Description
Universally, in bringing up their children, mothers attach a lot of emotional importance to nourishment.
Market Share
Of
“Health Drinks”
SUBMITTED
TO
PUNE UNIVERSITY
BY
CHIRA PATE!
AS PART "U!"I!!MENT O"
B#B#A# $%
RD
YEAR&
APRI!' ()*)
SINHAD CO!!EE O" COMMERCE'
PUNE + ,**),-
C O N T E N T S
Cha.ter N/# Title Pa0e N/#
Declaration 3
Guide Certificate 4
Acknowledgement 5
1
I E1e23ti4e S355ar6 6-7
II Resear2h Desi0n 8-31
2.1 Introduction 9-22
2.2 Statement of Problem 23
2.3 Objectie! of t"e Sure# 24
2.4 Sco$e of t"e Stud# 25
2.5 %imitation 26
2.6 &et"odolo'# 27-31
III C/n2e.t3al Ba2k0r/3n7 32-34
IV Or0ani8ati/nal Pr/file 35-36
V Anal6sis' Presentati/n' Inter.retati/n 37-52
VI Ma9/r "in7in0s' Re2/55en7ati/ns'
C/n2l3si/n
53-57
VII Anne13re' :3esti/nnaire' Bi;li/0ra.h6 58-61
2
DEC!ARATION
I "ereb# declare t"at t"i! &ar(et S"are )e$ort
*itled ‘Health drinks’
Submitted to+ard! fulfilment of ,,- .e'ree of Pune /nier!it#0 i! an
ori'inal +or( done b# me.
CHIRA ## PATE!
Date <
Pla2e< P/12
3
CERTI"ICATE
*"i! i! to certif# t"at Project )e$ort titled =Health 7rinks> i! a bonafide
+or( carried out b# CHIRA ## PATE! of ,,--III of Sin"'ad
3olle'e of 3ommerce to+ard! fulfillment of ,,- de'ree of /nier!it#
of Pune. 4e "a! +or(ed under our 'uidance and direction.
------------------------- ------------------------
Dr# M#S ?a8al Pr/f# Vish@as S@a5i
$Prin2i.al& $Pr/9e2t 3i7e&
.ate5 .ate5
Place5 Place5
A2kn/@le70e5ent
4
6ir!t of all0 I +i!" to e7$re!! dee$ !en!e of 'ratitude to Prof. 8i!"+a!
S+ami +"o +a! m# $roject 'uide durin' m# $roject. I t"an( "im for "i!
$er!onal inolment in m# $roject findin' and "el$in' me t"rou'" t"e
t"ic( and t"in of ariou! a!$ect! of t"e $roject.
I am al!o t"an(ful to .r. &.S 9a:al +"o i! our $rinci$al for 'iin'
o$$ortunit# to ma(e t"i! $roject a !ucce!!.
%a!t but not t"e lea!t0 I +ould li(e to e7$re!! m# "eartfelt 'ratitude
to+ard! m# friend! +"o "el$ed me lot durin' m# $roject re$ort.
CHIRA ## PATE!
Date<
5
Cha.ter N/#< I
EAECUTIVE SUMMARY
I# E1e23ti4e S355ar6
6
&# !tud# +a! carried out on 42-%*4 .)I1; con!um$tion of
$eo$le carried out in 1a!ari <=>? re'ion. *"i! re'ion include!
-t"+aline!0 ="od dod )d.
-fter data collection0 it +a! anal#:ed +it" different c"art! and 'ra$"0
+"ic" i! er# im$ortant to find ob!eration and findin'!. On t"e ba!i!
of t"i! +or(0 !u''e!tion! +ere made +"ic" +ere er# "el$ful for
anal#:in' $roject re$ort.
It +a! ob!ered t"at bournita 'ot major !"are amon' all "ealt" drin(.
*"e !ure# +a! conducted to anal#:e t"e $ro!$ectie cu!tomer
a+arene!! for ariou! "ealt" drin(! in mar(et. @ue!tionnaire met"od
+a! u!ed alon' +it" interie+ to obtain t"e reAuired information.
-fter t"e !ure# +a! com$leted t"e data +a! fir!t !orted t"en anal#:ed
and t"i! anal#:ed data +a! later conerted in to form of 'ra$"!. *"i!
ma(e! re!ult to under!tand ea!il# b# eer#one.
7
Cha.ter N/#< II
Resear2h Desi0n
(#* Intr/732ti/n#
(#( State5ent /f Pr/;le5#
(#% O;9e2ti4es /f the S3r4e6#
(#, S2/.e /f the St376#
(#B !i5itati/n#
(#C Meth/7/l/06#
(#* Intr/732ti/n#
8
Product B-n oerie+
/nier!all#0 in brin'in' u$ t"eir c"ildren0 mot"er! attac" a lot of
emotional im$ortance to nouri!"ment. *"ere i! an eer-'ro+in' need for
nouri!"ment and ener'# in toda#C! fa!t-$aced +orld. 9"o can re!i!t a
!teamin'0 "ot drin( +"ic" $romi!e! to ener'i:e0 nouri!" and refre!"D *"e
need for nutritional !u$$lementation i! all t"e more releant for (id!.
3ou$led +it" t"e fact t"at (id! loe t"e deliciou! ta!te of t"e!e drin(!0
once t"e# "ae tried t"em0 lie! t"e ba!ic tale of mil( additie! and t"e
'ro+t" and deelo$ment of t"e 4ealt" 6ood .rin( <46.? cate'or#. 1o
one can be !ure of +"en and "o+ t"e cate'or# eoled but0 toda#0 in
India t"e 46. mar(et i! alued at a$$ro7imatel# )!. 130 EEE million and
nearl# 5E0EEE tone!.
4ealt" food drin(! $roide nouri!"ment for t"e famil#0 $articularl#
'ro+in' c"ildren and !ere a! ener'# $roider! for adult!. *"e mar(et for
malted mil( $o+der! in India i! "u'e a! t"e $roduct i! +idel# u!ed a! a
nutrition and ener'# !u$$lement b# c"ildren and adult!. *"e !i:e of t"e
mar(et i! e!timated at )!. 1E017E million.
-ailable 4ealt" 6ood .rin( in mar(et can be con!idered a!
follo+!5
,ournita
4orlic(!
,oo!t
3om$lan
Pr/732t Pr/file< B/3rn4ita
9
4i!tor# and -c"ieement!5
In Indian com$an# +a! incor$orated
on >ul# 19t" 1948 a! a $riate limited
com$an# under t"e name of 3adbur#-
6r# <India?. Soon t"ereafter t"e
com$an# launc"ed ,ournita.
*"rou'" t"e #ear!0 ,ournita "a! been
a mar(et leader in t"e 4ealt" .rin(!
mar(et a! +ell a! "ae a dominant
!"are of t"e 3"ocolate! mar(et.
3adbur# ,ournita +a! introduced in
1948. Since t"en0 it "a! al+a#! been
t"e leadin' bro+n &6. brand in t"e countr# and t"e !econd lar'e!t &6.
brand a! a +"ole. ,ournita "a! +or(ed to+ard! ac"iein' t"i! !tatu! b#
neer remainin' motionle!!. *"rou'"out it! "i!tor#0 ,ournita "a!
con!tantl# endeaoured to re-inent it! $roduct0 $ac(a'in'0 $romotion
and di!tribution. 2ac" "a! been aimed at im$roin' t"e alue $ro$o!ition
to t"e con!umer.
*"e brand +a! re-launc"ed in 1999 +it" a ne+ fortified )ecommended
.ietar# -llo+ance <).-? balanced formula. *"e me!!a'e !ent out
t"rou'" communication a! +ell a! $ac(a'in' !im$l# !tated t"at t"e Fne+
,ournita +ould meet t"e nutritional need! of c"ildren and ma(e u$ for
an# deficiencie! in nutrition a! a re!ult of im$ro$er food inta(eC. -t t"e
!ame time0 t"e com$an# !tron'l# $romoted t"e $ractice of con!umin'
t+o cu$! of ,ournita to en!ure t"at t"i! "a$$ened. *"e effort enabled t"e
1E
brand to create 'reater releance for t"e cate'or# B and "ence t"e brand B
amon'!t $lain mil( drin(er!. It +a! a +innin' formula t"at #ielded
double di'it 'ro+t" oer t"e ne7t t+o #ear! and !i'nificantl# contributed
to t"e brand!C deelo$ment.
-n ener'etic brand0 ,ournita +ent t"rou'" anot"er c"an'e in 2EE10 +it"
a com$lete oer"aul of brandin'0 $ac(a'in' and communication. *"i! re-
launc" "ad t+o clear objectie!5 to ma(e t"e brand contem$orar# and
reinforce t"e eAuit# +it" it! lo#al con!umer!. -n a!!e!!ment $o!t t"e
!ucce!!ful re-launc"0 !"o+ed t"at ,ournita "ad furt"er !tren't"ened it!
leader!"i$ $o!ition in t"e 9e!t and "ad attained mar(et leader!"i$ in t"e
1ort".
Product5
,ournita "a! a uniAue ta!te +"ic" combine! t"e
'oodne!! of malt and c"ocolate. It 'ie! t"e c"ild
$"#!ical and mental alertne!! re!ultin' in a "ealt"#
bod# and an actie mind. In turn t"i! 'ie! t"e c"ild
t"e confidence to !ucceed in life.
In 2EE1 ,ournita0 com$lete +it" ne+ $ac(a'in'
and de!i'n +a! re-launc"ed. It "ad man# fir!t!.
,ournita introduced a $et jar <!"iftin' from t"e old
'la!! bottle?. It introduced !"rin(-!leeed $ac(a'in'
<from t"e old jar label!?. *"ere +a! a com$lete re-de!i'n of t"e lo'o. -
lo#alt# $ro'ramme0 in t"e form of a ,ournita 1utrition 3entre0
dedicated to coun!ellin' mot"er! on "er c"ildG! dail# nutritional need!
+a! o$ened. It +a! ,ournitaG! +a# of !"o+in' it cared.
11
,rand 8alue!5
*"e core alue! of t"e brand "ae been mental alertne!! and $"#!ical
fitne!! for c"ildren +"o con!ume ,ournita dail#. *"i! la#ered +it" t"e
'reat 3adbur# c"ocolate ta!te "a! made t"e brand di!tinct from ot"er
offerin'! in t"e con!umer! mind.
6act!5
3adbur# ,ournita +on an
-,,H for it! $re!! cam$ai'n
- G1o ,ournita. 1o &il(G.
,ournita +a! t"e official
"ealt" drin( for t"e Indian
team for t"e 198E &o!co+
Ol#m$ic!.
*"e ,ournita @ui: 3onte!t
i! IndiaG! lon'e!t runnin'
national !c"ool Aui:.
Pr/732t Pr/file< H/rli2ks
12
4i!tor# and -c"ieement5
Some malted barle#0 $inc"e!
of +"eat flour +it" a da!" of
ea$orated mil(. *"atG!
4orlic(! reci$e for !ucce!!.
>ame! 4orlic(!0 after +"om
t"e brand i! named0 +a! a
c"emi!t +"o +or(ed for a
com$an# +"ic" $roduced
dried infant food. 4e became
ambitiou! after inentin'
!ome reci$e! of "i! o+n. So alon' +it" "i! brot"er 9illiam0 t"e# found >
and 9 4orlic(! of 3"ica'o.
/$ until t"e 196E! 4orlic(! +a! $o!itioned a! an adult re!toratie drin(
t"at 'ae e7tra ener'#0 e!$eciall# durin' conale!cence. *"e 197E! !a+
it! $o!ition !"ift to F*"e =reat 1ouri!"erC. It +a! in t"i! $"a!e t"at t"e
brand !alienc# !"ot u$. *"e ne7t decade !a+ 4orlic(! face an immen!e
e7ternal c"allen'e. *"an(! to O$eration 6lood0 t"ere +a! aailabilit# of
mil( and t"e rai!on dItre for bu#in' t"e brand became +ea(er. 4orlic(!
fou'"t bac(. In 19840 4orlic(! aimed at 'ro+t" b# 'ro+in' t"e con!umer
ba!e. ,# 19940 it "ad created FIdeal 4orlic(!C B and im$roed $roduct
formulation t"at al!o brou'"t bac( t"e ta!te $eo$le remini!ced about. In
2EE20 4orlic(! +a! relaunc"ed on t"e immunit# $latform.
4orlic(! "a! a !i'nificant $re!ence in oer fifteen countrie!. *oda#
4orlic(! i! t"e be!t (no+n brand in t"e "ealt" food! cate'or# in India.
*"e brand enjo#! t"e tru!t of 'eneration! of Indian mot"er! and t"i!
13
relation!"i$ "a! been nurtured b# t"e brand b# fortif#in' t"e $roduct from
time to time. In 19980 4orlic(! +a! fortified +it" Smart 1utrient! B a
uniAue combination of itamin! and mineral! B intended to imbibe
'ro+in' c"ildren +it" mental a'ilit# and $"#!ical fitne!!. >unior 4orlic(!
+a! relaunc"ed +it" e7tra nutrient! to build t"e immunit# of little
c"ildren. *oda#0 >unior 4orlic(! contribute! 11J to 4orlic(!C total !ale!
turnoer and "a! been one of t"e fa!te!t 'ro+in' $roduct e7ten!ion! to
t"e 4orlic(! brand.
,ut it i!nGt ju!t $roduct deelo$ment t"at 4orlic(! "a! concentrated u$on.
It "a! al!o created ne+ attractie $ac(a'in' o$tion! includin' jar!0 refill
$ac(! and !ac"et!. 4orlic(! +a! t"e fir!t brand in India to introduce a
refill $ac( o$tion and al!o t"e fir!t to !"rin(-+ra$ bottle!. In a +a#0
t"ereC! a 4orlic(! $ac( for eer# occa!ion and mood.
Product5
Put a cou$le of table!$oon! full
into a mu'. -dd +arm +ater or
mil( and #ouCre read# to enjo#
a drin( t"atC! ta!t# and
nouri!"in'. -dd ice cube!0 cold
mil( or +ater to recon!tituted
4orlic(! and it turn! into a
deliciou!0 t"ir!t Auenc"in' drin( on a "ot afternoon. *"at i! +"# 4orlic(!
i! con!idered to be Ft"e 'reat nouri!"erC for t"e entire famil#. *"e medical
credential! and "erita'e of t"e brand "ae reinforced t"e ima'e of t"e
brand for #ear!.
14
>unior 4orlic(!0 a !$eciali!t brand for little c"ildren. &ot"erC! 4orlic(!0 a
!$ecial nouri!"er for $re'nant and brea!t feedin' mot"er!0 and 4orlic(!
,i!cuit! are t"e ot"er form! in +"ic" t"e brand i! aailable. - !election of
flaour! B includin' c"ocolate0 anilla and "one# B allo+ con!umer! to
enjo# t"e nouri!"in' 'oodne!! of 4orlic(! in a ariet# of deliciou! +a#!.
,rand alue!5
4orlic(! "a! al+a#! been a brand t"at !tand! for 'ood "ealt" and
nouri!"ment t"rou'" a +"ole!ome0 natural $roduct. - commitment
to+ard! $roduct Aualit# and reinforcement of e!!ential nutrient! "a! +on
oer t"e tru!t of 'eneration! of mot"er!.
*"e brand 'ie! t"em t"e rea!!urance t"at t"e# !ee( in carin' for t"eir
famil#. 6amil# bondin' i! at t"e "eart of 4orlic(!C brand alue!. *"i!0 in
turn reinforce! 4orlic(!C ima'e a! a carin' and tru!ted brand.
6act!5
4orlic(! +a! fir!t inented to !ub!titute mil( a! bab# food.
In India0 2 billion cu$! of 4orlic(! are drun( eer# #ear.
Peo$le on !$ecial diet0 includin' liAuid diet or an# diet dei!ed
for 'a!tric di!order!0 can benefit from t"e nutritional
conenience of 4orlic(!.
Pr/732t Pr/file< B//st
4i!tor# and -c"ieement!5
15
,oo!t +a! deelo$ed b# t"e
com$an#C! Indian )K.
team in 1974 and launc"ed
in ;erala in 1975L76.
Po!itioned a! t"e Gener'#
fuelG0 t"e brand !oon
'enerated 'reat con!umer $ull and +a! !ub!eAuentl# launc"ed at a
national leel.
-round 19840 "o+eer0 ,oo!t !ale! !eemed to $lateau. *"i! led to a
com$lete re-t"in( about t"e brand !trate'#. - dee$er under!tandin' of
$urc"a!e d#namic! of t"e cate'or# reealed t"at b# t"e latter "alf of t"e
198E!0 c"ildren "ad come to become !tron' influencer! in a famil#G!
$urc"a!e of t"e!e 46. $roduct!. 9"at +a! al!o ob!ered +a! t"at t"i!
!ection of t"e $o$ulation "ad t"e "i'"e!t reAuirement for !u$$lementar#
ener'# and +a! al!o t"e mo!t ent"u!ia!tic about !$ort! - cric(et0 in
$articular.
Infu!ed +it" t"i! in!i'"t0 ,oo!t +a! con!eAuentl# re$o!itioned. It $u!"ed
for+ard t"e a!!ociation of (id! of t"i! a'e 'rou$ +it" cric(et. *"i! "a!
!ince remained a +innin' !trate'#.
=la7oSmit";line $lc. i! reco'ni:ed a! one of t"e leadin' "ealt" and
$"armaceutical com$anie! in t"e +orld. It! $o+erful combination of
!(ill! and re!ource! "a! enabled it to offer frontline "ealt" $roduct! to t"e
con!umer. *"e!e trait! are am$l# eident in t"e ,oo!t brand. ,ut brand!
are not built b# formulation alone. *"e# reAuire !trate'ic t"in(in' and a
!tron' $o!itionin' $latform. Succe!! for ,oo!t "a! come a! a re!ult of
16
con!tant brand buildin' effort! and t"e $roen $o!itionin' $latform of
Fener'#C. *"e brand "ad t"e coura'e of coniction to ma(e a $aradi'm
!"ift in tar'etin' t"e c"ild in it! communication. *oda#0 F,oo!t i! t"e
!ecret of m# ener'#C i! t"e mo!t recalled F!i'n-offC in it! $roduct !e'ment
and "a! defined t"e brandG! identit#. -l!o0 ,oo!t i! t"e fir!t 46. to "ae
eer u!ed celebrit# endor!ement to cone# it! $ro$o!ition and "a!
!ucce!!full# cared out t"e 2ner'# 46. mar(et in India. In reco'nition
of t"e!e ac"ieement!0 ,oo!t "a! +on $re!ti'iou! a+ard! !uc" a! t"e
9orld Star for it! $ac(a'in' and t"e finali!t!C $o!ition in t"e 2ffie
-+ard!0 2EEE0 for effectie communication.
Product
,oo!t i! a malt-ba!ed drin( in
c"ocolate flaour0 +it" t"e
brand $"ilo!o$"# bein' to
continuou!l# innoate and
$ioneer c"an'e! in t"e
cate'or#. In 2EE20 t"e brand
created "i!tor# b# re-launc"in'
,oo!t +it" GPo+er ,oo!ter!MG0
a com$letel# different $roduct
from an# ot"er 46.. *"e 1e+
,oo!t contain! co$$er and
biotin0 in addition to it! e7tant
com$o!ition of itamin! and mineral!. *+o !ere! of 1e+ ,oo!t
<a$$ro7imatel# 3E 'm!? a! $er t"e 3O.2N -limentariu! 3ommi!!ion of
t"e 9orld 4ealt" Or'ani!ation0 19950 $roide 5EJ of t"e dail#
reAuirement of 8itamin ,10 ,20 ,60 ,120 -0 30 .0 1iacin0 Pantot"enic
17
acid0 ,iotin0 6olic acid0 3o$$er and Iron and 25J of 3alcium. *"e
itamin! and mineral! not onl# $roide adeAuate ener'# for t"e con!umer
t"e# al!o "el$ in t"e efficient +or(in' of bod# cell! <b# relea!in' ener'#
from food?0 formulation of "ealt"# blood and ma(e bone! !tron'er. *"i!
re-launc" "a! "el$ed ,oo!t ca$ture t"e $o!ition of number one bro+n
46. in India.
,rand alue!5
*"e $er!onalit# of t"e ,oo!t brand i! di!tinctl# !$ort# and ener'etic and
eer#t"in' - from t"e tone of communication to $ac(a'in' - i! done to
reflect t"i! ibrant ener'#. *oda#0 t"e colour red and G,oo!t i! t"e !ecret
of m# ener'#G "ae become !#non#mou! +it" t"e brand.
6act!5
,oo!t "a! a "ou!e"old $enetration of 4EJ-45J in !eeral citie!
and to+n! in Sout" India0 t"e brandG! !tron'"old. In to+n! li(e
3"ennai and &adurai t"i! $enetration e7ceed! 5EJ amon' S23
- and , "ou!e"old! and 4EJ amon' all "ou!e"old!. Sac"in
*endul(ar a$$eared in a ,oo!t aderti!ement for t"e fir!t time
at t"e a'e of !eenteen.
*"e (id0 +"o !tarred in t"e ,oo!t aderti!ement +it" ;a$il
.e0 +ent on to become a member of t"e Indian cric(et team -
1i("il 3"o$ra.
*"ere i! a ran'e of intere!tin' $roduct! $re$ared +it" ,oo!t
+"ic" cater to local ta!te!5 t"e ,oo!t Gbarfi!G0 for e7am$le0 in
certain $art! of Sout" India.
18
,oo!t "a! t"e "i'"e!t freAuenc# of $urc"a!e amon' all bro+n
$o+der! in India <Source5 I&), 4ou!e"old Panel?.,oo!t i! t"e
fa!te!t 'ro+in' brand <2EE3 oer 2EE2? amon' t"e to$ fie
4ealt" 6ood .rin(! in India.
Pr/732t Pr/file< C/5.lan
4i!tor# and -c"ieement!5
19
=la7o brou'"t 3om$lan to India in
1964 and mar(eted it t"rou'" doctor!
a! a conale!cence drin(. -fter it +ent
O*3 in 19690 3om$lan continued to
be $erceied a! an et"ical $roduct. In
t"o!e da#! it! ta' line O3om$lan "a!
23 8ital 1utrient! +"erea! &il( "a! 9P
"ad e!tabli!"ed 3om$lanC! !u$eriorit#
oer mil( on nutritional delier#.
*"e brand!C ne7t major mile!tone +a!
reac"ed in 1975 +"en0 in order to
e7$and it! u!er ba!e0 3om$lan made a
!trate'ic !"ift in it! tar'et mar(et and
$o!itionin'. 3om$lan +a! no+
re$o!itioned a! an ideal nutritional !u$$lement for 'ro+in' c"ildren.
3om$lanC! current con!umer ba!e run! into "undred! of t"ou!and! of
"ou!e"old! acro!! t"e countr#. It i! retailed t"rou'" more t"an 2250EEE
outlet! and "a! an im$re!!ie 16.8J !"are acro!! t"e entire &6.
cate'or#. -$art from India0 3om$lan i! al!o aailable in t"e /;0
-u!tralia0 8ene:uela0 1e$al and Sri %an(a.
3om$lanC! 'ro+t" clo!el# re!emble! it! core con!umer!Q it "a! been
'ro+in' oer t"e la!t t+ent# #ear! to re'i!ter a con!tant u$!+in' in it!
mar(et. In t"i! $eriod0 it "a! doubled it! mar(et !"are +"ile commandin'
a $rice $remium in e7ce!! of 4EJ oer it! neare!t com$etitor.
2E
Product5
2nric"ed +it" 23 ital nutrient! in
balanced $ro$ortion 3om$lan i! an ideal
nutritional !u$$lement for c"ildren in it!
tar'et !e'ment of four to fourteen #ear!. It
i! 4ein:C! con!tant endeaour to u$'rade
3om$lanC! formulation a! $er t"e late!t d eelo$ment! in nutritional
!cience! and t"e c"an'in' reAuirement! of 'ro+in' c"ildren.
3om$lan B t"e 3om$lete Planned 6ood in a .rin( B i! formulated a! $er
t"e 9orld 4ealt" Or'ani!ation <94O? 'uideline! !u''e!ted for 'ro+in'
c"ildren.
&il( $rotein0 +"ic" "a! !u$erior di'e!tibilit# $ro$ertie!0 contain! all
e!!ential amino acid! balanced to $erfection and "ence i! t"e ideal en'ine
for 'ro+t". It i! al!o a !u$erior !ource of ener'# and meet! t"e 94O
'uideline! of ener'# reAuirement from $rotein!. It $roide! more ener'#
<429(calL1EE 'm!? t"an an# ot"er major brand in t"i! cate'or#. 2EJ of
3om$lan i! $rotein and 1EEJ of it i! deried form natural mil(. 1o ot"er
brand can matc" t"i! claim.
*o e7tend t"e 'oodne!! of 3om $lan and ma(e it aailable to c"ildren an#
time0 t"e brand +a! al!o conceied in a bi!cuit form. 3om$lan 3runc"
*imer! bi!cuit! "ae nouri!"ment !and+ic"ed in t"eir cream centre! and
are a deli'"tful an#+"ere bite.
,rand 8alue!5
21
3om$lan0 +it" a "i!tor# 'oin' bac( "alf a centur#0 i! t"e =old Standard
in c"ildrenC! nutrition and one of IndiaC! "erita'e brand!. *"e brand ta(e!
it! job of delierin' nutrition to 'ro+in' c"ildren !eriou!l# and "a! built
enormou! credibilit# oer t"e #ear!.
4ein: i! committed to en!urin' t"at 3om$lan continue! to meet t"e
!trin'ent demand! it! con!umer! ma(e on it. *"i! $er"a$!0 e7$lain! +"#
3om$lan continue! to be t"e =old Standard. It i! one of t"e fe+ brand! in
t"e &6. cate'or# in India to "ae uniforml# !$read acro!! t"e countr#
indicatin' it! acce$tabilit# acro!! re'ion! and !ocio-economic !trata.
6act!5
3om$lan +a! formulated in ,ritain0 a! an ideal nutritional
!u$$lement for !oldier! +ounded on t"e frontline! in 9orld
9ar II.
*"e brand name 3om$lan i! deried from t"e $roduct
!tatement 3om$lete Planned 6ood.
*"e current ,oll#+ood "eartt"rob -ftab S"ida!ani +a! a 3om$lan ,o#.
(#( State5ent /f Pr/;le5#
&ar(et S"are of ariou! 4ealt" .rin(! i! t"e $roject I am +or(in' for
&an!u("lal K Son!0 1a!ari. *"e !ure# +a! tar'eted on !c"ool 'oin'
22
!tudent! in 1a!ari. 6eedbac( +a! ta(en from t"em t"rou'" Aue!tionnaire
and $er!onal ie+.
-fter t"e !ure# +a! com$leted I anal#!ed all t"e
detail! t"at I 'at"ered t"rou'" t"e !ure# and i! re$re!ented
!#!tematicall# +it" t"e "el$ of 5-
,ar 3"art!
Pie =ra$"!
)e$ort.
(#% O;9e2ti4es /f the S3r4e6#
1. *o find out t"e different $roduct! of "ealt" drin(.
2. *o find out t"e mar(et !"are of "ealt" drin( $roduct!.
23
3. Stud# of $eo$le c"oice amon' ariou! "ealt" drin(!.
4. *o find out t"e cu!tomer! !ati!faction about t"e "ealt" drin(
$roduct!.
5. *o find out t"e aailabilit# of t"e $roduct.
6. *o find out t"e effect of aderti!ement on $eo$le.
7. *o find out t"e difference in $rice !tructure of ariou! "ealt" drin(!
aailable in mar(et.
(#, S2/.e /f the St376#
1. 8ariou! com$anie! offerin' 4ealt" .rin(! !uc" a! ,ournita0
3om$lan0 4orlic(!0 ,oo!t.
24
2. *"e $roject +a! done to identif# t"e i!!ue of deci!ion ma(in'0
ta!te0 $refrence0 a+arne!!0 etc.
3. *"e !ure# +a! in t"e re'ion of 1a!ari <=>?.
4. *"e time duration for t"e re!earc" +or( +a! one mont".
(#B !i5itati/n#
2er# !tud# conducted ma# "ae certain !"ortcomin' and t"i! $roject i!
al!o a !imilar ca!e. - fe+ error! "ae cre$t in de!$ite of be!t effort! to
aoid t"em but t"i! i! e7$ected t"at !till !tud# and findin'! are er# muc"
releant.
25
*"e fir!t limitation i! t"at t"e accurac# of t"e $roject and
conclu!ion i! totall# de$endent on t"e accurac# of data collected
and data anal#!i!.
.ue to time con!traint t"e !ure# i! confirmed to mea!ure!. *"e
re!$ondent! +ere !elected randoml# and t"erefore mi'"t not be a
true re$re!entation of total con!umer! due to !uc" a lar'e unier!e.
Oer $rojection! b# t"e re!$ondent to im$re!! t"e !ure#or i! al!o
$o!!ible.
*"e recommendation i! 'ien totall# ba!ed on t"e information
collected t"rou'" Aue!tionnaire! and $er!onal interie+!.
2ac" man defer! from anot"er. - con!umer not onl# defer! from on
anot"er0 but al!o "a! ar#in' de'ree! of feelin' about t"e !ame
$roduct!0 object or $"enomenon from time to time. It t"u! become!
er# difficult to 'enerali:e t"e findin' of an# mar(et re!earc"
!tud#. 4ence one of t"e major $roblem! i! t"at of
O=212)-%IR-*IO1P.
(#B Meth/7/l/06#
Resear2h Desi0n
)e!earc" de!i'n i! arran'ement of condition of collection and anal#!i! of
data in a manner t"at com$anie! releance of data to be collected. *"e
26
!am$le to be !elected in a manner in +"ic" t"e data !o collected i! to be
or'ani:ed. It con!titute! t"e main bod# of t"e re!earc" de!i'n. *"e
$re!ent !tud# conducted t"rou'" a !ure# met"od u!in' a +ell-formed
and framed Aue!tionnaire. )e!earc" de!i'n i! t"e $lan and !tructure of
ine!ti'ation !o conceied a! to obtain an!+er! to re!earc" Aue!tion!.
T6.es /f Data
Pri5ar6 Data<
*"e $rimar# data are t"o!e +"ic" are collected afre!" and for t"e
fir!t time0 and t"u! "a$$en! to be ori'inal in c"aracter.
Primar# data for t"i! $roject +a! collected t"rou'" Aue!tionnaire.
Se2/n7ar6 Data<
*"e !econdar# data are t"o!e +"ic" "ae alread# been collected b#
!omeone el!e and +"ic" "ae alread# been $a!!ed t"rou'" t"e
!tati!tical $roce!!.
Secondar# data for t"i! $roject +ere collected from t"e internet and
librar#.
S/3r2es /f Data
*"e $rimar# and !econdar# !ource +a! u!ed in t"e re!earc". *"e
information 'at"ered for t"i! $roject i! differin' from $er!on to $er!on a!
t"ere i! difference! in eac" "uman bein'. So t"e ob!eration and t"e
!ure# of t"e $eo$le are t"e $rimar# !ource! of data from t"i! $roject. -!
!uc" !econdar# data are collected from internet and librar#.
27
Sa5.le Plan
Sam$le $lan can be define a! t"e !election of !ome $art of an a''re'ate or
totalit# on t"e ba!i! of +"ic" a jud'ment or inference about t"e a''re'ate
or totalit# i! made. In ot"er +ord! it i! t"e $roce!! of obtainin'
information about an entire $o$ulation b# e7aminin' onl# a $art of it.
*"e !am$lin' $lan for t"i! $roject +ould be cu!tomer +"ic" include!
Sc"ool 'oin' c"ildrenC! in0 1a!ari.
Uni4erse<
6rom a !tati!tical $oint of ie+0 t"e term Funier!eC refer! to t"e total of
t"e item! or unit! in an# field of inAuir# or to t"e total of item! about
+"ic" information i! de!ired.
6or t"e $ur$o!e of t"i! !tud# t"e unier!e "a! been defined a! O*"e !et
con!i!tin' of Sc"ool 'oin' c"ildrenC! in0 1a!ari.
Sa5.le Si8e<
Sam$le !i:e mean! "o+ man# $eo$le !"ould be !ure#ed. %ar'e !am$le
!i:e 'ie! more reliable re!ult! t"an !mall one. Sam$lin' i! t"e met"od
and !electin' !am$le for !tud#in' t"e $o!ition of unier!e in total.
*"e !am$le !i:e !elected for t"i! !ure# i! 5E !c"ool 'oin' c"ildrenC! in0
1a!ari. *"i! !am$le !i:e i! !elected on t"e ba!i! of conenience to
admini!ter and b# +a# of jud'ment. Sam$le !i:e! !elected in t"i! $roject
are t"e $eo$le of 1a!ari cit# <=>?. - lar'e !am$le !i:e +ould "ae been
unmana'eable in term! of time and co!t.
28
Meth/7s /f Data C/lle2ti/n
*"e t#$e of data collection be'in! after a re!earc" $roblem "a! been
defined and re!earc" de!i'n c"al(ed out. 9"ile decidin' about t"e
met"od of data collection to be u!ed for t"e !tud#.*"e re!earc"er !"ould
(ee$ in mind t+o t#$e! of data t"at are Primar# .ata and Secondar#
.ata.
&et"od! of collectin' $rimar# data $articularl# in !ure# and de!cri$tie
re!earc"e! are5
1. Ob!eration &et"od.
2. Interie+ &et"od!.
3. *"rou'" @ue!tionnaire!.
4. *"rou'" !c"edule!.
&et"od! of collectin' !econdar# data $articularl# in !ure# and
de!cri$tie re!earc"e! are5
1. 8ariou! $ublication! of central0 !tate0 and local 'oernment!.
2. 8ariou! $ublication! of forei'n 'oernment! or of international
bodie! and t"eir !ub!idiar# or'ani:ation!.
3. *ec"nical and trade journal!.
4. ,oo(!0 ma'a:ine0 ne+! $a$er!.
:3esti/nnaires<
*"i! met"od of data collection i! Auite $o$ular0 $articularl# in ca!e of bi'
enAuirie!. It i! bein' ado$ted b# $riate indiidual0 re!earc" +or(er!0
$riate and $ublic or'ani:ation! and een b# 'oernment!. @ue!tionnaire
i! !ent to t"e $er!on! concerned +it" reAue!t to an!+er t"e Aue!tion! and
return t"e Aue!tionnaire.- Aue!tionnaire con!i!t of a number of Aue!tion!
$rinted or t#$ed in a definite order on a form or !et of form.
29
*"e Aue!tionnaire i! mailed to t"e re!$ondent! +"o are e7$ected to read
and under!tand t"e Aue!tion! and +rite do+n t"e re$l# in t"e !$ace meant
for t"e $ur$o!e in t"e Aue!tionnaire it !elf. *"e re!$ondent "a! to an!+er
t"e Aue!tion! on t"eir o+n.
In t"i! $roject Aue!tionnaire +ere 'ien to t"e 5E cu!tomer and
information collected form t"o!e Aue!tionnaire! +ere u!ed for data
$roce!!in' and anal#!i!.
"/r5ati/n /f :3esti/nnaire<
6ormation of Aue!tionnaire could be !tructured or un-!tructured
Aue!tionnaire. Structured Aue!tionnaire are t"o!e Aue!tionnaire in +"ic"
t"ere are definite0 concrete and $re-determined Aue!tion!. *"e form of t"e
Aue!tion ma# be eit"er clo!ed ended Aue!tion! <'iin' o$tion !uc" a! #e!
or no? and o$en ended Aue!tion! <initin' free re!$on!e? but t"i! !"ould
be !tated in adance and not durin' Aue!tionin'. 9"en t"i! c"aracteri!tic!
are not $re!ent in a Aue!tionnaire it can be term a! un-!tructured
Aue!tionnaire.
In t"i! $roject !tructured Aue!tionnaire +ere u!ed +it" clo!ed ended
Aue!tion! in it. -! t"i! form of Aue!tionnaire reduce! t"e difficult# of t"e
re!$ondent +"ile an!+erin' t"e Aue!tion!.
"iel7 ?/rk
6ield +or( i! defined a! t"e $lace +"ere #ou "ae conducted #our !ure#
and +it" +"o!e "el$ #ou "ae ta(en.6ield +or( for t"i! $roject +a!
$erformed b# me +it"out t"e "el$ of an# $eo$le. &# 6ield +or( con!i!t!
3E
of Aue!tionnaire +"ic" I "ae circulated amon' 5E cu!tomer! !o t"at I
can 'et information t"at +a! reAuired for t"e $roject.
Data Anal6sis Te2hniD3es
*"e data after collection "a! to be $roce!!ed and anal#!e! in accordance
+it" t"e outline laid do+n for t"e $ur$o!e at t"e time of deelo$in' t"e
re!earc" $lan. ,# -nal#!i! +e mean t"e com$utation of certain indice! or
mea!ure! alon' +it" !earc"in' for $attern! of relation!"i$ t"at e7i!t
amon' t"e data 'rou$!.
6or t"i! $roject $ercenta'e met"od i! u!ed for t"e anal#!i! of t"e
aailable data. 9it" t"e "el$ of $ercenta'e met"od t"e data "a! been
conerted into $ercenta'e and "a! been re$re!ented +it" t"e "el$ of
'ra$".
31
Cha.ter N/#< III
CONCEPTUA! BACEROUND
III# C/2e.t3al Ba2k0r/3n7#
Market Share<+
*"e $ercenta'e of t"e total mar(et for a $roductL!erice cate'or# t"at "a!
been ca$tured b# a $articular $roductL!erice or b# a com$an# t"at offer!
multi$le $roduct!L!erice! in t"at cate'or#. In t"e latter ca!e0 t"e com$an#
32
ma# c"oo!e to loo( at !"are on bot" an indiidual $roductL!erice ba!i!
and on a com$an#-+ide ba!i!.
S"are can be calculated eit"er on a unit ba!i! <i.e.0 If a com$an# !ell! 1
million unit! in a total mar(et of 1E million unit!0 it "a! a 1E $ercent
!"are? or on a reenue ba!i! <i.e.0 If a com$an# !ell! S1 million +ort" of
+id'et! in a S1E million mar(et0 it "a! a 1EJ !"are?. Obiou!l#0 if a
com$an# i! able to command a "i'"er $rice for it! $roductL!erice t"an it!
com$etitor!0 it +ould !"o+ a "i'"er mar(et !"are +"en calculated on a
reenue ba!i! t"an on a unit ba!i!.
&ar(et !"are number! can ar# 'reatl# de$endin' on "o+ t"e mar(et i!
defined. 6or e7am$le0 a com$an# ma# "ae a 1 $ercent !"are of t"e
T+id'etT mar(et0 15 $ercent of t"e T!$ort! +id'et mar(etT0 45 $ercent of
t"e Tlu7ur# !$ort! +id'et mar(etT and 85J of a $articular 'eo'ra$icall#
defined lu7ur# !$ort! +id'et mar(et.
-ll bu!ine!! actiitie! focu!ed on deelo$in'0 e7$andin' and facilitatin'
t"e $rofitable introduction and $romotion of a com$an#G! $roduct! andLor
!erice!. *raditionall#0 t"i! i! ta(en to include t"e T4P!T -- Product0 Price0
Promotion and Place.
• TProductT refer! to di!coerin' mar(et reAuirement! and en!urin'
t"at t"o!e reAuirement! are reflected in t"e $roduct! andLor !erice!
offered b# t"e com$an#.
• TPriceT i! obiou! -- determinin' and !ettin' t"e mo!t a$$ro$riate
$rice! for t"e $roduct!L!erice!.
• TPromotionT refer! to all actiitie! inoled in ma(in' $otential
cu!tomer! a+are of t"e com$an#0 it! $roduct! and !erice! and
t"eir benefit! -- and encoura'in' t"em to bu#.
• TPlaceT i! a little le!! obiou!. In addition to determinin' t"e be!t
'eo'ra$"ic area! to !ell in0 it al!o refer! to t"e dermination and
mana'ement of t"e be!t Tc"annel!T for reac"in' t"o!e mar(et! --
direct !ale!0 di!tributor!0 re!eller!0 etc.
I5./rtan2e /f Market share <+
33
1. )e$utation5- *"e major mar(et !"are of a com$an# +ill "el$ t"e
com$an# earn 'ood+ill in t"e mar(et +"ic" i! one of t"e mo!t
im$ortant ac"ieement for a com$an#.
2. 2a!# 6inance 5- &ar(et !"are "el$! t"e com$an# in 'ettin' ea!#
finance from t"e mar(et due to it! majorit# mar(et !"are and
re$utation in t"e mar(et.
3. Profitabilit# 5- &ajor mar(et !"are increa!e! t"e $rofit earnin'!
of t"e com$an#0 a! man# cu!tomer! are attracted to $urc"a!e
com$an#C! $roduct! due to it! re$utation in t"e mar(et.
4. =ro+t" and 27$an!ion 5- 9"en a com$an# !ucceed! in attractin'
more and more cu!tomerC! to+ard! it!elf due to it! mar(et !"are it
definitel# increa!e! it! $rofit and inturn 'ro+! and e7$and!.
5. S"are "older! 5- Increa!e in com$an#C! mar(et !"are inturn
increa!e! it! !"are "older! b# +innin' t"e confidence of it!
ine!tor!.
34
Cha.ter N/#< IV
ORANISATIONA! PRO"I!E
IV# Or0anisati/nal Pr/file#
Est# *F,C
35
Na5e /f the fir55 &an!"u(lal K 3o.
Re0istere7 /ffi2e5 O$$ 4anuman tem$le0 &ota ba::ar 1a!ari-396445
T6.e /f /r0anisati/n5 Partner!"i$ firm
T3rn/4er5 55 lac(!
Pr/fit5 1.5 lac(!
Dealers /f< 3om$lan0 4orlic(!0 ,oo!t0 ,ournita etc
36
Cha.ter N/#< V
ANA!YSIS' INTERPRETATION'
PRESENTATION#
V# Anal6sis' Inter.retati/n' Presentati/n#
*# D/ 6/3 take an6 health 7rinkG
37
Ta;le N/#< *
Ans@ers N/# /f Res./n7ents Per2enta0e
He! 46 92.EEJ
1o 4 8.EEJ
T/tal B) *))#))H
Chart N/#<*
*"e aboe c"art !"o+! 92J $eo$le ta(e "ealt" drin(.
(# ?hi2h health 7rink 7/ 6/3 .referG
Ta;le N/#< (
Ans@ers N/# /f Res./n7ents Per2enta0e
,ournita 3E 6E.EEJ
4orlic(! 6 12.EEJ
38
,oo!t 5 1E.EEJ
3om$lan 7 14.EEJ
-n# 2 4.EEJ
T/tal B) *))#))H
Chart N/#<(
*"e aboe c"art !"o+! t"e $ercenta'e of c"oice of $roduct. It i!
!een t"at mo!t $eo$le li(e bournita and com$lan.
%# H/@ /ften 7/ 6/3 2/ns35eG
Ta;le N/#< %
Ans@ers N/# /f Res./n7ents Per2enta0e
Once a da# 3E 6E.EEJ
39
*+ice a da# 3 6.EEJ
9ee(l# 7 14.EEJ
Occa!ionall# 1E 2E.EEJ
T/tal B) *))#))H
3"art 1o.53
*"e aboe c"art !"o+! t"e drin(in' freAuenc# of $eo$le. 6EJ
of $eo$le drin( "ealt" drin( once a da# +"ile 2EJ ta(e
occa!ionall#.
,# ?hat is 6/3r D3antit6 /f .3r2hase f/r a 5/nthG
Ta;le N/#< ,
Ans@ers N/# /f Res./n7ents Per2enta0e
25E 'm 1E 2E.EEJ
4E
5EE 'm 25 5E.EEJ
1 (' 11 22.EEJ
&ore t"an 1 (' 4 8.EEJ
T/tal B) *))#))H
3"art 1o.54
*"e aboe c"art !"o+! t"e $ercenta'e of aera'e Auantit# of
$urc"a!in' "ealt" drin(. It i! !een t"at 5EJ of $eo$le $urc"a!e
5EE 'm $ac(et +"ile 22J $urc"a!e 1 ('.
B# H/@ 7/ 6/3 .refer 6/3r health 7rinkG
Ta;le N/#< B
Ans@ers N/# /f Res./n7ents Per2enta0e
3old 24 48.EEJ
41
4ot 15 3E.EEJ
&oderate 11 22.EEJ
T/tal B) *))#))H
3"art 1o.55
*"e aboe c"art !"o+! t"at 48J re!$ondent li(e to "ae t"e
"ealt" drin( cold +"ile 3EJ ta(e it "ot and remainin' 22J ta(e
it in moderate manner.
6. H/@ 7/ 6/3 fin7 the tasteD
Ta;le N/#< C
Ans@ers N/# /f Res./n7ents Per2enta0e
=ood 11 22.EEJ
42
,etter 1E 2E.EEJ
,e!t 25 5E.EEJ
Sati!factor# 4 8.EEJ
T/tal B) *))#))H
3"art 1o.56
*"e aboe c"art !"o+! t"at 5EJ re!$ondent ran( t"eir drin( a!
under be!t cate'or# +"ile 22J0 2EJ0and 8J are ran(ed a!
'ood0 better and la!t !ati!factor#.
7. "r/5 @here 7/ 6/3 .3r2hase 6/3r health 7rinkD
Ta;le N/#< I
Ans@ers N/# /f Res./n7ents Per2enta0e
)etailer 35 7E.EEJ
43
9"ole!aler 6 12.EEJ
3afeteria 5 1E.EEJ
Ot"er! 4 8.EEJ
T/tal B) *))#))H
3"art 1o.57
*"e aboe c"art !"o+! t"at mo!t of $eo$le ie.7EJ $urc"a!e
t"eir "ealt" drin( from retailer +"ile 12J from +"ole!aler0 1EJ
from cafeteria and remainin' 8J from ot"er !ource!.
8. At @hat a0e 7i7 6/3 start takin0 health 7rinkD
Ta;le N/#< -
Ans@ers N/# /f Res./n7ents Per2enta0e
3 #r! - 5 #r! 32 64.EEJ
44
5 #r! - 1E #r! 15 3E.EEJ
1E #r! - 15 #r! 2 4.EEJ
15 and aboe 1 2.EEJ
T/tal B) *))#))H
3"art 1o.58
*"e aboe c"art !"o+! t"at 64J $eo$le !tart ta(in' "ealt" drin(
from t"e a'e 3 #r!- 5 #r! and re!t are 3EJ at 5 #r!- 1E #r!0 4J
for 1E #r!- 15 #r! and 2J for 15 #r! and aboe.
F# ?hat is the a4aila;ilit6 /f .r/732tG
Ta;le N/#< F
Ans@ers N/# /f Res./n7ents Per2enta0e
)e'ular 32 64.EEJ
45
Irre'ular 15 3E.EEJ
1ot aailable at all 3 6.EEJ
T/tal B) *))#))H
3"art 1o.59
*"e c"art !"o+! t"at 64J re!$ondent !a#! t"at t"eir $roduct i!
re'ular +"ile 3EJ !a#! it i! irre'ular and 6J !a#! t"e $roduct i!
not aailable at all.
1E. H/@ 7/ 6/3 2/5e t/ kn/@ a;/3t the .r/732tG
Ta;le N/#< *)
Ans@ers N/# /f Res./n7ents Per2enta0e
*elei!ion 27 54.EEJ
46
1e+! Pa$er 3 6.EEJ
&a'a:ine 2 4.EEJ
6amil# and 6riend! 4 8.EEJ
.i!$la# at retail outlet 13 26.EEJ
-n# ot"er 1 2.EEJ
T/tal B) *))#))H
3"art 1o.51E
*"e aboe c"art !"o+! t"at *elei!ion and .i!$la# at )etail
Outla# are t+o im$ortant media for t"e a+arene!! of $roduct.
**# H/@ 7/ 6/3 fin7 the a74ertise5ent /f the 2/5.an6 f/r
.r/732ti/n /f .r/732tG
Ta;le N/#< **
47
Ans@ers N/# /f Res./n7ents Per2enta0e
=ood 9 18.EEJ
,etter 11 22.EEJ
,e!t 12 24.EEJ
Sati!factor# 18 36.EEJ
T/tal B) *))#))H
3"art 1o.511
*"e aboe c"art !"o+! t"at t"e $ercenta'e of re!$on!e of
aderti!ement of $roduct. It i! !een t"at 36J of $eo$le i!
!ati!fied.
12. Are 6/3 infl3en2e7 ;6 a74ertise5entD
Ta;le N/#< *(
Ans@ers N/# /f Res./n7ents Per2enta0e
He! 14 28.EEJ
48
1o 36 72.EEJ
T/tal B) *))#))H
3"art 1o.512
*"e aboe c"art !"o+! t"at t"e $ercenta'e of t"e re!$on!e of t"e
influence b# aderti!ement. It i! !een t"at 72J of re!$ondent are
not influenced +"ile onl# 28J are influenced.
13.?hat is the 0eneral D3antit6 that 6/3 take in a health
7rinkD
Ta;le N/#< *%
49
Ans@ers N/# /f Res./n7ents Per2enta0e
1 *ea-S$oon 7 14.EEJ
2 *ea-S$oon 3E 6E.EEJ
3 *ea-S$oon 1E 2E.EEJ
&ore t"an 3 *ea-S$oon 3 6.EEJ
T/tal B) *))#))H
3"art 1o.513
*"e aboe c"art !"o+! t"e Auantit# of "ealt" drin( con!umed. It
i! clearl# !een t"at 6EJ con!ume 2 *ea-S$oon.
14.?hat i5.r/4e5ent 7/ 6/3 @antD
Ta;le N/#< *,
Ans@ers N/# /f Res./n7ents Per2enta0e
)eduction in Price 16 32.EEJ
5E
-ttractie Pac(in' 14 28.EEJ
3"an'e in *a!te 1E 2E.EEJ
1one 1E 2E.EEJ
T/tal B) *))#))H
3"art 1o.514
&ajorit# i.e. 32J of t"em +ant! reduction in $rice and 28J
+ant attractie $ac(in'.
15.Are 6/3 satisfie7 @ith 6/3r health 7rinkD
Ta;le N/#< *B
Ans@ers N/# /f Res./n7ents Per2enta0e
He! 35 7E.EEJ
51
1one 15 3E.EEJ
T/tal B) *))#))H
3"art 1o.515
*"e aboe c"art !"o+! t"e $ercenta'e of !ati!faction leel. It i!
clearl# !een t"at 7EJ of re!$ondent are !ati!fied +it" t"eir
"ealt" drin( +"ile 3EJ are not !ati!fied.
52
Cha.ter N/#< VI
MAJOR "INDINS'
RECOMMENDATIONS'
CONC!USION#
VI# Ma9/r "in7in0s' Re2/55en7ati/ns' C/n2l3si/n#
The 5a9/r fin7in0s /f the re./rt are as f/ll/@s<+
53
1. It i! found t"at 92J $eo$le ta(e "ealt" drin(.
2. It i! !een t"at mo!t $eo$le li(e bournita and com$lan.
3. 6EJ of $eo$le drin( "ealt" drin( once a da# +"ile 2EJ ta(e
occa!ionall#.
4. It i! !een t"at 5EJ of $eo$le $urc"a!e 5EE 'm $ac(et +"ile 22J
$urc"a!e 1 ('.
5. It i! ob!ered t"at 48J re!$ondent li(e to "ae t"e "ealt" drin(
3old +"ile 3EJ ta(e it 4ot and remainin' 22J ta(e it in &oderate
manner.
6. It i! anal#:ed t"at 5EJ re!$ondent ran( t"eir drin( a! under be!t
cate'or# +"ile 22J0 2EJ0 and 8J are ran(ed a! 'ood0 ,etter and
la!t !ati!factor#.
7. It i! ob!ered t"at mo!t of $eo$le ie.7EJ $urc"a!e! t"eir "ealt"
drin( from retailer +"ile 12J from +"ole!aler0 1EJ from
3afeteria and remainin' 8J from ot"er !ource!.
8. It i! found t"at 64J $eo$le !tart ta(in' "ealt" drin( from t"e a'e
3#r!- 5 #r! and re!t are 3EJ at 5 #r!- 1E #r!0 4J for 1E #r!- 15 #r!
and 2J for 15 #r! and aboe.
9. 64J re!$ondent !a#! t"at t"eir $roduct i! re'ular +"ile 3EJ !a#! it
i! irre'ular and 6J !a#! t"e $roduct i! not aailable at all.
54
1E.1E. *elei!ion and .i!$la# at )etail Outla# are t+o im$ortant
media for t"e a+arene!! of $roduct.
11. 11. It i! !een t"at 36J of $eo$le i! !ati!fied +it" t"e aderti!ement
of t"e drin(.
12.It i! !een t"at 72J of re!$ondent are not influenced +"ile onl#
28J are influenced b# aderti!ement.
13.It i! ob!ered t"at 6EJ con!ume 2 *ea-S$oon of "ealt" drin(.
14.&ajorit# i.e. 32J of t"em +ant! reduction in $rice and 28J +ant
attractie $ac(in'.
15.It i! clearl# !een t"at 7EJ of re!$ondent are !ati!fied +it" t"eir
"ealt" drin(! +"ile 3EJ are not !ati!fied.
Re2/55en7ati/n<
I +ould recommend t"at t"e com$anie! !"ould !tren't" it!
di!tribution c"annel e!$eciall# at cafeteria and local retailer0 +"ic"
i! t"e bi''e!t mar(et for "ealt" drin(.
55
*"e com$anie! !"ould ma(e u!e of more aderti!in' media li(e
*.8.0 .i!$la# at ariou! outlet!0 4oardin'! etc. t"at are er# u!eful
to increa!e t"e a+arene!! re'ardin' t"e $roduct.
*"e com$anie! !"ould come u$ +it" ne+ t#$e! of !c"eme! +"ic"
+ould attract more number of $eo$le to+ard t"eir $roduct.
*"e feedbac( of t"e retailer !"ould be collected re'ularl# !o t"at
t"e com$anie! can come to (no+ t"at +ere t"e# are !tandin'.
.e!i'n !ome attractie !c"eme for retailer0 +"ic" can differentiate
from com$etitor! and intere!tin' for retailer.
*r# to build a 'ood ima'e of t"e com$an#.
C/n2l3si/n<
-! t"e cu!tomer i! con!idered to be t"e (in' of t"e mar(et0 t"i! fact i!
er# muc" true for t"e liAuid food drin( indu!trie!. It i! er# im$ortant on
t"e $art of t"e or'ani:ation to learn cu!tomer be"aior in order to
increa!e t"eir !ale and create a 'ood brand ima'e in t"e mind! of t"e
cu!tomer.
56
6rom t"e !ure# carried out and after data anal#!e! of t"e information
obtain it can be concluded t"at $eo$le are a+are of different brand! of
"ealt" drin(. &o!t of t"e cu!tomer! $refer to u!e 1 'la!! a da# a! it i!
conenient in bot" +a# in term! of Auantit# and notoriou!. ,rand name i!
con!ider a! an im$ortant factor +"ile $urc"a!in' a "ealt" drin( and in
+"ic" ,ournita of "ealt" drin( i! mo!t $referred brand name amon' t"e
cu!tomer. It i! al!o concluded t"at *elei!ion "a! $la#ed a ital role in
!$readin' a+arene!! of ariou! "ealt" drin( brand!. &an# $eo$le al!o
con!ider t"e Aualit# and "#'iene maintain b# t"e com$an#. It i! al!o
found t"at $rice $la#! an im$ortant role in an# $roduct but !erice al!o
$la#! eAual im$ortance in !ucce!! of an# $roduct.
-ll t"e information 'at"ered durin' t"i! !ure# and after anal#:in' it
$ro$erl# one come to onl# one conclu!ion t"at liAuid food drin(
indu!trie! "a! a 'reat !co$e in future.
57
Cha.ter N/#< VII
ANNEAURE'
:UESTIONNAIRE'
BIB!IORAPHY#
VII# Anne13re' :3esti/nnaire' Bi;li/0ra.h6#
:3esti/nnaire
Na5e< KKKKKKKKKKKKKKKKKKKKKKKKK O223.ati/n< KKKKKKKKKKKKKKK
A0e< KKKKKKKKKKKKKKKKKKKKKKKKK Se1< M L "
M/;ile N/#< KKKKKKKKKKKKKKKKKKKKKKKKK
58
1. .o #ou ta(e an# "ealt" drin(D
< ? He! < ? 1o
2. 9"ic" "ealt" drin( do #ou $referD
< ? ,ournita < ? 4orlic(! < ? ,oo!t
< ? 3om$lan < ? -n# ot"er
3. 4o+ often do #ou con!umeD
< ? Once a da# < ? *+ice a da#
< ? 9ee(l# < ? Occa!ionall#
4. 9"at i! #our Auantit# of $urc"a!e for a mont"D
< ? 25E 'm < ? 5EE 'm
< ? 1 (' < ? &ore t"an 1 ('
5. 4o+ do #ou $refer #our "ealt" drin(D
< ? 3old < ? 4ot < ? &oderate
6. 4o+ do #ou find t"e ta!teD
< ? =ood < ? ,e!t
< ? ,etter < ? Sati!factor#
7. 6rom +"ere do #ou $urc"a!e #our "ealt" drin(D
< ? )etailer < ? 9"ole!aler
< ? 3afeteria < ? Ot"er!
8. -t +"at a'e did #ou !tart ta(in' "ealt" drin(D
< ? 3 - 5 < ? 5- 1E
< ? 1E - 15 < ? 15 and aboe
9. 9"at i! t"e aailabilit# of $roductD
59
< ? )e'ular < ? Irre'ular
< ? 1ot aailable at all
1E.4o+ do #ou come to (no+ about t"e $roductD
< ? *elei!ion < ? 1e+! Pa$er
< ? &a'a:ine < ? 6amil# and 6riend!
< ? .i!$la# at retail outlet < ? -n# ot"er
11. 4o+ do #ou find t"e aderti!ement of t"e com$an# for $roduction
of $roductD
< ? =ood < ? ,etter
< ? ,e!t < ? Sati!factor#
12.-re #ou influenced b# aderti!ementD
< ? He! < ? 1o
13.9"at i! t"e 'eneral Auantit# t"at #ou ta(e in a "ealt" drin(D
< ? 1 *ea-S$oon < ? 2 *ea-S$oon
< ? 3 *ea-S$oon < ? more t"an 3 *ea-S$oon
14.9"at im$roement do #ou +antD
< ? )eduction in $rice < ? -ttractie Pac(in'
< ? 3"an'e in *a!te < ? 1one
15.-re #ou !ati!fied +it" #our drin(D
< ? He! < ? 1o
ANNEAURE
BIB!IORAPHY
BOOE RE"ERRED<+
1. Prajati.
6E
SEARCH ENINES<+
1. +++.'oo'le.com
61
doc_648242885.doc
Universally, in bringing up their children, mothers attach a lot of emotional importance to nourishment.
Market Share
Of
“Health Drinks”
SUBMITTED
TO
PUNE UNIVERSITY
BY
CHIRA PATE!
AS PART "U!"I!!MENT O"
B#B#A# $%
RD
YEAR&
APRI!' ()*)
SINHAD CO!!EE O" COMMERCE'
PUNE + ,**),-
C O N T E N T S
Cha.ter N/# Title Pa0e N/#
Declaration 3
Guide Certificate 4
Acknowledgement 5
1
I E1e23ti4e S355ar6 6-7
II Resear2h Desi0n 8-31
2.1 Introduction 9-22
2.2 Statement of Problem 23
2.3 Objectie! of t"e Sure# 24
2.4 Sco$e of t"e Stud# 25
2.5 %imitation 26
2.6 &et"odolo'# 27-31
III C/n2e.t3al Ba2k0r/3n7 32-34
IV Or0ani8ati/nal Pr/file 35-36
V Anal6sis' Presentati/n' Inter.retati/n 37-52
VI Ma9/r "in7in0s' Re2/55en7ati/ns'
C/n2l3si/n
53-57
VII Anne13re' :3esti/nnaire' Bi;li/0ra.h6 58-61
2
DEC!ARATION
I "ereb# declare t"at t"i! &ar(et S"are )e$ort
*itled ‘Health drinks’
Submitted to+ard! fulfilment of ,,- .e'ree of Pune /nier!it#0 i! an
ori'inal +or( done b# me.
CHIRA ## PATE!
Date <
Pla2e< P/12
3
CERTI"ICATE
*"i! i! to certif# t"at Project )e$ort titled =Health 7rinks> i! a bonafide
+or( carried out b# CHIRA ## PATE! of ,,--III of Sin"'ad
3olle'e of 3ommerce to+ard! fulfillment of ,,- de'ree of /nier!it#
of Pune. 4e "a! +or(ed under our 'uidance and direction.
------------------------- ------------------------
Dr# M#S ?a8al Pr/f# Vish@as S@a5i
$Prin2i.al& $Pr/9e2t 3i7e&
.ate5 .ate5
Place5 Place5
A2kn/@le70e5ent
4
6ir!t of all0 I +i!" to e7$re!! dee$ !en!e of 'ratitude to Prof. 8i!"+a!
S+ami +"o +a! m# $roject 'uide durin' m# $roject. I t"an( "im for "i!
$er!onal inolment in m# $roject findin' and "el$in' me t"rou'" t"e
t"ic( and t"in of ariou! a!$ect! of t"e $roject.
I am al!o t"an(ful to .r. &.S 9a:al +"o i! our $rinci$al for 'iin'
o$$ortunit# to ma(e t"i! $roject a !ucce!!.
%a!t but not t"e lea!t0 I +ould li(e to e7$re!! m# "eartfelt 'ratitude
to+ard! m# friend! +"o "el$ed me lot durin' m# $roject re$ort.
CHIRA ## PATE!
Date<
5
Cha.ter N/#< I
EAECUTIVE SUMMARY
I# E1e23ti4e S355ar6
6
&# !tud# +a! carried out on 42-%*4 .)I1; con!um$tion of
$eo$le carried out in 1a!ari <=>? re'ion. *"i! re'ion include!
-t"+aline!0 ="od dod )d.
-fter data collection0 it +a! anal#:ed +it" different c"art! and 'ra$"0
+"ic" i! er# im$ortant to find ob!eration and findin'!. On t"e ba!i!
of t"i! +or(0 !u''e!tion! +ere made +"ic" +ere er# "el$ful for
anal#:in' $roject re$ort.
It +a! ob!ered t"at bournita 'ot major !"are amon' all "ealt" drin(.
*"e !ure# +a! conducted to anal#:e t"e $ro!$ectie cu!tomer
a+arene!! for ariou! "ealt" drin(! in mar(et. @ue!tionnaire met"od
+a! u!ed alon' +it" interie+ to obtain t"e reAuired information.
-fter t"e !ure# +a! com$leted t"e data +a! fir!t !orted t"en anal#:ed
and t"i! anal#:ed data +a! later conerted in to form of 'ra$"!. *"i!
ma(e! re!ult to under!tand ea!il# b# eer#one.
7
Cha.ter N/#< II
Resear2h Desi0n
(#* Intr/732ti/n#
(#( State5ent /f Pr/;le5#
(#% O;9e2ti4es /f the S3r4e6#
(#, S2/.e /f the St376#
(#B !i5itati/n#
(#C Meth/7/l/06#
(#* Intr/732ti/n#
8
Product B-n oerie+
/nier!all#0 in brin'in' u$ t"eir c"ildren0 mot"er! attac" a lot of
emotional im$ortance to nouri!"ment. *"ere i! an eer-'ro+in' need for
nouri!"ment and ener'# in toda#C! fa!t-$aced +orld. 9"o can re!i!t a
!teamin'0 "ot drin( +"ic" $romi!e! to ener'i:e0 nouri!" and refre!"D *"e
need for nutritional !u$$lementation i! all t"e more releant for (id!.
3ou$led +it" t"e fact t"at (id! loe t"e deliciou! ta!te of t"e!e drin(!0
once t"e# "ae tried t"em0 lie! t"e ba!ic tale of mil( additie! and t"e
'ro+t" and deelo$ment of t"e 4ealt" 6ood .rin( <46.? cate'or#. 1o
one can be !ure of +"en and "o+ t"e cate'or# eoled but0 toda#0 in
India t"e 46. mar(et i! alued at a$$ro7imatel# )!. 130 EEE million and
nearl# 5E0EEE tone!.
4ealt" food drin(! $roide nouri!"ment for t"e famil#0 $articularl#
'ro+in' c"ildren and !ere a! ener'# $roider! for adult!. *"e mar(et for
malted mil( $o+der! in India i! "u'e a! t"e $roduct i! +idel# u!ed a! a
nutrition and ener'# !u$$lement b# c"ildren and adult!. *"e !i:e of t"e
mar(et i! e!timated at )!. 1E017E million.
-ailable 4ealt" 6ood .rin( in mar(et can be con!idered a!
follo+!5
,ournita
4orlic(!
,oo!t
3om$lan
Pr/732t Pr/file< B/3rn4ita
9
4i!tor# and -c"ieement!5
In Indian com$an# +a! incor$orated
on >ul# 19t" 1948 a! a $riate limited
com$an# under t"e name of 3adbur#-
6r# <India?. Soon t"ereafter t"e
com$an# launc"ed ,ournita.
*"rou'" t"e #ear!0 ,ournita "a! been
a mar(et leader in t"e 4ealt" .rin(!
mar(et a! +ell a! "ae a dominant
!"are of t"e 3"ocolate! mar(et.
3adbur# ,ournita +a! introduced in
1948. Since t"en0 it "a! al+a#! been
t"e leadin' bro+n &6. brand in t"e countr# and t"e !econd lar'e!t &6.
brand a! a +"ole. ,ournita "a! +or(ed to+ard! ac"iein' t"i! !tatu! b#
neer remainin' motionle!!. *"rou'"out it! "i!tor#0 ,ournita "a!
con!tantl# endeaoured to re-inent it! $roduct0 $ac(a'in'0 $romotion
and di!tribution. 2ac" "a! been aimed at im$roin' t"e alue $ro$o!ition
to t"e con!umer.
*"e brand +a! re-launc"ed in 1999 +it" a ne+ fortified )ecommended
.ietar# -llo+ance <).-? balanced formula. *"e me!!a'e !ent out
t"rou'" communication a! +ell a! $ac(a'in' !im$l# !tated t"at t"e Fne+
,ournita +ould meet t"e nutritional need! of c"ildren and ma(e u$ for
an# deficiencie! in nutrition a! a re!ult of im$ro$er food inta(eC. -t t"e
!ame time0 t"e com$an# !tron'l# $romoted t"e $ractice of con!umin'
t+o cu$! of ,ournita to en!ure t"at t"i! "a$$ened. *"e effort enabled t"e
1E
brand to create 'reater releance for t"e cate'or# B and "ence t"e brand B
amon'!t $lain mil( drin(er!. It +a! a +innin' formula t"at #ielded
double di'it 'ro+t" oer t"e ne7t t+o #ear! and !i'nificantl# contributed
to t"e brand!C deelo$ment.
-n ener'etic brand0 ,ournita +ent t"rou'" anot"er c"an'e in 2EE10 +it"
a com$lete oer"aul of brandin'0 $ac(a'in' and communication. *"i! re-
launc" "ad t+o clear objectie!5 to ma(e t"e brand contem$orar# and
reinforce t"e eAuit# +it" it! lo#al con!umer!. -n a!!e!!ment $o!t t"e
!ucce!!ful re-launc"0 !"o+ed t"at ,ournita "ad furt"er !tren't"ened it!
leader!"i$ $o!ition in t"e 9e!t and "ad attained mar(et leader!"i$ in t"e
1ort".
Product5
,ournita "a! a uniAue ta!te +"ic" combine! t"e
'oodne!! of malt and c"ocolate. It 'ie! t"e c"ild
$"#!ical and mental alertne!! re!ultin' in a "ealt"#
bod# and an actie mind. In turn t"i! 'ie! t"e c"ild
t"e confidence to !ucceed in life.
In 2EE1 ,ournita0 com$lete +it" ne+ $ac(a'in'
and de!i'n +a! re-launc"ed. It "ad man# fir!t!.
,ournita introduced a $et jar <!"iftin' from t"e old
'la!! bottle?. It introduced !"rin(-!leeed $ac(a'in'
<from t"e old jar label!?. *"ere +a! a com$lete re-de!i'n of t"e lo'o. -
lo#alt# $ro'ramme0 in t"e form of a ,ournita 1utrition 3entre0
dedicated to coun!ellin' mot"er! on "er c"ildG! dail# nutritional need!
+a! o$ened. It +a! ,ournitaG! +a# of !"o+in' it cared.
11
,rand 8alue!5
*"e core alue! of t"e brand "ae been mental alertne!! and $"#!ical
fitne!! for c"ildren +"o con!ume ,ournita dail#. *"i! la#ered +it" t"e
'reat 3adbur# c"ocolate ta!te "a! made t"e brand di!tinct from ot"er
offerin'! in t"e con!umer! mind.
6act!5
3adbur# ,ournita +on an
-,,H for it! $re!! cam$ai'n
- G1o ,ournita. 1o &il(G.
,ournita +a! t"e official
"ealt" drin( for t"e Indian
team for t"e 198E &o!co+
Ol#m$ic!.
*"e ,ournita @ui: 3onte!t
i! IndiaG! lon'e!t runnin'
national !c"ool Aui:.
Pr/732t Pr/file< H/rli2ks
12
4i!tor# and -c"ieement5
Some malted barle#0 $inc"e!
of +"eat flour +it" a da!" of
ea$orated mil(. *"atG!
4orlic(! reci$e for !ucce!!.
>ame! 4orlic(!0 after +"om
t"e brand i! named0 +a! a
c"emi!t +"o +or(ed for a
com$an# +"ic" $roduced
dried infant food. 4e became
ambitiou! after inentin'
!ome reci$e! of "i! o+n. So alon' +it" "i! brot"er 9illiam0 t"e# found >
and 9 4orlic(! of 3"ica'o.
/$ until t"e 196E! 4orlic(! +a! $o!itioned a! an adult re!toratie drin(
t"at 'ae e7tra ener'#0 e!$eciall# durin' conale!cence. *"e 197E! !a+
it! $o!ition !"ift to F*"e =reat 1ouri!"erC. It +a! in t"i! $"a!e t"at t"e
brand !alienc# !"ot u$. *"e ne7t decade !a+ 4orlic(! face an immen!e
e7ternal c"allen'e. *"an(! to O$eration 6lood0 t"ere +a! aailabilit# of
mil( and t"e rai!on dItre for bu#in' t"e brand became +ea(er. 4orlic(!
fou'"t bac(. In 19840 4orlic(! aimed at 'ro+t" b# 'ro+in' t"e con!umer
ba!e. ,# 19940 it "ad created FIdeal 4orlic(!C B and im$roed $roduct
formulation t"at al!o brou'"t bac( t"e ta!te $eo$le remini!ced about. In
2EE20 4orlic(! +a! relaunc"ed on t"e immunit# $latform.
4orlic(! "a! a !i'nificant $re!ence in oer fifteen countrie!. *oda#
4orlic(! i! t"e be!t (no+n brand in t"e "ealt" food! cate'or# in India.
*"e brand enjo#! t"e tru!t of 'eneration! of Indian mot"er! and t"i!
13
relation!"i$ "a! been nurtured b# t"e brand b# fortif#in' t"e $roduct from
time to time. In 19980 4orlic(! +a! fortified +it" Smart 1utrient! B a
uniAue combination of itamin! and mineral! B intended to imbibe
'ro+in' c"ildren +it" mental a'ilit# and $"#!ical fitne!!. >unior 4orlic(!
+a! relaunc"ed +it" e7tra nutrient! to build t"e immunit# of little
c"ildren. *oda#0 >unior 4orlic(! contribute! 11J to 4orlic(!C total !ale!
turnoer and "a! been one of t"e fa!te!t 'ro+in' $roduct e7ten!ion! to
t"e 4orlic(! brand.
,ut it i!nGt ju!t $roduct deelo$ment t"at 4orlic(! "a! concentrated u$on.
It "a! al!o created ne+ attractie $ac(a'in' o$tion! includin' jar!0 refill
$ac(! and !ac"et!. 4orlic(! +a! t"e fir!t brand in India to introduce a
refill $ac( o$tion and al!o t"e fir!t to !"rin(-+ra$ bottle!. In a +a#0
t"ereC! a 4orlic(! $ac( for eer# occa!ion and mood.
Product5
Put a cou$le of table!$oon! full
into a mu'. -dd +arm +ater or
mil( and #ouCre read# to enjo#
a drin( t"atC! ta!t# and
nouri!"in'. -dd ice cube!0 cold
mil( or +ater to recon!tituted
4orlic(! and it turn! into a
deliciou!0 t"ir!t Auenc"in' drin( on a "ot afternoon. *"at i! +"# 4orlic(!
i! con!idered to be Ft"e 'reat nouri!"erC for t"e entire famil#. *"e medical
credential! and "erita'e of t"e brand "ae reinforced t"e ima'e of t"e
brand for #ear!.
14
>unior 4orlic(!0 a !$eciali!t brand for little c"ildren. &ot"erC! 4orlic(!0 a
!$ecial nouri!"er for $re'nant and brea!t feedin' mot"er!0 and 4orlic(!
,i!cuit! are t"e ot"er form! in +"ic" t"e brand i! aailable. - !election of
flaour! B includin' c"ocolate0 anilla and "one# B allo+ con!umer! to
enjo# t"e nouri!"in' 'oodne!! of 4orlic(! in a ariet# of deliciou! +a#!.
,rand alue!5
4orlic(! "a! al+a#! been a brand t"at !tand! for 'ood "ealt" and
nouri!"ment t"rou'" a +"ole!ome0 natural $roduct. - commitment
to+ard! $roduct Aualit# and reinforcement of e!!ential nutrient! "a! +on
oer t"e tru!t of 'eneration! of mot"er!.
*"e brand 'ie! t"em t"e rea!!urance t"at t"e# !ee( in carin' for t"eir
famil#. 6amil# bondin' i! at t"e "eart of 4orlic(!C brand alue!. *"i!0 in
turn reinforce! 4orlic(!C ima'e a! a carin' and tru!ted brand.
6act!5
4orlic(! +a! fir!t inented to !ub!titute mil( a! bab# food.
In India0 2 billion cu$! of 4orlic(! are drun( eer# #ear.
Peo$le on !$ecial diet0 includin' liAuid diet or an# diet dei!ed
for 'a!tric di!order!0 can benefit from t"e nutritional
conenience of 4orlic(!.
Pr/732t Pr/file< B//st
4i!tor# and -c"ieement!5
15
,oo!t +a! deelo$ed b# t"e
com$an#C! Indian )K.
team in 1974 and launc"ed
in ;erala in 1975L76.
Po!itioned a! t"e Gener'#
fuelG0 t"e brand !oon
'enerated 'reat con!umer $ull and +a! !ub!eAuentl# launc"ed at a
national leel.
-round 19840 "o+eer0 ,oo!t !ale! !eemed to $lateau. *"i! led to a
com$lete re-t"in( about t"e brand !trate'#. - dee$er under!tandin' of
$urc"a!e d#namic! of t"e cate'or# reealed t"at b# t"e latter "alf of t"e
198E!0 c"ildren "ad come to become !tron' influencer! in a famil#G!
$urc"a!e of t"e!e 46. $roduct!. 9"at +a! al!o ob!ered +a! t"at t"i!
!ection of t"e $o$ulation "ad t"e "i'"e!t reAuirement for !u$$lementar#
ener'# and +a! al!o t"e mo!t ent"u!ia!tic about !$ort! - cric(et0 in
$articular.
Infu!ed +it" t"i! in!i'"t0 ,oo!t +a! con!eAuentl# re$o!itioned. It $u!"ed
for+ard t"e a!!ociation of (id! of t"i! a'e 'rou$ +it" cric(et. *"i! "a!
!ince remained a +innin' !trate'#.
=la7oSmit";line $lc. i! reco'ni:ed a! one of t"e leadin' "ealt" and
$"armaceutical com$anie! in t"e +orld. It! $o+erful combination of
!(ill! and re!ource! "a! enabled it to offer frontline "ealt" $roduct! to t"e
con!umer. *"e!e trait! are am$l# eident in t"e ,oo!t brand. ,ut brand!
are not built b# formulation alone. *"e# reAuire !trate'ic t"in(in' and a
!tron' $o!itionin' $latform. Succe!! for ,oo!t "a! come a! a re!ult of
16
con!tant brand buildin' effort! and t"e $roen $o!itionin' $latform of
Fener'#C. *"e brand "ad t"e coura'e of coniction to ma(e a $aradi'm
!"ift in tar'etin' t"e c"ild in it! communication. *oda#0 F,oo!t i! t"e
!ecret of m# ener'#C i! t"e mo!t recalled F!i'n-offC in it! $roduct !e'ment
and "a! defined t"e brandG! identit#. -l!o0 ,oo!t i! t"e fir!t 46. to "ae
eer u!ed celebrit# endor!ement to cone# it! $ro$o!ition and "a!
!ucce!!full# cared out t"e 2ner'# 46. mar(et in India. In reco'nition
of t"e!e ac"ieement!0 ,oo!t "a! +on $re!ti'iou! a+ard! !uc" a! t"e
9orld Star for it! $ac(a'in' and t"e finali!t!C $o!ition in t"e 2ffie
-+ard!0 2EEE0 for effectie communication.
Product
,oo!t i! a malt-ba!ed drin( in
c"ocolate flaour0 +it" t"e
brand $"ilo!o$"# bein' to
continuou!l# innoate and
$ioneer c"an'e! in t"e
cate'or#. In 2EE20 t"e brand
created "i!tor# b# re-launc"in'
,oo!t +it" GPo+er ,oo!ter!MG0
a com$letel# different $roduct
from an# ot"er 46.. *"e 1e+
,oo!t contain! co$$er and
biotin0 in addition to it! e7tant
com$o!ition of itamin! and mineral!. *+o !ere! of 1e+ ,oo!t
<a$$ro7imatel# 3E 'm!? a! $er t"e 3O.2N -limentariu! 3ommi!!ion of
t"e 9orld 4ealt" Or'ani!ation0 19950 $roide 5EJ of t"e dail#
reAuirement of 8itamin ,10 ,20 ,60 ,120 -0 30 .0 1iacin0 Pantot"enic
17
acid0 ,iotin0 6olic acid0 3o$$er and Iron and 25J of 3alcium. *"e
itamin! and mineral! not onl# $roide adeAuate ener'# for t"e con!umer
t"e# al!o "el$ in t"e efficient +or(in' of bod# cell! <b# relea!in' ener'#
from food?0 formulation of "ealt"# blood and ma(e bone! !tron'er. *"i!
re-launc" "a! "el$ed ,oo!t ca$ture t"e $o!ition of number one bro+n
46. in India.
,rand alue!5
*"e $er!onalit# of t"e ,oo!t brand i! di!tinctl# !$ort# and ener'etic and
eer#t"in' - from t"e tone of communication to $ac(a'in' - i! done to
reflect t"i! ibrant ener'#. *oda#0 t"e colour red and G,oo!t i! t"e !ecret
of m# ener'#G "ae become !#non#mou! +it" t"e brand.
6act!5
,oo!t "a! a "ou!e"old $enetration of 4EJ-45J in !eeral citie!
and to+n! in Sout" India0 t"e brandG! !tron'"old. In to+n! li(e
3"ennai and &adurai t"i! $enetration e7ceed! 5EJ amon' S23
- and , "ou!e"old! and 4EJ amon' all "ou!e"old!. Sac"in
*endul(ar a$$eared in a ,oo!t aderti!ement for t"e fir!t time
at t"e a'e of !eenteen.
*"e (id0 +"o !tarred in t"e ,oo!t aderti!ement +it" ;a$il
.e0 +ent on to become a member of t"e Indian cric(et team -
1i("il 3"o$ra.
*"ere i! a ran'e of intere!tin' $roduct! $re$ared +it" ,oo!t
+"ic" cater to local ta!te!5 t"e ,oo!t Gbarfi!G0 for e7am$le0 in
certain $art! of Sout" India.
18
,oo!t "a! t"e "i'"e!t freAuenc# of $urc"a!e amon' all bro+n
$o+der! in India <Source5 I&), 4ou!e"old Panel?.,oo!t i! t"e
fa!te!t 'ro+in' brand <2EE3 oer 2EE2? amon' t"e to$ fie
4ealt" 6ood .rin(! in India.
Pr/732t Pr/file< C/5.lan
4i!tor# and -c"ieement!5
19
=la7o brou'"t 3om$lan to India in
1964 and mar(eted it t"rou'" doctor!
a! a conale!cence drin(. -fter it +ent
O*3 in 19690 3om$lan continued to
be $erceied a! an et"ical $roduct. In
t"o!e da#! it! ta' line O3om$lan "a!
23 8ital 1utrient! +"erea! &il( "a! 9P
"ad e!tabli!"ed 3om$lanC! !u$eriorit#
oer mil( on nutritional delier#.
*"e brand!C ne7t major mile!tone +a!
reac"ed in 1975 +"en0 in order to
e7$and it! u!er ba!e0 3om$lan made a
!trate'ic !"ift in it! tar'et mar(et and
$o!itionin'. 3om$lan +a! no+
re$o!itioned a! an ideal nutritional !u$$lement for 'ro+in' c"ildren.
3om$lanC! current con!umer ba!e run! into "undred! of t"ou!and! of
"ou!e"old! acro!! t"e countr#. It i! retailed t"rou'" more t"an 2250EEE
outlet! and "a! an im$re!!ie 16.8J !"are acro!! t"e entire &6.
cate'or#. -$art from India0 3om$lan i! al!o aailable in t"e /;0
-u!tralia0 8ene:uela0 1e$al and Sri %an(a.
3om$lanC! 'ro+t" clo!el# re!emble! it! core con!umer!Q it "a! been
'ro+in' oer t"e la!t t+ent# #ear! to re'i!ter a con!tant u$!+in' in it!
mar(et. In t"i! $eriod0 it "a! doubled it! mar(et !"are +"ile commandin'
a $rice $remium in e7ce!! of 4EJ oer it! neare!t com$etitor.
2E
Product5
2nric"ed +it" 23 ital nutrient! in
balanced $ro$ortion 3om$lan i! an ideal
nutritional !u$$lement for c"ildren in it!
tar'et !e'ment of four to fourteen #ear!. It
i! 4ein:C! con!tant endeaour to u$'rade
3om$lanC! formulation a! $er t"e late!t d eelo$ment! in nutritional
!cience! and t"e c"an'in' reAuirement! of 'ro+in' c"ildren.
3om$lan B t"e 3om$lete Planned 6ood in a .rin( B i! formulated a! $er
t"e 9orld 4ealt" Or'ani!ation <94O? 'uideline! !u''e!ted for 'ro+in'
c"ildren.
&il( $rotein0 +"ic" "a! !u$erior di'e!tibilit# $ro$ertie!0 contain! all
e!!ential amino acid! balanced to $erfection and "ence i! t"e ideal en'ine
for 'ro+t". It i! al!o a !u$erior !ource of ener'# and meet! t"e 94O
'uideline! of ener'# reAuirement from $rotein!. It $roide! more ener'#
<429(calL1EE 'm!? t"an an# ot"er major brand in t"i! cate'or#. 2EJ of
3om$lan i! $rotein and 1EEJ of it i! deried form natural mil(. 1o ot"er
brand can matc" t"i! claim.
*o e7tend t"e 'oodne!! of 3om $lan and ma(e it aailable to c"ildren an#
time0 t"e brand +a! al!o conceied in a bi!cuit form. 3om$lan 3runc"
*imer! bi!cuit! "ae nouri!"ment !and+ic"ed in t"eir cream centre! and
are a deli'"tful an#+"ere bite.
,rand 8alue!5
21
3om$lan0 +it" a "i!tor# 'oin' bac( "alf a centur#0 i! t"e =old Standard
in c"ildrenC! nutrition and one of IndiaC! "erita'e brand!. *"e brand ta(e!
it! job of delierin' nutrition to 'ro+in' c"ildren !eriou!l# and "a! built
enormou! credibilit# oer t"e #ear!.
4ein: i! committed to en!urin' t"at 3om$lan continue! to meet t"e
!trin'ent demand! it! con!umer! ma(e on it. *"i! $er"a$!0 e7$lain! +"#
3om$lan continue! to be t"e =old Standard. It i! one of t"e fe+ brand! in
t"e &6. cate'or# in India to "ae uniforml# !$read acro!! t"e countr#
indicatin' it! acce$tabilit# acro!! re'ion! and !ocio-economic !trata.
6act!5
3om$lan +a! formulated in ,ritain0 a! an ideal nutritional
!u$$lement for !oldier! +ounded on t"e frontline! in 9orld
9ar II.
*"e brand name 3om$lan i! deried from t"e $roduct
!tatement 3om$lete Planned 6ood.
*"e current ,oll#+ood "eartt"rob -ftab S"ida!ani +a! a 3om$lan ,o#.
(#( State5ent /f Pr/;le5#
&ar(et S"are of ariou! 4ealt" .rin(! i! t"e $roject I am +or(in' for
&an!u("lal K Son!0 1a!ari. *"e !ure# +a! tar'eted on !c"ool 'oin'
22
!tudent! in 1a!ari. 6eedbac( +a! ta(en from t"em t"rou'" Aue!tionnaire
and $er!onal ie+.
-fter t"e !ure# +a! com$leted I anal#!ed all t"e
detail! t"at I 'at"ered t"rou'" t"e !ure# and i! re$re!ented
!#!tematicall# +it" t"e "el$ of 5-
,ar 3"art!
Pie =ra$"!
)e$ort.
(#% O;9e2ti4es /f the S3r4e6#
1. *o find out t"e different $roduct! of "ealt" drin(.
2. *o find out t"e mar(et !"are of "ealt" drin( $roduct!.
23
3. Stud# of $eo$le c"oice amon' ariou! "ealt" drin(!.
4. *o find out t"e cu!tomer! !ati!faction about t"e "ealt" drin(
$roduct!.
5. *o find out t"e aailabilit# of t"e $roduct.
6. *o find out t"e effect of aderti!ement on $eo$le.
7. *o find out t"e difference in $rice !tructure of ariou! "ealt" drin(!
aailable in mar(et.
(#, S2/.e /f the St376#
1. 8ariou! com$anie! offerin' 4ealt" .rin(! !uc" a! ,ournita0
3om$lan0 4orlic(!0 ,oo!t.
24
2. *"e $roject +a! done to identif# t"e i!!ue of deci!ion ma(in'0
ta!te0 $refrence0 a+arne!!0 etc.
3. *"e !ure# +a! in t"e re'ion of 1a!ari <=>?.
4. *"e time duration for t"e re!earc" +or( +a! one mont".
(#B !i5itati/n#
2er# !tud# conducted ma# "ae certain !"ortcomin' and t"i! $roject i!
al!o a !imilar ca!e. - fe+ error! "ae cre$t in de!$ite of be!t effort! to
aoid t"em but t"i! i! e7$ected t"at !till !tud# and findin'! are er# muc"
releant.
25
*"e fir!t limitation i! t"at t"e accurac# of t"e $roject and
conclu!ion i! totall# de$endent on t"e accurac# of data collected
and data anal#!i!.
.ue to time con!traint t"e !ure# i! confirmed to mea!ure!. *"e
re!$ondent! +ere !elected randoml# and t"erefore mi'"t not be a
true re$re!entation of total con!umer! due to !uc" a lar'e unier!e.
Oer $rojection! b# t"e re!$ondent to im$re!! t"e !ure#or i! al!o
$o!!ible.
*"e recommendation i! 'ien totall# ba!ed on t"e information
collected t"rou'" Aue!tionnaire! and $er!onal interie+!.
2ac" man defer! from anot"er. - con!umer not onl# defer! from on
anot"er0 but al!o "a! ar#in' de'ree! of feelin' about t"e !ame
$roduct!0 object or $"enomenon from time to time. It t"u! become!
er# difficult to 'enerali:e t"e findin' of an# mar(et re!earc"
!tud#. 4ence one of t"e major $roblem! i! t"at of
O=212)-%IR-*IO1P.
(#B Meth/7/l/06#
Resear2h Desi0n
)e!earc" de!i'n i! arran'ement of condition of collection and anal#!i! of
data in a manner t"at com$anie! releance of data to be collected. *"e
26
!am$le to be !elected in a manner in +"ic" t"e data !o collected i! to be
or'ani:ed. It con!titute! t"e main bod# of t"e re!earc" de!i'n. *"e
$re!ent !tud# conducted t"rou'" a !ure# met"od u!in' a +ell-formed
and framed Aue!tionnaire. )e!earc" de!i'n i! t"e $lan and !tructure of
ine!ti'ation !o conceied a! to obtain an!+er! to re!earc" Aue!tion!.
T6.es /f Data
Pri5ar6 Data<
*"e $rimar# data are t"o!e +"ic" are collected afre!" and for t"e
fir!t time0 and t"u! "a$$en! to be ori'inal in c"aracter.
Primar# data for t"i! $roject +a! collected t"rou'" Aue!tionnaire.
Se2/n7ar6 Data<
*"e !econdar# data are t"o!e +"ic" "ae alread# been collected b#
!omeone el!e and +"ic" "ae alread# been $a!!ed t"rou'" t"e
!tati!tical $roce!!.
Secondar# data for t"i! $roject +ere collected from t"e internet and
librar#.
S/3r2es /f Data
*"e $rimar# and !econdar# !ource +a! u!ed in t"e re!earc". *"e
information 'at"ered for t"i! $roject i! differin' from $er!on to $er!on a!
t"ere i! difference! in eac" "uman bein'. So t"e ob!eration and t"e
!ure# of t"e $eo$le are t"e $rimar# !ource! of data from t"i! $roject. -!
!uc" !econdar# data are collected from internet and librar#.
27
Sa5.le Plan
Sam$le $lan can be define a! t"e !election of !ome $art of an a''re'ate or
totalit# on t"e ba!i! of +"ic" a jud'ment or inference about t"e a''re'ate
or totalit# i! made. In ot"er +ord! it i! t"e $roce!! of obtainin'
information about an entire $o$ulation b# e7aminin' onl# a $art of it.
*"e !am$lin' $lan for t"i! $roject +ould be cu!tomer +"ic" include!
Sc"ool 'oin' c"ildrenC! in0 1a!ari.
Uni4erse<
6rom a !tati!tical $oint of ie+0 t"e term Funier!eC refer! to t"e total of
t"e item! or unit! in an# field of inAuir# or to t"e total of item! about
+"ic" information i! de!ired.
6or t"e $ur$o!e of t"i! !tud# t"e unier!e "a! been defined a! O*"e !et
con!i!tin' of Sc"ool 'oin' c"ildrenC! in0 1a!ari.
Sa5.le Si8e<
Sam$le !i:e mean! "o+ man# $eo$le !"ould be !ure#ed. %ar'e !am$le
!i:e 'ie! more reliable re!ult! t"an !mall one. Sam$lin' i! t"e met"od
and !electin' !am$le for !tud#in' t"e $o!ition of unier!e in total.
*"e !am$le !i:e !elected for t"i! !ure# i! 5E !c"ool 'oin' c"ildrenC! in0
1a!ari. *"i! !am$le !i:e i! !elected on t"e ba!i! of conenience to
admini!ter and b# +a# of jud'ment. Sam$le !i:e! !elected in t"i! $roject
are t"e $eo$le of 1a!ari cit# <=>?. - lar'e !am$le !i:e +ould "ae been
unmana'eable in term! of time and co!t.
28
Meth/7s /f Data C/lle2ti/n
*"e t#$e of data collection be'in! after a re!earc" $roblem "a! been
defined and re!earc" de!i'n c"al(ed out. 9"ile decidin' about t"e
met"od of data collection to be u!ed for t"e !tud#.*"e re!earc"er !"ould
(ee$ in mind t+o t#$e! of data t"at are Primar# .ata and Secondar#
.ata.
&et"od! of collectin' $rimar# data $articularl# in !ure# and de!cri$tie
re!earc"e! are5
1. Ob!eration &et"od.
2. Interie+ &et"od!.
3. *"rou'" @ue!tionnaire!.
4. *"rou'" !c"edule!.
&et"od! of collectin' !econdar# data $articularl# in !ure# and
de!cri$tie re!earc"e! are5
1. 8ariou! $ublication! of central0 !tate0 and local 'oernment!.
2. 8ariou! $ublication! of forei'n 'oernment! or of international
bodie! and t"eir !ub!idiar# or'ani:ation!.
3. *ec"nical and trade journal!.
4. ,oo(!0 ma'a:ine0 ne+! $a$er!.
:3esti/nnaires<
*"i! met"od of data collection i! Auite $o$ular0 $articularl# in ca!e of bi'
enAuirie!. It i! bein' ado$ted b# $riate indiidual0 re!earc" +or(er!0
$riate and $ublic or'ani:ation! and een b# 'oernment!. @ue!tionnaire
i! !ent to t"e $er!on! concerned +it" reAue!t to an!+er t"e Aue!tion! and
return t"e Aue!tionnaire.- Aue!tionnaire con!i!t of a number of Aue!tion!
$rinted or t#$ed in a definite order on a form or !et of form.
29
*"e Aue!tionnaire i! mailed to t"e re!$ondent! +"o are e7$ected to read
and under!tand t"e Aue!tion! and +rite do+n t"e re$l# in t"e !$ace meant
for t"e $ur$o!e in t"e Aue!tionnaire it !elf. *"e re!$ondent "a! to an!+er
t"e Aue!tion! on t"eir o+n.
In t"i! $roject Aue!tionnaire +ere 'ien to t"e 5E cu!tomer and
information collected form t"o!e Aue!tionnaire! +ere u!ed for data
$roce!!in' and anal#!i!.
"/r5ati/n /f :3esti/nnaire<
6ormation of Aue!tionnaire could be !tructured or un-!tructured
Aue!tionnaire. Structured Aue!tionnaire are t"o!e Aue!tionnaire in +"ic"
t"ere are definite0 concrete and $re-determined Aue!tion!. *"e form of t"e
Aue!tion ma# be eit"er clo!ed ended Aue!tion! <'iin' o$tion !uc" a! #e!
or no? and o$en ended Aue!tion! <initin' free re!$on!e? but t"i! !"ould
be !tated in adance and not durin' Aue!tionin'. 9"en t"i! c"aracteri!tic!
are not $re!ent in a Aue!tionnaire it can be term a! un-!tructured
Aue!tionnaire.
In t"i! $roject !tructured Aue!tionnaire +ere u!ed +it" clo!ed ended
Aue!tion! in it. -! t"i! form of Aue!tionnaire reduce! t"e difficult# of t"e
re!$ondent +"ile an!+erin' t"e Aue!tion!.
"iel7 ?/rk
6ield +or( i! defined a! t"e $lace +"ere #ou "ae conducted #our !ure#
and +it" +"o!e "el$ #ou "ae ta(en.6ield +or( for t"i! $roject +a!
$erformed b# me +it"out t"e "el$ of an# $eo$le. &# 6ield +or( con!i!t!
3E
of Aue!tionnaire +"ic" I "ae circulated amon' 5E cu!tomer! !o t"at I
can 'et information t"at +a! reAuired for t"e $roject.
Data Anal6sis Te2hniD3es
*"e data after collection "a! to be $roce!!ed and anal#!e! in accordance
+it" t"e outline laid do+n for t"e $ur$o!e at t"e time of deelo$in' t"e
re!earc" $lan. ,# -nal#!i! +e mean t"e com$utation of certain indice! or
mea!ure! alon' +it" !earc"in' for $attern! of relation!"i$ t"at e7i!t
amon' t"e data 'rou$!.
6or t"i! $roject $ercenta'e met"od i! u!ed for t"e anal#!i! of t"e
aailable data. 9it" t"e "el$ of $ercenta'e met"od t"e data "a! been
conerted into $ercenta'e and "a! been re$re!ented +it" t"e "el$ of
'ra$".
31
Cha.ter N/#< III
CONCEPTUA! BACEROUND
III# C/2e.t3al Ba2k0r/3n7#
Market Share<+
*"e $ercenta'e of t"e total mar(et for a $roductL!erice cate'or# t"at "a!
been ca$tured b# a $articular $roductL!erice or b# a com$an# t"at offer!
multi$le $roduct!L!erice! in t"at cate'or#. In t"e latter ca!e0 t"e com$an#
32
ma# c"oo!e to loo( at !"are on bot" an indiidual $roductL!erice ba!i!
and on a com$an#-+ide ba!i!.
S"are can be calculated eit"er on a unit ba!i! <i.e.0 If a com$an# !ell! 1
million unit! in a total mar(et of 1E million unit!0 it "a! a 1E $ercent
!"are? or on a reenue ba!i! <i.e.0 If a com$an# !ell! S1 million +ort" of
+id'et! in a S1E million mar(et0 it "a! a 1EJ !"are?. Obiou!l#0 if a
com$an# i! able to command a "i'"er $rice for it! $roductL!erice t"an it!
com$etitor!0 it +ould !"o+ a "i'"er mar(et !"are +"en calculated on a
reenue ba!i! t"an on a unit ba!i!.
&ar(et !"are number! can ar# 'reatl# de$endin' on "o+ t"e mar(et i!
defined. 6or e7am$le0 a com$an# ma# "ae a 1 $ercent !"are of t"e
T+id'etT mar(et0 15 $ercent of t"e T!$ort! +id'et mar(etT0 45 $ercent of
t"e Tlu7ur# !$ort! +id'et mar(etT and 85J of a $articular 'eo'ra$icall#
defined lu7ur# !$ort! +id'et mar(et.
-ll bu!ine!! actiitie! focu!ed on deelo$in'0 e7$andin' and facilitatin'
t"e $rofitable introduction and $romotion of a com$an#G! $roduct! andLor
!erice!. *raditionall#0 t"i! i! ta(en to include t"e T4P!T -- Product0 Price0
Promotion and Place.
• TProductT refer! to di!coerin' mar(et reAuirement! and en!urin'
t"at t"o!e reAuirement! are reflected in t"e $roduct! andLor !erice!
offered b# t"e com$an#.
• TPriceT i! obiou! -- determinin' and !ettin' t"e mo!t a$$ro$riate
$rice! for t"e $roduct!L!erice!.
• TPromotionT refer! to all actiitie! inoled in ma(in' $otential
cu!tomer! a+are of t"e com$an#0 it! $roduct! and !erice! and
t"eir benefit! -- and encoura'in' t"em to bu#.
• TPlaceT i! a little le!! obiou!. In addition to determinin' t"e be!t
'eo'ra$"ic area! to !ell in0 it al!o refer! to t"e dermination and
mana'ement of t"e be!t Tc"annel!T for reac"in' t"o!e mar(et! --
direct !ale!0 di!tributor!0 re!eller!0 etc.
I5./rtan2e /f Market share <+
33
1. )e$utation5- *"e major mar(et !"are of a com$an# +ill "el$ t"e
com$an# earn 'ood+ill in t"e mar(et +"ic" i! one of t"e mo!t
im$ortant ac"ieement for a com$an#.
2. 2a!# 6inance 5- &ar(et !"are "el$! t"e com$an# in 'ettin' ea!#
finance from t"e mar(et due to it! majorit# mar(et !"are and
re$utation in t"e mar(et.
3. Profitabilit# 5- &ajor mar(et !"are increa!e! t"e $rofit earnin'!
of t"e com$an#0 a! man# cu!tomer! are attracted to $urc"a!e
com$an#C! $roduct! due to it! re$utation in t"e mar(et.
4. =ro+t" and 27$an!ion 5- 9"en a com$an# !ucceed! in attractin'
more and more cu!tomerC! to+ard! it!elf due to it! mar(et !"are it
definitel# increa!e! it! $rofit and inturn 'ro+! and e7$and!.
5. S"are "older! 5- Increa!e in com$an#C! mar(et !"are inturn
increa!e! it! !"are "older! b# +innin' t"e confidence of it!
ine!tor!.
34
Cha.ter N/#< IV
ORANISATIONA! PRO"I!E
IV# Or0anisati/nal Pr/file#
Est# *F,C
35
Na5e /f the fir55 &an!"u(lal K 3o.
Re0istere7 /ffi2e5 O$$ 4anuman tem$le0 &ota ba::ar 1a!ari-396445
T6.e /f /r0anisati/n5 Partner!"i$ firm
T3rn/4er5 55 lac(!
Pr/fit5 1.5 lac(!
Dealers /f< 3om$lan0 4orlic(!0 ,oo!t0 ,ournita etc
36
Cha.ter N/#< V
ANA!YSIS' INTERPRETATION'
PRESENTATION#
V# Anal6sis' Inter.retati/n' Presentati/n#
*# D/ 6/3 take an6 health 7rinkG
37
Ta;le N/#< *
Ans@ers N/# /f Res./n7ents Per2enta0e
He! 46 92.EEJ
1o 4 8.EEJ
T/tal B) *))#))H
Chart N/#<*
*"e aboe c"art !"o+! 92J $eo$le ta(e "ealt" drin(.
(# ?hi2h health 7rink 7/ 6/3 .referG
Ta;le N/#< (
Ans@ers N/# /f Res./n7ents Per2enta0e
,ournita 3E 6E.EEJ
4orlic(! 6 12.EEJ
38
,oo!t 5 1E.EEJ
3om$lan 7 14.EEJ
-n# 2 4.EEJ
T/tal B) *))#))H
Chart N/#<(
*"e aboe c"art !"o+! t"e $ercenta'e of c"oice of $roduct. It i!
!een t"at mo!t $eo$le li(e bournita and com$lan.
%# H/@ /ften 7/ 6/3 2/ns35eG
Ta;le N/#< %
Ans@ers N/# /f Res./n7ents Per2enta0e
Once a da# 3E 6E.EEJ
39
*+ice a da# 3 6.EEJ
9ee(l# 7 14.EEJ
Occa!ionall# 1E 2E.EEJ
T/tal B) *))#))H
3"art 1o.53
*"e aboe c"art !"o+! t"e drin(in' freAuenc# of $eo$le. 6EJ
of $eo$le drin( "ealt" drin( once a da# +"ile 2EJ ta(e
occa!ionall#.
,# ?hat is 6/3r D3antit6 /f .3r2hase f/r a 5/nthG
Ta;le N/#< ,
Ans@ers N/# /f Res./n7ents Per2enta0e
25E 'm 1E 2E.EEJ
4E
5EE 'm 25 5E.EEJ
1 (' 11 22.EEJ
&ore t"an 1 (' 4 8.EEJ
T/tal B) *))#))H
3"art 1o.54
*"e aboe c"art !"o+! t"e $ercenta'e of aera'e Auantit# of
$urc"a!in' "ealt" drin(. It i! !een t"at 5EJ of $eo$le $urc"a!e
5EE 'm $ac(et +"ile 22J $urc"a!e 1 ('.
B# H/@ 7/ 6/3 .refer 6/3r health 7rinkG
Ta;le N/#< B
Ans@ers N/# /f Res./n7ents Per2enta0e
3old 24 48.EEJ
41
4ot 15 3E.EEJ
&oderate 11 22.EEJ
T/tal B) *))#))H
3"art 1o.55
*"e aboe c"art !"o+! t"at 48J re!$ondent li(e to "ae t"e
"ealt" drin( cold +"ile 3EJ ta(e it "ot and remainin' 22J ta(e
it in moderate manner.
6. H/@ 7/ 6/3 fin7 the tasteD
Ta;le N/#< C
Ans@ers N/# /f Res./n7ents Per2enta0e
=ood 11 22.EEJ
42
,etter 1E 2E.EEJ
,e!t 25 5E.EEJ
Sati!factor# 4 8.EEJ
T/tal B) *))#))H
3"art 1o.56
*"e aboe c"art !"o+! t"at 5EJ re!$ondent ran( t"eir drin( a!
under be!t cate'or# +"ile 22J0 2EJ0and 8J are ran(ed a!
'ood0 better and la!t !ati!factor#.
7. "r/5 @here 7/ 6/3 .3r2hase 6/3r health 7rinkD
Ta;le N/#< I
Ans@ers N/# /f Res./n7ents Per2enta0e
)etailer 35 7E.EEJ
43
9"ole!aler 6 12.EEJ
3afeteria 5 1E.EEJ
Ot"er! 4 8.EEJ
T/tal B) *))#))H
3"art 1o.57
*"e aboe c"art !"o+! t"at mo!t of $eo$le ie.7EJ $urc"a!e
t"eir "ealt" drin( from retailer +"ile 12J from +"ole!aler0 1EJ
from cafeteria and remainin' 8J from ot"er !ource!.
8. At @hat a0e 7i7 6/3 start takin0 health 7rinkD
Ta;le N/#< -
Ans@ers N/# /f Res./n7ents Per2enta0e
3 #r! - 5 #r! 32 64.EEJ
44
5 #r! - 1E #r! 15 3E.EEJ
1E #r! - 15 #r! 2 4.EEJ
15 and aboe 1 2.EEJ
T/tal B) *))#))H
3"art 1o.58
*"e aboe c"art !"o+! t"at 64J $eo$le !tart ta(in' "ealt" drin(
from t"e a'e 3 #r!- 5 #r! and re!t are 3EJ at 5 #r!- 1E #r!0 4J
for 1E #r!- 15 #r! and 2J for 15 #r! and aboe.
F# ?hat is the a4aila;ilit6 /f .r/732tG
Ta;le N/#< F
Ans@ers N/# /f Res./n7ents Per2enta0e
)e'ular 32 64.EEJ
45
Irre'ular 15 3E.EEJ
1ot aailable at all 3 6.EEJ
T/tal B) *))#))H
3"art 1o.59
*"e c"art !"o+! t"at 64J re!$ondent !a#! t"at t"eir $roduct i!
re'ular +"ile 3EJ !a#! it i! irre'ular and 6J !a#! t"e $roduct i!
not aailable at all.
1E. H/@ 7/ 6/3 2/5e t/ kn/@ a;/3t the .r/732tG
Ta;le N/#< *)
Ans@ers N/# /f Res./n7ents Per2enta0e
*elei!ion 27 54.EEJ
46
1e+! Pa$er 3 6.EEJ
&a'a:ine 2 4.EEJ
6amil# and 6riend! 4 8.EEJ
.i!$la# at retail outlet 13 26.EEJ
-n# ot"er 1 2.EEJ
T/tal B) *))#))H
3"art 1o.51E
*"e aboe c"art !"o+! t"at *elei!ion and .i!$la# at )etail
Outla# are t+o im$ortant media for t"e a+arene!! of $roduct.
**# H/@ 7/ 6/3 fin7 the a74ertise5ent /f the 2/5.an6 f/r
.r/732ti/n /f .r/732tG
Ta;le N/#< **
47
Ans@ers N/# /f Res./n7ents Per2enta0e
=ood 9 18.EEJ
,etter 11 22.EEJ
,e!t 12 24.EEJ
Sati!factor# 18 36.EEJ
T/tal B) *))#))H
3"art 1o.511
*"e aboe c"art !"o+! t"at t"e $ercenta'e of re!$on!e of
aderti!ement of $roduct. It i! !een t"at 36J of $eo$le i!
!ati!fied.
12. Are 6/3 infl3en2e7 ;6 a74ertise5entD
Ta;le N/#< *(
Ans@ers N/# /f Res./n7ents Per2enta0e
He! 14 28.EEJ
48
1o 36 72.EEJ
T/tal B) *))#))H
3"art 1o.512
*"e aboe c"art !"o+! t"at t"e $ercenta'e of t"e re!$on!e of t"e
influence b# aderti!ement. It i! !een t"at 72J of re!$ondent are
not influenced +"ile onl# 28J are influenced.
13.?hat is the 0eneral D3antit6 that 6/3 take in a health
7rinkD
Ta;le N/#< *%
49
Ans@ers N/# /f Res./n7ents Per2enta0e
1 *ea-S$oon 7 14.EEJ
2 *ea-S$oon 3E 6E.EEJ
3 *ea-S$oon 1E 2E.EEJ
&ore t"an 3 *ea-S$oon 3 6.EEJ
T/tal B) *))#))H
3"art 1o.513
*"e aboe c"art !"o+! t"e Auantit# of "ealt" drin( con!umed. It
i! clearl# !een t"at 6EJ con!ume 2 *ea-S$oon.
14.?hat i5.r/4e5ent 7/ 6/3 @antD
Ta;le N/#< *,
Ans@ers N/# /f Res./n7ents Per2enta0e
)eduction in Price 16 32.EEJ
5E
-ttractie Pac(in' 14 28.EEJ
3"an'e in *a!te 1E 2E.EEJ
1one 1E 2E.EEJ
T/tal B) *))#))H
3"art 1o.514
&ajorit# i.e. 32J of t"em +ant! reduction in $rice and 28J
+ant attractie $ac(in'.
15.Are 6/3 satisfie7 @ith 6/3r health 7rinkD
Ta;le N/#< *B
Ans@ers N/# /f Res./n7ents Per2enta0e
He! 35 7E.EEJ
51
1one 15 3E.EEJ
T/tal B) *))#))H
3"art 1o.515
*"e aboe c"art !"o+! t"e $ercenta'e of !ati!faction leel. It i!
clearl# !een t"at 7EJ of re!$ondent are !ati!fied +it" t"eir
"ealt" drin( +"ile 3EJ are not !ati!fied.
52
Cha.ter N/#< VI
MAJOR "INDINS'
RECOMMENDATIONS'
CONC!USION#
VI# Ma9/r "in7in0s' Re2/55en7ati/ns' C/n2l3si/n#
The 5a9/r fin7in0s /f the re./rt are as f/ll/@s<+
53
1. It i! found t"at 92J $eo$le ta(e "ealt" drin(.
2. It i! !een t"at mo!t $eo$le li(e bournita and com$lan.
3. 6EJ of $eo$le drin( "ealt" drin( once a da# +"ile 2EJ ta(e
occa!ionall#.
4. It i! !een t"at 5EJ of $eo$le $urc"a!e 5EE 'm $ac(et +"ile 22J
$urc"a!e 1 ('.
5. It i! ob!ered t"at 48J re!$ondent li(e to "ae t"e "ealt" drin(
3old +"ile 3EJ ta(e it 4ot and remainin' 22J ta(e it in &oderate
manner.
6. It i! anal#:ed t"at 5EJ re!$ondent ran( t"eir drin( a! under be!t
cate'or# +"ile 22J0 2EJ0 and 8J are ran(ed a! 'ood0 ,etter and
la!t !ati!factor#.
7. It i! ob!ered t"at mo!t of $eo$le ie.7EJ $urc"a!e! t"eir "ealt"
drin( from retailer +"ile 12J from +"ole!aler0 1EJ from
3afeteria and remainin' 8J from ot"er !ource!.
8. It i! found t"at 64J $eo$le !tart ta(in' "ealt" drin( from t"e a'e
3#r!- 5 #r! and re!t are 3EJ at 5 #r!- 1E #r!0 4J for 1E #r!- 15 #r!
and 2J for 15 #r! and aboe.
9. 64J re!$ondent !a#! t"at t"eir $roduct i! re'ular +"ile 3EJ !a#! it
i! irre'ular and 6J !a#! t"e $roduct i! not aailable at all.
54
1E.1E. *elei!ion and .i!$la# at )etail Outla# are t+o im$ortant
media for t"e a+arene!! of $roduct.
11. 11. It i! !een t"at 36J of $eo$le i! !ati!fied +it" t"e aderti!ement
of t"e drin(.
12.It i! !een t"at 72J of re!$ondent are not influenced +"ile onl#
28J are influenced b# aderti!ement.
13.It i! ob!ered t"at 6EJ con!ume 2 *ea-S$oon of "ealt" drin(.
14.&ajorit# i.e. 32J of t"em +ant! reduction in $rice and 28J +ant
attractie $ac(in'.
15.It i! clearl# !een t"at 7EJ of re!$ondent are !ati!fied +it" t"eir
"ealt" drin(! +"ile 3EJ are not !ati!fied.
Re2/55en7ati/n<
I +ould recommend t"at t"e com$anie! !"ould !tren't" it!
di!tribution c"annel e!$eciall# at cafeteria and local retailer0 +"ic"
i! t"e bi''e!t mar(et for "ealt" drin(.
55
*"e com$anie! !"ould ma(e u!e of more aderti!in' media li(e
*.8.0 .i!$la# at ariou! outlet!0 4oardin'! etc. t"at are er# u!eful
to increa!e t"e a+arene!! re'ardin' t"e $roduct.
*"e com$anie! !"ould come u$ +it" ne+ t#$e! of !c"eme! +"ic"
+ould attract more number of $eo$le to+ard t"eir $roduct.
*"e feedbac( of t"e retailer !"ould be collected re'ularl# !o t"at
t"e com$anie! can come to (no+ t"at +ere t"e# are !tandin'.
.e!i'n !ome attractie !c"eme for retailer0 +"ic" can differentiate
from com$etitor! and intere!tin' for retailer.
*r# to build a 'ood ima'e of t"e com$an#.
C/n2l3si/n<
-! t"e cu!tomer i! con!idered to be t"e (in' of t"e mar(et0 t"i! fact i!
er# muc" true for t"e liAuid food drin( indu!trie!. It i! er# im$ortant on
t"e $art of t"e or'ani:ation to learn cu!tomer be"aior in order to
increa!e t"eir !ale and create a 'ood brand ima'e in t"e mind! of t"e
cu!tomer.
56
6rom t"e !ure# carried out and after data anal#!e! of t"e information
obtain it can be concluded t"at $eo$le are a+are of different brand! of
"ealt" drin(. &o!t of t"e cu!tomer! $refer to u!e 1 'la!! a da# a! it i!
conenient in bot" +a# in term! of Auantit# and notoriou!. ,rand name i!
con!ider a! an im$ortant factor +"ile $urc"a!in' a "ealt" drin( and in
+"ic" ,ournita of "ealt" drin( i! mo!t $referred brand name amon' t"e
cu!tomer. It i! al!o concluded t"at *elei!ion "a! $la#ed a ital role in
!$readin' a+arene!! of ariou! "ealt" drin( brand!. &an# $eo$le al!o
con!ider t"e Aualit# and "#'iene maintain b# t"e com$an#. It i! al!o
found t"at $rice $la#! an im$ortant role in an# $roduct but !erice al!o
$la#! eAual im$ortance in !ucce!! of an# $roduct.
-ll t"e information 'at"ered durin' t"i! !ure# and after anal#:in' it
$ro$erl# one come to onl# one conclu!ion t"at liAuid food drin(
indu!trie! "a! a 'reat !co$e in future.
57
Cha.ter N/#< VII
ANNEAURE'
:UESTIONNAIRE'
BIB!IORAPHY#
VII# Anne13re' :3esti/nnaire' Bi;li/0ra.h6#
:3esti/nnaire
Na5e< KKKKKKKKKKKKKKKKKKKKKKKKK O223.ati/n< KKKKKKKKKKKKKKK
A0e< KKKKKKKKKKKKKKKKKKKKKKKKK Se1< M L "
M/;ile N/#< KKKKKKKKKKKKKKKKKKKKKKKKK
58
1. .o #ou ta(e an# "ealt" drin(D
< ? He! < ? 1o
2. 9"ic" "ealt" drin( do #ou $referD
< ? ,ournita < ? 4orlic(! < ? ,oo!t
< ? 3om$lan < ? -n# ot"er
3. 4o+ often do #ou con!umeD
< ? Once a da# < ? *+ice a da#
< ? 9ee(l# < ? Occa!ionall#
4. 9"at i! #our Auantit# of $urc"a!e for a mont"D
< ? 25E 'm < ? 5EE 'm
< ? 1 (' < ? &ore t"an 1 ('
5. 4o+ do #ou $refer #our "ealt" drin(D
< ? 3old < ? 4ot < ? &oderate
6. 4o+ do #ou find t"e ta!teD
< ? =ood < ? ,e!t
< ? ,etter < ? Sati!factor#
7. 6rom +"ere do #ou $urc"a!e #our "ealt" drin(D
< ? )etailer < ? 9"ole!aler
< ? 3afeteria < ? Ot"er!
8. -t +"at a'e did #ou !tart ta(in' "ealt" drin(D
< ? 3 - 5 < ? 5- 1E
< ? 1E - 15 < ? 15 and aboe
9. 9"at i! t"e aailabilit# of $roductD
59
< ? )e'ular < ? Irre'ular
< ? 1ot aailable at all
1E.4o+ do #ou come to (no+ about t"e $roductD
< ? *elei!ion < ? 1e+! Pa$er
< ? &a'a:ine < ? 6amil# and 6riend!
< ? .i!$la# at retail outlet < ? -n# ot"er
11. 4o+ do #ou find t"e aderti!ement of t"e com$an# for $roduction
of $roductD
< ? =ood < ? ,etter
< ? ,e!t < ? Sati!factor#
12.-re #ou influenced b# aderti!ementD
< ? He! < ? 1o
13.9"at i! t"e 'eneral Auantit# t"at #ou ta(e in a "ealt" drin(D
< ? 1 *ea-S$oon < ? 2 *ea-S$oon
< ? 3 *ea-S$oon < ? more t"an 3 *ea-S$oon
14.9"at im$roement do #ou +antD
< ? )eduction in $rice < ? -ttractie Pac(in'
< ? 3"an'e in *a!te < ? 1one
15.-re #ou !ati!fied +it" #our drin(D
< ? He! < ? 1o
ANNEAURE
BIB!IORAPHY
BOOE RE"ERRED<+
1. Prajati.
6E
SEARCH ENINES<+
1. +++.'oo'le.com
61
doc_648242885.doc