1. 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 Page No.
Declaration 3
Guide Certificate 4
Acknowledgement 5
1
2. I Executive Summary 6-7
II Research Design 8-31
2.1 Introduction 9-22
2.2 Statement of Problem 23
2.3 Objectives of the Survey 24
2.4 Scope of the Study 25
2.5 Limitation 26
2.6 Methodology 27-31
III Conceptual Background 32-34
IV Organizational Profile 35-36
V Analysis, Presentation, Interpretation 37-52
VI Major Findings, Recommendations, 53-57
Conclusion
VII Annexure, Questionnaire, Bibliography 58-61
2
3. 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
3
4. 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
4
5. 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:
5
7. 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.
7
8. Chapter No.: II
Research Design
2.1 Introduction.
2.2 Statement of Problem.
2.3 Objectives of the Survey.
2.4 Scope of the Study.
2.5 Limitation.
2.6 Methodology.
2.1 Introduction.
8
9. Product –An overview
Universally, in bringing up their children, mothers attach a lot of
emotional importance to nourishment. There is an ever-growing need for
nourishment and energy in today’s fast-paced world. Who can resist a
steaming, hot drink which promises to energize, nourish and refresh? The
need for nutritional supplementation is all the more relevant for kids.
Coupled with the fact that kids love the delicious taste of these drinks,
once they have tried them, lies the basic tale of milk additives and the
growth and development of the Health Food Drink (HFD) category. No
one can be sure of when and how the category evolved but, today, in
India the HFD market is valued at approximately Rs. 13, 000 million and
nearly 50,000 tones.
Health food drinks provide nourishment for the family, particularly
growing children and serve as energy providers for adults. The market for
malted milk powders in India is huge as the product is widely used as a
nutrition and energy supplement by children and adults. The size of the
market is estimated at Rs. 10,170 million.
• Available Health Food Drink in market can be considered as
follows:
• Bournvita
• Horlicks
• Boost
• Complan
• Product Profile: Bournvita
9
10. • History and Achievements:
In Indian company was incorporated
on July 19th 1948 as a private limited
company under the name of Cadbury-
Fry (India). Soon thereafter the
company launched Bournvita.
Through the years, Bournvita has been
a market leader in the Health Drinks
market as well as have a dominant
share of the Chocolates market.
Cadbury Bournvita was introduced in
1948. Since then, it has always been
the leading brown MFD brand in the country and the second largest MFD
brand as a whole. Bournvita has worked towards achieving this status by
never remaining motionless. Throughout its history, Bournvita has
constantly endeavoured to re-invent its product, packaging, promotion
and distribution. Each has been aimed at improving the value proposition
to the consumer.
The brand was re-launched in 1999 with a new fortified Recommended
Dietary Allowance (RDA) balanced formula. The message sent out
through communication as well as packaging simply stated that the ‘new
Bournvita would meet the nutritional needs of children and make up for
any deficiencies in nutrition as a result of improper food intake’. At the
same time, the company strongly promoted the practice of consuming two
cups of Bournvita to ensure that this happened. The effort enabled the
10
11. brand to create greater relevance for the category – and hence the brand –
amongst plain milk drinkers. It was a winning formula that yielded double
digit growth over the next two years and significantly contributed to the
brands’ development.
An energetic brand, Bournvita went through another change in 2001, with
a complete overhaul of branding, packaging and communication. This re-
launch had two clear objectives: to make the brand contemporary and
reinforce the equity with its loyal consumers. An assessment post the
successful re-launch, showed that Bournvita had further strengthened its
leadership position in the West and had attained market leadership in the
North.
• Product:
Bournvita has a unique taste which combines the
goodness of malt and chocolate. It gives the child
physical and mental alertness resulting in a healthy
body and an active mind. In turn this gives the child
the confidence to succeed in life.
In 2001 Bournvita, complete with new packaging
and design was re-launched. It had many firsts.
Bournvita introduced a pet jar (shifting from the old
glass bottle). It introduced shrink-sleeved packaging
(from the old jar labels). There was a complete re-design of the logo. A
loyalty programme, in the form of a Bournvita Nutrition Centre,
dedicated to counselling mothers on her child's daily nutritional needs
was opened. It was Bournvita's way of showing it cared.
11
12. • Brand Values:
The core values of the brand have been mental alertness and physical
fitness for children who consume Bournvita daily. This layered with the
great Cadbury chocolate taste has made the brand distinct from other
offerings in the consumers mind.
• Facts:
• Cadbury Bournvita won an
ABBY for its press campaign
- 'No Bournvita. No Milk'.
• Bournvita was the official
health drink for the Indian
team for the 1980 Moscow
Olympics.
• The Bournvita Quiz Contest
is India's longest running
national school quiz.
• Product Profile: Horlicks
12
13. • History and Achievement:
Some malted barley, pinches
of wheat flour with a dash of
evaporated milk. That's
Horlicks recipe for success.
James Horlicks, after whom
the brand is named, was a
chemist who worked for a
company which produced
dried infant food. He became
ambitious after inventing some
recipes of his own. So along with his brother William, they found J and
W Horlicks of Chicago.
Up until the 1960s Horlicks was positioned as an adult restorative drink
that gave extra energy, especially during convalescence. The 1970s saw
its position shift to ‘The Great Nourisher’. It was in this phase that the
brand saliency shot up. The next decade saw Horlicks face an immense
external challenge. Thanks to Operation Flood, there was availability of
milk and the raison détre for buying the brand became weaker. Horlicks
fought back. In 1984, Horlicks aimed at growth by growing the consumer
base. By 1994, it had created ‘Ideal Horlicks’ – and improved product
formulation that also brought back the taste people reminisced about. In
2002, Horlicks was relaunched on the immunity platform.
Horlicks has a significant presence in over fifteen countries. Today
Horlicks is the best known brand in the health foods category in India.
The brand enjoys the trust of generations of Indian mothers and this
13
14. relationship has been nurtured by the brand by fortifying the product from
time to time. In 1998, Horlicks was fortified with Smart Nutrients – a
unique combination of vitamins and minerals – intended to imbibe
growing children with mental agility and physical fitness. Junior Horlicks
was relaunched with extra nutrients to build the immunity of little
children. Today, Junior Horlicks contributes 11% to Horlicks’ total sales
turnover and has been one of the fastest growing product extensions to the
Horlicks brand.
But it isn't just product development that Horlicks has concentrated upon.
It has also created new attractive packaging options including jars, refill
packs and sachets. Horlicks was the first brand in India to introduce a
refill pack option and also the first to shrink-wrap bottles. In a way,
there’s a Horlicks pack for every occasion and mood.
• Product:
Put a couple of tablespoons full
into a mug. Add warm water or
milk and you’re ready to enjoy a
drink that’s tasty and
nourishing. Add ice cubes, cold
milk or water to reconstituted
Horlicks and it turns into a
delicious, thirst quenching drink on a hot afternoon. That is why Horlicks
is considered to be ‘the great nourisher’ for the entire family. The medical
credentials and heritage of the brand have reinforced the image of the
brand for years.
14
15. Junior Horlicks, a specialist brand for little children. Mother’s Horlicks, a
special nourisher for pregnant and breast feeding mothers, and Horlicks
Biscuits are the other forms in which the brand is available. A selection of
flavours – including chocolate, vanilla and honey – allow consumers to
enjoy the nourishing goodness of Horlicks in a variety of delicious ways.
• Brand values:
Horlicks has always been a brand that stands for good health and
nourishment through a wholesome, natural product. A commitment
towards product quality and reinforcement of essential nutrients has won
over the trust of generations of mothers.
The brand gives them the reassurance that they seek in caring for their
family. Family bonding is at the heart of Horlicks’ brand values. This, in
turn reinforces Horlicks’ image as a caring and trusted brand.
• Facts:
• Horlicks was first invented to substitute milk as baby food.
• In India, 2 billion cups of Horlicks are drunk every year.
• People on special diet, including liquid diet or any diet devised
for gastric disorders, can benefit from the nutritional
convenience of Horlicks.
• Product Profile: Boost
• History and Achievements:
15
16. Boost was developed by the
company’s Indian R&D
team in 1974 and launched
in Kerala in 1975/76.
Positioned as the 'energy
fuel', the brand soon
generated great consumer pull and was subsequently launched at a
national level.
Around 1984, however, Boost sales seemed to plateau. This led to a
complete re-think about the brand strategy. A deeper understanding of
purchase dynamics of the category revealed that by the latter half of the
1980s, children had come to become strong influencers in a family's
purchase of these HFD products. What was also observed was that this
section of the population had the highest requirement for supplementary
energy and was also the most enthusiastic about sports - cricket, in
particular.
Infused with this insight, Boost was consequently repositioned. It pushed
forward the association of kids of this age group with cricket. This has
since remained a winning strategy.
GlaxoSmithKline plc. is recognized as one of the leading health and
pharmaceutical companies in the world. Its powerful combination of
skills and resources has enabled it to offer frontline health products to the
consumer. These traits are amply evident in the Boost brand. But brands
are not built by formulation alone. They require strategic thinking and a
strong positioning platform. Success for Boost has come as a result of
16
17. constant brand building efforts and the proven positioning platform of
‘energy’. The brand had the courage of conviction to make a paradigm
shift in targeting the child in its communication. Today, ‘Boost is the
secret of my energy’ is the most recalled ‘sign-off’ in its product segment
and has defined the brand's identity. Also, Boost is the first HFD to have
ever used celebrity endorsement to convey its proposition and has
successfully carved out the Energy HFD market in India. In recognition
of these achievements, Boost has won prestigious awards such as the
World Star for its packaging and the finalists’ position in the Effie
Awards, 2000, for effective communication.
• Product
Boost is a malt-based drink in
chocolate flavour, with the
brand philosophy being to
continuously innovate and
pioneer changes in the
category. In 2002, the brand
created history by re-launching
Boost with 'Power Boosters™',
a completely different product
from any other HFD. The New
Boost contains copper and
biotin, in addition to its extant
composition of vitamins and minerals. Two serves of New Boost
(approximately 30 gms) as per the CODEX Alimentarius Commission of
the World Health Organisation, 1995, provide 50% of the daily
requirement of Vitamin B1, B2, B6, B12, A, C, D, Niacin, Pantothenic
17
18. acid, Biotin, Folic acid, Copper and Iron and 25% of Calcium. The
vitamins and minerals not only provide adequate energy for the consumer
they also help in the efficient working of body cells (by releasing energy
from food), formulation of healthy blood and make bones stronger. This
re-launch has helped Boost capture the position of number one brown
HFD in India.
• Brand values:
The personality of the Boost brand is distinctly sporty and energetic and
everything - from the tone of communication to packaging - is done to
reflect this vibrant energy. Today, the colour red and 'Boost is the secret
of my energy' have become synonymous with the brand.
• Facts:
• Boost has a household penetration of 40%-45% in several cities
and towns in South India, the brand's stronghold. In towns like
Chennai and Madurai this penetration exceeds 50% among SEC
A and B households and 40% among all households. Sachin
Tendulkar appeared in a Boost advertisement for the first time
at the age of seventeen.
• The kid, who starred in the Boost advertisement with Kapil
Dev, went on to become a member of the Indian cricket team -
Nikhil Chopra.
• There is a range of interesting products prepared with Boost
which cater to local tastes: the Boost 'barfis', for example, in
certain parts of South India.
18
19. • Boost has the highest frequency of purchase among all brown
powders in India (Source: IMRB Household Panel).Boost is the
fastest growing brand (2003 over 2002) among the top five
Health Food Drinks in India.
• Product Profile: Complan
• History and Achievements:
19
20. Glaxo brought Complan to India in
1964 and marketed it through doctors
as a convalescence drink. After it went
OTC in 1969, Complan continued to
be perceived as an ethical product. In
those days its tag line “Complan has
23 Vital Nutrients whereas Milk has 9”
had established Complan’s superiority
over milk on nutritional delivery.
The brands’ next major milestone was
reached in 1975 when, in order to
expand its user base, Complan made a
strategic shift in its target market and
positioning. Complan was now
repositioned as an ideal nutritional supplement for growing children.
Complan’s current consumer base runs into hundreds of thousands of
households across the country. It is retailed through more than 225,000
outlets and has an impressive 16.8% share across the entire MFD
category. Apart from India, Complan is also available in the UK,
Australia, Venezuela, Nepal and Sri Lanka.
Complan’s growth closely resembles its core consumers; it has been
growing over the last twenty years to register a constant upswing in its
market. In this period, it has doubled its market share while commanding
a price premium in excess of 40% over its nearest competitor.
20
21. • Product:
Enriched with 23 vital nutrients in balanced
proportion Complan is an ideal nutritional
supplement for children in its target
segment of four to fourteen years. It is
Heinz’s constant endeavour to upgrade
Complan’s formulation as per the latest d evelopments in nutritional
sciences and the changing requirements of growing children.
Complan – the Complete Planned Food in a Drink – is formulated as per
the World Health Organisation (WHO) guidelines suggested for growing
children.
Milk protein, which has superior digestibility properties, contains all
essential amino acids balanced to perfection and hence is the ideal engine
for growth. It is also a superior source of energy and meets the WHO
guidelines of energy requirement from proteins. It provides more energy
(429kcal/100 gms) than any other major brand in this category. 20% of
Complan is protein and 100% of it is derived form natural milk. No other
brand can match this claim.
To extend the goodness of Com plan and make it available to children any
time, the brand was also conceived in a biscuit form. Complan Crunch
Timers biscuits have nourishment sandwiched in their cream centres and
are a delightful anywhere bite.
• Brand Values:
21
22. Complan, with a history going back half a century, is the Gold Standard
in children’s nutrition and one of India’s heritage brands. The brand takes
its job of delivering nutrition to growing children seriously and has built
enormous credibility over the years.
Heinz is committed to ensuring that Complan continues to meet the
stringent demands its consumers make on it. This perhaps, explains why
Complan continues to be the Gold Standard. It is one of the few brands in
the MFD category in India to have uniformly spread across the country
indicating its acceptability across regions and socio-economic strata.
• Facts:
• Complan was formulated in Britain, as an ideal nutritional
supplement for soldiers wounded on the frontlines in World
War II.
• The brand name Complan is derived from the product
statement Complete Planned Food.
The current Bollywood heartthrob Aftab Shivdasani was a Complan Boy.
2.2 Statement of Problem.
Market Share of various Health Drinks is the project I am working for
Mansukhlal & Sons, Navsari. The survey was targeted on school going
22
23. students in Navsari. Feedback was taken from them through questionnaire
and personal view.
After the survey was completed I analysed all the
details that I gathered through the survey and is represented
systematically with the help of :-
Bar Charts
Pie Graphs
Report.
2.3 Objectives of the Survey.
1. To find out the different products of health drink.
2. To find out the market share of health drink products.
23
24. 3. Study of people choice among various health drinks.
4. To find out the customers satisfaction about the health drink
products.
5. To find out the availability of the product.
6. To find out the effect of advertisement on people.
7. To find out the difference in price structure of various health drinks
available in market.
2.4 Scope of the Study.
1. Various companies offering Health Drinks such as Bournvita,
Complan, Horlicks, Boost.
24
25. 2. The project was done to identify the issue of decision making,
taste, prefrence, awarness, etc.
3. The survey was in the region of Navsari (GJ).
4. The time duration for the research work was one month.
2.5 Limitation.
Every study conducted may have certain shortcoming and this project is
also a similar case. A few errors have crept in despite of best efforts to
avoid them but this is expected that still study and findings are very much
relevant.
25
26. • The first limitation is that the accuracy of the project and
conclusion is totally dependent on the accuracy of data collected
and data analysis.
• Due to time constraint the survey is confirmed to measures. The
respondents were selected randomly and therefore might not be a
true representation of total consumers due to such a large universe.
• Over projections by the respondent to impress the surveyor is also
possible.
• The recommendation is given totally based on the information
collected through questionnaires and personal interviews.
• Each man defers from another. A consumer not only defers from on
another, but also has varying degrees of feeling about the same
products, object or phenomenon from time to time. It thus becomes
very difficult to generalize the finding of any market research
study. Hence one of the major problems is that of
“GENERALIZATION”.
2.5 Methodology.
Research Design
Research design is arrangement of condition of collection and analysis of
data in a manner that companies relevance of data to be collected. The
26
27. sample to be selected in a manner in which the data so collected is to be
organized. It constitutes the main body of the research design. The
present study conducted through a survey method using a well-formed
and framed questionnaire. Research design is the plan and structure of
investigation so conceived as to obtain answers to research questions.
Types of Data
Primary Data:
The primary data are those which are collected afresh and for the
first time, and thus happens to be original in character.
Primary data for this project was collected through questionnaire.
Secondary Data:
The secondary data are those which have already been collected by
someone else and which have already been passed through the
statistical process.
Secondary data for this project were collected from the internet and
library.
Sources of Data
The primary and secondary source was used in the research. The
information gathered for this project is differing from person to person as
there is differences in each human being. So the observation and the
survey of the people are the primary sources of data from this project. As
such secondary data are collected from internet and library.
27
28. Sample Plan
Sample plan can be define as the selection of some part of an aggregate or
totality on the basis of which a judgment or inference about the aggregate
or totality is made. In other words it is the process of obtaining
information about an entire population by examining only a part of it.
The sampling plan for this project would be customer which includes
School going children’s in, Navsari.
Universe:
From a statistical point of view, the term ‘universe’ refers to the total of
the items or units in any field of inquiry or to the total of items about
which information is desired.
For the purpose of this study the universe has been defined as “The set
consisting of School going children’s in, Navsari.
Sample Size:
Sample size means how many people should be surveyed. Large sample
size gives more reliable results than small one. Sampling is the method
and selecting sample for studying the position of universe in total.
The sample size selected for this survey is 50 school going children’s in,
Navsari. This sample size is selected on the basis of convenience to
administer and by way of judgment. Sample sizes selected in this project
are the people of Navsari city (GJ). A large sample size would have been
unmanageable in terms of time and cost.
28
29. Methods of Data Collection
The type of data collection begins after a research problem has been
defined and research design chalked out. While deciding about the
method of data collection to be used for the study.The researcher should
keep in mind two types of data that are Primary Data and Secondary Data.
Methods of collecting primary data particularly in survey and descriptive
researches are:
1. Observation Method.
2. Interview Methods.
3. Through Questionnaires.
4. Through schedules.
Methods of collecting secondary data particularly in survey and
descriptive researches are:
1. Various publications of central, state, and local governments.
2. Various publications of foreign governments or of international
bodies and their subsidiary organizations.
3. Technical and trade journals.
4. Books, magazine, news papers.
Questionnaires:
This method of data collection is quite popular, particularly in case of big
enquiries. It is being adopted by private individual, research workers,
private and public organizations and even by governments. Questionnaire
is sent to the persons concerned with request to answer the questions and
return the questionnaire.A questionnaire consist of a number of questions
printed or typed in a definite order on a form or set of form.
29
30. The questionnaire is mailed to the respondents who are expected to read
and understand the questions and write down the reply in the space meant
for the purpose in the questionnaire it self. The respondent has to answer
the questions on their own.
In this project questionnaire were given to the 50 customer and
information collected form those questionnaires were used for data
processing and analysis.
Formation of Questionnaire:
Formation of questionnaire could be structured or un-structured
questionnaire. Structured questionnaire are those questionnaire in which
there are definite, concrete and pre-determined questions. The form of the
question may be either closed ended questions (giving option such as yes
or no) and open ended questions (inviting free response) but this should
be stated in advance and not during questioning. When this characteristics
are not present in a questionnaire it can be term as un-structured
questionnaire.
In this project structured questionnaire were used with closed ended
questions in it. As this form of questionnaire reduces the difficulty of the
respondent while answering the questions.
Field Work
Field work is defined as the place where you have conducted your survey
and with whose help you have taken.Field work for this project was
performed by me without the help of any people. My Field work consists
30
31. of questionnaire which I have circulated among 50 customers so that I can
get information that was required for the project.
Data Analysis Techniques
The data after collection has to be processed and analyses in accordance
with the outline laid down for the purpose at the time of developing the
research plan. By Analysis we mean the computation of certain indices or
measures along with searching for patterns of relationship that exist
among the data groups.
For this project percentage method is used for the analysis of the available
data. With the help of percentage method the data has been converted into
percentage and has been represented with the help of graph.
31
32. Chapter No.: III
CONCEPTUAL BACKGROUND
III. Coceptual Background.
Market Share:-
The percentage of the total market for a product/service category that has
been captured by a particular product/service or by a company that offers
multiple products/services in that category. In the latter case, the company
may choose to look at share on both an individual product/service basis
32
33. and on a company-wide basis.
Share can be calculated either on a unit basis (i.e., If a company sells 1
million units in a total market of 10 million units, it has a 10 percent
share) or on a revenue basis (i.e., If a company sells $1 million worth of
widgets in a $10 million market, it has a 10% share). Obviously, if a
company is able to command a higher price for its product/service than its
competitors, it would show a higher market share when calculated on a
revenue basis than on a unit basis.
Market share numbers can vary greatly depending on how the market is
defined. For example, a company may have a 1 percent share of the
"widget" market, 15 percent of the "sports widget market", 45 percent of
the "luxury sports widget market" and 85% of a particular geograpically
defined luxury sports widget market.
All business activities focused on developing, expanding and facilitating
the profitable introduction and promotion of a company's products and/or
services. Traditionally, this is taken to include the "4Ps" -- Product, Price,
Promotion and Place.
• "Product" refers to discovering market requirements and ensuring
that those requirements are reflected in the products and/or services
offered by the company.
• "Price" is obvious -- determining and setting the most appropriate
prices for the products/services.
• "Promotion" refers to all activities involved in making potential
customers aware of the company, its products and services and
their benefits -- and encouraging them to buy.
• "Place" is a little less obvious. In addition to determining the best
geographic areas to sell in, it also refers to the dermination and
management of the best "channels" for reaching those markets --
direct sales, distributors, resellers, etc.
Importance of Market share :-
33
34. 1. Reputation:- The major market share of a company will help the
company earn goodwill in the market which is one of the most
important achievement for a company.
2. Easy Finance :- Market share helps the company in getting easy
finance from the market due to its majority market share and
reputation in the market.
3. Profitability :- Major market share increases the profit earnings
of the company, as many customers are attracted to purchase
company’s products due to its reputation in the market.
4. Growth and Expansion :- When a company succeeds in attracting
more and more customer’s towards itself due to its market share it
definitely increases its profit and inturn grows and expands.
5. Share holders :- Increase in company’s market share inturn
increases its share holders by winning the confidence of its
investors.
34
35. Chapter No.: IV
ORGANISATIONAL PROFILE
IV. Organisational Profile.
Est. 1946
35
36. Name of the firm: Manshuklal & Co.
Registered office: Opp Hanuman temple, Mota bazzar Navsari-396445
Type of organisation: Partnership firm
Turnover: 55 lacks
Profit: 1.5 lacks
Dealers of: Complan, Horlicks, Boost, Bournvita etc
36
37. Chapter No.: V
ANALYSIS,
INTERPRETATION,
PRESENTATION.
V. Analysis, Interpretation, Presentation.
1. Do you take any health drink?
37
38. Table No.: 1
Answers No. of Respondents Percentage
Yes 46 92.00%
No 4 8.00%
Total 50 100.00%
Chart No.:1
Consumption of health drink
No
8%
Yes
No
Yes
92%
The above chart shows 92% people take health drink.
2. Which health drink do you prefer?
Table No.: 2
Answers No. of Respondents Percentage
38
39. Bournvita 30 60.00%
Horlicks 6 12.00%
Boost 5 10.00%
Complan 7 14.00%
Any 2 4.00%
Total 50 100.00%
Chart No.:2
Choice of health drink
Complan Any
4% Bournvita
14%
Horlicks
Boost
10% Boost
Bournvita Complan
Horlicks 60% Any
12%
The above chart shows the percentage of choice of product. It is
seen that most people like bournvita and complan.
3. How often do you consume?
Table No.: 3
39
40. Answers No. of Respondents Percentage
Once a day 30 60.00%
Twice a day 3 6.00%
Weekly 7 14.00%
Occasionally 10 20.00%
Total 50 100.00%
Chart No.:3
Drinking Frequency
Occasionally
20% Once a day
Twice a day
Weekly
Weekly
Once a day
Occasionally
14%
Twice a day 60%
6%
The above chart shows the drinking frequency of people. 60% of
people drink health drink once a day while 20% take
occasionally.
4. What is your quantity of purchase for a month?
Table No.: 4
40
41. Answers No. of Respondents Percentage
250 gm 10 20.00%
500 gm 25 50.00%
1 kg 11 22.00%
More than 1 kg 4 8.00%
Total 50 100.00%
Chart No.:4
Quantity of purchase
More than 1
kg 250 gm
8% 20% 250 gm
1 kg
22% 500 gm
1 kg
More than 1 kg
500 gm
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 prefer your health drink?
Table No.: 5
41
42. Answers No. of Respondents Percentage
Cold 24 48.00%
Hot 15 30.00%
Moderate 11 22.00%
Total 50 100.00%
Chart No.:5
Preference of health drink
Moderate
22%
Cold
Cold
48% Hot
Moderate
Hot
30%
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.
6. How do you find the taste?
Table No.: 6
42
43. Answers No. of Respondents Percentage
Good 11 22.00%
Better 10 20.00%
Best 25 50.00%
Satisfactory 4 8.00%
Total 50 100.00%
Chart No.:6
Taste of Health Drink
Satisfactory Good
8% 22% Good
Better
Best
Best Better Satisfactory
50% 20%
The above chart shows that 50% respondent rank their drink as
under best category while 22%, 20%,and 8% are ranked as
good, better and last satisfactory.
7. From where do you purchase your health drink?
Table No.: 7
43
44. Answers No. of Respondents Percentage
Retailer 35 70.00%
Wholesaler 6 12.00%
Cafeteria 5 10.00%
Others 4 8.00%
Total 50 100.00%
Chart No.:7
Purchase place of Health Drink
Others
Cafeteria
8% Retailer
10%
Wholesaler Wholesaler
12% Cafeteria
Others
Retailer
70%
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.
8. At what age did you start taking health drink?
Table No.: 8
44
45. Answers No. of Respondents Percentage
3 yrs - 5 yrs 32 64.00%
5 yrs - 10 yrs 15 30.00%
10 yrs - 15 yrs 2 4.00%
15 and above 1 2.00%
Total 50 100.00%
Chart No.:8
Age structure for taking Health Drink
3 yrs - 5 yrs
10 yrs - 15 15 and 5 yrs - 10 yrs
yrs above
10 yrs - 15 yrs
4% 2%
15 and above
5 yrs - 10 yrs
30%
3 yrs - 5 yrs
64%
The above chart shows that 64% people start taking health drink
from the age 3 yrs- 5 yrs and rest are 30% at 5 yrs- 10 yrs, 4%
for 10 yrs- 15 yrs and 2% for 15 yrs and above.
9. What is the availability of product?
Table No.: 9
45
46. Answers No. of Respondents Percentage
Regular 32 64.00%
Irregular 15 30.00%
Not available at all 3 6.00%
Total 50 100.00%
Chart No.:9
Availability of product
Regular
Not available
at all Irregular
6% Not available at all
Irregular
30%
Regular
64%
The chart shows that 64% respondent says that their product is
regular while 30% says it is irregular and 6% says the product is
not available at all.
10. How do you come to know about the product?
Table No.: 10
46
47. Answers No. of Respondents Percentage
Television 27 54.00%
News Paper 3 6.00%
Magazine 2 4.00%
Family and Friends 4 8.00%
Display at retail outlet 13 26.00%
Any other 1 2.00%
Total 50 100.00%
Chart No.:10
Mode of Awareness
Display at Any other Television
retail outlet 2% News Paper
26%
Magazine
Family and
Family and Friends
Friends Television
8% Display at retail outlet
54%
Magazine Any other
4% News Paper
6%
The above chart shows that Television and Display at Retail
Outlay are two important media for the awareness of product.
11.How do you find the advertisement of the company for
production of product?
47
48. Table No.: 11
Answers No. of Respondents Percentage
Good 9 18.00%
Better 11 22.00%
Best 12 24.00%
Satisfactory 18 36.00%
Total 50 100.00%
Chart No.:11
Response of Advertisement
Better
22% Good
18% Good
Better
Satisfactory
36% Best
Satisfactory
Best
24%
The above chart shows that the percentage of response of
advertisement of product. It is seen that 36% of people is
satisfied.
12. Are you influenced by advertisement?
Table No.: 12
Answers No. of Respondents Percentage
48
49. Yes 14 28.00%
No 36 72.00%
Total 50 100.00%
Chart No.:12
Influenced by Advertisement
Yes
28%
Yes
No
No
72%
The above chart shows that the percentage of the response of the
influence by advertisement. It is seen that 72% of respondent are
not influenced while only 28% are influenced.
13. What is the general quantity that you take in a health
drink?
49
50. Table No.: 13
Answers No. of Respondents Percentage
1 Tea-Spoon 7 14.00%
2 Tea-Spoon 30 60.00%
3 Tea-Spoon 10 20.00%
More than 3 Tea-Spoon 3 6.00%
Total 50 100.00%
Chart No.:13
Quantity of Health Drink
More than 3 1 Tea-
3 Tea- Tea-Spoon Spoon
Spoon 6% 14%
20%
1 Tea-Spoon
2 Tea-Spoon
3 Tea-Spoon
2 Tea- More than 3 Tea-Spoon
Spoon
60%
The above chart shows the quantity of health drink consumed. It
is clearly seen that 60% consume 2 Tea-Spoon.
14. What improvement do you want?
Table No.: 14
Answers No. of Respondents Percentage
50
51. Reduction in Price 16 32.00%
Attractive Packing 14 28.00%
Change in Taste 10 20.00%
None 10 20.00%
Total 50 100.00%
Chart No.:14
Improvement Required
None Reduction in
20% Price
32%
Reduction in Price
Change in Attractive Packing
Taste
Change in Taste
20% Attractive
None
Packing
28%
Majority i.e. 32% of them wants reduction in price and 28%
want attractive packing.
15. Are you satisfied with your health drink?
Table No.: 15
Answers No. of Respondents Percentage
51
52. Yes 35 70.00%
None 15 30.00%
Total 50 100.00%
Chart No.:15
Satisfaction of Health Drink
None
30%
Yes
Yes None
70%
The above chart shows the percentage of satisfaction level. It is
clearly seen that 70% of respondent are satisfied with their
health drink while 30% are not satisfied.
52
53. Chapter No.: VI
MAJOR FINDINGS,
RECOMMENDATIONS,
CONCLUSION.
VI. Major Findings, Recommendations, Conclusion.
The major findings of the report are as follows:-
53
54. 1. It is found that 92% people take health drink.
2. It is seen that most people like bournvita and complan.
3. 60% of people drink health drink once a day while 20% take
occasionally.
4. It is seen that 50% of people purchase 500 gm packet while 22%
purchase 1 kg.
5. It is observed that 48% respondent like to have the health drink
Cold while 30% take it Hot and remaining 22% take it in Moderate
manner.
6. It is analyzed that 50% respondent rank their drink as under best
category while 22%, 20%, and 8% are ranked as good, Better and
last satisfactory.
7. It is observed that most of people ie.70% purchases their health
drink from retailer while 12% from wholesaler, 10% from Cafeteria
and remaining 8% from other sources.
8. It is found that 64% people start taking health drink from the age
3yrs- 5 yrs and rest are 30% at 5 yrs- 10 yrs, 4% for 10 yrs- 15 yrs
and 2% for 15 yrs and above.
9. 64% respondent says that their product is regular while 30% says it
is irregular and 6% says the product is not available at all.
54
55. 10.10. Television and Display at Retail Outlay are two important
media for the awareness of product.
11.11. It is seen that 36% of people is satisfied with the advertisement
of the drink.
12.It is seen that 72% of respondent are not influenced while only
28% are influenced by advertisement.
13.It is observed that 60% consume 2 Tea-Spoon of health drink.
14.Majority i.e. 32% of them wants reduction in price and 28% want
attractive packing.
15.It is clearly seen that 70% of respondent are satisfied with their
health drinks while 30% are not satisfied.
Recommendation:
• I would recommend that the companies should strength its
distribution channel especially at cafeteria and local retailer, which
is the biggest market for health drink.
55
56. • The companies should make use of more advertising media like
T.V., Display at various outlets, Hoardings 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.
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.
56
57. 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
health drink. Most of the customers prefer to use 1 glass a day as it is
convenient in both way in terms of quantity and notorious. Brand name is
consider as an important factor while purchasing a health drink and in
which Bournvita of health 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 health 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.
57
58. Chapter No.: VII
ANNEXURE,
QUESTIONNAIRE,
BIBLIOGRAPHY.
VII. Annexure, Questionnaire, Bibliography.
Questionnaire
Name: _________________________ Occupation: _______________
Age: _________________________ Sex: M/F
Mobile No.: _________________________
58
59. 1. Do you take any health drink?
( ) Yes ( ) No
2. Which health drink do you prefer?
( ) Bournvita ( ) Horlicks ( ) Boost
( ) Complan ( ) Any other
3. How often do you consume?
( ) Once a day ( ) Twice a day
( ) Weekly ( ) Occasionally
4. What is your quantity of purchase for a month?
( ) 250 gm ( ) 500 gm
( ) 1 kg ( ) More than 1 kg
5. How do you prefer your health drink?
( ) Cold ( ) Hot ( ) Moderate
6. How do you find the taste?
( ) Good ( ) Best
( ) Better ( ) Satisfactory
7. From where do you purchase your health drink?
( ) Retailer ( ) Wholesaler
( ) Cafeteria ( ) Others
8. At what age did you start taking health drink?
( ) 3-5 ( ) 5- 10
( ) 10 - 15 ( ) 15 and above
9. What is the availability of product?
( ) Regular ( ) Irregular
( ) Not available at all
59
60. 10.How do you come to know about the product?
( ) Television ( ) News Paper
( ) Magazine ( ) Family and Friends
( ) Display at retail outlet ( ) Any other
11.How do you find the advertisement of the company for production
of product?
( ) Good ( ) Better
( ) Best ( ) Satisfactory
12.Are you influenced by advertisement?
( ) Yes ( ) No
13.What is the general quantity that you take in a health drink?
( ) 1 Tea-Spoon ( ) 2 Tea-Spoon
( ) 3 Tea-Spoon ( ) more than 3 Tea-Spoon
14.What improvement do you want?
( ) Reduction in price ( ) Attractive Packing
( ) Change in Taste ( ) None
15.Are you satisfied with your drink?
( ) Yes ( ) No
ANNEXURE
BIBLIOGRAPHY
BOOK REFERRED:-
1. Prajati.
SEARCH ENGINES:-
60
