOST FAMOUS NUTRITIONIST IN INDIA. HER BIG

SHE WILL TALK ABOUT

NAME AND AURA W STUDENTS TO ATTEND THE LECTURE. PROTEIN RE AND EFFECTS OF ITS DEFICIENCY.

SHE WILL ALSO COMMUNICATE ABOUT THE R A.

OF OTHER IMPORTANT NUTRIENTS SUCH AS CALCIUM, IRON AND VITAMIN

HECTOR

SHOULD MAKE A HEALTHY DIET CHART AVAILABLE TO THE STUDENTS, AND

CONVEY TO THEM THAT IF THEY FOLLOW THIS, NO EXTRA SUPPLEMENT IS REQUIRED. IN THIS WAY, IT WILL BE ESTABLISHED IN THE MINDS OF STUDENTS THAT

HECTOR

GENUINELY

BELIEVES IN MAKING STUDENTS HEALTHY, AND IS NOT HERE ONLY TO SELL ITS PRODUCT, LIKE EVERY OT HER COMPANY.

GOOD DIET CHART IS SHOWN BELOW:2)

TO

FIND AND

ANALYZE THE DIET OF STUDENTS, AND CONVEY TO THEM THAT THEY ARE PROTEIN DEFICIENT. DIET,

AFTER

HAVING A LECTURE ON THE IMPORTANCE OF PROTEIN AND A BALANCED

SUHAS W ILL STEP IN. HE WILL HAVE AN INTERACTIVE SESSION WITH THE STUDENTS. THE STUDENTS WILL BE TOLD TO WRITE THEIR MEAL DETAILS HECTORS NUTRIONIST,
WILL CALCULATE THE

HE WILL CALL A FEW VOLUNTEERS FROM THE STUDENTS AND WILL TELL THEM TO DESCRIBE
THEIR DAILY D IET IN DETAIL. ON THE BLAC K BOARD OF THE CLASS. IN THE GUEST LECTURE BY THE REQUIREMENT S OF BODY ARE ALREADY ESTABLISHED. TOTAL PROTEIN CONSUM PTION BY THE

SUHAS

32

STUDENT VOLUNTEERS, FROM THEIR DIET DETAILS, AND WILL COMPARE THEM WITH WHAT IS IDEAL.

THIS

COMPARISON WILL BE AN EYE OPENER FOR STUDENTS OBSERVING THE SHOW.

MO

ST OF THE TIMES PEOPLE DONT KNOW WHAT THEY ARE ACTUALLY TAKING INSIDE

THEIR BODY.

VISUALS

AR BETTER SOURCE OF COMMUNICATION.

SO

ALONG WITH THE USE

OF WORDS, PICT URE AND VIDEOS OF PROTEIN DEFICIENCY AND ITS EFFECTS WILL BE HELPFUL FOR SURE. BELOW:33

SOME

OF THE PICTURES THAT WILL BE OF IMPACT ARE SHOWN

3) TO COMMUNICATE TO THEM THE WAYS TILL

RIGHT T IME TO STRIKE THE HAMMER.

IN WHICH

HECTORS FRISSIA

CAN HELP THEM. WILL BE THE

NOW, ALL THE COMPARISON AND ANALYSIS WOULD BE DONE.

NOW

NOW,

WHEN EVERY STUDENT IS FULLY AWARE OF

REQUIREMENTS OF PROTEIN AND EFFECTS OF ITS DEFICIENCY, THEY WOULD HAVE STARTED ASSOCIATING T HEIR PHYSICAL AND MENTAL BEING WITH WHAT HAS BEEN EXPLAINED TO THEM.

HECTOR

WILL ASSURE THAT THEY HAVE A SOLUTION WHICH WILL BRING BACK SMI LING FACE WILL BE SHOWN TO THE STUDENTS.

SMILES.

THEN FRISSIAS

SUHAS

WILL

EXPLAIN THE DETAILS OF

FRISSIA, AS HOW CAN IT BE HELPFUL FOR THE STUD ENTS OF THE THE

TARGETED AGE GROUP, HOW CAN MENTAL AND PHYSICAL WELL BEING EFFECT TH EIR ACADEMIC PERFORMANCE ETC. NUTRITIONAL DETAILS WILL BE EXPLAINED TO THE S

TUDENT FRATERNITY, TO ESTABLISH THAT THE PRODUCT IS GENUINE AND WILL HELP THE ST UDENTS.

THE

WAYS IN WHICH

FRISSIA

CAN BE TAKEN WILL ALSO BE COMMUNICATED.

PRICE AND THE QUANTITY IN ONE BOX WILL ALL BE EXPLAINED, ALONG WITH THE PROCESS
OF FIX ING. IT SHOULD ALSO BE COMMUNICATED THAT

FRISSIA CAN BE TAKEN WITH WATER,

MILK O R ANY OTHER NON ALCOHOLIC BEVERAGE AND THAT IT IS AVAILABLE IN TWO FLAVORS

. THE FLAVOR PART WILL ADD INTEREST TO STUDENTS CURIOSITY AND THEY WILL FRISSIA FOR SURE, ATLEAST ONCE. 34

DEFINITELY TH INK OF TRYING

4) TO

ORGANIZE AN INTERACTIVE EVENT WHICH WILL BE FUN FOR STUDENTS AND

BENEFICIAL FOR

HECTOR. AFTER

ALL THE SERIOUS TALKINGS DONE TILL NOW, IT IS ALSO

IMPORTANT TO ESTABLISH A BRAND IMAGE IN THE STUDENTS MIND. ESTABLISH ITSELF AS A CO OL COMPANY, WHICH IT IS FOR SURE.

HECTOR FOR

IS TRYING TO

THIS REASON, AN

EVENT WHICH WILL BE FUN FO R STUDENTS WILL SURELY ATTRACT ATTENTION.

EVENT EVENTS

SHOULD BE SUCH THAT, IT WILL BE CHALLENGING PHYSICALLY FOR STUDENTS, AS THE PRODUCT OF

HECTOR

ULTIMATELY AFFECTS THE PHYSICAL WELLBEING OF PEOPLE.

THAT COULD BE AN OPTION ARE, A FOOTBAL L MATCH(AS THERE IS STILL GAME FEVER DUE TO THE WORLD CUP), TREASURE HUNT( VERY POPULAR AMONG THE STUDENTS FRATERNITY OF TARGETED AGE), CRICKET MATCHES, BASKETB ALL, TABLE TENNIS

TOURNAMENT(GUARANTEED SUCCESS) ETC. TO THE STUDENTS.

ATTRACTIVE PRIZES SHOULD A LSO BE OFFERED PPO.

PRIZES

COULD BE CERTIFICATE, CASH PRIZE, GIFT HA MPER FROM

HECTOR, FRISSIA BOXES ONE

AND ABOVE ALL ASSURANCE FOR SUMMER INTERNSHIP OR

MORE VERY IMPORTANT THING IS TO PROPERLY ADVERTISE THE EVENT.

POSTERS,

SLOGA NS AND OTHER CREATIVE THINGS SHOULD BE DONE FROM HECTORS SIDE TO CREATE ENTHUSIAS M AND EXCITEMENT IN THE STUDENTS.

35

THE

TIME

TABLE

AND

EXAMINATION

SCHEDULE

SHOULD

ALSO

BE

TAKEN

IN

TO

CONSIDERATION BEFORE ANNOUNCING THE DATES, BECAUSE STUDENTS WILL NOT SHOW UP IN NUMBERS IF EX AMS ARE VERY NEAR. INSTITUTES AND OBSERVE THE RESPONSE.

5) TO PLACE FRISSIA IN SELECTED EDUCATIONAL SINCE THE PRICE OF FRISSIA IS RS150, IT IS NOT SO HECTOR

POSSIBLE FOR EVERY STUDENT IN EVE RY COLLEGE TO BUY A BOX REGULARLY.

SHOULD TAKE THIS SERIOUSLY AND SELE CT COLLEGES AND EDUCATIONAL INSTITUTES ACCORDINGLY.

THE

OTHER WAYS OF MAKING

FRI

SSIA AFFORDABLE FOR STUDENTS IS TO

SELL LOOSE SACHETS.

EVERY

BOX HAS

SACHETS, EACH IS WORTH

RS30. IF HECTOR

AGREES TO SELL THEM LOOSE TO STUDENTS THEN A SEPAR ATE COUNTER FOR HECTOR CAN BE MANAGED IN THE CAFETERIA ITSELF. CAFETERIA COULD BE MADE.

IF

NOT, THEN A TI E UP WITH THE COLLEGE

THE

COLLEGE CAFETERIA WILL SELL R EADYMADE

FRISSIA

SHAKES TO STUDENTS AT A REASONABLE PRICE.

THIS WAY, HECTOR WILL BE ABLE TO SELL A TRIAL PERIOD SHO ULD BE DECIDED FR

THEIR PRODUCT TO STUDENTS THROUGH A CHANNEL. FOR THIS PLAN.

HECTOR

SHOULD CAREFULLY OBSERVE AND TRACK THE SALE S OF THEIR ISSIA

PRODUCT IN THIS PERIOD AND SHOULD CONTINUOUSLY WORK TOWARDS MAKING MORE VISIBLE TO STUDENTS.

HECTOR

SHOULD KEEP ON ORGANIZING EVENTS AND LECT

URES, SO AS TO BE THERE IN STUDENTS MIND.

36

SWOT ANALYSIS 37

SWOT ANALYSIS STRENGTHS: THE

PRODUCT,

BIGGEST STRENGTH OF

HECTOR

IS ITS

FRISSIA. FRISSIA IS AVA ILABLE IN TWO FLAVORS- VANILLA AND CHOCOLATE. SO HECTOR
TO HAVE TWO FLAVORS.

ITS ADVANTAGEOUS FOR MORE CUSTOMERS.

THIS

WAY IT CAN ATTRACT

EFFICIEN T SALES TEAM. FRISSIA IS DEVELOPED BY SOLAE LLC,USA, ITS SWITZERLAND

WHICH IS ONE OF THE WORLDS B EST PROTEIN DEVELOPMENT ORGANIZATIONS. FLAVORS ARE BROUGHT ALL THE WAY FROM NATURAL IDENTICAL FLAVORS.

WHICH IS KNOWN FOR FINEST

FIXING FRISSIA IS VERY SIMPLE. FRISSIA CAN BE CONSUMED IT

IS NON

WITH WATER ALSO, WHICH NO OTHER PROTEIN DRINK CAN OFFER PRESENTLY. ALCOHOLIC, AND PRODUCTS.

HECTOR

PROMISES TO BE NON AL COHOLIC FOR ALL ITS FUTURE IS VERY LESS KNOWN BRAND, AS IT IS A NEW

WEAKNESSES: HECTOR

BRAND IN INDIA. OR FOR

NO PR OMOTIONS ARE BEING MADE RIGHT NOW FOR HECTOR BEVERAGES

IS A BIT HIGH TO TARGET THE GENERAL

FRISSIA. PRICE

INDIAN

CONSUMERS,

BECAUSE THE RE ARE OTHER PROTEIN DRINKS AVAILABLE AT A LOWER PRICE.

SMALLER NOT

SACHETS ARE NOT AVAILABLE IN THE MARKET SO AS TO ATTRACT NEW CUSTOMERS. AVAILABLE IN OPEN MA RKET. IF SOMEONE HAS TO BUY ONLINE OR THROUGH PHO NE.

FRISSIA, HE WILL HAVE TO ORDER

38

OPPORTUNITIES: SINCE PROTEIN DRINK SEGMENT IS NOT LARGELY BEING CAPTURED

BY ANY B RAND IN MARKET.

INDIA,

SO IT IS AN OPPORTUNITY FOR HECTOR TO SKIM OVER THIS

NO OTHER BRA ND IS FULLY RECOGNIZED BY PEOPLE IN INDIA AS FAR AS PROTEIN . SO,

IT IS YET ANOTHER OPPORTUNITY FOR HECTOR TO CREATE

DRINKS ARE CONCERNED

LARGE SCALE BRAND AWARE NESS BY PROMOTIONAL ACTIVITIES, AS SUGGESTED BY ME IN THE BUSINESS PLAN.

HEALTH

IS ONE OF THE FIVE MAJOR TRENDS IN THE WORLD TODAY

ALONG WITH TRENDS LIKE TERROR ISM AND TECHNOLOGY. OF THIS TREND.

HECTOR IS BY AND LARGE PART

SO GROWTH OPPORTU NITIES FOR HECTOR ARE IMMENSE. PEOPLE IN INDIA SO

ARE BECOMING MORE AND MORE HEALTH CONSCIOUS AND ARE HITTING GYMS A LOT.

HECTORS

TARGET CUSTOMERS ARE ALSO GYM GOER S AND BODY BUILDERS.

THE

GROWING NUMBER OF GYM GOERS IS AN OPPORTUNITY FOR HE CTOR BEVERAGES.

THREATS: HECTOR HECTO

HAS ONLY LIMITED ITS FUNCTIONING IN

DELHI

REGION.

THIS

IS A

THREA T BECAUSE OTHER REGIONS MIGHT BE CAPTURED BY SOME OTHER BRAND AND ULTIMATELY R WILL LOOSE THE MARKET.

HECTOR BEVERAGES

HAS ONLY LIMITED

ITS SALES TO DIRECT S ELLING.

THIS

IS A BIG THREAT, AS OTHER PROTEIN DRINKS ARE

EASILY AVAILABLE IN TH E OPEN MARKET.

NON

COMPETITIVE PRICING IS ALSO A THREAT.

HECTORS

INTERNS CAN SPRE AD BAD WORD FOR THE COMPANY.

SO HECTOR

SHOULD BE

MORE CAREFUL IN SELECTING INTER NS FOR TRAINING PURPOSES. A COOL COMPANY.

HECTOR IS TRYING TO BE

BUT THE CUSTOME RS AND THE MARKET CAN TREAT THIS APPROACH AS

VERY CASUAL, WHICH IS NOT GOOD FOR THE COMPANY.

39

CONCLUSION 40

CONCLUSION HEALTH

SECTOR IS GROWING VERY RAPIDLY IN THE WORLD.

HECTOR THE

BEVERAGES, BEING ART OF IT, IS ALSO SUPPOSED TO GROW WITH THIS SECTOR. BEVERAGE INDUSTRY IS V ERY LARGE IN INDIA. OF MONEY FROM

ALL THE COLA GIANTS HAVE EARNED A LOT BEVERAGE

INDIA. S

O THE OPPORTUNITIES ARE ENDLESS FOR ANY

COMPANY IN INDIA. COMPANY

PROTEIN DRINK SEGMENT IS STILL LARGELY UNTAPPED IN INDIA. SO, A

IS USING THIS OPPORTUNITY TO TAP INTO THIS MARKET AND IS A NEW COMPANY WHICH MAKES

LIKE HECTOR

SLOWLY BE A LEADER. PROTEIN DRINK.

HECTOR BEVERAGES PVT LTD

THIS COMPANY

HAS TREMENDOUS GROWTH OPPORTUNITIES.

THE PRODUCT

FRISSIA THERE

IS DEFINITELY ONE OF THE BEST PROTEIN DRINKS AVAILABLE IN THE MARKET.

ARE TWO FLAVORS FOR THIS PRODUCT- VANILLA AND CHOCOLATE.

THE CUSTOMER

FEEDBACK IS THAT CHOCOLATE FLAVOR IS BETTER.

41

RECOMMENDATIONS 42

RECOMMENDATIONS HECTOR SHOULD TRY AND EXPLORE NEWER MARKETS, SUCH

AS EDUCATIONAL INSTITUTES. STRATEGY.

HEC

TOR SHOULD DO RETHINKING FOR ITS DISTRIBUTION

TILL DATE IT HAS BEEN ONLY SELLING DIRECTLY. HECTOR SHOULD WORK UPON ADVERTISEMENT HECTOR BEVERAGES. NO

CHANNEL DEVELOPMENT TO HAVE LONG TERM AND LOYAL CUSTOMERS. AND PROMOTIONAL ACTIVITIES ARE THE NEED OF THE HOUR FOR

COMPANY CAN SURVIVE FOR VERY LONG WITHOUT DOING ADEQUATE PROMOTION AL ACTIVITIES.

MORE FRESH AND YOUNG MINDS SHOULD BE INDUCED INTO THE ORGANIZATION YOUNG
BRAINS WILL BRING

TO LEAD THE ORGANIZATION ON THE PATHS OF SUCCESS.

BRIGHT IDEAS A ND ENTHUSIASM WITH THEM WHICH WILL ULTIMATELY BE BENEFICIAL FOR THE COMPANY. SUGGESTED.

HECTOR

SHOULD GIVE A TRY TO THE BUSINESS PLAN THAT

HAVE

STRONGLY BELIEVE THAT THIS PLAN WILL BE A SUCCESS FOR

HECTOR

BEVERAGES PVT LTD. 43

APPENDIX 44

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REFERENCES 49

WWW.HECTORBEVERAGES.COM WWW.FRISSIA.COM

MARKETING

MANAGEMENT BY

PHILIP

KOTLER. W WW.GOOGLE.COM 50