Product Positioning Decision In 1977, Dr. Sharma floated a company in the name of “Health Beverages Private Limited”. “To have a unit of his own” has been one of his cherished dreams. He was a very ambitious and dynamic person. After finishing his Ph.D. in food technology and nutrition from a reputed university in U.S.A., he worked for five years in health beverage industry as Research and Development Manager. His family consisted of his wife and three children. As his children were attaining the schooling age, he thought that he should settle in his home country and with this objective he returned to India in late 1976. Dr. Sharma consulted the Directorate of Industries and Commerce and expressed his desire of starting a unit to produce a health beverage. He received considerable support from the Directorate and he was advised to start the unit in an industrially backward area where several incentives were available to small scale units with his own savings and contributions of his relatives and close friends he was able to float the unit in early 1977. The Health Beverage Market Dr. Sharma studied the Indian Health Beverage market and found that a number of brands existed in this market. He classified all the popular brands into two categories white and brown beverages. Indian Health Beverage Market

White Beverages Horlicks Complan Viva

Brown Beverages Bournvita Boost Nutramul Cadbury's Drinking Chocolate

Apart from color, the beverages differed on many other dimensions like taste, flavor, energy – giving, etc. Health Beverages were used by a variety of people, e.g., growing children, old-age persons, pregnant women, lactating mothers etc., for uses such as nourishment, milk-substitute, supplementary diet, convalescence, post-operative diet etc. On studying the market for its size, growth rate, profitability etc., Dr. Sharma found that it offered an attractive opportunity. He was, however, concerned about the competition that already existed in this market. He felt that in order to succeed it would be important very to introduce a product with the “right” mix of characteristics, not offered by existing products in the market. There were a number of questions that concerned him, the more important among those being: a) Is there an opportunity for a new brand in the health beverage market?


b) How many brands exist in the health beverage market and to what extent the consumers of various brands, in this market, are getting their desired characteristics in the brands? c) Is there any gap between the benefits desired and the benefits obtained by the consumers of various brands? d) What are the extraneous factors that influence the consumer usage of a particular health drink? e) To what extent doctors' recommendation/prescription influence the use of a particular health drink? Dr. Sharma approached the marketing faculty of a leading institute of management (LIBA!) with these questions. At the institute, a group of students was assigned to study the “Health Beverage project” as a part of their course work. The project group had concluded that an opportunity existed for a new health beverage brand which is seen by prospective consumers as a complete food providing health care, which has a chocolate flavor and cocoa or milk taste, and is easily soluble. According to the group, such a drink being close to the “ideal” of consumers and designed to meet unsatisfied desires, could possibly sell very well. Dr. Sharma was thinking about the recommendation made by the group. He was wondering whether the methodology used by the group was sound and whether he should design a product based on these findings. He knew that it was very important to position the product right. The success of his company, he felt, depended on successful positioning of his brand. Questions for Discussion a) Does the project report answer the questions Dr. Sharma had in mind about the “Health Beverage” market? b) Is there an attractive opportunity available for the “Health Beverage” market? What positioning would you recommend for HBPL's product? c) Evaluate the project report in terms of its a. approach, b. methodology, and c. conclusions


For perceptual mapping. having various unique selling propositions. This was done to understand the health beverage market. As mentioned earlier the data collection for our analysis was done through structured questionnaire (Exhibit 1). Initially. b. which included lower. 4. namely “Perceptual Mapping” and “Benefit Structuring”. IIIA.E). and in gaining a general understanding of the market. some preliminary interviews were conducted with a few retailers. The initial survey data provided us sufficient input to design a structured questionnaire which was used for data collection. Application of Techniques The techniques used were perceptual mapping and Benefit Structuring. consumers from various income groups were interviewed. To understand the price-sensitiveness of demand. 5. 2. Methodology: In view of the objective of locating new brand opportunities in the health beverage market we have used two techniques to reach the objective.B.HEALTH BEVERAGES PRIVATE LIMITED Product Positioning Decision Appendix Project on Health Beverage Market Introduction The main aim of our project is to find opportunity for a new brand in the “Health Drink” market. and the decision making units for the purchase of health beverages. There are various brands available in the health beverage market. middle and upper income groups. were frequently/regularly used other than health beverages. it was desired to find out what other drinks.D. Methodology Benefit Structuring Perceptual Mapping Major Findings Conclusions/Recommendations 1. wholesalers and consumers. (Refer to Exhibits II. the pattern of usage of various brands etc. we had obtained similarity data. Besides. buyer preferences. The methodology followed is described below: a. 3.C. Our report is presented in the following parts: 1. 3 . The number of respondents chosen was 40.

or for continuing with a particular brand. we used “multi dimensional scaling” to obtain maps on important dimensions. Negative deficiency represents the extent to which a benefit is obtained over and above the desired level. keeping in view the constraints in product formulation. with this increased benefit offered. Sample Design To facilitate a representative sample for our study. Likewise. This proposition was tested out during our study. were primarily collected to broaden the scope of our project. therefore.. These gaps again provide opportunities to new brands. d. but is received less in the brands used. decided to choose a sample covering all the income groups. The analytical results are also given besides each table. 2. With these perceptual maps.Here a maximum of 9 brands were used inclusive of one “Ideal” brand and in the form of triads. we had a total of 84 combinations. we also made a study to understand the occasions for which the various brands have been used. We also examined the proposition that a doctor’s prescription habits/recommendation of the brand had a major influence on the usage of the brands by the consumers. Apart from this. between the “ideal” and the other brands. in a manner satisfying consumers. extent of influence by doctors on the users etc. Average deficiency is the simple weighted average of both positive and negative deficiencies. We also probed into reasons for switching of brands by users. By using benefit structuring we are again locating gaps for positioning new-brands from the data about desired and actual benefits. 4 . we made a preliminary study of the type of users. The list of nine benefits used is given in the questionnaire. their income categories and their preferences and perceptions of the brands. repositioning of the existing brands is also possible with the help of these methods. a mix of benefits could be blended. The data about the degree to which each benefit was desired and received were collected on a four-point scale. The data regarding type of users. average positive deficiency and proportion with positive deficiency. represented opportunities to position new brands. V and VI of the questionnaire (Exhibit II). Benefit Structure Analysis The various benefits derived from the preliminary interviews were used to design the questionnaire and collect data needed for this analysis. Two-dimensional tables of the degree to which each benefit was desired and the extent to which it was received are enclosed in Exhibit II. We. c. then an opportunity exists where one can formulate a product. if a particular benefit is desired more. for example. Then with the similarity data. Please refer to items No. Besides positioning new product/brands. the gaps in the region around the “ideals brands” were located. These gaps. Analytical indicators developed were: average deficiency. From this study we found that health beverages are used not only in middle-income and high-income groups but also in the low-income group. Positive deficiency represents the extent to when a benefit obtained falls short of the desired level.

Liquid diet 7.57 0. Removal of tiredness 4. If there is over-satisfaction on certain benefits the product need not have the characteristics that are expected to serve the benefits to such an extent. The second highest score is for the benefit .liquid diet. Findings: The average positive deficiency scores for each benefit are: 1. 5 .In our opinion for most of the benefits.12 0. This analysis in comparison with the position of the ideal beverage in the perceptual map developed through multidimensional scaling method helps arriving at some conclusions. the positive deficiency scores are more important than the average deficiency scores. Nourishment 2. Proportion with positive deficiency indicates the percentage of persons who are not satisfied with the extent of benefit offered by the existing products. Easy digestibility 0. Recovery after illness S.45 1.64 0. This gives an idea of the characteristics the product has to have and the USPs that can be developed. This analysis indicates that the new product can be developed to have the benefits of Filling drink Liquid diet Instant preparation Improve general health Easy digestibility At the least a perceptual preference can be created for the product in the consumer’s mind against these benefits. Exhibit III depicts the average positive deficiency structure graph of health beverages.87 0.68 0. Extra Energy 3. Instant preparation 9. Filling drink 6.59 From the score we are able to find out that the gap for a filling drink seems to be the highest. This is a more useful piece of information to management because this provides an indication of the proportion of market that is not satisfied on a given benefit.47 0.32 0. Improve general health 8.

all the diagonal elements and elements below the diagonal will be blank. dimension II has been adjudged as "flavor". does not indicate explicitly which are the dimensions. The data from the distance matrix is fed to the computer and the number of dimensions required for mapping is specified. This matrix is called the distance. the difficulty of determining the ideal brand is encountered. For all the responses obtained. The computer output gives the coordinates of various brands with respect to different dimensions. The respondents are asked to mark the most similar pair and the least similar pair amongst the three pairs. The above technique was used for the purposes of this project2. and the position of perception of the ideal brand is plotted. come out to be 9c3m=84. N (which brands are chosen is determined from the data obtained in the preliminary survey). see Appendix -1. A definite number of existing brands is chosen. the questionnaire considered eight brands/products in addition to the ideal brand.C. Perceptual Mapping Perceptual mapping consists of plotting the positions of different brands with respect to a few important benefits and product attributes. From the brands chosen. The description hen is based on what was actually done in the project. 8. and all the aggregated responses are filled in the matrix. which is an indication of the fit between the actual locations of the brands and those estimated by MDS. MDS however. brands have been plotted taking two dimensions at a time. The responses to the comparison of brands through these triads were aggregated to obtain the distance matrix (the distance matrix is reproduced in Exhibit I). the computer also prints out the stress value. The coordinates are used to obtain a perceptual map. One way to overcome this difficulty is to use multi-dimensional scaling techniques. In addition. it is easy to see whether the present brands are clustered around the ideal or whether there are any gaps around the ideal brands. Now if a matrix is drawn with the brands as rows and columns. 6 2 . In the project. the ratings for the (N x N) comparisons are aggregated. all possible combinations of 3 brands each are generated. Only three dimensions were deputed keeping in view the problems in interpretation with a large number. 5. 6. IVB and IVC. A rating of (-1) is given to the most similar pair and (+1) is given to the most dissimilar pair. therefore. From Exhibits IVA and IVB. 2. While printing out the coordinates of various brands. Using the coordinates. 10. The unmarked pair is given a zero rating. The techniques adopted is as follows:1 1. While attempting such mapping. say. 7. For limitations of this approach. The dimensions have to be identified implicitly by the coordinates of the brands. 4. These plots arc shown in Exhibits IVA. In all the combinations possible. 9. 3. The justifications for this is as follows: 1 It is to be noted that there are number of ways to collect data. This is done for all the combinations possible of 3 brands each. 3 comparisons are made taking two brands at each time. When such a map is drawn. The total lot of trials. an ideal brand (defined as the consumer's perception of an ideal brand) is also considered.

followed by flavored milk. We wanted to find out what attributes consumers considered as important in a health beverage. minerals rather than on providing extra energy. in that order followed by Bournvita and Boost. one can infer that dimension III stands for "taste". it bears out that: 1. For this.On dimension II. These are followed by conventional flavors such as the Elaichi (cardamom) and flavored milk. 3. and ensuring a better health in the long run. of the new product should be based on providing the necessary vitamins. The justification for this is as follows: An analysis of the advertisements of the brands showed that the U. the justification is as follows: On dimension III. one with saffron and cardamom flavor and the other with chocolate flavor. 7 . This fits dimension I if distances going to right side are made to stand for extra energy benefit.S. These known facts about taste are reflected in the positions of various brands on dimension III. but its production has been discontinued. both containing cocoa. in case of Horlicks (& Elaichi Horlicks). We had. dimension I has been adjudged as "extra energy giving". asked them to rate nine benefits on a 6-point scale. It was found that 'nutrition' and `flavor' had very high mean ratings and the variance was quite low. So. both having chocolate or cocoa flavors are at the top. Flavored milk and fruit juices are seen more as refreshing drinks rather than as energy giving drinks.P. On this dimension. minerals etc. l. Viva. Complan comes closest to the ideal. Horlicks. 2. This is in consonance with the mapping where again flavor was found to be one of the axes. This suggests to us that the U. a list of nine benefits.P. Switching of brands was because of novelty of a new brand or the consumers wanted a different tasting beverage. This fact is also borne out in the positions of Masala Milk vis-à-vis other brands on dimension III. Viva and Elaichi Horlicks is in excess of what is desired by them. Complan is discontinued because of its bad taste. Complan is at the bottom of the scale.S. Our preliminary survey had indicated that people from upper class generally like to take flavored Masala Milk instead of the other brands because of taste. Then come drinks with maltish flavor.P. Doctors had no influence in use of health drinks. (masala milk). From Exhibits IVB and IVC dimension III has been adjudged as "taste". 4. Other Findings From the responses. From exhibits IV A and IVC. Complan has two products. Ovaltine was a commonly used brand in Ahmedabad. Extra Energy Giving The consumers feel that the extra energy giving benefit offered by Bournvita. Bournvita & Boost is. For this. extra energy (and nourishment) giving. Bournvita and Boost.S. therefore. one can infer that the dimension II stands for flavor. it falls in between the two. such as Viva & Horlicks. It is a known fact that many people dislike the taste of Complan. The dislike reduces for Viva and Horlicks. is that of providing vitamins. Complan's U. We gave them. . From these.

therefore. and has cocoa or milk taste. It is clear that the new brand is required to stress on vitamins and health value that is in consonance with unsatisfied benefits of improvement in health and liquid diet. People want some drink. and health care like Complan but which has a chocolate flavor. We. is more easily soluble. conclude that the opportunity lies for a new brand. 8 . This is further confirmed by MDS where we find that most of existing brands are on the higher side of extra energy axis (No. which emphasizes complete food. Conclusions Benefit structure Analysis indicates the most unsatisfied benefits as filling drink. Multidimensional scaling indicates that the new brand should have chocolate flavor (but less than Bournvita) should be very tasty (possibly cocoa or milk taste) and should put more emphasis more on vitamins. This drink. instant preparation. health value rather than extra energy or vigor. liquid diet. III as compared to Ideal. people are receiving this benefit more than the level they desire. Complan does not seem to be fully satisfying these needs possibly because consumers also consider taste as important and Complan is not tasty. could possible sell very well. therefore. being close to ideal brand and designed to meet unsatisfied desires. which can serve as good diet during sickness or convalescence and which should improve health. and improvement in general health. look for a drink which emphasizes vitamins and health value.D. They. If we took at average deficiency scores we find that in the case of extra energy. The two findings are consistent.

6. 2. Squashes/Fruit Juices 12. 9. Tea Coffee Horlicks Elaichi-Horlicks S.HEALTH BEVERAGES PRIVATE LIMITED EXHIBIT -1 QUESTIONNAIRE We. 4. and occasions for which used in the following: Occasions for which Users Children | Adult | Old persons Drinks used 1. 5. are doing a project designed to study the perceptions. 9 . the students of the Indian Institute of Management. users of that drink. We hope that you will help us by providing your responses to the questions in this Questionnaire. 7. Any other drinks (Specify) II. Flavored Milk 11. Please Indicate the consumption level in terms of quantity: Number of bottles/tins/packages per month. I. preferences and usage patterns of health beverage as a part of our Product Policy and Management course. 3. Please specify the drinks used. Bournvita Boost Viva Complan Milk 10. 8.

8.III. IV. 9. Do Doctor’s prescription have any influence on your usage of brands? Please indicate the importance/desired level required of the following benefits. Have you used any other brands earlier? If so what are they? 1. 4. Nourishment Extra Energy Removal of tiredness Recovery after illness Filling drink Liquid Diet Improve General Health Instant Preparation Easy Digestibility Any other (Specify)? 10 . 6. Reasons for either having continued/discontinued the particular brand(s). 3. 7. 2. 3. 2. 1. V. 3. 2. Quite unimportant Unimportant Important Quite Very Important Important 1. 5. 10. 4. 4. 5.

3.Imporimporimpor. 3.To some able extent extent To a little extent only 1. 5. To a great Extent To a reason. 10. 6. 2.tant tant tant tant tant Nutrition Cost Color Flavor Good in sickness Sweetness Quantity/Bottle Container Shape Solubility 1. 4. 5. 8. 6. 7. Please indicate the degree of importance of the following attributes: Totally Quite UnImporQuite Very UnUnimpor.VI.tant Impor. Please indicate the degree of benefits obtained in the brands you are using. Nourishment Extra Energy Removal of tiredness Recovery after illness Filling drink Liquid Diet Improve General Health Instant Preparation Easy Digestibility Any other (Specify)? VII. 7. 11 . 9. 8. 2. 9. 4.

Milk Flavrd. Example: In the triad. 2. Brand Reasons 1. Boost-Elaichi Horlicks.VIII. 4. Milk – Elaichi Horlicks 12 . In each of the triad sets given below – mark the pair of beverages which you consider Most Similar with “√” and the pair which you consider Least Similar with a “X”. if you consider Bournvita – Boost as being Most Similar. 5. Bournvita-Boost.Elaichi Horlicks – Bournvita Boost-Elaichi Horlicks Bournvita-Boost “√” “X” The ideal brand referred to in some triads refers to your conception of best possible health beverage. Elaichi Horlicks – Bournvita Bournvita-Boost Boost – Elaichi Horlicks Elaichi Horlicks – Bournvita Bournvita – Viva Viva . 3.Elaichi Horlicks Elaichi Horlicks – Bournvita Bournvita – Complan Complan – Elaichi Horlicks Elaichi Horlicks – Bournvita Bournvita – Ideal Ideal – Elaichi Horlicks Elaichi Horlicks – Boost Boost – Ideal Ideal – Elaichi Horlicks Elaichi Horlicks – Viva Viva – Flavrd. Leave the space in front of the third pair blank as follows: . Any other extraneous factors which has a significant influence on your usage o a drink (Please Specify). mark a “√” against the this pair. IX. Elaichi Horlicks – Bournvita. if you consider Boost-Elaichi Horlicks as Least Similar make “X” against this pair.

Milk Flavrd. Milk-Elaichi Horlicks Elaichi Horlicks-Bournvita Bournvita-Fruit Juice Fruit Juice-Elaichi Horlicks Elaichi Horlicks-Boost Boost-Viva Elaichi Horlicks-Viva Elaichi Horlicks-Viva Viva-Complan Complan-Elaichi Horlicks Elaichi Horlicks-Viva Viva-Fruit Juice Fruit Juice-Elaichi Horlicks Bournvita-Boost Boost-Fruit Juice Fruit Juice-Bournvita Bournvita-Boost Boost-Complan Complan-Bournvita Bournvita-Boost Boost-Flavrd. Milk-Ideal Ideal-Elaichi Horlicks Elaichi Horlicks-Fruit Juice Fruit Juice-Ideal Ideal-Elaichi Horlicks Bournvita-Boost Boost-Viva Viva-Bournvita Bournvita-Complan Complan-Flavrd.Elaichi Horlicks-Bournvita Bournvita – Flavrd. Milk Flavrd. Milk-Bournvita Bournvita-Viva Viva-Complan Complan-Bournvita Bournvita-Viva Viva-Flavrd. Milk-Fruit Juice 13 . Milk Flavrd. Milk-Bournvita Bournvita-Viva Viva-Fruit Juice Fruit Juice-Bournvita Elaichi Horlicks-Viva Viva-Ideal Ideal-Elaichi Horlicks Elaichi Horlicks-Complan Complan-Ideal Ideal-Elaichi Horlicks Elaichi Horlicks-Flavrd. Milk-Bournvita Bournvita-Complan Complan-Fruit Juice Fruit Juice-Bournvita Bournvita-Flavrd. Milk Flavrd. Milk-Fruit Juice Fruit Juice-Bournvita Bournvita-Viva Boost-Ideal Ideal-Bournvita Bournvita-Viva Viva-Ideal Ideal-Bournvita Flavrd. Milk Flavrd. Milk Flavrd. Milk-Viva Fruit Juice-Viva Flavrd.

Rs2000 Rs. 1000 .2000 & above Number of members in the family: Number of children: Thank you very much for the kind co-operation 14 . 500 .PERSONAL PARTICULARS Name: Address: Income: Rs.Rs1000 Rs.

HEALTH BEVERAGS PRIVATE LIMITED EXHIBIT .324 1 = 2 = 3 = 0.177 0. Average Positive Deficiency: 3.IIA NOURISHMENT To a To a little To some To a great reasonable extent only extent extent Received/Wanted extent To a great extent To a resonable To some extent To a little extent 2 1 2 2 (7) 0 1 7 2 (10) 1. Average Deficiency: 2.008 0.74 0 2 0 9 (11) 1 0 2 7 (10) 2.13 Marginal Sums Wanted Got 3 4 11 20 (38) 10 11 10 7 Averages Wanted Received Number of Respondents Wanted: -3 7 -2 11 Received: 0 12 = = = 1 3 2 1 -1 2 3 2 1.89 0.059 15 . Proportion with positive deficiency: -0.

27 0 9 = = = 1 3 2 6 -0. Proportion with positive deficiency: -0.HEALTH BEVERAGS PRIVATE LIMITED EXHIBIT .570 1 = 2 = 3 = 3 2 -1 7 3 1 -1 8 1.22 0.32 Marginal Sums Wanted Got 3 5 15 11 (34) 6 6 15 7 REMOVAL OF TIREDNESS To a To a little To some To a great reasonabl extent only extent extent Received/Wanted e extent To a great extent To a resonable To some extent To a little extent 2 4 2 0 (8) 2 0 8 5 (15) 2.22 0.32 0. Average Positive Deficiency: 3.25 16 . Average Positive Deficiency: 3.30 0. Proportion with positive deficiency: 0.030 1.05 1 0 3 6 (10) 1 0 0 3 (4) Marginal Sums Wanted Got 6 4 13 14 (37) 4 10 15 8 Averages Wanted Received Number of Respondents Wanted: -3 4 -2 4 Received: 0 10 = = = 1 3 2 5 Averages Wanted Received Number of Respondents Wanted: -3 3 -2 6 Received: 2. Average Deficiency: 2.00 1 1 2 2 (6) 0 0 2 4 (6) 2.180 0.260 0.II(b) EXTRA ENERGY To a To a great To a little To some reasonable extent extent only extent Received/Wanted extent To a great extent To a resonable To some extent To a little extent 1 4 2 0 (7) 1 0 9 5 (15) 2.470 1 = 2 = 3 = 0. Average Deficiency: 2.

Average Deficiency: 2.330 0. Average Deficiency: 2. Proportion with positive deficiency: -0.100 0.84 0 3 1 1 (5) 1 0 0 3 (4) Marginal Sums Wanted Got 11 10 6 5 (32) 4 5 14 9 Averages Wanted Received Number of Respondents Wanted: -3 2 -2 7 Received: 0 5 = = = 1 8 2 2 Averages Wanted Received Number of Respondents Wanted: -3 3 -2 1 Received: 2. Proportion with positive deficiency: 0.120 1 = 2 = 3 = 3 6 -1 8 3 1 -1 2 1.72 1.15 Marginal Sums Wanted Got 2 5 9 17 (33) 2 10 12 9 FILLING DRINK To a To a little To some To a great reasonabl extent only extent extent Received/Wanted e extent To a great extent To a resonable To some extent To a little extent 6 3 0 0 (9) 4 4 5 1 (14) 2.12 0 9 = = = 1 4 2 7 0.400 0. Average Positive Deficiency: 3.190 17 .39 0.76 1 0 2 7 (10) 0 0 0 2 (2) 2.450 1 = 2 = 3 = 0.II(C) RECOVERY AFTER ILLNESS To a To a little To some To a great reasonable extent only extent extent Received/Wanted extent To a great extent To a resonable To some extent To a little extent 1 2 4 2 (9) 0 3 3 6 (12) 1.530 0.030 1.HEALTH BEVERAGS PRIVATE LIMITED EXHIBIT . Average Positive Deficiency: 3.

II(D) LIQUID DIET To a To a little To some To a great reasonable extent only extent extent Received/Wanted extent To a great extent To a resonable To some extent To a little extent 5 2 0 0 (7) 3 2 5 2 (12) 2.320 0. Proportion with positive deficiency: 0.58 0 2 0 3 (5) 2 0 2 3 (7) 2. Average Deficiency: 2.870 1 = 2 = 3 = 0. Average Positive Deficiency: 3. Average Positive Deficiency: 3.060 18 .640 1 = 2 = 3 = 3 2 -1 2 3 5 -1 7 1.39 Marginal Sums Wanted Got 10 6 7 8 (31) 7 5 12 7 IMPROVES GENERAL HEALTH To a To a little To some To a great reasonabl extent only extent extent Received/Wanted e extent To a great extent To a resonable To some extent To a little extent 2 4 6 1 (13) 0 0 2 2 (4) 2.24 0 5 = = = 1 7 2 4 -0.160 1.19 0.390 0.180 0.03 1 2 5 3 (11) 0 0 2 3 (5) Marginal Sums Wanted Got 3 6 15 9 (33) 5 11 4 13 Averages Wanted Received Number of Respondents Wanted: -3 3 -2 5 Received: 0 9 = = = 1 2 2 5 Averages Wanted Received Number of Respondents Wanted: -3 3 -2 5 Received: 2. Average Deficiency: 2. Proportion with positive deficiency: 0.390 0.HEALTH BEVERAGS PRIVATE LIMITED EXHIBIT .01 0.

090 19 .II(e) INSTANT PREPARATION To a To a little To some To a great reasonable extent only extent extent Received/Wanted extent To a great extent To a resonable To some extent To a little extent 3 3 0 0 (6) 3 2 3 3 (11) 2. Average Deficiency: 2.33 0. Average Deficiency: 2. Proportion with positive deficiency: -0.53 0 7 = = = 1 3 2 4 -0.HEALTH BEVERAGS PRIVATE LIMITED EXHIBIT .680 1 = 2 = 3 = 0.210 0.590 1 = 2 = 3 = 3 3 -1 4 3 3 -1 7 1.33 0.65 Marginal Sums Wanted Got 7 10 4 13 (34) 11 6 11 6 EASY DIGESTIBILITY To a To a little To some To a great reasonabl extent only extent extent Received/Wanted e extent To a great extent To a resonable To some extent To a little extent 3 4 0 0 (7) 0 3 4 3 (10) 2.290 0.090 1. Average Positive Deficiency: 3.32 0 4 0 2 (6) 1 1 1 8 (11) 2. Proportion with positive deficiency: 0. Average Positive Deficiency: 3.320 0.20 0 3 3 3 (9) 0 1 3 4 (8) Marginal Sums Wanted Got 3 11 10 10 (34) 0 9 10 7 Averages Wanted Received Number of Respondents Wanted: -3 8 -2 3 Received: 0 0 = = = 1 2 2 6 Averages Wanted Received Number of Respondents Wanted: -3 4 -2 6 Received: 2.260 0.

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