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INTRODUCTION

INTRODUCTION
The Great Family Nourishing Health drink

Horlicks is the leading Health Food Drink in India and as the 'Most Trusted Drinks Brand' (Economics Times Survey, 2004) in India. Horlicks enjoys more than half of the Health Food Drink market. Although it has been a popular brand in the Indian market since the 1930s, Horlicks underwent a revamp in 2003 to further increase its relevance. The modern & contemporary Horlicks offers 'pleasurable nourishment' with a delicious range of flavors including Vanilla, Toffee, Elaichi and Chocolate. Horlicks is made from wheat, milk and malted barley. Horlicks is widely known as an easy to prepare malted food drink. It is fortified with iron and eight essential vitamins with twice as much as calcium in fresh milk. Horlicks is still the world's most widely consumed malted milk product. For over 50 years, generations after generations of children wakeup to a mug of Horlicks prepared by mothers in their own special way, yet providing the same nourishing goodness unrivaled by any competitive products. Horlicks is a nourishing malted food drink which combines the wholesome goodness of malted barley, wheat and dairy ingredients. The malting of barley through the natural process of germination releases enzymes. These enzymes break down complex carbohydrates to simple sugars that are easily assimilated by the body, making Horlicks easily digestible. Horlicks drinks provide a modicum of vitamins A, C, D, B12, plus calcium, iron, thiamin, riboflavin, niacin, folate, and dietary fiber. As fresh milk. With revitalized packaging synergistic with the new brand personality, it is a favorite with both mothers for its nourishment and kids for its great taste and variety.

Horlicks is sold in a number of countries across the world. In different countries, the product has different formulations in order to cater to varying consumer segments and serve different consumer needs. In India, the Horlicks available has been scientifically developed and specifically caters to the nutritional needs of the Indian diet. It helps meet the requirements of essential nutrients in children, such as iron and vitamins that aid iron absorption. From the available data, it has been seen that children in India are not getting enough of these vitamins and minerals from their daily diet. Research shows that these nutrients are very important for school age children for their attention, concentration and memory as well as their physical performance and growth. Thus, Horlicks is a beneficial supplement for children to aid not only their growth, but also enhanced attention and concentration. In fact, we have established this through a large clinical trial among school going children.

INDUSTRY PROFILE

INDUSTRY PROFILE
The health drink is oral liquids which are classified as elixirs or limonades and so on, which are peculiar to Japan and differ from other liquids to glass a dose of drug. It has mainly been divided into two classes by glassed volume (dosage) in the bottle. One class is the drink tonic which is the capacity of 100 ml and another is the mini-drink tonic which is 50 ml and less. In addition, oral liquid glassed with an ampule is called the ampule tonic. Such drugs were thought to appear after World War II and have been widely known since 1960. However, tonics which had consisted of recipies like the present health drink were shown to exist before World War II. Thus, it was considerable that such prescription formulas were also applied to the ampule tonic and drink tonic. On the other hand, one of the important problems with health drugs was how to make their taking easy in its development. Further, it was necessary to add to acid antiseptic and high content of sugar etc., because the liquids generally had been putrescible. It might be one of the reason for their appearances that it was allowed to produced a liquid which was stabler and made its taking easier to be released from the above limit by the introduction of a dose-glassed liquid. In 1960, the Ampule tonic quickly became popular and the drink tonic followed. It was probably caused by changes on the standard and style of living involved the enhancements of the labor time, purchasing power and sense on the health and active propaganda of the manufacturers. In this way, the market has satisfactorily expanded. However, because such medicines liked beverages appeared, it was difficult to distinguish their differences since 1965. Therefore, the Ministry of Health and Welfare has performed some administrative guidances. In 1978, it regulated new approval of the production of 100 ml drink tonics, which led to the appearance of the mini-drink tonic. Its market rapidly expanded since 1985. In 1991, its scale reached about 200 billion yen on both drink tonics and the sale volume was 20% at drug stores in Japan. The health drink is supporting the economic foundation of drug stores at present. In 1873 James Horlick, a pharmacist with his brother William established a company J & W Horlicks in Chicago, USA to manufacture a malted milk drink , which claimed to promote sleep. In 1883 they got patent for this product. Horlicks was thus the first invented to substitute milk baby food. In 1890 the product was imported to the United Kingdom and later a factory was established in slough, Berkshire, England.

Horlicks became popular during the world wars 1 and 2. The drink became popular at home and the battle front. In world war two, Horlicks tablets were sold as a candy, used as an energy booster by US, UK and other soldiers. Coming to India, Horlicks bottles were imported and sold.This was during 1930 s . In the latter part of 1958, a plant was set up, and was named Hindustan milk food manufactures. After this the company was acquired by Beecham which later became Smithkline Beecham and finally became Glaxo SmithKline Beecham Consumer Health care ltd. The company believed in Growth through innovation. Previously Horlicks was imported but as the demands exceeded they set up 2 production units in India to fulfill the demands of the Indian population. This came as a solution to Indian market as a health drink. Then Horlicks entered the biscuit market and later in 1995 they came up with Junior orlicks as a baby food supplement. Viva and Maltova were acquired by the company in 200 and 2001 that increased the product range. Womens Horlicks came into picture initially nursing mothers and then to catering specific needs of women. Horlicks adopted certain strategies to deal with competitors and came up with attractive packaging and various flavours. Horlicks conducted clinical trials and campaigned Taller Stronger Sharper. Horlicks segmented the market to increase its market share. Horlicks focused on children to encash their increasing population. Then it launched Horlicks Lite which is specially formulated keeping in mind nutritional needs of adults and also for use by people with diabetes. Horlicks also entered the instant noodle market with Foodles and Nutribar came as a energy bar focused on the young generation, these two products were focused as a healthy solution to the existing fad market (plain maggi and energy bars). Recently Chill Dood is launched in the instant milk shake focused on children.

COMPANY PROFILE

COMPANY PROFILE
Glaxo Welcome: Further information: Glaxo Wellcome and List of pharmaceutical companies Burroughs Wellcome & Company was founded in 1880 in London by the American pharmacists Henry Wellcome and Silas Burroughs. The Wellcome Tropical Research Laboratories opened in 1902. In 1959 the Wellcome Company bought Cooper, McDougall & The historic Glaxo factory in Bunnythorpe, New Zealand Robertson Inc. to become more active in animal health.[9] The Wellcome Company production centre was moved

from New York to North Carolina in 1970, and the following year another research centre was built. Glaxo was founded in Bunnythorpe, New Zealand, in 1904. It was originally a baby food manufacturer processing milk into a baby food of the same name: the product was sold under the slogan "Glaxo builds bonny babies" from 1908. Still visible on the main street of Bunnythorpe is a dairy factory (factory for drying and processing cows' milk into powder) with the original Glaxo logo clearly visible; it is now a car repair shop. Glaxo became Glaxo Laboratories and opened new units in London in 1935. Glaxo Laboratories bought two companies, Joseph Nathan and Allen & Hanburys in 1947 and 1958 respectively. After the company bought Meyer Laboratories in 1978, it started to play an important role in the US market. In 1983 the American arm, Glaxo Inc., moved to Research Triangle Park (US headquarters/research) and Zebulon (US manufacturing) in North Carolina. Burroughs Wellcome and Glaxo merged in 1995 to form Glaxo Wellcome, which opened its Medicine Research Centre that year in Stevenage, England. Three years later Glaxo Wellcome bought Polfa Poznan Company in Poland.[9] SmithKline Beecham Beecham's Clock Tower, constructed in 1877 as part of the Beecham factory in St In 1843 Thomas Beecham launched his Beecham's Pills Helens [9] laxative in England giving birth to the Beecham Group. Beecham opened its first factory in St Helens, Lancashire, England, for rapid production of

medicines in 1859. The original factory was closed in 1994 and passed to the local college for re-development. By the 1960s Beecham was extensively involved in pharmaceuticals. In 1830 John K. Smith opened its first pharmacy in Philadelphia. In 1865 Mahlon Kline joined the business, which 10 years later became Smith, Kline & Co. In 1891 it merged with French, Richard and Company. It changed its name to Smith Kline & French Laboratories in 1929 as it focused more on research. Years later Smith Kline & French Laboratories opened a new laboratory in Philadelphia; it then bought Norden Laboratories, a business doing research into animal health. Smith Kline & French Laboratories bought Recherche et Industrie Thrapeutiques (Belgium) in 1963 to focus on vaccines. The company started to expand globally, buying seven laboratories in Canada and the US in 1969. In 1982 it bought Allergan, a manufacturer of eye and skincare products. The company merged with Beckman Inc. later that year and changed its name to SmithKline Beckman.[9] In 1988 SmithKline Beckman bought its biggest competitor, International Clinical Laboratories, and in 1989 merged with Beecham to form SmithKline Beecham plc. The headquarters of the company was moved to England. To expand research and development in the US, SmithKline Beecham bought a new research center in 1995. Another new research centre at New Frontiers Science Park in Harlow, England, was opened in 1997.[9] Glaxo Wellcome and SmithKline Beecham announced their intention to merge on 17 January 2000. The merger was completed in December that year, forming GlaxoSmithKline (GSK) GSK in India: Established in the year 1924 in India GlaxoSmithKline Pharmaceuticals Ltd. (GSK Rx India) is one of the oldest pharmaceuticals company and employs over 3500 people. Globally, we are a 26.4 billion, leading, research-based healthcare and pharmaceutical company. In India, we are one of the market leaders with a turnover of Rs. 3021 crore and a share of 4.2%*. At GSK, our mission is to improve the quality of life by enabling people to do more, feel better and live longer. This mission drives us to make a real difference to the lives of millions of people with our commitment to effective healthcare solutions. The GSK India product portfolio includes prescription medicines and vaccines. Our prescription medicines range across therapeutic areas such as anti-infectives, dermatology, gynaecology, diabetes, oncology, cardiovascular disease and respiratory diseases. The company is the market leader in most of the therapeutic categories in which it operates. GSK also offers a range of vaccines, for the prevention of hepatitis A, hepatitis B, invasive disease caused by H, influenzae, chickenpox, diphtheria, pertussis, tetanus, rotavirus, cervical cancer, streptococcus pneumonia and others.

With opportunities in India opening up, GSK India is aligning itself with the parent company in areas such as clinical trials, clinical data management, global pack management, sourcing raw material and support for business processes including analytics. GSK's best-in-class field force, backed by a nation-wide network of stockists, ensures that the Company's products are readily available across the nation. GSK has two manufacturing units in India, located at Nashik and Thane as well as a clinical development centre in Bangalore. The state of art plant at Nashik makes formulations while bulk drugs and the active pharmaceutical ingredients are manufactured at Thane. Being a leader brings responsibility towards the communities in which we operate. At GSK, we have a Corporate Social Responsibility program that works towards fulfilling basic healthcare, education and other developmental needs of the underserved population. With this dedication and commitment, we believe that the world will be better, healthier and happier. GSK is committed to developing new and effective healthcare solutions. The values on which the group was founded have always inspired growth and will continue to do so in times to come. Mission of the Company: Our global quest is to improve the quality of human life by enabling people to do more, feel better and live longer. We at GSK dedicate ourselves to delivering innovative products that help millions of people around the world live longer, healthier and happier lives. Vision: We want to become the indisputable leader in our industry - not simply in terms of size, but in how we use that size to achieve our mission and improve the quality of human life. Becoming the indisputable leader in our industry means conquering the challenges that face us as an industry, and as a global society. GSK - A Flashback 1865 : 1875 : 1883 : 1906 : 1909 : 1921 : 1931 : William and James Horlicks started the company Business moved to Racine, Wisconsin for its supply of spring water William was given a US patent for Horlicks being the first Malted milk drinks mixing powder Factory constructed at slough UK Horlicks became popular in north pole and south pole expeditions as a Provision Death of James led the company to split, William having the Americas And the sons of James the rest of the world Night Starvation was a story developed to promote Horlicks as a

bed time drink 1945 : Company acquired by British Horlicks business 1952 : Horlicks was said to cure gastric ulcers and some forms of diabetes 1960 : Factory established in Punjab to make Horlicks from Buffalo Milk 1968 : Factory built in Bangladesh and Pakistan to satisfy local demand 1975 : factory built in Andhra Pradesh 2000 : Glaxo and Smithkline merger 2011: Most Respected Company Award - Business World Launches Votrient indicated for the treatment of advanced renal cell carcinoma (RCC) Launches Revolade indicated for the treatment of thrombocytopenia (reduced platelet count) in adults with the blood disorder chronic immune (idiopathic) thrombocytopenic purpura (ITP) Vaccine Market Company of the Year award - Frost & Sullivan Special Commendation - Good Corporate Citizen Award 2011 - Bombay Chamber of Commerce Pharma / Life - Science Supply Chain Excellence Award presented at the 5th Express, Logistics and Supply Chain Conclave Unveils Synflorix - a vaccine against invasive pneumococcal disease 2012: Launches Altargo used to treat bacterial infections affecting small areas of skin Introduces Volibris (Ambrisentan), a non-sulphonamide class endothelin receptor antagonist (ERA) used to treat pulmonary arterial hypertension (PAH) indicated for WHO Functional Class II & III patients in India. Volibris is a trademark of GlaxoSmithKline. Ambrisentan has been licensed to GlaxoSmithKline by Gilead Sciences Inc. GSK India named as India's most admired company in Pharmaceutical space by HAY Group and Fortune Magazine. Awarded the Paediatrician's Award for the Best Vaccine Company of the Year by Frost & Sullivan. Received the Dr. H. R. Nanji Memorial Marketing Excellence Award for CCM in the 'Existing Pharmaceuticals Product' category from OPPI (Organisation of Pharmaceutical Producers of India) 2013: Fourth CII National HR Excellence Award 2013 for 'Significant achievement in HR Excellence'

GSK India named as one of 'India's Most Admired Companies' by Fortune India & HAY Group Business Today survey in partnership with PeopleStrong HR Services named GSK India as one of the 'Best Companies to work for' Our Products: Our products The GSK India product portfolio includes prescription medicines and vaccines. Our prescription medicines range across therapeutic areas such as anti-infectives, dermatology, gynaecology, diabetes, cardiovascular disease respiratory diseases and consumer healthcarehealth drinks. The company GSK has a separate branch over consumer health care health drinks products named GSK Consumer health care. The product range of GSK Consumer Health care is: Product range: Nutritional and OTC Nutritional: Horlicks Horlicks Ninja Junior Horlicks Mother's Horlicks Horlicks Lite Horlicks Biscuits Boost Maltova Viva Over the Counter (OTC): Crocin
Crocin Advance Crocin Pain Relief Crocin Cold and Flu

Eno Eno is available in Orange, Masaumbi, Lemon, Guava, Regular flavours in both sachets and bottles. Iodex Iodex Double Power Iodex Headfast Iodex Ultra Gel

PODUCT PROFILE

PODUCT PROFILE
Facts about horlics: Horlicks was first invented to substitute milk as baby food The brand has been endorsed by Amitabh Bachchan on the radio(1960-70), Moon Moon Sen and her daughters Raima and Riya (1980s) and Vishwanathan Anand In India, over 2 billion cups of Horlicks are drunk every year! Biggest market is India 6th most trusted brand in India (AC Nelson) Most trusted health drink brand (Economic Times 04) More than 50% market share in health drink market Horlicks contains a wide range of vitamins and minerals. Dr Frankie Phillips - an independent Nutrition Consultant and Registered Dietician - gives you the good news about how these vitamins and minerals are essential for wellbeing. We all need a variety of essential vitamins and minerals to carry out important roles to keep us well. Let's look to see what some of these vitamins and minerals are needed for: Vitamins Vitamin A helps keep skin healthy; helps the immune system to function; important for healthy eyes and normal vision. Thiamin (B1) helps to release energy from food; required for helping the nervous system and heart to work efficiently. Riboflavin (B2) necessary for keeping skin and blood healthy; helps to release energy from food. Niacin Vitamin B6 needed for healthy nerves; helps to release energy from food. keeps nerves and the immune system healthy; keeps red blood cells healthy / reduce tiredness and fatigue. Vitamin B12 Folic Acid vital for healthy nerves and red blood cells. helps the body to make healthy new cells; important for healthy blood; important during pregnancy. Biotin Pantothenic Acid Vitamin C helps to release energy from food; helps to keep skin healthy. helps to release energy from food. an antioxidant which helps to protect the body's cells; contributes to healthy skin; helps the body to absorb iron. Vitamin D vital for healthy muscles and a healthy immune system; important for

helping you to absorb calcium to build and healthy bones and teeth. Vitamin E Minerals Iron acts as an antioxidant to protect body cells.

needed to produce healthy red blood cells. Iron helps prevent anaemia and the feeling of tiredness.

Zinc

important for carbohydrate metabolism and protein synthesis; required for healthy skin and in wound healing.

Calcium

essential for healthy bones and teeth.

Horlicks Range of Flavours are listed as fallows; Horlicks Junior The early years are vital for a child`s physical and mental development. As a parent, you would naturally be keen to ensure that your child gets the best nutrition possible for his optimal growth. Nutritional requirements vary according to age. Toddlers are fussy eaters, which may lead to gaps in nutrition. Preschoolers, on the other hand, tend to have a busy schedule, and need adequate nutrition to keep them going through the day. It is therefore important to manage the different nutritional needs of your child according to his age. To bridge gaps in nutrition and aid your child`s overall development, it may be important to include a nutritional supplement or beverage such as Junior Horlicks as part of the daily diet. Junior Horlicks provides tailor-made nutrition for children, and is available as a two-stage product: Junior Horlicks 1-2-3: An easy to digest* drink for the fussy toddler Horlicks at is home (*Junior pre-

partially

digested, which helps make it easy to digest)

Junior Horlicks 4-5-6 with Growth Boosters^, Power Vitamins# and Smart Nutrients$: A nutrition packed health food drink for an active preschooler Growth Boosters are: protein, calcium, vitamin D, vitamin K and magnesium that are known to promote physical growth. # Power Vitamins include vitamins B1, B2, B6 and niacin that play a role in release of energy. $ Smart Nutrients include: iron, iodine, DHA, choline, vitamin C and folic acid that are known to be essential for brain development and functioning.

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

70 % of an adults brain is formed before birth DHA is required for development of brain, eyes and nerves DHA is not easily available from average Indian diet

Moreover, Mother's Horlicks has been manufactured through a natural process of malting or germination that helps to produce enzymes which in turn helps to breakdown complex starches and proteins into simpler molecules making it easy to digest. Available in all leading chemist outlets in packs of 500 g (Rs. 200 only) and 200 g (Rs. 100 only), Mother Horlicks has best value for money and is the leading nutritional supplement for pregnant and breast feeding women. After all, every mother has a right to healthy babies!! Lite Horlicks Lite Horlicks is a HFD specially designed to suit the nutritional needs of adults. Packed with 23 vital nutrients, including high quality protein and antioxidants, Lite Horlicks provides strength and stamina by maintaining and repairing damaged body cells. In addition to this, Lite Horlicks has no added sugar and no fats. Lite Horlicks was launched in 2005, and holds the distinction of being the only nutritional drink which is endorsed by diabetes India as being suitable for people with diabetes. Lite Horlicks is available in two flavors - Original Malt and Badam. Contains: New Lite Horlicks with zero added sugar* and zero cholesterol## Contains 26 vital nutrients Has high fibre Is low fat Has essential antioxidants Talk to your doctor today! No added Sucrose Lite Horlicks is so far the only nutritional products to be endorsed and certified by Diabetes India*. *Diabetes India is the largest body of practicing diabetologists, physicians, medical specialist and researchers interested in the study of diabetes.

Horlicks Biscuits 'With the Power of Calcium!' Horlicks Biscuits has been growing in popularity ever since it was launched in 1992. Extending the benefits of Horlicks to 'solid' nourishment, Horlicks Biscuits is a favourite among parents and children. Each pack contains the 'Power of Calcium' providing 100% RDA of calcium (as per Codex Ailementarius Commission of 1995). Horlicks Biscuits are available in two flavours - Standard & Elaichi - and live up to the Horlicks promise of 'great taste' and 'nourishment'.

LITERATURE REIVEW

LITERATURE REIVEW The origin of Marketing is quite interesting when men started producing the goods he used for himself when the surplus quantity he produced that time he called other persons those who wanted that specified goods. The above situation lead to exchange sytem generally called as Barter System slowly industrial revolution took place and goods were produced in bulk. At the time human being wanted it exchange goods in terms of money. CONSUMER PREFERENCE Marketing is concerned with the task of Buying and Selling. The target of the marketers is to mae the availability of the product to the consumers. Consumers are the person who buys goods and services for their own purpose use directly or indirectly. The preferences have been given to the consumers by the marketers. To know the preferences of the consumers the marketers should study the behaviour of the consumers and the factors influencing them to behave in the particular manner. The consumers pass through many stages in purchasing. The first stage starts when the consumer recognizes a problem of need that is need recognition, after the need is recognized consumers search for the various sources of information. When the information is found consumer will evaluate the alternatives available to him and then the consuer makes the decision to purchase. Consumer orientation stems from the companys adoption and implementation of the marketing concept a philosophy of every business unit, which has triple implications the namely: The victory of any business unit rests on consumers who pay for the products are services. The firm must be aware of what the market wants well in advance of production and Consumer wants must be monitored continuously for assured success over competitors. The Consumer are the orbiters of fortune in business in highly competitive economic system, the success, survival and growth of firms warrants accurate knowledge about-the consumer behavior hoe, why, where, what, when they buy? Understanding consumer is the crucial task of every marketing manager. Definition: Professor Walter C.G and Professor Paul G.W. it is The process whereby individuals decide whether, what, when, where, how and from whom to purchase goods and services. are willing to accept and

CONSUMER BEHAVIOUR: It is important for a marketer to understand on these variables so as to know why consumer behavior behave in the manner does. Objectives: Consumers and their buying roles a model of consumer behavior and major influencing factors are: Socio Cultural factors Culture, Reference groups and Family. Psychological factors perception, Learning, Motivation, Perception and Self-Concepts and Attitudes. Characteristics Affecting Consumer Behavior a. Cultural Factors Culture: The set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions. Sub-culture: A group of people with shared value systems based on common life experiences and situations. b. Social Class Groups: Two or more people when interact to accomplish individual or mutual goals. Family: A family is a group of two or more people related by blood, marriage, or adoption living together in a household Roles and Status: A role consists of the activities people are expected to perform according to the persons around them e.g. daughter, husband, brand manager etc. c. Personal Factors Age and life-cycle stage Occupation Economic situations Life Style Personality and self-concept

d. Psychological factor A persons distinguishing a psychological characteristic that leads to relatively consistent and lasting responses to his or her own environment. Motivation: Motivation is a need that is sufficiently pressing to direct the person to seek satisfaction of the need. Perception: The processes by which people select, organize, and interpret information to form a meaningful picture of the world. Learning: Changes in an individuals behavior arising from experience. Belief and attitudes: Belief is a descriptive thought that a person holds about something and Attitudes is a persons consistently favorable or unfavorable evaluations, feelings, and expressions toward an object or idea. Types of Buying Behavior

Complex Buying Behavior: Complex buying behavior is where the individual purchases a high value brand and seeks a lot of information before the purchase is made. Dissonance-Reducing Buyer Behavior: Dissonance reducing buying behavior is when buyer is highly involved with the purchase of the product, because the purchase is expensive or infrequent. There is little difference between existing brands an example would be buying a diamond chain, there is perceived little difference between existing diamond brand manufacturers. Habitual Buying Behavior: Habitual buying behavior is where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt.

Variety-Seeking Buying Behavior: Variety seeking buying behavior is where the individual likes to shop around and experiment with different products. STEPS IN CONSUMER BUYING PROCESS The following are the fine steps generally followed by the consumer while buying a product. 1. Need Recognition: Need recognition is the awareness of the want or a desire or a consumption problem without which satisfaction the consumer feels restless and tension-charged. 2. Information Search: Consumer interest is indicated in the consumers willingness to seek further information about the product or service. Since there are varieties of products and he seeks to have maximum satisfaction, he searches relevant information. 3. Evaluation and intention: The evaluation stages of mental trail of the product or service. 4. Purchase Decision: A decision to purchase in lays consumers commitment for a product or a service. Practically, it is the last stage in the buying process because, it completes the exchange process. 5. Post-Purchasing Reaction: The post-purchase experience may be set of positive or negative dealings. Positive feelings or service will result in repeat sales or at least recommending the product or service creating anxiety and doubt.

OBJECTIVES RESEARCH METHODOLOGY LIMITATIONS

OBJECTIVES

1. To find the share of Horlicks in the market. 2. To know the consumer perception regarding the price of Horlicks. 3. To know about the consumer view regarding the packing, availability, advertisements and promotional activities of Horlicks. 4. To find out the level of satisfaction of the consumer after using Horlicks. 5. To know the best media of advertisements according to the consumer. 6. To find out the factors which influence the consumer. 7. To find out consumer opinion regarding the quality of Horlicks.

RESEARCH METHODOLOGY In the present study the required data was collected using random sample method, care was taken to sec that the selected sample is a small specimen (or) an isolated part of the whole population representation us general objectives. Data source: Primary data collection is more costly but the data is usually more relevant to the issue at hand. The normal procedure is to interview some people individually (or) in groups. Approach: Selection of the respondents was done on the basis of random sampling method. This method was adapted because of the flexibility. The survey was done through questionnaire. The sample size selected is 100. For systematic collections of primary data, closed ended questionnaire was used. The questionnaires were distributed to the selected customers dwelling in different areas of Kurnool City. PRIMARY DATA The questionnaire consists of 16 questions relating to various aspects of the study. The first part of the questionnaire was mainly prepare to get the personal details of the customers & their extent of brand awareness. And the later part of the questionnaire was prepared to identify the consumers preference towards the health drink Horlicks of price, quality, range, advertisement, brand name etc. The last part of the questionnaire was prepared such that the consumers were encouraged to give their valuable suggestions. SECONDARY DATA Data pertaining the company is collected from the companys status report. The companys profile gives a detailed report of the past records of the organization. The data collection both from primary & secondary sources is tabulated and presented in a systematic from prior to classification and interpretation.

LIMITATIONS 1. The survey was limited to Kurnool city only. 2. Due to shortage of time the survey was limited 100 consumers only and analysis is made overall on their response basis. 3. The study is based on the response of the respondents and is assumed that they are honest in their response.

DATA ANALYSIS AND INTERPRETATION

CONSUMER PREFERENCE TOWARDS VARIOUS BRAND OF


Brand

No. of consumers 56 20 14 10
100

Percentage 56% 20% 14% 10%


100%

Horlicks Bournvita Maltova Complan


Total

HEALTH DRINKS

No. of consumers surveyed Source Interpretation:

: 100 : Primary Data (Questionnaire)

Horlicks is used by most of the consumers surveyed. There is an improvement in the usages of bournvita by people when compared to 2 to 3 years back where Bournvita and Boost were leading market and others Milo, Moltova, Viva, etc.

1. CONSUMER PREFERENCE TOWARDS VARIOUS BRANDS OF HEALTH DRINKS

Brand used my respondents


60% 50% 40% 30% 20% 20% 10% 0% Horlicks Bournvita Maltova Complan 14% 10% 56%

Percentage

2. ASPECT THAT CONSUMES LOOKS IN THE PRODUCT


Aspect Quality Price benefit Brand image Ads Total No. of consumers 56 12 22 10 100 Percentage 56% 12% 22% 10% 100%

No. of consumers surveyed: 100 Source Interpretation: Consumer looks for health factor while purchasing the health drinks. This is evident when observed that 56% of the consumers buying behavior is based on the quality. However brand image and price also influence consumer purchase decision-making process. : primary data (Questionnaire)

2. ASPECT THAT CONSUMER LIIKS IN THE PRODUCT

Aspect of consumer while purchasing


Quality Price benefit Brand image Ads

10%

22%

56%

12%

3. PERIOD OF USING A PARTICULAR BRAND

PERIOD <1 year 2-3 year >3 year Total

No. of consumers 12 34 54 100

Percentage 12% 34% 54% 100%

No. of consumers surveyed: 100 Source Interpretation: Consumers are loyal to their present brands. This is clear from the above table 54 out of 100 consumers are using the brand more than 3 years. Brand shifting is minimum in health drinks. : primary data (Questionnaire)

3. PERIOD OF USING A PARTICULAR BRAND

Period of usage
60% 50% 40% 30% 20% 10% 0% <1 year 2-3 year >3 year 34% Percentage 54%

12%

4. QUALITY OF PURCHASE OF HEALTH DRINKS

QUANTITY 200grms 500grms 1kg Total

No. of consumers 28 52 20 100

Percentage 28% 52% 20% 100%

No. of consumers surveyed: 100 Source Interpretation: 28%consumers are interested to buy 200grms, 52% of consumers are interested in 500grms and remaining 20% of consumers are interested to buy 1 kg. : primary data (Questionnaire)

4. QUALITY OF PURCHASE OF HEALTH DRINKS

Quantity purchased by respondents


60% 52% 50%

40%

30%

28%

Percentage 20%

20%

10%

0% 200grms 500grms 1kg

5. MODE OF AWARENESS OF Horlicks

Mode Dealers Friends & relatives Ads Others Total

No. of consumers 20 30 40 10 100

Percentage 20% 30% 40% 10% 100%

No. of consumers surveyed: 100 Source Interpretation: Advertisements, friends and relatives play vital role. In creating awareness regarding Horlicks. Dealers and other plays a part of role in awareness of Horlicks. : primary data (Questionnaire)

5. MODE OF AWARENESS OF HORLICKS

Mode of awareness
40% 40% 35% 30% 25% 20% 15% 10% 5% 0% Dealers Friends & relatives Ads Others 10% 20% Percentage 30%

6. CUSTOMER SATISFACTION AFTER USING THE PRODUCT


Mode Excellent Good Satisfactory Poor Total No. of consumers 28 60 12 0 100 Percentage 28% 60% 12% 0% 100%

No. of consumers surveyed: 100 Source Interpretation: 60% of consumers satisfaction is good, 28% excellent and remaining 12% are satisfactory with the health drinks. : primary data (Questionnaire)

6. CUSTOMER SATISFACTION AFTER USING THE PRODUCT

Satisfaction level

60 Excellent Good Satisfactory 0 Poor

12 12

28

7. EFFECTIVENESS OF ADVERTISEMENTS OF HORLICKS


Effectively Very impressive Nice Reasonable Not effective Total No. of consumers 20 58 14 8 100 Percentage 20% 58% 14% 8% 100%

No. of consumers surveyed: 100 Source Interpretation: 58% of consumers feel Horlicks advertisements to be nice and 20% are very much impressed. Thus Horlicks advertisements are to be still improve to impress and induce consumers. : primary data (Questionnaire)

7. EFFECTIVENESS OF ADS OF HORLICKS

Effectiveness of Horlicks Advertisements


60% 58%

50%

40% Percentage 20% 20% 14% 8%

30%

10%

0% Very impressive Nice Reasonable Not effective

8. AVAILABILITY OF THE PRODUCT


MODE Very comfortable Satisfactory Poor Total No. on consumers 76 24 0 100 Percentage 76% 24% 0% 100%

No. of consumers surveyed: 100 Source Interpretation: 76% of consumers fee very comfortable on the availability of the product, 24% feel satisfactory. : primary data (Questionnaire)

8. AVAILABILITY OF THE PRODUCT

Availability of Product
80% 70% 60% 50% 40% 30% 20% 10% 0% Very comfortable Satisfactory Poor 24% Percentage 76%

0%

9. PRICE PERCEPTION OF CONSUMER TOWARDS THE PRODUCT


Perception Very high High Reasonable Less Total No. of consumers 6 16 68 10 100 Percentage 6% 16% 68% 10% 100%

No. of consumers surveyed: 100 Source Interpretation: Price perception toward the product represent that 68% of consumers feel reasonable, 16% feel high, 6% feel very high and remaining 10% feel less. : primary data (Questionnaire)

9. PRICE PERCEPTION OF CONSUMER TOWARDS THE PRODUCT

Price perception
60 56 50

40

30 20 20 14 10 10

0 Horlicks Bournvita Maltova Complan

10. TYPE OF PACK CONSUMERS PREFER


Type of pack Jar Refill Sachet Total No. of consumers 66 26 8 100 percentage 66% 26% 8% 100%

No. of consumers surveyed: 100 Source Interpretation: Most of the consumers prefer jars, and 26% of people prefer refill remaining 8% prefer sachet. : primary data (Questionnaire)

10 TYPE OF PACK CONSUMERS PREFER

Type of pack purchased


8%

26%

Jar Refill Sachet

66%

FINDINGS

FINDINGS
Advertisements of Horlicks are influencing the purchase decision of people. It is found that majority of the respondents are satisfied by using Horlicks by this survey. It is also found that the taste and quality to be enhanced. Many of the consumers want to introduce much more flavors regarding Horlicks. From the study it is found Some customers wish to have Horlicks in sachet and Refill Pack in less price. Some of the respondents feel that the price of the product could be reduced as it it not suitable to the product.

SUGGESSTIONS

SUGGESSTIONS
Promotional activities should be taken to introduce flavors. Horlicks should be introduced in trail packs. Advertisements to be made much more impressive to with stand in the market by other competitive Health Drinks. Middle class people are unable to afford the product because it is costly so Horlicks should be provided in refill packs at low price. Brand image has to enhance to with stand the market situations and its competitors. It should be increase quantity rather than improvement in package.

QUESTIONNAIRE BIBLIOGRAPHY

QUESTIONNAIRE
I _________________ of final B.B.M conducting a survey on Customer Preference towards Horlicks as a partial fulfillment of my curriculum, would seek your valuable ideas .so, I request you to provide the relevant information.

NAME GENDER

: :

AGE

OCCUPATION : [ ]

1 Name the health drinks which you are aware of? a)Bournvita b)Complan c)Horlicks d)Maltova 2. Out of the above health drinks which one do you prefer? 3. What factors do you considered while purchasing health drink a)Quality b)Price c)Brand image d)advertisement 4. How are you aware of this Drink a)Advertisements b)Friends c)Dealers d)Relatives 5. How long have you been using this particular Brand? a)<1 year b)2-3 years c)more than 3 years 6. Why do you prefer this particular health Drink? a) Quality b) Taste c) Price d) Packing 7. How do your perceive the price of Horlicks? a)Very High b)High c)Reasonable d)Less 8. How do you feel the availability of horlicks? a)Very Comfortable b)Satisfactory c)Poor 9. How do perceive the quality of Horlicks? a)Excellent b)Good c)Satisfactory d)Poor

[ [

] ]

10. How do you fee regarding the ads of Horlicks? a)Very Impressive b)Nice c)Reasonable 11. In what Quantities do you buy? a)50gms b)200gms c)500gms 12. Which type of pack do you prefer? a)Jar b)Refill c)Sachet

13. Would you like to shift from the brand to a new health drink? Yes/No 14. Which one would you prefer? . 15. Please give your valuable suggestions if any: ___________________________________________________________ ___________________________________________________________

Thank you

BIBLIOGRAPHY

MARKETING MANAGEMENT - C.N.SONATAKI

CONSUMER BEHAVIOUR

- SUJA.R.NAIR

WEBSITES

- www.gsk.com

- www.gsk-ch.com

- www.google.com