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INTRODUCTION

Glucose is a medicine that is used for the treatment of Carbohydrate
Depletion, Dehydration , Fluid Depletion , Water Replacement, Vitamin D
Deficiency and other conditions. Glucose is on The World Health Organisation's list of
Essential Medicines , the most important medications needed in a basic Health System .
Glucose D Powder contains Calcium, Dextrose, Phosphorus, and Vitamin D as active
ingredients.
Glucose D Powder helps in improving immune system, blood production, muscles,
bones and general built of body; increasing absorption of calcium and phosphorus
required for strong bones; curing weakening of bones and for better absorption;
completing the deficiency of essential mineral in body.
Glucose-D also provides essential nutrients that refresh and energizes you to fight tiredness and
fatigue caused by summer heat. Extremely good for growing children and sportspersons, Dabur
Glucose also helps in all-round development of kids.
It is beneficial for sportspersons . It helps them to rehabilitation of his body and helps to regain
Stamina and gives instant energy to help them play 100% fit . Glucose - D is highly branded all
over the world in low as well as high markets. This helps the product to get better product image
over the Customers . It attracts the Customers with its packaging and attractive offers. Glucose-
D expiry 24 months from date of manufacture. Gluco Plus-C Expiry 12 months from date of
manufacture.

HISTORY

The H. J. Heinz Company, or Heinz, is an American food processing company with world
headquarters in Pittsburgh, Pennsylvania. It was founded by Henry John Heinz in 1869. The H.
J. Heinz Company manufactures thousands of food products in plants on six continents, and
markets these products in more than 200 countries and territories. The company claims to have
150 number-one or number-two brands worldwide. Heinz ranked first in ketchup in the US with a
market share in excess of 50%;Ore-Ida label held 46% of the frozen potato sector in 2003. [9]

Since 1896, the company has used its "57 Varieties" slogan; it was inspired by a sign advertising
21 styles of shoes, and Henry Heinz chose the number 57 even though the company
manufactured more than 60 products at the time.

On February 14, 2013, Heinz agreed to be purchased by Berkshire Hathaway and 3G Capital for
$23 billion. On March 25, 2015, Kraft announced its merger with Heinz, arranged by Berkshire
Hathaway and 3G Capital. The resulting Kraft Heinz Company is the fifth largest food company in
the world. Berkshire Hathaway became a majority owner of Heinz on June 18, 2015. After
exercising a warrant to acquire 46,195,652 shares of common stock for a total price of
$461,956.52, Berkshire increased its stake to 52.5%.The companies completed the merger on
July 2, 2015.

Heinz acquired the former foods division of Glaxo India, gaining the Complan, Glucon D, Glucon
C, Sampriti Ghee, and Nycil products and brands.

Glucon D: Benefits, Ingredients & Side Effects
Glucon D, the so called instant energy drink specially made for summers. The product is
manufactured by Heinz, a U.S. based company founded in 1869, most commonly known for its
famous tomato ketchup.

Glucon D Benefits, Side Effects

The company entered India in 1994 with its world famous product Glucon D. Very few years after its
launch, it quickly captured the Indian market, and as of now it has become the top selling energy drink
in India.

Glucon D, glucose based beverage known for its quick absorption and gives instant energy. Unlike
other energy drinks, its doesn’t contain any caffeine or any other chemical that may affect the body.
Without going any further, let’s jump into the various health benefits you can have by drinking 1 glass
of Glucon D.
Ingredients:

Glucon D Ingredients

Glucon D contains 99.4% of Glucose; it is basic ingredient of this product. Rest includes flavour part.
Some colouring and a particular flavour is also mixed with the raw glucose to make it drinkable and
tastier.

So, the ingredients are as follows:

a) 99.4% Glucose.
b) Colouring
c) Flavours
Flavours:
Heinz has proudly launched 4 flavours of Glucon D in the Indian market after seeing its exponential
sales growth. The flavours are as follows :

1) Glucon D Original

2) Glucon D Tangy Orange Flavour

3) Glucon D Nimbu Pani Flavour

4) Glucon D Aam Panna Flavour.

Glucon D Health Benefits:
1) Instant Energy drink: Got tired on a summer day or got too fed with office work? This is the drink.
As it contains 99.4% glucose, which is a carbohydrate that fulfils the energy requirement of the body.
Glucon D is known to be absorbed by body within minutes and releasing energy quite enough to give
you an energy boost.
2) Cools your body down : It is also very important to keep your body temperature low on summer
days, Glucon D does it for you. Drink a glass of Glucon D and it instantly lowers your body
temperature.
3) Makes your healthier: Glucon D basically contains glucose & sugar, which also counts to
increase your calories. If you are slim and trying to be healthy, getting more calories from Glucon D
will be a better opportunity.
4) Good for dehydration: There are a few body types that gets dehydrated very often. For them,
Glucon D is the deal. It instantly gets dissolved in the body along with the water and prevents your
body from getting dehydrated too often.

Glucon D Side Effects:
However, Glucon D is not directly linked with health problems, but taking it without the precautions
can drag you into a few problems. Here are a few side effects of Glucon D that you are must be aware
of.

1) Not made for fatty people : As it contains sugar, if your body don’t require more sugar then the
extra sugar will be converted into fat and will make you obese. So, it is generally not advised for
people who are already fatty. They should find some other alternative than Glucon D.
2) Not advised on a daily basis : Most of your food items and drinks already contains more than
required sugar and if still you are taking Glucon D on a daily basis, then it certainly will increase the
sugar level. Increased sugar level is directly linked with diabetes, so it has to be limited.
But it is good for like 10 times a month or so, but definitely not recommended for a daily basis.
Posted in Food & Beverages, Total Reads: 4165
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SWOT Analysis of Glucon-D with USP, Competition, STP (Segmentation, Targeting, Positioning) -
Marketing Analysis

Glucon-D

Parent Company Heinz

Category Beverages

Sector Food Products

Rehydrates fluids replenishes vital salts and recharges glucose; Sipkaro
Tagline/ Slogan shakti bharo

USP Leader amongst glucose based beverages

STP

Segment Young sporty people looking for an energetic drink

Target Group All age groups Lower, middle class people

Positioning Beverage for instant energy & rejuvenation

SWOT Analysis

1.Strong brand name
2.Excellent branding and advertising
3.Excellent distribution and availability
Strengths 4.High brand loyalty and top of the mind recall

Weaknesses 1.Not good for diabetic patients

Opportunities 1.Leverage successful brand
2.Advertise more
3.Buy out competition

Threats 1.Threat from locally made glucose

Competition

1.Dabur Glucose D
Competitors 2.Gatorade

India: "GLUCON-D" – Not An Exclusive Property

The Mark "GLUCON-D" was granted registration by the Indian Trade Marks Registry under
registration No. 305664/30 on May 21, 1975 in relation to "Glucose (for food), Flour and
Preparations Made from Cereals, Bread, Biscuits (Not for animals), Pastry and
Confectionary (Non-Medicated), Milk Chocolate" in the name of Glaxo Laboratories (Indian)
Limited. In the year 1994 the Mark "GLUCON-D" became the property of Heinz Italia S.R.I.
The subject Mark had been consistently used by both the proprietors of the Mark and sold in
a package which is green in colour, showing a family of three together with the words
"GLUCON-D".

In the year July 2002, it came to the knowledge of Heinz that Dabur India Limited had
launched a product under the trademark "GLUCOSE-D" in a packet, which was deceptively
similar to the package containing product of the "GLUCON-D". Thereby, Heinz and Glaxo
filed a suit for infringement and for passing off accompanied with an application for Interim
injunction alleging that the package of "GLUCOSE-D" was so very identical to the package
of "GLUCON-D" that the overall impression which came to be given out was that any
average man of imperfect reflection was bound to get confused. Dabur, however, admitted
the use of the Trade Mark "GLUCOSE-D" but denied that the boxes/package used by them
were in any manner similar to that of "GLUCON-D". The Respondent further argued that the
expression "GLUCOSE" was a generic description of the product being sold by it and no
monopoly could be claimed in respect of such an expression by anyone. The Respondent
also argued that the expression "GLUCOSE" signifies well known ingredients used in the
composition of the product namely, Dextrose Monohydrates and Vitamin-D which constitute
Glucose. It was also their case that there was no infringement of the trade mark "GLUCON"
by user of the generic description of the goods by the terms "GLUCOSE-D" and that there
was no description nor any similarity between the Cartons of the two products in as much as
they had specifically used the words "DABUR GLUCOSE-D" and that they had been selling
their goods as such, having a green background since 1989 without any objection. They also
asserted that that colour green was chosen by the Legislature in the Notification under the
provisions of Prevention of Food Adulteration Rules, 1955 as a colour symbolizing
"vegetarian food". The Respondent also raised the delay in institution of suit as ground of
defence.

The Additional District Judge held that the Plaintiff, that is, Heinz has not been able to make
out a prima facie case for ad interim injunction and accordingly the application fro the same
was dismissed. The Plaintiff filed in appeal before the High Court of Punjab and Haryana
and this Court reconsidered the same limited question.

The High Court looked into the Certified Copy of the Registration Certificate and noted that
there were two columns in the registration certificate. Column a was pertaining to the goods
description and column (b) was pertaining to conditions/limitations attached, which read as
follows:-

"Registration of this trademark shall give no right to the exclusive use of the letter "D""

The third equally relevant factor noted by the High Court was the registration of the
trademark type, which said "GLUCON-D".

The goods described under this trade mark, the High Court noted are GLUCOSE for food
and it also includes GLUCOSE for flour and preparations made from cereals, Glucose used
in bread, GLUCOSE used in biscuits but not for animals, GLUCOSE used in pastry and
confectionary which are not medicated and GLUCOSE used in milk chocolates. Thus, the
trade mark is GLUCON-D but under its registration it has been clarified that it will contain
GLUCOSE used in the aforementioned items for food. The High Court further observed that
the word "GLUCOSE" means grape sugar or Dextrose and it is a word which is included in
all the dictionaries of the world. Thus the word "GLUCOSE" cannot be said to be a monopoly
or an exclusive property of a particular person or an entity. Further the Judge observed that
the letter "D" is a letter of the English alphabet and it also cannot be claimed by any
individual or a person to be their exclusive prerogative or monopoly. The Court in Appeal
also noted the delay in institution of the infringement suit.

In view of the above it was held in appeal that while Heinz and Glaxo, the appellants are
using the word "GLUCON-D", the Respondent, Dabur, on the other hand have used two
common English words namely "GLUCOSE" and the letter "D". Accordingly there is no prima
facie case made out by the Plaintiff for grant of interim injunction and the order passed by
the Additional District Judge was confirmed.
QUESTIONAIRRE FOR CUSTOMER

1. How do you rate our product?

- Very High Quality

- High Quality

- Low Quality

- Neither

2. What should be the price of the product ?

- Below 50

- Below 75

- Below 100

Below 125

3. How do you rate our Packaging ?

- Very good

- Good

- Bad

- Neither

4. How do you rate our branding ?

- Very good

- Good
- Bad

- Neither

5. What should be the quantity in one pack ?

- 250 gm

- 500 gm

- 750 gm

- 1 kg

6. What is the preferred flavour you like to have?

- Orange

- Lemon

- Green

- Aam panna

7. Are there any side effects or problems after consuming the Product?

- Very Less

- Less

- Many

- Not encountered

8. How is the taste of the Product?
- Very Good

- Good

- Bad

- Need change

9. Is There any Need for Innovation of the Product?

- Absolutely Yes

- Likely

- No need

- Neither

QUESTIONAIRRE
1. How do you rate our Packaging ?

- Very good

- Good

- Bad

- Neither

2. How do you rate our branding ?

- Very good
- Good

- Bad

- Neither

3. What should be the quantity in one pack ?

- 250 gm

- 500 gm

- 750 gm

- 1 kg

4. From where you buy the product ?

- Manufacturer

- Retailer

- Wholesaler

- Any other

5. By which Age Group the demand of the product most ?

- 15-25

- 25-35

- 35-45

- 45 & above
6. When is the demand of the Product the most ?

- Jan- Mar

- Apr- Jun

- Jul-Sep

- Sep-Dec

7. Is there any Complaints about the product ?

- Very Much

- Less

- Very Less

- None

8. What should be the quantity in one pack according to the demand of the
Market?

- 250 gm

- 500 gm

- 750 gm

- 1 kg

ANALYSIS AND INTERPRETATION

The questionnaire we made were asked from customers as well as shopkeepers to
know the present status of the product in the market and their opinions about our
product as Customer is the Ultimate King of the Market. The questionnaire
stated the questions related to quality, price and other aspects of our product. This will
give us a clear picture where our product stands in the market like what are the
problems , solutions , forces which affect the Market.
Different Questionnaires were prepared for both customers as well as shopkeepers.
Questionnaire of Customer stated the quality of the product , its quantity , how they rate
the product , reasonable price , about the packaging & branding of the product , the most
suitable pack(weight) , their preferred flavour , about the taste , any problems or side
effects of the product , any new innovative ideas for the product .
According to the survey conducted by us , we analyzed that 50% customer rated it of
very high quality whereas 30% rated it as high quality whereas 20% rated it as neither
which showed that the product is of good quality. Then , More than 60% asked the price
of the product to be below 50 whereas rest asked it to be around 100. Then , All
customers rated our packaging as well as branding to be Good with no problems
associated with them. Most customers preferred the quantity of one pack to be 500 gm
since it was convenient for them to carry to their homes and it suited their pockets. As
we know , there are taste preferences of the customer and it varies from one person to
another. We analyzed that most of the customer like the youth people preferred orange
flavour whereas people nearing old age preferred lemon and aam panna. Before buying
the product , the customer should be a rational man. We analyzed that Fat customer had
side effects but rest had no side effects , since everything in excess is bad for our health.
On The product , it is mentioned that product is not recommended for fatty people. Now
it depends on the rationality of the customer whether to consume it or not. Most
customers found the taste of the product to be tasty. Youth people asked for some
innovation in the product whereas old people were fully satisfied with the product.

Questionnaire of Shopkeeper stated that from where they buy the product , age group
the product is being liked the most , most demanded time of the product , any complaints
from their view , Quantity of the product most preferred , about branding & packaging.
According to the survey conducted by us , we analyzed that Most shopkeepers buy the
product from retailers while others buy it from other or wholesaler . The product is most
demanded by the Age Group of 15-25 & 45 &above . The product is being demanded
the most in the summers specially from April to June. They were few complaints from the
shopkeepers from the Intermediaries. The most preferred is 500 gm.

CONCLUSION
From the survey this could be understood that there is a relation
between customer , shopkeeper and the product. The product should
satisfy all the needs to get recognition and loyalty from the customers
as well as shopkeepers. As this is a dynamic environment and change
in taste preferences , there should be regular surveys and company of
the product should work on it for the success of the product . There
were no such future rise price expectations and depends upon weather
and climate