SUMMERY

SUMMARY

My study was carried out on a comparative study of health drink with special reference to Horlicks and Bournvita at Gondia city.

After data collection, it was analyzed with different charts and graph, which is very important to find observation and findings. On the basis of this work, suggestions were made which were very helpful for analyzing project report.

It was observed that Bournvita got major share among all health drink. The survey was conducted to analyze the prospective customer awareness for various health drinks in market. Questionnaire method was used along with interview to obtain the required information.

After the survey was complete the data was first sorted then analyzed and this analyzed data was later converted in to form graphs. This makes result to understand easily by everyone.

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OBJECTIVES

To find out the preferences or taste of consumer in the selection of products related to Health drinks.

To compare the various Health drinks in Gondia city.

To study the consumption habits adopted by the customer for health drinks.

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HYPOTHESIS

H1:- Consumer gives preference to quality and nutrition in the selection of health drinks.

H2:- The consumption of health drink is usually twice in a day.

H3:- Bournvita is the most preferable brand of health drink.

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COMPANY PROFILE AND PRODUCT PROFILE

Universally, in bringing up their children, mothers attach a lot of emotional important 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 supplement is all the more relevant for kids. Couple with the fact that kids love the delicious taste of these drinks, once they have tried them, lies the basis tale of milk additives and the growth and development of the Health Food Drink (HFD) category. No one can be sure of when and how the category evolved but, today, in India the HFD market is valued at approximately Rs. 13,000 million and nearly 50,000 tones.

Health food drinks provide nourishment for the family, particularly growing children and serve as energy providers for adults. The market for malted milk powders in India is huge as the product is widely used as a nutrition and energy supplement by children and adults. The size of the market is estimated as Rs. 10,170 million.

Available Health Food Drinks in markets can be considered as follows.

Bournvita Horlicks

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Product Profile: - BournvitaHistory and Achievements:In India Company was incorporated on July 19th 1948 as a private limited company under the name of Cadbury Fry (India). Soon thereafter the company launched Bournvita. Through the years, Bournvita has been a market leader in the Health Drinks markets as well as have a dominant share Chocolates market. Cadbury Bournvita was introduced in 1948.Since then, it Has always been the leading brown. MFD brand in the country and the second largest MFD brand as whole. Bournvita has worked towards achieving this status by never remaining motionless. Throughout its history, Bournvita has constantly endeavored to reinvent its product, packaging, promotion and distribution. Each has been aimed at improving the value proposition to the consumer.

The brand was re-launched in 1999 with a new fortified Recommended Dietary Allowance (RDA) balanced formula. The message sent out through communication as well as packaging simply stated that is the new Bournvita would meet the nutritional need of children and make up for any deficiencies in nutrition as a result of improper food intake. At the same time, the company strongly promoted the practice of consuming two cups of Bournvita to ensure that this happened. The effort enables the brand to create greater re

-levant for the category and hence the brand amongst plain milk
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drinkers. It was a winning formula that yielded double digit growth over the next two years and significantly contributed to the brands development. An energetic brand, Bournvita went through another chance in 2001, with a complete overhaul of branding, packaging and communication. This re-launch had two clear objectives: to make the brand contemporary and reinforce the equity with is loyal consumer s. An assessment post the successful re-launch, showed that Bournvita had further strengthened its leadership position in the west and had attained marked leadership in the North.

Product:Bournvita has a unique taste which combines the goodness of malt and chocolate. It gives the child physical and mental alertness resulting in a healthy body and an active mind. In turn this gives the child confide to succeed in life. In 2001 Bournvita, complete with new design was relaunched. It had many firsts. Bournvita introduced a pet jar (shifting from the old glass bottle). It introduced shrink-sleeved packaging (from the jar labels). There was a complete re-design of the logo. A loyalty program, in the form of a Bournvita Nutrition Centre, dedicated to counseling mother on her Childs daily nutrition need was opened. It was Bournvita way of showing it cared.

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Brand Values:The core values of the brand have been mental alertness and physical fitness for children who consume Bournvita daily. This layered with the great Cadbury chocolate taste has made the brand distinct from other offerings in the consumers mind.

Facts:-

Cadbury Bournvita won an ABBY for its press campaign-No Bournvita. No Milk. Bournvita was the official health drink for the Indian team for the 1980 Moscow Olympics. The Bournvita Quiz Contest is Indias longest running national school quiz.

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Product Profile: - Horlicks

History and Achievement:-

Some malted barley, pinches of wheat flour with a dash of evaporated milk. Thats Horlicks, after whom the brand is named, was a chemist who worked for a company which produced dried infant food. He became ambitions after inventing some recipes of his own. So along with his brother William, they found J and W Horlicks of Chicago. Up until the 1960s Horlicks was positioned as an adult restorative drink that gave extra energy, especially during convalescence. The 1970s saw its position shift to The Great Nourish. It was in this phase that the brand saliency shot up. The next decade saw Horlicks face an immense external challenge. Thanks to Operation Flood, there was availability of milk and the raison dtre for buying the brand became weaker. Horlicks fought back. In 1984, Horlicks aimed at growth by growing the consumer base. By 1994, it had created Ideal Horlicks and improved product formulation that also brought taste people reminisced about. In 2002, Horlicks was re-launched on the immunity platform. Horlicks has a significant presence in over fifteen countries. Today Horlicks is the best known brand in the health folds category in India. The brand enjoys the trust of generations of Indian mothers and this relationship has been nurtured by the brand by fortifying the product from time to time. In 1998, Horlicks was fortified with

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Smart Nutrients unique combination of vitamins and minerals intended to imbibe growing children with mental agility and physical fitness. Junior Horlicks was re-launched with extra nutrients to build the immunity of little children. Today, Junior Horlicks contributes 11% to Horlicks total sales turnover and has been one of the fastest growing product extensions to the Horlicks brand. But it isnt just product development that Horlicks has concentrated upon. It has also created new attractive packaging options including jars, refill packs and sachets. Horlicks was the first brand in India to introduce a refill pack option and also the first to shrinkwrap bottles. In a way, theres a Horlicks pack for every occasion and mood.

Product:Put a couple of tablespoons full into a mug. Add warm water or milk and youre ready to enjoy a drink thats tasty and nourishing. Add ice cubes, cold milk or water to reconstituted Horlicks and it turns into a delicious, thirst quenching drink on a hot afternoon. That is why Horlicks is considered to be the great nourish for the entire family. The medical credentials and heritage of the brand have reinforced the image of the brand for years. Junior Horlicks, a specialist brand for little children. Mothers Horlicks, a special nourish for pregnant and breast feeding mothers,

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and Horlicks Biscuits are the other forms in which the brand is available. A selection of flavors -including chocolate, vanilla and honey-allow consumers to enjoy the nourish goodness of Horlicks in a variety of delicious ways.

Brand values:
Horlicks has always been a brand that stands for good health and nourish through a wholesome, natural product. A commitment towards product quality and reinforcement of essential nutrients has won over the trust of generations of mothers. The brand gives them the reassurance that they seek in caring for their family. Family bonding is at the heart of Horlicks brand values. This, in turn reinforces Horlicks image as a caring and trusted brand.

Facts:
Horlicks was first invented to substitute milk as baby flood. In India, 2 billion cups of Horlicks are drunk every year. People on special diet, including liquid diet or any diet devised for gastric disorders, can benefit from the nutritional convenience of Horlicks.

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THEORETICAL FRAMEWORK

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THEORETICAL FRAMEWORK

Understanding about comparative study

Comparative is the act of designing a set of meaningful indifference to distingue the companies offering from competitors offering.

Meaning:Most profitable strategies are built on differentiation; offering customers something they value that competitors dont have but most companies in seeking to differentiate them, focuses their energy only on their products or services. In fact, a company has the opportunity to differentiate itself at every point where it comes in contact with its customers.

Universally, in bringing up their children, mothers attach a lot of emotional important 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 supplement is all the more relevant for kids. Couple with the fact that kids love the delicious taste of these drinks, once they have tried them, lies the basis tale of milk additives and the growth and development of the Health Food Drink (HFD) category. No one can be sure of when and how the category evolved but, today, in India the HFD market is valued at approximately Rs. 13,000 million and nearly 50,000 tones.

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Health food drinks provide nourishment for the family, particularly growing children and serve as energy providers for adults. The market for malted milk powder in India is huge as the product is widely used as a nutrition and energy supplement by children and adults. The size of the market is estimated at Rs.10, 170 million.

Objectives:Comparative study activities serve the following purpose:-

Preference: To find out the preferences or taste of consumer in the selection products of health drink. To compare the various health drinks in gondia city.

Habits: To study the consumption habits adopted by the customer for health drinks.

Which satisfaction: To find out the customer satisfaction about the health drink products.

Advertisement effect To find out the effect of advertisement on people

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY
Research has its special significance is solving various operational and planning problem of business and industry problem okf business and industry. Research methodology is to systematically analyze the research problem research is an economic actively and as such the term should be use in a technical sense.

A) Definition: Research comprises defining problems formulating. Hypotheses or suggested solution, collecting and evaluating data making deduction reaching and to determine whether they fit the formulating hypotheses. (LIFFORD WOODY) Research methodology is a way to systematically solve the research problem. It is a science of studying now research is done scientifically. In if we study the various steps that are generally adopted by all researches in studying his problem along with the logic behind them. It is necessary for methods but also consider the logic behind the method we are in the content of our research study and explain why we are using a particular method or technique and way we not using other so that research result are capable of billing evacuated either by the research himself or by other. The first step in research is to define the problems carefully and agree on research objectives. The second step of marketing research calls for developing the efficient plan for gathering the needed information generally there are type of data used.

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Research Objectives: 1. Title of the study: A COMPARATIVE STUDY OF HEALTH DRINKS WITH SPECIAL REFERENCE TO HORLICKS AND BOURNIVITA AT GONDIA CITY. 2) Objectives: To find out the preferences or taste of consumer in the selection products of health drink. To compare the various health drinks in gondia city. To study the consumption habits adopted by the customer for health drinks. B) Type of Research: The research is Non-Doctrinal in nature. C) Sources of information:

Sources of Information

Primary

Secondary

Circle core committee or circle branch office

Websites Periodicals book Article office and Branch office, Leaders

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D) Approach towards the Research: The research has to approach different people for the collection of the data here in the research how use survey technique. To obtain the information from the various resources the researcher from to contact various people comprising of staff management etc. So that desired information can be obtained. Herein personal interview technique was adopted by the researcher. E) The study is mainly based on primary data. It is the collection method in which data is collected by researcher himself and it is his first hand data and to the best of his beliefs it is reliable. The primary data was collection by claret questioning committed and sub branch office to independent distributor (ID) and customer gathering information. F) Secondary Data: The secondary data was collected from the various sources. It is collected through the published data of the different. Websites Periodicals Articles Books

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Office and branch office Company Leaders etc.

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DATA ANALYSIS AND INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

Table No.1
OPTION YES NO TOTAL NO. OF RESPONDENTS 46 4 50 PERCENTAGE 92.00% 8.00% 100.00%

Chart No.1

CONSUMPTION OF HEALTH DRINK

8%

NO YES 92%

The above chart shows 92% people take health drink.

2. Which health drink do you prefer?

Table No.:2 Option Bournvita Horlicks Boost No. of respondents Percentage 30 60.00% 6 12.00% 5 10.00%
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Complan Any Total

7 2 50

14.00% 4.00% 100.00%

Chart No. 2

CHOICE OF HEALTH DRINK

4% Bournvita 10% 12% 60% Horlics Boost Complan Any

14%

The above chart shows the percentage of choice of product. It is seen that most people like bournvita and Complan. 3. How often do you consume? Table No.:3 Option Once a day Twice a day Weekly Occasionally Total No. of Respondents Percentage 30 60.00% 3 6.00% 7 14.00% 10 20.00% 50 100.00%

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Chart No.3

DRINKING FREQUENCY
20% Once a day 14% 60% 6% Twice a day Weekly Occasionally

The above chart shows the drinking frequency of people. 60% of people drink health drink once a day while 20% take occasionally. 4. What is your quantity of purchase for a month?

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

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Chart No.4

QUNTITY OF PURCHASE
8% 22% 20%

250 gm 500gm

50%

1 kg More than 1 kg

The above chart shows the percentage of average quantity of purchasing health drink. It is seen that 50% of people purchase 500gm packet while 22% purchase 1 kg.

5. How do you prefer your health drink?

Table No.5 Option Cold Hot Moderate Total No. of Respondents 24 15 11 50 Percentage 48.00% 30.00% 22.00% 100.00%

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Chart No. 5

PREFERENCE OF HEALTH DRINK

22% 48% Cold Hot 30% Modeerate

The above chart shows that 48% respondent like to have the health drink cold while 30% take it hot and remaining 22% take it in moderate manner.

6. How do you find the taste?

Table No.:6 Option Good Better Best Satisfactory Total No. of Respondents Percentage 11 22.00% 10 20.00% 25 50.00% 4 8.00% 50 100.00%

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Chart No. 6

TASTE OF HEALTH DRINK

8%

22% Good

50%

20%

Better Best Satisfactory

The above chart show that 50% respondent rank their drink as under best category while 22%, 20% and 8% are ranked as good, better and last satisfactory.

7. From where do you purchase your health drink?

Table No. 7. Option Retailer Wholesaler Cafeteria Others Total No. of Respondents Percentage 35 70.00% 6 12.00% 5 10.00% 4 8.00% 50 100.00%

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Chart No. 7

PURCHASE PLACE OF HEALTH DRINK

10% 12% 8% Retailer Wholesaler 70% Cafeteria Others

The above chart shows that most of people i.e. 70% purchase their health drink from retailer 12% from wholesaler, 10% from cafeteria and remain 8% from other sources.

8. At what age did you start taking health drink?

Table no. 8 Option 3 yrs 5 yrs 5 yrs 10 yrs 10yrs 15 yrs 15 and above Total No. of Respondents Percentage 32 64.00% 15 30.00% 2 4.00% 1 2.00% 50 100.00%

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Chart No. 8

AGE STRUCTURE FOR TAKING HEALTH DRINK

4% 2%

30% 64%

3 Yrs-5yrs 5yrs-10yrs 10yrs-15yrs 15 and above

The above chart shows that 64% people starts taking health dink from the 3 yrs 5 yrs and rest are 30% at 5 yrs -10 yrs, 4% for 10 yrs 5 yrs and 2% for 15 yrs and above.

9. What is the availability of product?

Table No.9 Option Regular Irregular Not available at all Total No. of Respondents 32 15 3 50 Percentage 64.00% 30.00% 6.00% 100.00%

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Chart No. 9

AVAILABILITY OF PRODUCT

6% 30% Regular 64% Irregular Not available at all

The chart shows that 64% respondent says that their product is regular when 30% says it is irregular and 6% says the product is not available at all

10. What is the availability of product? Table no. 10 Option Television News paper Magazine Family and friend Display at retailer outlet Any other Total No. of respondent 27 3 2 4 13 1 50 Percentage 54.00% 6.00% 4.00% 8.00% 26.00% 2.00% 100.00%

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Chart No. 10

MODE OF AWARENESS
2% 26% 6% 8% 4% Television News Paper 54% Magazine Family and Friends Mouth Pblisity Any other

The above chart shows that Television and Display at Retail Outlay are two important media for the awareness of product.

11. How do you find the advertisement of the company for production of product?

Table No.11 Option Good Better Best Satisfactory Total No. of Respondents 9 11 12 18 50 Percentage 18.00% 22.00% 24.00% 36.00% 100.00%

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Chart no. 11

RESPONSE OF ADVERTISEMENT
18% Good 24% 36% Better Best Satisfactory

22%

The above chart shows that the percentage of advertisement of product. It is seen that 36% of people is satisfied.

12. Are you influenced by advertisement?

Table No. 12
OPTION NO. OF RESPONDENTS PERCENTAGE

YES NO TOTAL

14 36 50

28.00% 72.00% 100.00%

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Chart No. 12

INFLUENCED BY ADVERTISEMENT
28%

Yes 72% No

The above chart shows that the percentage of the response of the influenced by advertisement. It is seen that 72% of respondent are not influenced while only 28% are influenced.

13. What is the general quantity that you take in a health drink?

Table No. 13 Option 1.Tea-Spoon 2. Tea-Spoon 3. Tea-Spoon More than 3 TeaSpoon Total No. of Respondents 7 30 10 3 50 Percentage 14.00% 60.00% 20.00% 6.00% 100.00%

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Chart No. 13

QUANTITY OF HEALTH DRINK

6% 20% 1 Tea-Spoon 2Tea-Spoon 3Tea-Spoon 60% More than 3 Tea Spoon 14%

The above chart shows the quantity of health drink consumed. It is clearly seen that 60% consume 2 Tea-Spoon.

14. What improvement do you want? Table No. 14 Option Reduction in Price Attractive Packing Change in Taste None Total No. of Respondent 16 14 10 10 50 Percentage 32.00% 28.00% 20.00% 20.00% 100.00%

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Chart No. 14

IMPROVEMENT REQUIRED

20%

32% Reduction in Price

20%

Attractive Packing Change in Taste 28% None

Majority i.e. 32% of them wants reduction in price and 28% want attractive packing.

15. Are you satisfied with your health drink?

Table No.15 Option

HIGHLY SATISFIED SATISFIED PARTIALLY SATISFIED DISSATISFIED HIGHLY DISSATISFIED

Bournvita
50 30 15 3 2

Horlicks
3 2 15 30 50

TOTAL

100

100

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Chart No. 15
60 50 40 30 20 10 0 Highly Satisfied Satisfied Parcially satisfied Dissatisfied Highly Dissatisfied Bournvita Horlicks

The above chart shows the percentage of satisfaction level. It is clearly seen that 50% of respondent are satisfied with their health drink of Bournvita while 50% are not satisfied with Horlicks.

Table No.16 Retailer Preference Purchase of Health Drink Bournvita Horlicks Stock 5 Box (in equally one box 48 piece) 3 Box Sold-out 4Box 2 Box

Profit margins of Retailer on the one piece of product i.e. MRP of the Product 25 Rs So They get profit 1.5 Rs. And If Retailer paid cash payment on delivery of product from wholesaler so him get 1% Discount.

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VERIFICATION

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VERIFICATION
H1: The Hypothesis is accepted because consumer gives preferences to quality and nutrition in health drink.

H2: The Hypothesis is accepted because the consumption of Health Drink is usually twice a day.

H3: The Hypothesis is accepted because Bournvita is the most preferable brand of health drink.

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CONCLUSION

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CONCLUSION
As the customer is considering being 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 mind of the customer.

From the survey carried out and after data analysis of the information obtain. it can be concluded that people are aware of different brand of health drink. Most of the customer prefers to use twice a day of health drink. Brand name is consider as an important factor while purchasing a health drink and in which Bournvita of health drink is most preferred brand name among the customer. It is also concluded that Television has played a vital role in spreading awareness of various health drink brands. Many people also consider the quality and hygiene maintain by the company. It is also found that price plays an important role in any product but service also plays equal importance in success of any product.

All the information gathered during this survey and after analyzing it properly one come to only one conclusion that liquid food drink industries has a great scope in future.

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SUGGESTION

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SUGGESTION
I would recommend that the companies should strength its distribution channel especially at cafeteria and local retailer, which is the biggest market for health drink.

The companies should make use of more advertising media like T.V., Display at various outlets, Hoardings etc. That is very useful to increase the awareness regarding the product.

The feedback of the retailer should be collected regularly so that the companies can come to know that were they are standing.

Design some attractive scheme for retailer, which can differentiate form competitors and interesting for retailer.

Try to build a good image of the company.

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LIMITATION

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LIMITATION
The first limitation is that the accuracy of the project and conclusion is totally dependent on the accuracy of data collect and data analysis.

Due to time constraint the survey is confirmed to measure. 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 one another, but also has varying degree 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.

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BIBLIOGRAPHY

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BIBLIOGRAPHY
A] Books & Reference: Authors

1. 2. 3. 4.

Marketing Mgt. (11th Edition) Marketing Mgt. Marketing Research Product Mgt.

Philip Kottler Sherleker S.K. Agrawal K.S. Chandrasekhar

B] Journal and Periodicals: Business World Advertisement and Marketing The Hitavada daily English News Paper C] Websites: 1) 2) 3) 4) http:// http:// http:// http:// www.wikepedia.com www.google.com www.slideshare.net www.healthdrink.com

D] Retailer Reference: Shop Name: 1)Parasar Traders 2) Javed Traders Place: Tirora, Dist. Gondia .

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QUESTIONNAIRE

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QUESTIONNAIRE
To conduct the comparative study of Health Drink with special reference to Horlicks and Bournvita in gondia.

1. Demographic
a) b) c) d) e) f) g) Name: .. Age: .. Mobile No: .. Occupation: .. Education Level: .. Income Level: Sex: . h] M/F

1.

Do you take any health drink? ( ) Yes ( ) No 2. Which health drink do you prefer? ( ) Bournvita ( ) Horlicks ( ) Boost ( ) Complan ( ) Any other 3. How often do you consume? ( ) Once a day ( ) Twice a day ( ) Weekly ( ) Occasionally 4. What is your quantity of purchase for a month? ( ) 250gm ( ) 500gm ( ) 1kg ( ) More than 1 kg 5. How do you prefer your health drink? ( ) Cold ( ) Hot ( ) Moderate 6. How do you find the taste? ( ) Good ( ) Best 7. From where do you purchase your health drink?

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( ) Retailer ( ) Cafeteria

( ) Wholesaler ( ) Others

8. At what age did you start taking health drink? ( ) 3-5 ( ) 10-15 ( ) 5-10 ( ) 15 and above

9. What is the availability of product? ( ) Regular ( ) Irregular

( ) Not available at all 10.How do you come to know about the product? ( ) Television ( ) News Paper ( ) Magazine ( ) Family and Friends ( ) Display at retail outlet ( ) any other 11. How do you find the advertisement of the company for production of product? ( ) Good ( ) Best ( ) Better ( ) Satisfactory

12. Are you influenced by advertisement? ( ) Yes ( ) NO

13. What is the general quantity that you take in a health drink? ( ) 1 Tea-Spoon ( ) 3 Tea-Spoon ( ) 2 Tea-Spoon ( ) More than 3 Tea-Spoon

14. What improvement do you want? ( ) Reduction in price ( ) Change in Taste ( ) Attractive Packing ( ) None

15. Are you satisfied with your drink? ( ) Highly Satisfied ( ) Satisfied ( ) partially satisfied ( ) Dissatisfied ( ) Highly Dissatisfied

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