INTRODUCTION

INTRODUCTION
The Great Family Nourishing Health drink

Horlicks is the leading Health Food Drink in India and as the 'Most Trusted Drinks
Brand' (Economics Times Survey, 2004) in India. Horlicks enjoys more than half of the
Health Food Drink market.
Although it has been a popular brand in the Indian market since the 1930s, Horlicks
underwent a revamp in 2003 to further increase its relevance. The modern & contemporary
Horlicks offers 'pleasurable nourishment' with a delicious range of flavors including Vanilla,
Toffee, Elaichi and Chocolate.
Horlicks is made from wheat, milk and malted barley. Horlicks is widely known as an
easy to prepare malted food drink. It is fortified with iron and eight essential vitamins with
twice as much as calcium in fresh milk. Horlicks is still the world's most widely consumed
malted milk product. For over 50 years, generations after generations of children wakeup to a
mug of Horlicks prepared by mothers in their own special way, yet providing the same
nourishing goodness unrivaled by any competitive products.
Horlicks is a nourishing malted food drink which combines the wholesome goodness
of malted barley, wheat and dairy ingredients. The malting of barley through the natural
process of germination releases enzymes. These enzymes break down complex carbohydrates
to simple sugars that are easily assimilated by the body, making Horlicks easily digestible.
Horlicks drinks provide a modicum of vitamins A, C, D, B12, plus calcium, iron,
thiamin, riboflavin, niacin, folate, and dietary fiber. As fresh milk.
With revitalized packaging synergistic with the new brand personality, it is a favorite
with both mothers for its nourishment and kids for its great taste and variety.
Horlicks is sold in a number of countries across the
world. In different countries, the product has
different formulations in order to cater to varying
consumer segments and serve different consumer
needs.
In India, the Horlicks available has been
scientifically developed and specifically caters to
the nutritional needs of the Indian diet. It helps
meet the requirements of essential nutrients in
children, such as iron and vitamins that aid iron
absorption. From the available data, it has been
seen that children in India are not getting enough of
these vitamins and minerals from their daily diet.
Research shows that these nutrients are very
important for school age children for their attention,
concentration and memory as well as their physical performance and growth. Thus, Horlicks
is a beneficial supplement for children to aid not only their growth, but also enhanced
attention and concentration. In fact, we have established this through a large clinical trial
among school going children.
INDUSTRY PROFILE
 INDUSTRY PROFILE
The health drink is oral liquids which are classified as elixirs or limonades and so on,
which are peculiar to Japan and differ from other liquids to glass a dose of drug. It has mainly
been divided into two classes by glassed volume (dosage) in the bottle. One class is the drink
tonic which is the capacity of 100 ml and another is the mini-drink tonic which is 50 ml and
less. In addition, oral liquid glassed with an ampule is called the ampule tonic. Such drugs
were thought to appear after World War II and have been widely known since 1960.
However, tonics which had consisted of recipies like the present health drink were shown to
exist before World War II. Thus, it was considerable that such prescription formulas were
also applied to the ampule tonic and drink tonic. On the other hand, one of the important
problems with health drugs was how to make their taking easy in its development. Further, it
was necessary to add to acid antiseptic and high content of sugar etc., because the liquids
generally had been putrescible. It might be one of the reason for their appearances that it was
allowed to produced a liquid which was stabler and made its taking easier to be released from
the above limit by the introduction of a dose-glassed liquid.
In 1960, the Ampule tonic quickly became popular and the drink tonic followed. It
was probably caused by changes on the standard and style of living involved the
enhancements of the labor time, purchasing power and sense on the health and active
propaganda of the manufacturers. In this way, the market has satisfactorily expanded.
However, because such medicines liked beverages appeared, it was difficult to distinguish
their differences since 1965. Therefore, the Ministry of Health and Welfare has performed
some administrative guidances.
In 1978, it regulated new approval of the production of 100 ml drink tonics, which led
to the appearance of the mini-drink tonic. Its market rapidly expanded since 1985.
In 1991, its scale reached about 200 billion yen on both drink tonics and the sale
volume was 20% at drug stores in Japan. The health drink is supporting the economic
foundation of drug stores at present.
In 1873 James Horlick, a pharmacist with his brother William established a company
J & W Horlicks in Chicago, USA to manufacture a “malted milk drink” , which claimed to
promote sleep.
In 1883 they got patent for this product. Horlicks was thus the first invented to
substitute milk baby food. In 1890 the product was imported to the United Kingdom and later
a factory was established in slough, Berkshire, England.
 Horlicks became popular during the world wars 1 and 2. The drink became popular at
home and the battle front. In world war two, Horlicks tablets were sold as a candy, used as an
energy booster by US, UK and other soldiers.
Coming to India, Horlicks bottles were imported and sold.This was during 1930 „s . In
the latter part of 1958, a plant was set up, and was named Hindustan milk food manufactures.
After this the company was acquired by Beecham which later became Smithkline Beecham
and finally became Glaxo SmithKline Beecham Consumer Health care ltd.
The company believed in Growth through innovation. Previously Horlicks was
imported but as the demands exceeded they set up 2 production units in India to fulfill the
demands of the Indian population. This came as a solution to Indian market as a health drink.
Then Horlicks entered the biscuit market and later in 1995 they came up with Junior orlicks
as a baby food supplement. Viva and Maltova were acquired by the company in 200 and
2001 that increased the product range.
Women‟s Horlicks came into picture initially nursing mothers and then to catering
specific needs of women. Horlicks adopted certain strategies to deal with competitors and
came up with attractive packaging and various flavours.
Horlicks conducted clinical trials and campaigned “Taller Stronger Sharper”. Horlicks
segmented the market to increase its market share. Horlicks focused on children to encash
their increasing population. Then it launched Horlicks Lite which is specially formulated
keeping in mind nutritional needs of adults and also for use by people with diabetes.
Horlicks also entered the instant noodle market with Foodles and Nutribar came as a
energy bar focused on the young generation, these two products were focused as a healthy
solution to the existing fad market (plain maggi and energy bars). Recently Chill Dood is
launched in the instant milk shake focused on children.
COMPANY PROFILE
 COMPANY PROFILE
Glaxo Welcome:
Further information: Glaxo Wellcome and List of pharmaceutical companies
Burroughs Wellcome & Company was founded in 1880
in London by the American pharmacists Henry
Wellcome and Silas Burroughs. The Wellcome Tropical
Research Laboratories opened in 1902. In 1959 the
Wellcome Company bought Cooper, McDougall &

The historic Glaxo factory in Robertson Inc. to become more active in animal health.[9]
Bunnythorpe, New Zealand
The Wellcome Company production centre was moved
from New York to North Carolina in 1970, and the following year another research centre
was built.
Glaxo was founded in Bunnythorpe, New Zealand, in 1904. It was originally a baby food
manufacturer processing milk into a baby food of the same name: the product was sold under
the slogan "Glaxo builds bonny babies" from 1908. Still visible on the main street of
Bunnythorpe is a dairy factory (factory for drying and processing cows' milk into powder)
with the original Glaxo logo clearly visible; it is now a car repair shop.
Glaxo became Glaxo Laboratories and opened new units in London in 1935. Glaxo
Laboratories bought two companies, Joseph Nathan and Allen & Hanburys in 1947 and 1958
respectively. After the company bought Meyer Laboratories
in 1978, it started to play an important role in the US
market. In 1983 the American arm, Glaxo Inc., moved to
Research Triangle Park (US headquarters/research) and
Zebulon (US manufacturing) in North Carolina. Burroughs
Wellcome and Glaxo merged in 1995 to form Glaxo
Wellcome, which opened its Medicine Research Centre that
year in Stevenage, England. Three years later Glaxo

Wellcome bought Polfa Poznan Company in Poland.[9]

Beecham's Clock Tower,
SmithKline Beecham constructed in 1877 as part of
the Beecham factory in St
In 1843 Thomas Beecham launched his Beecham's Pills
Helens
[9]
laxative in England giving birth to the Beecham Group.
Beecham opened its first factory in St Helens, Lancashire, England, for rapid production of
medicines in 1859. The original factory was closed in 1994 and passed to the local college for
re-development. By the 1960s Beecham was extensively involved in pharmaceuticals.
In 1830 John K. Smith opened its first pharmacy in Philadelphia. In 1865 Mahlon Kline
joined the business, which 10 years later became Smith, Kline & Co. In 1891 it merged with
French, Richard and Company. It changed its name to Smith Kline & French Laboratories in
1929 as it focused more on research. Years later Smith Kline & French Laboratories opened a
new laboratory in Philadelphia; it then bought Norden Laboratories, a business doing
research into animal health. Smith Kline & French Laboratories bought Recherche et
Industrie Thérapeutiques (Belgium) in 1963 to focus on vaccines. The company started to
expand globally, buying seven laboratories in Canada and the US in 1969. In 1982 it bought
Allergan, a manufacturer of eye and skincare products. The company merged with Beckman
Inc. later that year and changed its name to SmithKline Beckman.[9]
In 1988 SmithKline Beckman bought its biggest competitor, International Clinical
Laboratories, and in 1989 merged with Beecham to form SmithKline Beecham plc. The
headquarters of the company was moved to England. To expand research and development in
the US, SmithKline Beecham bought a new research center in 1995. Another new research
centre at New Frontiers Science Park in Harlow, England, was opened in 1997.[9]
Glaxo Wellcome and SmithKline Beecham announced their intention to merge on 17 January
2000. The merger was completed in December that year, forming GlaxoSmithKline (GSK)
GSK in India:
Established in the year 1924 in India GlaxoSmithKline Pharmaceuticals Ltd. (GSK Rx India)
is one of the oldest pharmaceuticals company and employs over 3500 people. Globally, we
are a £ 26.4 billion, leading, research-based healthcare and pharmaceutical company. In
India, we are one of the market leaders with a turnover of Rs. 3021 crore and a share of
4.2%*. At GSK, our mission is to improve the quality of life by enabling people to do more,
feel better and live longer. This mission drives us to make a real difference to the lives of
millions of people with our commitment to effective healthcare solutions.
The GSK India product portfolio includes prescription medicines and vaccines. Our
prescription medicines range across therapeutic areas such as anti-infectives, dermatology,
gynaecology, diabetes, oncology, cardiovascular disease and respiratory diseases. The
company is the market leader in most of the therapeutic categories in which it operates. GSK
also offers a range of vaccines, for the prevention of hepatitis A, hepatitis B, invasive disease
caused by H, influenzae, chickenpox, diphtheria, pertussis, tetanus, rotavirus, cervical cancer,
streptococcus pneumonia and others.
With opportunities in India opening up, GSK India is aligning itself with the parent company
in areas such as clinical trials, clinical data management, global pack management, sourcing
raw material and support for business processes including analytics.
GSK's best-in-class field force, backed by a nation-wide network of stockists, ensures that the
Company's products are readily available across the nation. GSK has two manufacturing units
in India, located at Nashik and Thane as well as a clinical development centre in Bangalore.
The state of art plant at Nashik makes formulations while bulk drugs and the active
pharmaceutical ingredients are manufactured at Thane.
Being a leader brings responsibility towards the communities in which we operate. At GSK,
we have a Corporate Social Responsibility program that works towards fulfilling basic
healthcare, education and other developmental needs of the underserved population. With this
dedication and commitment, we believe that the world will be better, healthier and happier.
GSK is committed to developing new and effective healthcare solutions. The values on which
the group was founded have always inspired growth and will continue to do so in times to
come.
Mission of the Company:
Our global quest is to improve the quality of human life by enabling people to do more, feel
better and live longer.
We at GSK dedicate ourselves to delivering innovative products that help millions of people
around the world live longer, healthier and happier lives.
Vision:
We want to become the indisputable leader in our industry - not simply in terms of size, but
in how we use that size to achieve our mission and improve the quality of human life.
Becoming the indisputable leader in our industry means conquering the challenges that face
us as an industry, and as a global society.
GSK - A Flashback
1865 : William and James Horlicks started the company
1875 : Business moved to Racine, Wisconsin for its supply of spring water
1883 : William was given a US patent for Horlicks being the first
Malted milk drinks mixing powder
1906 : Factory constructed at slough UK
1909 : Horlicks became popular in north pole and south pole expeditions as a
Provision
1921 : Death of James led the company to split, William having the Americas
And the sons of James the rest of the world
1931 : “Night Starvation” was a story developed to promote Horlicks as a
bed time drink
1945 : Company acquired by British Horlicks business
1952 : Horlicks was said to cure gastric ulcers and some forms of diabetes
1960 : Factory established in Punjab to make Horlicks from Buffalo Milk
1968 : Factory built in Bangladesh and Pakistan to satisfy local demand
1975 : factory built in Andhra Pradesh
2000 : Glaxo and Smithkline merger
2011:
Most Respected Company Award - Business World
Launches Votrient™ indicated for the treatment of advanced renal cell carcinoma (RCC)
Launches Revolade™ indicated for the treatment of thrombocytopenia (reduced platelet
count) in adults with the blood disorder chronic immune (idiopathic) thrombocytopenic
purpura (ITP)
Vaccine Market Company of the Year award - Frost & Sullivan
Special Commendation - Good Corporate Citizen Award 2011 - Bombay Chamber of
Commerce
Pharma / Life - Science Supply Chain Excellence Award presented at the 5th Express,
Logistics and Supply Chain Conclave
Unveils Synflorix - a vaccine against invasive pneumococcal disease
2012:
Launches Altargo™ used to treat bacterial infections affecting small areas of skin
Introduces Volibris (Ambrisentan), a non-sulphonamide class endothelin receptor antagonist
(ERA) used to treat pulmonary arterial hypertension (PAH) indicated for WHO Functional
Class II & III patients in India. Volibris® is a trademark of GlaxoSmithKline. Ambrisentan
has been licensed to GlaxoSmithKline by Gilead Sciences Inc.
GSK India named as India's most admired company in Pharmaceutical space by HAY Group
and Fortune Magazine.
Awarded the Paediatrician's Award for the Best Vaccine Company of the Year by Frost &
Sullivan.
Received the Dr. H. R. Nanji Memorial Marketing Excellence Award for CCM in the
'Existing Pharmaceuticals Product' category from OPPI (Organisation of Pharmaceutical
Producers of India)
2013:
Fourth CII National HR Excellence Award 2013 for 'Significant achievement in HR
Excellence'
GSK India named as one of 'India's Most Admired Companies' by Fortune India & HAY
Group
Business Today survey in partnership with PeopleStrong HR Services named GSK India as
one of the 'Best Companies to work for'
Our Products:
Our products
The GSK India product portfolio includes prescription medicines and vaccines. Our
prescription medicines range across therapeutic areas such as anti-infectives, dermatology,
gynaecology, diabetes, cardiovascular disease respiratory diseases and consumer healthcare-
health drinks.
The company GSK has a separate branch over consumer health care – health drinks products
named GSK Consumer health care. The product range of GSK Consumer Health care is:
Product range:
Nutritional and OTC
Nutritional:
 Horlicks
 Horlicks Ninja
 Junior Horlicks
 Mother's
Horlicks
 Horlicks Lite
 Horlicks
Biscuits
 Boost
 Maltova
 Viva
Over the Counter (OTC):
Crocin
Crocin Advance
Crocin Pain Relief
Crocin Cold and Flu
 Eno
Eno is available in Orange, Masaumbi, Lemon, Guava, Regular flavours in both sachets and
bottles.
 Iodex
Iodex® Double Power
Iodex® Headfast
Iodex® Ultra Gel
PODUCT PROFILE
 PODUCT PROFILE
Facts about horlics:
Horlicks was first invented to substitute milk as baby food
The brand has been endorsed by Amitabh Bachchan on the radio(1960-70), Moon
Moon Sen and her daughters Raima and Riya (1980s) and Vishwanathan Anand
In India, over 2 billion cups of Horlicks are drunk every year!
Biggest market is India
6th most trusted brand in India (AC Nelson)
Most trusted health drink brand (Economic Times 04)
More than 50% market share in health drink market
Horlicks contains a wide range of vitamins and minerals. Dr Frankie Phillips - an
independent Nutrition Consultant and Registered Dietician - gives you the good news about
how these vitamins and minerals are essential for wellbeing.
We all need a variety of essential vitamins and minerals to carry out important roles to keep
us well. Let's look to see what some of these vitamins and minerals are needed for:
Vitamins
Vitamin A helps keep skin healthy; helps the immune system to function; important
for healthy eyes and normal vision.
Thiamin (B1) helps to release energy from food; required for helping the nervous system
and heart to work efficiently.
Riboflavin (B2) necessary for keeping skin and blood healthy; helps to release energy from
food.
Niacin needed for healthy nerves; helps to release energy from food.

Vitamin B6 keeps nerves and the immune system healthy; keeps red blood cells
healthy / reduce tiredness and fatigue.
Vitamin B12 vital for healthy nerves and red blood cells.

Folic Acid helps the body to make healthy new cells; important for healthy blood;
important during pregnancy.
Biotin helps to release energy from food; helps to keep skin healthy.

Pantothenic Acid helps to release energy from food.

Vitamin C an antioxidant which helps to protect the body's cells; contributes to

healthy skin; helps the body to absorb iron.
Vitamin D vital for healthy muscles and a healthy immune system; important for
 helping you to absorb calcium to build and healthy bones and teeth.

Vitamin E acts as an antioxidant to protect body cells.

Minerals
Iron needed to produce healthy red blood cells. Iron helps prevent anaemia
and the feeling of tiredness.
Zinc important for carbohydrate metabolism and protein synthesis; required
for healthy skin and in wound healing.
Calcium essential for healthy bones and teeth.

Horlicks Range of Flavours are listed as fallows;

Horlicks Junior
The early years are vital for a child`s physical and mental development. As a parent, you
would naturally be keen to ensure that your child gets the best nutrition possible for his
optimal growth.
Nutritional requirements vary according to age. Toddlers are fussy eaters,
which may lead to gaps in nutrition.
Preschoolers, on the other hand, tend
to have a busy schedule, and need
adequate nutrition to keep them
going through the day. It is therefore
important to manage the different
nutritional needs of your child according to his age.
To bridge gaps in nutrition and aid your child`s overall development, it may be important to
include a nutritional supplement or beverage such as Junior Horlicks
as part of the daily diet. Junior Horlicks provides tailor-made nutrition
for children, and is available as a two-stage product:
Junior Horlicks 1-2-3: An easy
to digest* drink for the fussy
toddler at home (*Junior
Horlicks is partially pre-
digested, which helps make it
easy to digest)
Junior Horlicks 4-5-6 with Growth Boosters^, Power Vitamins# and Smart Nutrients$: A
nutrition packed health food drink for an active preschooler
Growth Boosters are: protein, calcium, vitamin D, vitamin K and magnesium that are known
to promote physical growth.
# Power Vitamins include vitamins B1, B2, B6 and niacin that play a role in release of
energy.
$ Smart Nutrients include: iron, iodine, DHA, choline, vitamin C and folic acid that are
known to be essential for brain development and functioning.

Mother's Horlicks
Mother's Horlicks, launched in 1997, is a superior nutritional supplement with 26 vital
nutrients that is scientifically designed keeping the nutritional needs of the pregnant and
breast feeding women in mind. An attempt to enhance nutritional superiority saw the launch
of its new variant in May 2004 - Mother's Horlicks fortified with DHA.
This unique formulation has an essential fatty acid called
docosahexaenoic acid or DHA from a vegetarian source.
Numerous studies have suggested that DHA helps in
brain development of the child during pregnancy and the
first few years of life. It is important to note that in
infants, breast milk is the only source of DHA.
In addition to DHA, Mother's Horlicks supplies the recommended quantity of ideal quality
proteins [with 100% amino acid score]. Mother's Horlicks, in three serves [6 scoops],
provides 100% of the Recommended Dietary Allowance* [RDA] for iron, folate, calcium,
vitamins C, B2, B6 and B12 - nutrients that are essential for blood and bone health. Mother's
Horlicks is also rich in antioxidants [vitamins A, E, selenium, zinc and copper] essential
during pregnancy and lactation.

70 % of an adult‟s brain is formed before birth

DHA is required for development of brain, eyes and nerves
DHA is not easily available from average Indian diet
Moreover, Mother's Horlicks has been manufactured through a natural process of malting or
germination that helps to produce enzymes which in turn helps to breakdown complex
starches and proteins into simpler molecules making it easy to digest.
Available in all leading chemist outlets in packs of 500 g (Rs. 200 only) and 200 g (Rs. 100
only), Mother Horlicks has best value for money and is the leading nutritional supplement for
pregnant and breast feeding women. After all, every mother has a right to healthy babies!!
Lite Horlicks
Lite Horlicks is a HFD specially designed to suit the nutritional needs of adults. Packed with
23 vital nutrients, including high quality protein and antioxidants, Lite Horlicks provides
strength and stamina by maintaining and repairing damaged body cells. In addition to this,
Lite Horlicks has no added sugar and no fats.
Lite Horlicks was launched in 2005, and holds the distinction of being the only nutritional
drink which is endorsed by diabetes India as being suitable for people
with diabetes.
Lite Horlicks is available in two flavors - Original Malt and Badam.
Contains:
 New Lite Horlicks with zero added sugar* and zero cholesterol##
 Contains 26 vital nutrients
 Has high fibre
 Is low fat
 Has essential antioxidants
 Talk to your doctor today!
 No added Sucrose
 Lite Horlicks is so far the only nutritional products to be endorsed and certified by
Diabetes India*.
*Diabetes India is the largest body of practicing diabetologists, physicians, medical specialist
and researchers interested in the study of diabetes.
Horlicks Biscuits
'With the Power of Calcium!'
Horlicks Biscuits has been growing in popularity ever since it was launched
in 1992.
Extending the benefits of Horlicks to 'solid' nourishment, Horlicks Biscuits
is a favourite among parents and children. Each pack contains the 'Power of
Calcium' providing 100% RDA of calcium (as per Codex Ailementarius
Commission of 1995).
Horlicks Biscuits are available in two flavours - Standard & Elaichi - and live up to the
Horlicks promise of 'great taste' and 'nourishment'.
LITERATURE REIVEW
 LITERATURE REIVEW
The origin of Marketing is quite interesting when men started producing the goods he
used for himself when the surplus quantity he produced that time he called other persons
those who wanted that specified goods. The above situation lead to exchange sytem generally
called as “Barter System” slowly industrial revolution took place and goods were produced in
bulk. At the time human being wanted it exchange goods in terms of money.
CONSUMER PREFERENCE
Marketing is concerned with the task of Buying and Selling. The target of the
marketers is to mae the availability of the product to the consumers. Consumers are the
person who buys goods and services for their own purpose use directly or indirectly. The
preferences have been given to the consumers by the marketers. To know the preferences of
the consumers the marketers should study the behaviour of the consumers and the factors
influencing them to behave in the particular manner.
The consumers pass through many stages in purchasing. The first stage starts when
the consumer recognizes a problem of need that is need recognition, after the need is
recognized consumers search for the various sources of information. When the information is
found consumer will evaluate the alternatives available to him and then the consuer makes
the decision to purchase.
Consumer orientation stems from the company‟s adoption and implementation of the
marketing concept a philosophy of every business unit, which has triple implications the
namely:
The victory of any business unit rests on consumers who are willing to accept and
pay for the products are services.
The firm must be aware of what the market wants well in advance of production and
Consumer wants must be monitored continuously for assured success over
competitors.
The Consumer are the orbiters of fortune in business in highly competitive economic
system, the success, survival and growth of firms warrants accurate knowledge about-the
consumer behavior hoe, why, where, what, when they buy? Understanding consumer is the
crucial task of every marketing manager.
Definition:
Professor Walter C.G and Professor Paul G.W. it is “The process whereby individuals
decide whether, what, when, where, how and from whom to purchase goods and services”.
CONSUMER BEHAVIOUR:
It is important for a marketer to understand on these variables so as to know why
consumer behavior behave in the manner does.
Objectives:
Consumers and their buying roles a model of consumer behavior and major influencing
factors are:
Socio – Cultural factors – Culture, Reference groups and Family.
Psychological factors – perception, Learning, Motivation, Perception and Self-Concepts and
Attitudes.
Characteristics Affecting Consumer Behavior
a. Cultural Factors
Culture:
The set of basic values, perceptions, wants and behaviors learned by a member
of society from family and other important institutions.
Sub-culture:
A group of people with shared value systems based on common life
experiences and situations.
b. Social Class
Groups:
Two or more people when interact to accomplish individual or mutual goals.
Family:
A family is a group of two or more people related by blood, marriage, or
adoption living together in a household
Roles and Status:
A role consists of the activities people are expected to perform according to
the persons around them e.g. daughter, husband, brand manager etc.
c. Personal Factors
Age and life-cycle stage
Occupation
Economic situations
Life Style
Personality and self-concept
d. Psychological factor
A person‟s distinguishing a psychological characteristic that leads to relatively consistent and
lasting responses to his or her own environment.
Motivation:
Motivation is a need that is sufficiently pressing to direct the person to seek
satisfaction of the need.
Perception:
The processes by which people select, organize, and interpret information to
form a meaningful picture of the world.
Learning: Changes in an individual‟s behavior arising from experience.
Belief and attitudes:
Belief is a descriptive thought that a person holds about something and
Attitudes is a person‟s consistently favorable or unfavorable evaluations, feelings, and
expressions toward an object or idea.
Types of Buying Behavior

Complex Buying Behavior:

Complex buying behavior is where the individual purchases a high value brand and
seeks a lot of information before the purchase is made.
Dissonance-Reducing Buyer Behavior:
Dissonance reducing buying behavior is when buyer is highly involved with the
purchase of the product, because the purchase is expensive or infrequent. There is little
difference between existing brands an example would be buying a diamond chain, there is
perceived little difference between existing diamond brand manufacturers.
Habitual Buying Behavior:
Habitual buying behavior is where the individual buys a product out of habit e.g. a
daily newspaper, sugar or salt.
Variety-Seeking Buying Behavior:
Variety seeking buying behavior is where the individual likes to shop around and
experiment with different products.
STEPS IN CONSUMER BUYING PROCESS
The following are the fine steps generally followed by the consumer while
buying a product.
1. Need Recognition:
Need recognition is the awareness of the want or a desire or a consumption problem
without which satisfaction the consumer feels restless and tension-charged.
2. Information Search:
Consumer interest is indicated in the consumer‟s willingness to seek further
information about the product or service. Since there are varieties of products and he seeks to
have maximum satisfaction, he searches relevant information.
3. Evaluation and intention:
The evaluation stages of mental trail of the product or service.
4. Purchase Decision:
A decision to purchase in lays consumer‟s commitment for a product or a service.
Practically, it is the last stage in the buying process because, it completes the exchange
process.
5. Post-Purchasing Reaction:
The post-purchase experience may be set of positive or negative dealings. Positive
feelings or service will result in repeat sales or at least recommending the product or service
creating anxiety and doubt.
 OBJECTIVES
RESEARCH METHODOLOGY
LIMITATIONS
 OBJECTIVES

1. To find the share of Horlicks in the market.

2. To know the consumer perception regarding the price of Horlicks.

3. To know about the consumer view regarding the packing, availability, advertisements

and promotional activities of Horlicks.

4. To find out the level of satisfaction of the consumer after using Horlicks.

5. To know the best media of advertisements according to the consumer.

6. To find out the factors which influence the consumer.

7. To find out consumer opinion regarding the quality of Horlicks.

 RESEARCH METHODOLOGY

In the present study the required data was collected using random sample method, care
was taken to sec that the selected sample is a small specimen (or) an isolated part of the whole
population representation us general objectives.

Data source:

Primary data collection is more costly but the data is usually more relevant to the issue at
hand. The normal procedure is to interview some people individually (or) in groups.

Approach:

Selection of the respondents was done on the basis of random sampling method. This
method was adapted because of the flexibility. The survey was done through questionnaire. The
sample size selected is 100.

For systematic collections of primary data, closed ended questionnaire was used. The
questionnaires were distributed to the selected customers dwelling in different areas of Kurnool
City.

PRIMARY DATA

The questionnaire consists of 16 questions relating to various aspects of the study.

The first part of the questionnaire was mainly prepare to get the personal details of the
customers & their extent of brand awareness. And the later part of the questionnaire was
prepared to identify the consumer‟s preference towards the health drink Horlicks of price,
quality, range, advertisement, brand name etc.

The last part of the questionnaire was prepared such that the consumers were
encouraged to give their valuable suggestions.

SECONDARY DATA

Data pertaining the company is collected from the company‟s status report. The
company‟s profile gives a detailed report of the past records of the organization. The data
collection both from primary & secondary sources is tabulated and presented in a systematic
from prior to classification and interpretation.
 LIMITATIONS

1. The survey was limited to Kurnool city only.

2. Due to shortage of time the survey was limited 100 consumers only and analysis is made
overall on their response basis.
3. The study is based on the response of the respondents and is assumed that they are honest
in their response.
DATA ANALYSIS
AND
INTERPRETATION
CONSUMER PREFERENCE TOWARDS VARIOUS BRAND OF

Brand No. of consumers Percentage

Horlicks 56 56%

Bournvita 20 20%

Maltova 14 14%

Complan 10 10%

Total 100 100%

HEALTH DRINKS

No. of consumers surveyed : 100

Source : Primary Data (Questionnaire)

Interpretation:

Horlicks is used by most of the consumers surveyed. There is an

improvement in the usages of bournvita by people when compared to 2 to 3 years
back where Bournvita and Boost were leading market and others Milo, Moltova,
Viva, etc.
 1. CONSUMER PREFERENCE TOWARDS VARIOUS
BRANDS OF HEALTH DRINKS

Brand used my respondents

60% 56%

50%

40%

30%
Percentage
20%
20%
14%
10%
10%

0%
Horlicks Bournvita Maltova Complan
 2. ASPECT THAT CONSUMES LOOKS IN THE
PRODUCT

Aspect No. of consumers Percentage

Quality 56 56%

Price benefit 12 12%

Brand image 22 22%

Ads 10 10%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

Consumer looks for health factor while purchasing the health drinks. This is
evident when observed that 56% of the consumers buying behavior is based on the
quality.

However brand image and price also influence consumer purchase

decision-making process.
2. ASPECT THAT CONSUMER LIIKS IN THE PRODUCT

Aspect of consumer while purchasing

Quality Price benefit Brand image Ads

10%

22%

56%

12%
 3. PERIOD OF USING A PARTICULAR BRAND

PERIOD No. of consumers Percentage

<1 year 12 12%

2-3 year 34 34%

>3 year 54 54%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

Consumers are loyal to their present brands.

This is clear from the above table 54 out of 100 consumers are using the brand
more than 3 years. Brand shifting is minimum in health drinks.
 3. PERIOD OF USING A PARTICULAR BRAND

Period of usage

60% 54%

50%

40% 34%

Percentage
30%

20%
12%

10%

0%
<1 year 2-3 year >3 year
 4. QUALITY OF PURCHASE OF HEALTH
DRINKS

QUANTITY No. of consumers Percentage

200grms 28 28%

500grms 52 52%

1kg 20 20%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

28%consumers are interested to buy 200grms, 52% of consumers are

interested in 500grms and remaining 20% of consumers are interested to buy 1 kg.
 4. QUALITY OF PURCHASE OF HEALTH DRINKS

Quantity purchased by respondents

60%
52%

50%

40%

28% Percentage
30%

20%
20%

10%

0%
200grms 500grms 1kg
 5. MODE OF AWARENESS OF Horlicks

Mode No. of consumers Percentage

Dealers 20 20%

Friends & relatives 30 30%

Ads 40 40%

Others 10 10%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

Advertisements, friends and relatives play vital role. In creating awareness

regarding Horlicks. Dealers and other plays a part of role in awareness of
Horlicks.
 5. MODE OF AWARENESS OF HORLICKS

Mode of awareness
40%
40%

35% 30%
30%

25% 20%
20% Percentage
15% 10%
10%

5%

0%
Dealers Friends & Ads Others
relatives
 6. CUSTOMER SATISFACTION AFTER USING THE
PRODUCT

Mode No. of consumers Percentage

Excellent 28 28%

Good 60 60%

Satisfactory 12 12%

Poor 0 0%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

60% of consumer‟s satisfaction is good, 28% excellent and remaining

12% are satisfactory with the health drinks.
6. CUSTOMER SATISFACTION AFTER USING THE
PRODUCT

Satisfaction level

60

Excellent
12
Good
12
Satisfactory
0
Poor

28
 7. EFFECTIVENESS OF ADVERTISEMENTS OF
HORLICKS

Effectively No. of consumers Percentage

Very impressive 20 20%

Nice 58 58%

Reasonable 14 14%

Not effective 8 8%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

58% of consumers feel Horlicks advertisements to be nice and 20%

are very much impressed. Thus Horlicks advertisements are to be still improve to
impress and induce consumers.
 7. EFFECTIVENESS OF ADS OF HORLICKS

Effectiveness of Horlicks Advertisements

58%
60%

50%

40%

30% Percentage

20%
20%
14%

8%
10%

0%
Very impressive Nice Reasonable Not effective
 8. AVAILABILITY OF THE PRODUCT

MODE No. on consumers Percentage

Very comfortable 76 76%

Satisfactory 24 24%

Poor 0 0%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

76% of consumers fee very comfortable on the availability of the

product, 24% feel satisfactory.
 8. AVAILABILITY OF THE PRODUCT

Availability of Product

76%
80%

70%

60%

50%
Percentage
40%

30% 24%

20%

10%
0%
0%
Very comfortable Satisfactory Poor
 9. PRICE PERCEPTION OF CONSUMER TOWARDS THE
PRODUCT

Perception No. of consumers Percentage

Very high 6 6%

High 16 16%

Reasonable 68 68%

Less 10 10%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

Price perception toward the product represent that 68% of consumers feel
reasonable, 16% feel high, 6% feel very high and remaining 10% feel less.
9. PRICE PERCEPTION OF CONSUMER TOWARDS THE
PRODUCT

Price perception
60 56

50

40

30

20
20
14
10
10

0
Horlicks Bournvita Maltova Complan
 10. TYPE OF PACK CONSUMERS PREFER

Type of pack No. of consumers percentage

Jar 66 66%

Refill 26 26%

Sachet 8 8%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

Most of the consumers prefer jars, and 26% of people prefer refill
remaining 8% prefer sachet.
10 TYPE OF PACK CONSUMERS PREFER

Type of pack purchased

8%

26%
Jar
Refill
Sachet

66%
FINDINGS
 FINDINGS
 Advertisements of Horlicks are influencing the purchase decision of people.
 It is found that majority of the respondents are satisfied by using Horlicks by this
survey.
 It is also found that the taste and quality to be enhanced. Many of the consumers want
to introduce much more flavors regarding Horlicks.
 From the study it is found Some customers wish to have Horlicks in sachet and Refill
Pack in less price.
 Some of the respondents feel that the price of the product could be reduced as it it not
suitable to the product.
SUGGESSTIONS
 SUGGESSTIONS
 Promotional activities should be taken to introduce flavors. Horlicks should be
introduced in trail packs.
 Advertisements to be made much more impressive to with stand in the market by other
competitive Health Drinks.
 Middle class people are unable to afford the product because it is costly so Horlicks
should be provided in refill packs at low price.
 Brand image has to enhance to with stand the market situations and its competitors.
 It should be increase quantity rather than improvement in package.
QUESTIONNAIRE
BIBLIOGRAPHY
 QUESTIONNAIRE
I _________________ of final B.B.M conducting a survey on „’Customer Preference
towards Horlicks’’ as a partial fulfillment of my curriculum, would seek your valuable
ideas .so, I request you to provide the relevant information.

NAME : AGE :
GENDER : OCCUPATION :

1 Name the health drinks which you are aware of? [ ]

a)Bournvita b)Complan c)Horlicks d)Maltova

2. Out of the above health drinks which one do you prefer? [ ]

3. What factors do you considered while purchasing health drink [ ]

a)Quality b)Price c)Brand image d)advertisement

4. How are you aware of this Drink [ ]

a)Advertisements b)Friends c)Dealers d)Relatives

5. How long have you been using this particular Brand? [ ]

a)<1 year b)2-3 years c)more than 3 years

6. Why do you prefer this particular health Drink? [ ]

a) Quality b) Taste c) Price d) Packing

7. How do your perceive the price of Horlicks? [ ]

a)Very High b)High c)Reasonable d)Less

8. How do you feel the availability of horlicks? [ ]

a)Very Comfortable b)Satisfactory c)Poor

9. How do perceive the quality of Horlicks? [ ]

a)Excellent b)Good c)Satisfactory d)Poor

10. How do you fee regarding the ads of Horlicks? [ ]

a)Very Impressive b)Nice c)Reasonable

11. In what Quantities do you buy? [ ]

a)50gms b)200gms c)500gms

12. Which type of pack do you prefer? [ ]

a)Jar b)Refill c)Sachet

13. Would you like to shift from the brand to a new health drink?

Yes/No

14. Which one would you prefer? …………………….

15. Please give your valuable suggestions if any:

___________________________________________________________

___________________________________________________________

Thank you
 BIBLIOGRAPHY

MARKETING MANAGEMENT - C.N.SONATAKI

CONSUMER BEHAVIOUR - SUJA.R.NAIR

WEBSITES - www.gsk.com

- www.gsk-ch.com

- www.google.com