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MARKET SHARE

OF
HEALTH DRINKS
SUBMITTED
TO
PUNE UNIVERSITY
BY
CHIRAG G PATEL
AS PART FULFILLMENT OF
B.B.A. (3RD YEAR)
APRIL, 2010
SINHGAD COLLEGE OF COMMERCE,
PUNE - 411048

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

Analysis, Presentation, Interpretation

37-52

VI

Major Findings, Recommendations,


Conclusion

53-57

VII

Annexure, Questionnaire, Bibliography

58-61

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DECLARATION

I hereby declare that this Market Share Report


Titled Health drinks
Submitted towards fulfilment of BBA Degree of Pune University, is an
original work done by me.

CHIRAG .G. PATEL

Date

Place: PUNE

CERTIFICATE

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


work carried out by CHIRAG .G. PATEL of BBA-III of Sinhgad
College of Commerce towards fulfillment of BBA degree of University
of Pune. He has worked under our guidance and direction.

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

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

Dr. M.S Wazal

Prof. Vishwas Swami

(Principal)

(Project Guide)

Date:

Date:

Place:

Place:

Acknowledgement

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


Swami who was my project guide during my project. I thank him for his
personal involment in my project finding and helping me through the
thick and thin of various aspects of the project.
I am also thankful to Dr. M.S Wazal who is our principal for giving
opportunity to make this project a success.
Last but not the least, I would like to express my heartfelt gratitude
towards my friends who helped me lot during my project report.

CHIRAG .G. PATEL

Date:

Chapter No.: I

EXECUTIVE SUMMARY

I. Executive Summary

My study was carried out on HEALTH DRINK consumption of


people carried out in Navsari (GJ) region. This region includes
Athwalines, Ghod dod Rd.
After data collection, it was analyzed with different charts and graph,
which is very important to find observation and findings. On the basis
of this work, suggestions were made which were very helpful for
analyzing project report.
It was observed that bournvita got major share among all health drink.
The survey was conducted to analyze the prospective customer
awareness for various health drinks in market. Questionnaire method
was used along with interview to obtain the required information.
After the survey was completed the data was first sorted then analyzed
and this analyzed data was later converted in to form of graphs. This
makes result to understand easily by everyone.

Chapter No.: I
Research Design
2.1
2.2
2.3
2.4
2.5
2.6

Introduction.
BACKGROUND OF THE REPORT.
Objectives of the Survey.
Scope of the Study.
Limitation.
Methodology.

2.1

Introduction.
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Product An overview

Brand : Speed
Product Category : Carbonated Beverage.
Product SKU : 250ml (PET) & 250ml (CAN).
Product Ingredients: Carbonated Water, Refined Sugar, Citric Acid,
Sodium Citrate,Sodium Benzoate, Caffeine, Food Grade colour (E
102,E110) Food Grade Flavour and Vitamin E.
Nutrition Facts Per 100 ml.

Energy :73 Calories


Fat : 00 gm
Protein :00 gm
Sodium: 20gm.
Caffeine: 20gm
Carbohydrate : 18.46 gm
Vitamin E : 2.93gm
PH:(6.40-7.40) gm.
Description:
SPEED Drinks is Developed for times of increased stress or strain,
increases performance, concentration and reaction speed, Stimulates
metabolism, The balance formula of speed is palatable, safe and effective
to replenish
body.
Features & Benefits : This drinks with popular flavour, Lucrative Taste,
Make People recharge, Best Served Chilled.[Not Recommended for
person sensitive to caffeine, Pregnant Woman,Children & Diabetics].
Storage & Handling: Avoid Direct Sunlight & Keep in Cold Chain With
Care & refrigerated after opening.
Date Marking & Shelf Life: On the Neck of the Bottle & Bottom of
Can.
Shelf Life: 250ml (Can)-12 Month & 250ml (Pet)- 6 Month.

Background of the study:


This internship report contains all the information that I gathered in the
three months internee in the Akij Food & Beverage Ltd. My report is a
broad study and analysis of consumer perception to these strategies and
Recommendation regarding their products brand building.
Signification of the study:
The fundamental significance of my research is customized towards
revealing the fact of whether the huge efforts of AFBLs brand
department is actually undergoing in the proper direction of the brands
prospects.
Objective of the study:
Broad Objective:
The broad objective of this report is to better understand the beverage
industry and its marketing strategies. My topic is Marketing strategies of
Akij Food & Beverage Ltd (AFBL)s regarding their beverage products
Specific Objectives:
Get idea about various consumer perceptions about the beverage
products of AFBL.
To identify the customer satisfaction related to product, price,
place, promotion of beverage products.
To recommended some measures for the development of beverage
products and services of AFBL.
Methodology:
To develop a formulated research work, well structured methodology of
data collection should be used to build the research. For my research
report I have focus on both the Primary & Secondary data collection
sources.
Type of research design:
I have applied Descriptive Research to conducts the report.
Sources of data
Primary Source:
This means of source was used to collected raw data and information
from the respondents. Survey Questionnaire: To collect primary
information and feedbacks from the consumers regarding AFBLs

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marketing strategies, structured questionnaire was developed and survey


was conduct
Secondary Source:
Secondary source of data collection was used to include information
regarding strategic marketing and the unique selling preposition of
AFBLs brands.
Moreover, second hand data of the research to gain ideas of their strategic
marketing plan and the implementations.
Population:
All the customers of beverage product.
Sample elements:
Individual customers of energy drink.
SAMPLING PROCEDURE:
Non-probability convenience sampling procedure is used in the survey.
SAMPLE SIZE:
The sample size is 30 customers.
LIMITATIONS:
I have faced few limitations during my research and project work and I
have enlisted them below:
The level of privacy associated with the companys information
processing has been a limit for carrying out the planned activities.
Much information was disclosed and its presences would have
enhanced my research report contents but they were highly secret
to be presented in the report.
Work pressure in the office turn out to create time limitation for the
work of the intern report.
But along with these limitations I tried my level best to overcome
them and follow my objective.

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Chapter No.: III


CONCEPTUAL BACKGROUND
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III. Coceptual Background.

13

Chapter No.: IV
Overview of the Company

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IV. History
Parent Company overview (AKIJ GROUP)

Parent Company overview (AKIJ GROUP) Reaching escalating heights in


Bangladesh and beyond AKIJ GROUP is considered to be one of most profound and
aged industries that is still sustaining with great success and prosperity. It was more
than fifty years ago the company emerged into the market. Entrepreneur, Founder and
Chairman Late Mr. Sheikh Akij Uddin initiated the business in 1950s with a single
product of cigarette naming Akij Biri. This brand is one of the biggest and well known
units of Akij Group.

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OVERVIEW OF AKIJ FOOD & BEVERAGE LTD (AFBL):

The company Akij Food & Beverage Ltd (AFBL), a unit of Akij group, came into
business in year 2006. It has come with the best food & beverage in Bangladesh. It
incorporates manufacturing of variety sort of snack and beverage products and selling
them to the local market as well as some of the international market. There are various
types of soft drink. Mojo is the brand name of cola, Lemu is the brand name of
Lemon and Speed is the brand name of energy drink. Immediately after the
introduction of the brand it became very popular among its consumer because of the
high quality and serious distribution in every corner of the country.

3.3: AFBL: Mission, Vision, Goal & objective:

Mission:
To earn a respected position in Food & Beverage sector. Discovering
understanding the desires & desires & needs of the community, whiles
working in harmony with our consumers, employees and business
partners.
Vision:
To be the leading food & Beverage brands excelling in product
quality, social, technical & marketing creativity; and service to our
customers through the skills and cordial commitment of our employees.
According to Late Mr. Sheikh AkijUddin regarding AKIJ Food and
Beverage Limited (AFBL), We will manufacture and introduce those
high quality products in the market that we ourselves and our family will
always use; we will not just produce products for the consumers in the
market and let our family consume other foreign products.
Goal:
To achieve market leadership, profitability, good corporate citizenship
and a sustainable growth.

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Objectives:
The main objective of the company is to increase the market share in
related diversified Products in Bangladesh and to assure the potential
customers of the quality and durability of the products.

2.4 Owners and Board of Directors


2.4.1 Owner of Akij Group:

Founder Chairman, Akij Group: Mr. Sheikh Akij Uddin


Chairman, Akij Group: Mr. Sk. Nasir Uddin
2.4.2 Board of director:
Chairman: Mr. Sk. Nasir Uddin
Managing director: Mr. Sk Bashir Uddin
Director: Sheikh Jamil Uddin
Director: Sk Shamim Uddin
3.0 Profile of AKIJ Group
3.1 Enterprises under AKIJ Group
Business Enterprises:
Akij Bidi Factory Ltd.
Akij Cement Company Ltd.
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Akij Computer Ltd.


Akij Corporation Ltd.
Akij Food & Beverage Ltd.
Akij Institute of Technology.
Akij Jute Mills Ltd.
Akij Match Factory Ltd.
Akij Online Ltd.
Akij Particle & Hard Board Mills Ltd.
Akij Pharmaceuticals Ltd.
Akij Printing & Packaging Ltd.
Akij Real Estate Ltd.
Akij Textile Mills Ltd.
Dhaka Tobacco Industries (Cigarettes & Leaf).
3.5.2 Product of AFBL:
The products which are offering now by the company are given below:
Product Category
Cola

Brand Name
Mojo

C l e a r l e mo n

Clemon

E n e rgy d r i n k
Dr i n k i n g w a t e r

Speed
Spa

Juice
Milk

Fr u t i k a
F ar m f r e s h U H T
mi l k
D o p o t a t o s p i c y
cocktail

Real potato chips

4.1 Management process of Akij Group:


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Size
1 5 0 ml c a n , 2 5 0 ml
pet&can,500ml
pet,1&2 litter pet.
1 5 0 ml c a n , 2 5 0 ml
pet&can,500ml
pet,1&2 litter pet.
2 5 0 ml p e t & c a n .
5 0 0 ml p e t , 1 & 2
litter pet.
2 5 0 ml p e t , 1 l i t t e r.
5 o o ml p a c k a g e .
2 2 g m/ p a c k

Management is extremely centralized in Akij Group of


Industries. Although everye mp l oy e e i s e n t i t l e d t o r e p or t t o
t h e i r d i r e c t s u p e r v i s o r a n d t h e s u p e r vi s o r s a r e supposed to
guide them and take decisions for them, all decisions are checked by
thet o p o f t h e o rg a n i z a t i o n h i e r ar c h y. Ak i j G r o u p f o l l o w s a
m u l t i - c h a n n e l & c r o s s communication style. The management
of the group generally helds a meeting inalternate months or at a
predetermined date to critically analyze the present & near future
situation of the group and its enterprises. All sister concerns are
connected tothe corporate office through online to take rapid decisions.

Customer Satisfaction
Customer satisfaction is a term used to describe a scenario when an
exchange meets the needs and expectations of its user. It captures the
provision of goods or services that fulfil the customers expectations in
terms of quality and service in relation to the price paid. Customer
satisfaction, as a business term, can also be used to measure how the
supply of products or services surpasses customer expectations.

Chapter No.: V
19

ANALYSIS, INTERPRETATION,
PRESENTATION.

V. Analysis, Interpretation, Presentation.


1. Do you drink speed energy drink?
Table No.: 1
Answers
Yes
No
Total

No. of Respondents
23
7
30

20

Percentage
77.00%
23.00%
100.00%

Chart No.:1

Consumption of energy drink

No
8%
Yes
No
Yes
92%

The above chart shows 77% people drink speed energy drink.
2. Which energy drink do you prefer?
Table No.: 2
Answers
Speed
Royal Tiger
Thunder
Any other

No. of Respondents
17
1
0
12

Percentage
57.00%
03.00%
00.00%
40.00%

30

100.00%

Total

Chart No.:2

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Choice of energy drink

Royal Tiger
3%
Thunder
oo%
Speed
57%

Any other
40%

Speed
Any other
Thunder
Royal Tiger

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


seen that most people like speed and any other.

3.Do you think speed energy drink can help you gain more energy?

Table No.: 3
Answers
Yes
No
Im not sure
Total

No. of Respondents
12
10
8
30

Chart No:3

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Percentage
40.00%
33.00%
27.00%
100.00%

Preference of Speed energy drink

Im not sure
27%
Yes
40%

Yes
No
Im not sure

No
33%

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.
4.Do you think that the price of speed energy drink is appropriate?

Table No.: 4
Answers
Yes
No
I dont know
I dont know
Total

No. of Respondents
15
3
12
0
30

Chart No.:4

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Percentage
50.00%
10.00%
40.00%
0.00%
100.00%

Appropriate Price

No
10%

I dont know
40%
I dont know
Yes
No
Yes
50%

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 find the taste?


Table No: 5
Answers
Good
Better
Best
Satisfactory
Total

No. of Respondents
6
2
12
10
30

Chart No:5

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Percentage
20.00%
7.00%
40.00%
33.00%
100.00%

Taste of Energy Drink

Better
7%

Satisfactory
33%

Good
20%

Best
40%

Satisfactory
Good
Best
Better

The above chart shows that 40% respondent rank their drink as
under best category while 20%, 7%,and 33% are ranked as
good, better and last satisfactory.

6.From where do you purchase your speed energy


drink?
Table No: 6
Answers
Retailer
Wholesaler
Cafeteria
Others
Total

No. of Respondents
21
4
3
2
30

Chart No:6

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Percentage
70.00%
13.00%
10.00%
7.00%
100.00%

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.

7.What is the availability of product?


Table No: 7
Answers
Regular
Irregular
Not available at all
Total

No. of Respondents
19
6
5
30

Chart No:7
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Percentage
63.00%
20.00%
17.00%
100.00%

Availability of product

Regular
Irregular
Not available at all

Not available
at all
17%
Irregular
20%

Regular
63%

The chart shows that 63% respondent says that their product is
regular while 20% says it is irregular and 17% says the product
is not available at all.

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


Table No: 8
Answers
Television
News Paper
Magazine
Family and Friends
Any other
Total

No. of Respondents
23
0
1
0
0
6
30
27

Percentage
77.00%
0.00%
3.00%
0.00%
20.00%
100.00%

Chart No:8
Mode of Awareness

Any other
20%

Television
News Paper
Magazine
Family and Friends
Television
Any
other
54%
Television
77%

The above chart shows that Television and any other are two
important media for the awareness of product.

9.What improvement do you want?


Table No: 9

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Answers
Reduction in Price
Attractive Packing
Change in Taste
None
Total

No. of Respondents
7
6
6
11
30

Percentage
23.00%
20.00%
20.00%
37.00%
100.00%

Chart No:9
Improvement Required

Attractive Packing
20%

Change in
Taste
20%

None
37%

Reduction in
Price
23%
Reduction in Price
None
Change in Taste
Attractive Packing

Majority i.e. 23% of them wants reduction in price and 37%


want no change.

10.Are you satisfied with your speed energy drink?


Table No.: 15
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Answers
Yes
No
Total

No. of Respondents
20
10
30

Percentage
67.00%
33.00%
100.00%

Chart No.:15
Satisfaction of speed energy Drink

No
33%
Yes
67%

Yes
No

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


clearly seen that 67% of respondent are satisfied with their
speed energy drink while 33% are not satisfied.

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Chapter No.: VI

MAJOR FINDINGS,
RECOMMENDATIONS,
CONCLUSION.

VI. Major Findings, Recommendations, Conclusion.

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The major findings of the report are as follows:1. It is found that 77% people like speed energy drink.
2. It is seen that most people prefer speed and any other energy drink.
3. 40% people says that speed energy drink can help you gain more
energy and 33% people says that can not gain more energy.
4. Majority of people says that price is apporiate.
5. It is analyzed that 40% respondent rank their drink as under best
category while 20%, 7%, and 33% are ranked as good, Better and
last satisfactory.
6. It is observed that most of people ie.70% purchases their speed
energy drink from retailer while 13% from wholesaler, 10% from
Cafeteria and remaining 7% from other sources.
7. 63% respondent says that their product is regular while 20% says it
is irregular and 17% says the product is not available at all.

8. Television and any other source are important media for the
awareness of product.
9. Majority i.e. 23% of them wants reduction in price and 37% want
no change.
10.It is clearly seen that 67% of respondent are satisfied with their
speed energy drinks while 33% are not satisfied.

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Recommendation:
I would recommend that the companies should strength its
distribution channel especially local retailer and other , which is the
biggest market for health drink.
The companies should make use of more advertising media like
T.V, Newspaper 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.

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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
energy drink. Brand name is consider as an important factor while
purchasing a energy drink and in which speed of energy 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
energy 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.

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Chapter No.: VII


ANNEXURE,
QUESTIONNAIRE,
BIBLIOGRAPHY.

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VII. Annexure, Questionnaire, Bibliography.

Questionnaire
Name:
_________________________ Occupation:
Age:
_________________________ Sex:
Mobile No.: _________________________

_______________
M/F

1. Do you drink energy drinks?


( ) Yes

( ) No

2. Which energy drink do you prefer?


( ) Speed
( ) Thunder

( ) Royal Tiger
( ) Any other

3. Do you thinkenergy drink can help you gain more energy?


( ) Yes
( ) No
( ) Im not sure
4. Do you think that the price of speed energy drink is appropriate?
( ) Yes
( ) No
( ) I dont know
5. How do you find the taste?
( ) Good

( ) Best
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( ) Better

( ) Satisfactory

6. From where do you purchase your energy drink?


( ) Retailer
( ) Cafeteria

( ) Wholesaler
( ) Others

7. What is the availability of product?


( ) Regular
( ) Irregular
( ) Not available at all
8. How do you come to know about the product?
( ) Television
( ) Magazine

( ) News Paper
( ) Any other

9. What improvement do you want?


( ) Reduction in price
( ) Change in Taste

( ) Attractive Packing
( ) None

10.Are you satisfied with yourenergy drink?


( ) Yes
( ) No

ANNEXURE
BIBLIOGRAPHY
BOOK REFERRED:1. Prajati.
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SEARCH ENGINES:1. www.google.com

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