PREFERENCE OF ENERGY DRINKS

Submitted ToSarika Tandon Vishal Agarwal Saurabh Narlawar Sanya Gandhi Vivek kumar Sagar Godhani Apeksha Mehta Sneha Sharma

Submitted ByManish Yadav

CONTENTS

Chapter No.

Title

Page No.

Declaration Guide Certificate Acknowledgement I Executive Summary

3 4 5 6-7

II 2.1 2.2 2.3 2.4 2.5 2.6

Research Design Introduction Statement of Problem Objectives of the Survey Scope of the Study Limitation Methodology

8-31 9-22 23 24 25 26 27-31

III

Conceptual Background

32-34

IV

Organizational Profile

35-36

Analysis, Presentation, Interpretation

37-52

VI

Major Findings, Conclusion

Recommendations, 53-57

VII

Annexure, Questionnaire, Bibliography

58-61

DECLARATION

We hereby declare that this Market research Report Titled Energy drinks preference in India Submitted towards fulfilment of BRM project report, is an original work done by our group member.

Group 2

Manish Yadav Vishal Agarwal Saurabh Narlawar Sanya Gandhi Vivek kumar Sagar Godhani Apeksha Mehta Sneha Sharma

Date : Place: Mumbai

Acknowledgement
First of all, we wish to express deep sense of gratitude to Prof. Sarika Tandon who was our project guide during our project. We thank her for her personal involment in our project finding and helping us through the thick and thin of various aspects of the project. Last but not the least, I would like to express my heartfelt gratitude towards my friends who helped me lot during my project report.

Group- 2

Manish Yadav Vishal Agarwal Saurabh Narlawar Sanya Gandhi Vivek kumar Sagar Godhani Apeksha Mehta Sneha Sharma

Date:

Chapter No.: I

EXECUTIVE SUMMARY

I. Executive Summary
Our study was carried out on ENERGY DRINK consumption of people carried out in powai (Mumbai) region. After data collection, it was analyzed with different charts and graph, which is very important to find observation and findings. On the basis of this work, suggestions were made which were very helpful for analyzing project report. It was observed that Red bull got major share among all energy drink. The survey was conducted to analyze the prospective customer awareness for various health drinks in market. Questionnaire method was used along with interview to obtain the required information. After the survey was completed the data was first sorted then analyzed and this analyzed data was later converted in to form of graphs. This makes result to understand easily by everyone.

Chapter No.: II Research Design

2.1 2.2 2.3 2.4 2.5 2.6 Introduction. Statement of Problem. Objectives of the Survey. Scope of the Study. Limitation. Methodology.

2.1

Introduction.

Product An overview
Universally, in bringing up their children, mothers attach a lot of emotional importance to nourishment. There is an ever-growing need for nourishment and energy in todays fast-paced world. Who can resist a steaming, hot drink which promises to energize, nourish and refresh? The need for nutritional supplementation is all the more relevant for kids. Coupled with the fact that kids love the delicious taste of these drinks, once they have tried them, lies the basic tale of milk additives and the growth and development of the Energy Drink (HFD) category. No one can be sure of when and how the category evolved but, today, in India the HFD market is valued at approximately Rs. 13, 000 million and nearly 50,000 tones. Energy drinks provide nourishment for the family, particularly growing children and serve as energy providers for adults. The market for enerrgy drinks in India is huge as the product is widely used as a nutrition and energy supplement by children and adults. The size of the market is estimated at Rs. 7170 million. Available Energy Drink in market can be considered as follows: Red bull Cloud 9 Tang Tropicana

Product Profile:

Red bull
Red Bull Energy Drink is a functional beverage. Thanks to a unique combination of high quality ingredients Red Bull Energy Drink vitalizes body and mind. Numerous scientific studies on the product and the individual ingredients prove that Red Bull Energy Drink: Increases performance Increases concentration and reaction speed Improves vigilance 9

Stimulates metabolism Makes you feel more energetic and thus improves your overall well-being

Red Bull Energy Drink has been developed for people who want to have a clear and focused mind, perform physically, are dynamic and performance-oriented whilst also balancing this with a fun and active lifestyle. In short, Red Bull gives wings to people who want to be mentally and physically active and have a zest for life.

Cloud 9
"Cloud 9" gives you a high you'll never want to come down from. The name "Cloud 9" itself signifies a light, happy and elevated state of mind that packs a punch and boosts your, Energy Quotient. Cloud 9 is Indias first natural energy drink; and the best part is-bsolutely no alcohol or other addictive agents! This means, no hangovers or other degenerative side-effects! So what are you waiting for? Bottoms up Guys! Our Product Assortment: Chose Your Pick! Wild Berry: Ingredients: Water, sugar, reconstituted Wild Berry juice (Strawberry, Blackberry, Raspberry, Blackcurrant, Blueberry, Cherry, Cranberry, Redcurrant and Elderberry), CO2, Taurine, Glucoronalactone, Gaurana Extract, Citric Acid, Trimagnesium Citrate, Vitamin C, Inositol, Ginseng extract, B Group Vitamins (B2, B3, B5, B6, B12), Flavours (natural & nature identical). Premium: Ingredients: Water, Sugar, Reconstituted Apple Juice, CO2, Taurine, Glucoronalactone, Gaurana Extract, Citric Acid, Trimagnesium Citrate, Vitamin C, Inositol, Ginseng Extract, B Group Vitamins ( B3, B5, B6, B12).

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Pomegranate: Ingredients: Water, Sugar, Reconstituted Pomegranate Juice, CO2, Taurine, Glucoronalactone, Gaurana Extract, Citric Acid, Trimagnesium Citrate, Vitamin C, Inositol, Ginseng Extract, B Group Vitamins (B2, B3, B5, B6, B12), Flavours (natural & nature identical) Red Grapes: Ingredients: Water, Sugar, Reconstituted Red Grapes Juice, CO2, Taurine, Glucoronalactone, Gaurana Extract, Citric Acid, Trimagnesium Citrate, Vitamin C, Inositol, Ginseng Extract, B Group Vitamins (B2, B3, B5, B6, B12), Flavours (natural & nature identical). Cloud 9 Cola: Ingredients: Contains no Caffeine! Carbonated Water, Sugar, Acidity Regulator (338), Stabilizer (414).

Cloud 9 is a brand that has delivered more than what it has promised to the consumers and has positioned itself to be a strong and reliable partner in the Indian market, providing completely healthy and quality alternatives in the Indian beverage and refreshments market.

TANG

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Tang, available in more than 30 countries, is the leading brand in our powdered beverage portfolio. This fresh, fruit-flavored drink is available in a variety of flavors -based on local consumers preferences -- and is fortified with minerals and vitamins. It is available both as a powdered beverage and in ready-to-drink bottles. In 2007, Kraft introduced a new version of Tang which replaced half of the sugar with artificial sweeteners. The new packaging advertises "1/2 the Sugar of 100% juice".[9] The artificial sweeteners used in the new formulation are sucralose, acesulfame potassium, and neotame. The new formula is more concentrated and distributed in smaller containers, with a 12.3 US fl oz (360 ml) (348 g (12.3 oz)) container making 8 US quarts (7,600 ml). The recommended usage is two and one-half teaspoons per 8 US fluid ounces (240 ml) of water. The lid on the new smaller plastic container acts as a measuring cup which may be used to make one or two quart quantities, the same as the original Tang. As of December 2009, the 12.3 US fl oz (360 ml) lower calorie Tang has been discontinued and is no longer available from Kraft. In 2009, another version of Tang emerged in 20 US fl oz (590 ml) containers making only 6 US quarts (5,700 ml). Two level tablespoons make one serving (8 US fl oz (240 ml), 90 calories) with 0 g fat, 35 mg (0.54 gr), 22 g (0.78 oz) total carbohydrate (sugar), and 0 g protein. Its list of ingredients include sugar, citric acid (provides tartness), contains less than 2% of natural and artificial flavor, ascorbic acid (vitamin C), maltodextrin, calcium phosphate (prevents caking), guar and xanthan gums (provides body), sodium acid pyrophosphate, artificial color, yellow 5, yellow 6, BHA (to help protect flavor).

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TROPICANA

Tropicana Products is an American based company, and was founded in 1947 by Anthony T. Rossi in Bradenton, Florida, U.S.A. Since 1998 it has been owned by PepsiCo, Inc. Tropicana's headquarters are in Chicago, Illinois. In 1952, with growth of the orange juice business in mind, Rossi purchased the Grapefruit Canning Company in Bradenton.The fresh fruit segments and orange juice business were so successful that he discontinued production of fruit boxes.He developed flash pasteurization in 1954, a process that rapidly raised the temperature of juice for a short time to preserve its fresh taste.For the first time, consumers could have the fresh taste of pure not-fromconcentrate juice in a ready to serve chilled package The juice, Tropicana Pure Premium, became the companys flagship product. In 1957, the companys name was changed to Tropicana Products, Inc. to reflect the growing appeal of the Tropicana brand.

2.2

Statement of Problem.
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Market Share of various Energy Drinks is the project we are working for our business research method project. The survey was targeted on college going students in powai Mumbai. Feedback was taken from them through questionnaire and personal view. After the survey was completed we analysed all the details that we gathered through the survey and is represented systematically with the help of :Bar Charts Pie Graphs Report.

2.3

Objectives of the Survey.

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1. To find out the different products of Energy drink. 2. To find out the market share of Energy drink products. 3. Study of people choice among various Energy drinks. 4. To find out the customers satisfaction about the Energy drink products. 5. To find out the availability of the product. 6. To find out the effect of advertisement on people. 7. To find out the difference in price structure of various Energy drinks available in market.

2.4 Scope of the Study.

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1. Various companies offering Energy Drinks such as Red bull, Tang, Tropicana, Glucon - d. 2. The project was done to identify the issue of decision making, taste, prefrence, awarness, etc. 3. The survey was in the powai region of mumbai . 4. The time duration for the research work was two month.

2.5 Limitation.

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Every study conducted may have certain shortcoming and this project is also a similar case. A few errors have crept in despite of best efforts to avoid them but this is expected that still study and findings are very much relevant. The first limitation is that the accuracy of the project and conclusion is totally dependent on the accuracy of data collected and data analysis. Due to time constraint the survey is confirmed to measures. The respondents were selected randomly and therefore might not be a true representation of total consumers due to such a large universe. Over projections by the respondent to impress the surveyor is also possible. The recommendation is given totally based on the information collected through questionnaires and personal interviews. Each man defers from another. A consumer not only defers from on another, but also has varying degrees of feeling about the same products, object or phenomenon from time to time. It thus becomes very difficult to generalize the finding of any market research study. Hence one of the major problems is that of GENERALIZATION.

2.5 Methodology.
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Research Design
Research design is arrangement of condition of collection and analysis of data in a manner that companies relevance of data to be collected. The sample to be selected in a manner in which the data so collected is to be organized. It constitutes the main body of the research design. The present study conducted through a survey method using a well-formed and framed questionnaire.

Types of Data Primary Data:

The primary data are those which are collected afresh and for the first time, and thus happens to be original in character. Primary data for this project was collected through questionnaire.

Secondary Data:
The secondary data are those which have already been collected by someone else and which have already been passed through the statistical process. Secondary data for this project were collected from the internet and library.

Sources of Data
The primary and secondary source was used in the research. The information gathered for this project is differing from person to person as there is differences in each human being. So the observation and the survey of the people are the primary sources of data from this project

Sample Plan

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Sample plan can be define as the selection of some part of an aggregate or totality on the basis of which a judgment or inference about the aggregate or totality is made. In other words it is the process of obtaining information about an entire population by examining only a part of it. The sampling plan for this project would be customer which includes college going student in, powai Mumbai.

Sample Size:
Sample size means how many people should be surveyed. Large sample size gives more reliable results than small one. Sampling is the method and selecting sample for studying the position of universe in total. The sample size selected for this survey is 80 college going students in, mumbai. This sample size is selected on the basis of convenience to administer and by way of judgment. Sample sizes selected in this project are the students of Mumbai city . A large sample size would have been unmanageable in terms of time and cost.

Methods of Data Collection

The type of data collection begins after a research problem has been defined and research design chalked out. While deciding about the method of data collection to be used for the study. The researcher should keep in mind two types of data that are Primary Data and Secondary Data.

Questionnaires:
This method of data collection is quite popular, particularly in case of big enquiries. It is being adopted by private individual, research workers, private and public organizations and even by governments. Questionnaire is sent to the persons concerned with request to answer the questions and return the questionnaire. The respondent has to answer the questions on their own. In this project questionnaire were given to the 80 customer and information collected from those questionnaires were used for data processing and analysis.

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Formation of Questionnaire:
Formation of questionnaire could be structured or un-structured questionnaire. Structured questionnaire are those questionnaire in which there are definite, concrete and pre-determined questions. The form of the question may be either closed ended questions (giving option such as yes or no) and open ended questions (inviting free response) but this should be stated in advance and not during questioning. When this characteristics are not present in a questionnaire it can be term as un-structured questionnaire. In this project structured questions , double barrelled questions were used with closed ended questions in it. As this form of questionnaire reduces the difficulty of the respondent while answering the questions.

Field Work
Field work is defined as the place where you have conducted your survey and with whose help you have taken. Field work for this project was performed by the group . This work consists of questionnaire which we have circulated among 30 customers so that we can get information that was required for the project.

Data Analysis Techniques

The data after collection has to be processed and analyses in accordance with the outline laid down for the purpose at the time of developing the research plan. By Analysis we mean the computation of certain indices or measures along with searching for patterns of relationship that exist among the data groups. For this project percentage method is used for the analysis of the available data. With the help of percentage method the data has been converted into percentage and has been represented with the help of graph.

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Chapter No.: III CONCEPTUAL BACKGROUND

III. Coceptual Background.
Market Share:The percentage of the total market for a product/service category that has been captured by a particular product/service or by a company that offers multiple products/services in that category. In the latter case, the company may choose to look at share on both an individual product/service basis and on a company-wide basis. Share can be calculated either on a unit basis (i.e., If a company sells 1 million units in a total market of 10 million units, it has a 10 percent share) or on a revenue basis (i.e., If a company sells $1 million worth of widgets in a $10 million market, it has a 10% share. Importance of Market share :1.

Reputation:- The major market share of a company will help the company earn goodwill in the market which is one of the most important achievement for a company. Easy Finance :- Market share helps the company in getting easy finance from the market due to its majority market share and reputation in the market. Profitability :- Major market share increases the profit earnings of the company, as many customers are attracted to purchase companys products due to its reputation in the market.

2.

3.

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Chapter No.: V

ANALYSIS, INTERPRETATION, PRESENTATION.

1. Which health drink do you prefer? Table No.: 2
Answers Bournvita Horlicks Boost Complan Any Total No. of Respondents 30 6 5 7 2 50 Percentage 60.00% 12.00% 10.00% 14.00% 4.00% 100.00%

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2. How often do you consume? Table No.: 3

Answers Once a day Twice a day Weekly Occasionally Total No. of Respondents 30 3 7 10 50 Percentage 60.00% 6.00% 14.00% 20.00% 100.00%

3. What is your quantity of purchase for a month? Table No.: 4

Answers 250 gm 500 gm 1 kg More than 1 kg Total No. of Respondents 10 25 11 4 50 Percentage 20.00% 50.00% 22.00% 8.00% 100.00%

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Chapter No.: VI

MAJOR CONCLUSION.

FINDINGS,

RECOMMENDATIONS,

Recommendation:

Conclusion:
As the customer is considered to be the king of the market, this fact is very much true for the liquid food drink industries. It is very important on the part of the organization to learn customer behavior in order to increase their sale and create a good brand image in the minds of the customer.

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From the survey carried out and after data analyses of the information obtain it can be concluded that people are aware of different brands of energy drink. Brand name is consider as an important factor while purchasing a health drink and in which Red bull energy drink is most preferred brand name among the customer. All the information gathered during this survey and after analyzing it properly one come to only one conclusion that energy drink industries has a great scope in future.

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Chapter No.: VII ANNEXURE, QUESTIONNAIRE, BIBLIOGRAPHY.

VII. Annexure, Questionnaire, Bibliography.

Questionnaire
ANNEXURE BIBLIOGRAPHY BOOK REFERRED:1. Prajati.

SEARCH ENGINES:1. www.google.com

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