A

STUDY ON
MARKETING STRATEGY TOWARDS BOOST
Submitted in partial fulfillment of the
Requirement for the award of the degree of
BACHELORS OF BUSINESS ADMINISTRATION
BY
K.SUSHMA SREE
(165014026)
Under the esteemed guidance of
S.G.RADHA
Lecturer in Commerce & Management Studies

DEPARTMENT OF BUSINESS MANAGEMENT

VASAVI MAHILA KALASALA
AFFILIATED TO RAYALASEEMA UNIVERSIT
KURNOOL
2016-2019
 A
STUDY ON
MARKETING STRATEGIES TOWARDS BOOST
Submitted in partial fulfillment of the
requirement for the award of the degree of
BACHELORS OF BUSINESS ADMINISTRATION
BY
K.SUSHMA SREE
Under the esteemed guidance of
S.G.RADHA
Lecturer in Commerce & Management Studies

DEPARTMENT OF BUSINESS MANAGEMENT

VASAVI MAHILA KALASALA
AFFILIATED TO RAYALASEEMA UNIVERSITY
KURNOOL
2016-2019
 Vasavi Mahila Kalasala
Kurnool
Department of Business Management

CERTIFICATE

This is to certify that the Project Report titled “A STUDY

ON MARKETING SRATEGY TOWARDS BOOST was

carried out by K.SUSHMA SREE, of Regd.No:165014026. This is

submitted in partial fulfillment for the award of the Degree of

Bachelor of Business Administration (BBA) of Rayalaseema

University ,during the academic year 2016- 2019

EXAMINER PRINCIPAL HOD

 PROJECT GUIDE CERTIFICATE

K.SUSHMA SREE, pursuing BBA final year from Vasavi

Mahila Kalasala, Kurnool in partial fulfillment for the award of the

degree has been done her project entitled, “A study on marketing

strategy towards boost, under my guidance has furnished the

details true to the possible extent of my knowledge.

Place:

Date:
S.G.RADHA
Lecturer of the Department of
Management Studies
 DECLARATION
I hereby declare that this Project Report titled “A

study on marketing strategy towards boost submitted

by me to the Department of Business Management,

Vasavi Mahila Kalasala, is a bonafide work

undertaken by me and it is not submitted to any other

University or Institution for the award of any

degree/diploma/certificate or published any time

before.

Name of the Student Signature of the Student

Date:
 ACKNOWLEDGEMENT
I, the researcher would like to express my thanks to all those

who helped me directly or indirectly to complete this project.

First, I take this opportunity to express my sincere thanks to our

Principal Smt. Dr. N. Parvathi Madam and the college

management for providing an opportunity and facility in successful

completion of my project.

I also thank miss. S.G.Radha Mam, Vasavi Mahila Kalasala,

Kurnool for his constant guidance and valuable advice.My heartful

thanks to the Purnima Mam, sandeep Sir, Aikya Mam , Vinod

Sir, Keerthi Mam, who showed infinite interest and helped me at

all times with valuable suggestions and kind co-operation without

whom I could not draw multifarious sketch for my Project Work.

Finally, I am thankful to my parents who helped me directly in

my phase of completion of this project work.

K.SUSHMA SREE
 PROJECT
CONTENTS

CHAPTER CONTENTS PAGE

1 INTRODUCTION 2-8

2 ESSENCE OF HEALTH DRINK 9-22

3 COMPANY PROFILE 23-33

4 PRODUCT PROFILE 34-45

5 A CASE STUDY OF C.M.B. 46-51

DISTRIBUTORS

6 MARKETING STRATEGY 52-65

7 CONSUMER SURVEY ANALYSIS 66-78

8 SUGGESTIONS AND CONCLUSIONS 79-82

ANNEXURES 83-87

 QUESTIONNAIRE

 BIBLIOGRAPHY
INTRODCUTION

Health is defined as a condition of the body free of diseases and

ailments.

All organisms require food for their existence. Food can be defined as

a substance, which nourishes the body. Food is the source of energy and it

also provides materials for growth and development.

Food is essential to know the composition of food we take everyday

and how it provides the energy required by the body for metabolic activities.

Life is a boon gifted by god. It should be lived with a purpose, which

can be fulfilled only when one is in good health.

Proteins, minerals and water are the chief constituents required for

formation of tissues, which in turn build the body.

Good health comes from good nutrition. Good nutrition means

maintaining a nutritional status that enables us to grow well and enjoy good

health. Good health fills us with good spirits, which ultimately helps us to

reach our goal.

 Nutritious food and daily exercises are very essential to keep our body fit in good

health. For a middle-class family, it is difficult to maintain the nutrition of their diet

routinely and for a high class family, lack of time is the reason for non maintenance of a

well- nourished diet daily.

Hence, now a day we see various advertisements of health drink, health

foods, which satisfy the above needs of the society

People of olden days considered milk to be the most nearly perfect

food. Milk was available easily in those days, as our country was a land of

agriculture. But now changing times have made India both a land of

agriculture and industries, a land of rural as well as urban population. Milk

in urban areas is consumed in the form of packed milk, which has its own

drawbacks. Adulteration of milk with water is also known.

Hence, health drinks replenish the deficient nutrients & Provides us a

complete food. In the presented fast progressing dynamic world, it provides extra

and smart nutrients for extra energy.

 SCOPE OF THE STUDY

1. Advantage is a commercial Town with a population of more than 5

lakhs. There are many consumers of the Town & consumers they

need good health. This study deals with knowing consumers

preference.

2. To know the problem of the product.

3. To understand the consumers preference

4. My project is restricted to consumer of chikmagalur town only.

 OBJECTIVES OF THE STUDY

1. To know about the customer satisfaction towards the service.

2. To give suggestions in marketing of health drinks to the energy to increase

sales and to overcome practical problems.

3. To study the market share of Boost.

4. To know the sales position of the product in Chikmagalur Town.

5. To study the consumer awareness the different brands of health drinks in the

market.

6. To know why the consumers prefer and to know how they were introduced to

particular brand.

7. To know the competition of other brands of health drinks in the market.

8. To know the brand loyalty among the consumers.

9. To know whether the company image acts as an influence on brand selection.

 METHODOLOGY

Information required for the studies are obtained through primary and secondary

data collected.

As well as structured close- ended questionnaire was framed which would provide

all the possible data required basically through the study the objectives of the primary

data.

Primary data

Primary data was collected through personal interview with the sales manager,

consumers and distributors of company’s agency in KURNOOL Town.

The data expressed above was collected through structured close-ended

questionnaire in course of interviewing through personal contacts.

Tools for data collection

A questionnaire was designed to collect the data and the questions relevant have

been sequenced in such a way that they provide a free flow of answers.

Ultimately to collect the primary data a detailed comprehensive & structured

schedule was framed as per the objectives of the study.

 The schedule was a closed type consisting of multiple-choice questions as the

checklist type of questions so that several choices of answers and in the some case, the

respondents are required to manually to express their view.

Plan of analysis

The entire questionnaire from the respondents was

arranged & a master chart was prepared from the master

chart analysis& profiles of respondents were chalked out by

preparing table & group I.e. they were analyzed with the

help of statistical technique like averages percentage etc,

order to interpret the data and to draw conclusions.

Secondary data

Secondary data was collected from newspaper, health

magazines, books, periodical annual reports, industrial

manual books etc

LIMITATIONS
1. In a study this kind, as the inference has to be drawn on opinions, there is bound
to be errors due to subjective factors.

2. This project work limited to the regular function of company product & does not
go in deep into function of different departments.

3. The analysis has been done on the basis of the values & information obtained in
the balance of the company. The balance sheet & its schedules gave only limited
information regarding the performance of the company.

4. The figures in the balance sheet may not be actual figures because it as prepare on
a particular.

5. The study will be restricted only to executive & staff of the company as the
information was gathered by the discussion with them.

6. It was made with 3 techniques namely questionnaire, face-to-face interview

observation methods.

7. The data collected from the questionnaire will be made on the assumption of the
data are provided by the respondent are accurate.

8. The study restricted Chikmagalur Town only. This study is based on information
collected. This study was carried out under time construct. Hence I have drawn
my conclusion with whatever little response I could get.
 CHAPTER-2

INDUSTRIAL PROFILE
 Health is a state of complete physical, mental, social, and spiritual well being as

defined by the world health organization. Hence, physical, mental and social health goes

hand in hand.

“A Sound Mind In a Sound Body” is a well-known saying. Thus, physical health

has to be given utmost importance.

Striving for good health should start with the first light ray of the rising sun. A

morning walk, reading a newspaper, and then indeed a nourishing health drink before one

starts the routine work for earning a livelihood.

A health drink is one that furnishes our body with the essential nutrients

and energy, which provide strength to perform our duties with no flaw.

There are many beverages, which are consumed by people such as tea, coffee, etc.

Yes they indeed stimulate our brains with increased enthusiasm and transient, pseudo

feeling of energy that enables us to do work, but soon fades off. Then, the stimulation has

to be given again. This leads to a sort of addiction, which makes us mentally as well as

physically weak.
 Hence, these kinds of brain stimulating beverages are not

only less useful but also some times harmful. Thus, we need a

health drink which is equivalent to the food we take i.e., a food

drink which provides us with the necessary nutritional

constituents derived from natural food products, that gets

converted with energy in the body. This is a natural way of

obtaining energy.

Here is a discussion on the food drink produced &

manufactured by Glaxo SmithKline Consumer Healthcare Limited

Company.

Boost is a malt health drink containing key vitamins &

minerals that help Boost energy.

` The ingredients that are added to these nourishing food drink

are:

Milk solids, Malted barley, Malt extract, Sugar, Minerals &

Vitamins.
Nutrients acquired from these ingredients

1.Proteins.

2.Carbohydrates.

3.Fat.

4.Vitamins viz, B1, B2, B6, B12, niacin, vitamin C&D.

5.Minerals viz, Iron, Iodine, Zinc, Calcium.

6.Folic Acid.

BALANCED DIET
 A balanced diet is the order of the day. It is defined as one

Which contains a variety of foods in such quantities and

proportions that the need for energy, ammonia acids, vitamins,

minerals, fats, carbohydrates and other nutrients is adequately met

for maintaining health, vitality and general well being and also

makes a small provisions for extra nutrients to withstand any short

duration of leanness.

To maintain a balanced diet is quite difficult because of

various reasons.

1. Lack of knowledge.

2. Person to person varying of tastes.

3. Consumption of time.

4. Season changes of food grains grown.

5. Non-availability of food grains due to famine, heavy

rain etc.

6. Hike in food grain prices sometimes.

 Some Indian families overcoming all these difficulties try to

maintain a balanced diet, but sometimes go in vain.

Health drinks fill up the blank in their incomplete diet.

Let us know how a health drink helps in maintain good health

by studying the various nutrients of ingredients.

Nutrients are divided into: -

I) Micro – Nutrients, viz., minerals and vitamins.

ii) Macro - Nutrients viz., Proteins, carbohydrates and fats.

MICRO-NUTRIENTS:

They constitute vitamins and minerals.

1) Vitamins:

Health drink provides vitamins A, vitamin B1, B2, B6, B12,

vitamin C, vitamin D, Niacin and Folic acid.

Significance of these vitamins is explained below:

a) Vitamin A:
 Sources:

Animal’s sources – Fish lever oil, milk, butter and egg.

Plant sources – green leafy vegetables, yellow fruits, and

vegetables.

Functions:

i. Helps in maintenance of normal vision.

ii. It is essential for skeletal growth

iii. It is required for the normal functioning of epithelium.

iv. It provides protection against cancer.

Daily requirements:

For adults – 750 mg

 For children – 250 – 600 mg

Deficiency diseases:

Nigh blindness, growth retardation, anorexia.

b) Vitamins:

Vitamin B1 sources:

Plant sources: Cereals, gram, wheat, pulses, nuts, and fruits.

Animal sources: Meat, fish, eggs.

Functions:

 It is essential for utilization of carbohydrates.

 It helps in release of energy from food.

Daily requirements:

a. 0.5 mg/1000 kilocalories of energy.

2. Deficiency diseases:

Beri – Beri.

C) Vitamin B2 sources:

Milk, egg, green leaves, vegetables, meat, cereals.

Functions:

It has a role in cellular oxidation.

Synthesis of enzymes required for energy metabolism.

Daily requirement:

0.6 mg/1000 kilocalories

Deficiency diseases:

Impaired wound-healing, ulcers in tongue, lips.

d) Vitamin B6 sources:

Milk, Meat, Fish , Cereals , Vegetables .

Functions:

It plays an important role in metabolism of amino acids, fats

and carbohydrates.

Daily requirement:

2mg/day

Deficiency diseases:

Peripheral neuritis.

E) Vitamin B12 sources:

Meat, Fish, Egg, Milk and Cheese.

Functions:

Helps in synthesis of D.N.A.

Daily requirement:

One microgram.

Deficiency diseases:

Anemia, neurological abnormality.

E) Vitamin C sources:

Fresh fruits, green leafy vegetables, meat, fish.

Functions:

 Protection against infections

 It helps is bone and cartilage formation.

Daily requirement:

40-60 micrograms.

Deficiency diseases:

Bleeding gums delayed wound-healing, anemia.

F) Vitamin D sources:

Sunlight, egg yolk, milk, butter, cheese.

Functions:
 It is essential for normal mineralisation of bone.

 It is essential for normal growth.

Daily requirement:

Micro grams per adults.

5 micro grams for children’s

10 micro grams for pregnant women.

Deficiency diseases:

Rickets characterized by growth failure, osteomalacia mainly

during lactation and pregnancy.

G) Niacin:

Milk is poor source of Niacin vitamin.

 Source: Fish, poultry, legumes, groundnut.

Functions:

 It is essential for metabolism of carbohydrates, fats.

 It is essential for normal functioning.

Daily requirement:

6.6 mg/1000 kilocalories

Deficiency diseases:

Pellagra, a disease that causes great suffering in

undernourished people.

2. FOLATE:

Source: Leafy vegetables, fruits, egg and milk.

Functions:

Helps in development of blood cells.

Daily requirement:

5-10 mg

Deficiency diseases:

These are common in pregnancy and lactation.

3. MINERALS:

A) Calcium:

Sources: Cereals, green leafy vegetables.

Functions:

It is essential in formation of bones and teeth.

Daily requirement:

400-500mg of calcium.
B) Iron:

Sources: Cereals, green leafy vegetables, jaggery.

Functions:

It helps in maintaining body temperature.

Daily requirement:

Infants – 0.7 mg

Children – 1mg

Adults – 0.9 mg

Female: During menstruation time – 2.8 mg.

Deficiency diseases:

Anemia.

C) Iodine:

It is an essential micronutrient.

Sources: Milk, meat, vegetables, cereals in small amount.

Functions:

It is essential for normal growth.

Daily requirement:

150mg/day.

Deficiency diseases:

Goiter, mental defect.

D) Zinc:

Sources: Meat, milk, fish.

Functions:

Required for synthesis of insulin by pancreases.

Daily requirement:

5-10 mg

Deficiency diseases:

Growth failure, loss of taste.

2.4. MACRO NUTRIENTS:

1) Proteins:

They are made up of ammonia – acids at lest 20 amino acids

are needed to make up a protein.

Sources of proteins:

Animal sources are rich in essential amino acids e.g. milk.

Plant sources are rich in non-essential amino acids but

essential amino acids are less abundant.

Functions:

 Body building particularly in infants and children.

 Repaid and maintenance of body tissues.

Daily requirement:

1gram per kg body weight for an Indian adult.

Deficiency diseases:

Protein energy malnutrition in children.

2) Carbohydrates:

Sources: Cereals, roots, tubers, fruits and grains.

Functions:
 Carbohydrates are the main source of energy. It provides 4

kcal of energy per gram.

3) Fats:

Fats are concentrated sources of energy. They constitute 10-

15% of body weight.

Source:

Plant sources: Groundnut, cereals, pulses.

Animal sources: Ghee, butter, milk, cheese and eggs.

Functions:

 Food provides 9 calories of energy per gram.

Deficiency diseases:

Phrenoderma, a condition consulting rough and dry skin.

NUTRITIONAL IMPORTANCE OF THE

INGREDIENTS:

1. Wheat flour:

It contains, fat, carbohydrates, niacin, minerals, energy (345

kilocalories).

2. Milk solids:

Milk fat is rich in retained and vitamin D. Milk solids

contain lactose sugar, which is a carbohydrate. They are a good

source of calcium and contain almost all the minerals.

3. Malted barley:
 Barley is a cereal plant and an edible grain. It has nut like

flavor. It is rich in carbohydrates with moderate quantities of

protein, calcium, and phosphorous and small amounts of vitamin

B.
 CHAPTER – 3

COMPANY PROFILE
HISTORY OF GLAXO SMITHKLINE CONSUMER

HEALTH CARE LTD.

Glaxo SmithKline consumer Healthcare Limited (GSK)

is an India-based company that operates mainly in the food

processing industry. The company manufacturers and markets

malted milk food products, malted food products and biscuits. The

company’s products are marketed under the Viva, Boost, Horlicks,

Maltova, and other brand names. During the year ended, the

company sold its products throughout India, as well as reported to

a number of foreign countries, including Bangladesh, Myanmar,

Sri Lanka, Middle East, Hong-Kong, Malaysia, Fiji, Mauritius,

Nepal and Bhutan.

Glaxo SmithKline Consumer Health Care Ltd is one of the

largest players in the health food drinks industry in India. The

company, with its manufacturing plants located in Nabha,

Rajahmundry and Sonepat, has a total workforce of over 2700

people, each driven by a spirit of enterprise.

 Its flagship product, Horlicks, is a highly respected brand,

which is over 100 years old in India. The company also

manufactures and markets Boost, Viva, Maltova, and Biscuits and

in addition promotes and distributes a number of products in

diverse categories, including prominent brands such as Eno, Crocin

and Iodex.

Glaxo SmithKline Consumer Health Care Ltd., has a strong

marketing and distribution network in India comprising over 1800

wholesaler and direct coverage of over 4,00,000 retail outlets.

Glaxo SmithKline Consumer Health Care Ltd., business is

based on scientific innovation. The company has dedicated

consumer healthcare research and development centers and takes

research as seriously as marketing excellence, offering cutting edge

capability in both.

An Indian associate of Glaxo SmithKline Company has

concentrated in three business areas –

 a. Consumer health care

b. Clinical laboratories

c. Pharmaceuticals.

All of which maintain leadership positions within their

respective industries. Glaxo SmithKline company has over

1,00,000 people in 116 countries.

Glaxo SmithKline expects employees to meet high ethical

standards in all aspects of business by conducting activities with

honesty and integrity, adhering to corporate responsibility

principles and complying with applicable laws and regulations.

Glaxo SmithKline audits its operations to ensure relevant standards

expected, such as those in marketing practices, are reached or

exceeded.
 Commitment to the GSK code of conduct is reinforced each

year by a senior management certification programme, and in 2005

over 12.000 managers certified they had complied with

“performance with integrity” principles. The structure of this

business was redesigned in 2004 in order to focus on brands and

their growth opportunities.

PERFORMANCE OF THE COMPANY:

1. Sales:

Sales for 2013 increased by 12.9%driven primarily by

volume increases.

2. Other income:

Other income declined marginally by Rs. 79.02 lakhs

primarily due to higher write backs of provisions in the previous

year, which were no longer required and higher interest on income

tax refunds in 2009.

3. Expenditure:

During the year, input cost of raw material, packing material

and finished goods, as a percentage to sales has reduced to 29% as

against 31.8% last year mainly due to lower input costs

(particularly liquid milk and skimmed milk powder). This decline

also includes a considerable reduction in the purchase of finished

goods Viva, Maltova from Jagatjit Industries Ltd., for the purpose

of exports (from Rs.808.75 lakhs in 2009 to Rs. 1,57.38 lakhs in

2013) staff cost includes an amount of Rs. 4,57.7 lakhs towards

one-time encashment of accumulated leave balances, being a

change in leave encashment policy for eligible management

personnel.

The company continued to invest behind the brands and

consequently advertisement and promotion expenses increased as a

percentage of sales from 11.3% to 12.6%.

4. Profit before taxation:

Profit before taxation amounted to Rs.1, 62, 42.02 lakhs and

has increased by 40.4% over previous year Rs.1, 15, 67, 52.

5. Provision for taxation:

The company has made provisions for taxation for the year

amounting to Rs.58, 74.99 lakhs (including deferred tax and

provision for fringe benefit tax) on profit before tax. The effective

tax rate for the year is 36.2% as against the 36.9% last year mainly

due to the favorable impact on deferred tax and reduction in the

corporate taxation rates. Provision for fringe benefit tax,

introduced during the year, amounted to Rs.4, 16.00 lakhs.

6. Return on capital employed:

Consequent to the increase in profits of the company the

return on capital employed (average) during the year increased to

32.3% from 22.6% last year.

The present board of directors of the company:

Mr. Simon Scarff Non Executive Chairman

Mr. Zubair Ahmed Managing Director

Mr. Ashok Dayal Non Executive Chairman

Mr. Praveen G.K. Directors operations

Mr. Chakraborty Director, Finance and IT

Mr. Ian Mcpherson Non Executive Chairman

Mr. Kunal Kashyap Non Executive Chairman

Mr. P. Dwarakanath Non Executive Chairman

Mr. P. Murari Non Executive Chairman

Mr. Lawrenece Calp Non Executive Chairman

Mr. Subodh Bhargava Non Executive Chairman

Mr. Nicholas J. Massey Managing Director

 CHAPTER-4

PRODUCT PROFILE
 INTRODUCTION:

In India Glaxo SmithKline Consumer Healthcare is a leading

consumer healthcare company. It has launched many products,

which have been successful in the consumer market.

There are many successful products of Glaxo SmithKline

Consumer Healthcare Company. They are the main and unique

health drinks manufactured by the company. They differ in their

contents, color, taste etc., but they are nutritious and unique in their

quality.

The difference in variety is only to satisfy likes and needs of

the customers.

Food drinks are almost popular in any part of the world.

Another plus point for these food drinks to become world wide is

that they are permitted and approved by the health personnel also.
 Tea, coffee and other beverages though preferred by many

people act as only brain stimulants but are not nutritious. All

knows the shortcomings of these beverages.

Any other beverages can never ever replace food drinks when

health is considered as a basic point.

Hence it is wiser to choose a useful, harmless health

promoter daily beverages than a transient brain stimulant harmful

beverage.
PRODUCT DESCRIPTION:

Kerala in 1975-76. Positioned as the ‘energy fuel’, the brand

soon generated great consumer pull and was subsequently

launched at a national level.

Around 1984, however, Boost sales seemed to plateau. This

led to a complete re-thing about the brand strategy. A deeper

understanding of purchase dynamics of the category revealed that

by the latter of the 1980s, children had come to become strong

influencers in a family’s purchase of these HFD products. What

was also observed was that this section of the population had the

highest requirement for supplementary energy and was also the

most enthusiastic about sports - cricket, in particular.

Infused with this insight, Boost was consequently

repositioned. It pushed forward the association of kids of this age

group with cricket. This has since remained a winning strategy.

Boost product:

Boost is a malt-based drink in chocolate flavor, with the

brand philosophy being to continuously innovate and pioneer

changes in the category.

 In 2002, the brand created history by re-launching boost with

Power BosstersTM, a completely different product from any other

health food drinks (HFD). The new boost contains copper and

biotin, in addition to its extant composition of vitamins and

minerals. Two serves of new boost (approximately 30gms) as per

the CODEX aliment arias commission of the world health

organization, 1995, provide 50% of the daily requirement of

vitamin B1, B2, B3, B12, A, C, D, Niacin, antithetic acid, biotin,

folic acid, copper and iron and 25% of calcium.

The vitamins and minerals not only provide adequate energy

for the consumer they also help in the efficient working of body

cells (by releasing energy from food), formulation of healthy blood

and make bones stronger.

This re-launch has helped boost capture the position of

number one brown health food drink in India.

 To reach its audiences it has extended itself by evolving

numerous below-the-line initiatives. An extensive school contact

programme covers over 3,60.000 students each year across the

country and the Boost Cricket Cup encourages and identifies

genuine cricketing talent amongst kinds. It is platform that gives

under-16 players an opportunity to show their talent and gain

confidence in playing cricket at national and international levels.

When the cup was launched in 2002, 113 schools participated with

Sachin Tendulkar and Virender Sehwag inaugurating the

tournament. Not surprisingly, the brand has grown at a cumulative

annual growth rate of over 8% in the last four years in a period

when the category itself has not shown much growth.

 At the same time boost is also playing the role of creating

more sophisticated business practices in product segment. It is

working on products with further valve addition, enlarging its

presence in rural markets, and developing a sizeable expert out of

home consumption is plank, another area where there appears to be

bright prospects for the brand.

Already, through vending machines at strategically located

points like institutions, a start has been made in this direction. By

now combining nutrition and taste with convenience, the brand

looks all set to reach out to a wider group of consumers and a

different range of usage occasions all at once.

Promotion:
 Cricket has been the cornerstone of Boost’s brand

promotions. This sport commands unique passion in India, among

children in particular. Boost’s energy offering is also uniquely

suite dot this situation – after all, to play quality cricket and last the

duration of a cricket match loads of energy are required. Therefore

India’s most famous cricket stars, particularly those with a

humungous following among children, have successively endorsed

boost.
 Kapil Dev, who was the country’s most charismatic cricketer

in the 1980s, flagged this off. In the 1990s, the baton passed to

Sachin Tendulkar, who emerged in the early 1990s as a baby faced

teenager and instantly became the heartthrob of millions of cricket

crazy Indians, especially young children. Sachin has remained

steadfast in his support for boost with explosive batsman Virender

Sehwag joining the little master as brand ambassador in 2001.

The on pitch chemistry between India’s opening duos has

continued beyond cricket and the cricket pitch or so it would seem

when viewing the commercials starring the two.

Brand values:

The personality of the boost brand is distinctly sporty and

energetic and everything – from the tone of communication to

packaging – is done to reflect this vibrant energy. Today, the

colour red and ‘Boost is the secret of my energy’ have become

synonymous with the brand.

Things you didn’t know about boost:

Boost has a household penetration of 40%, 45% in several

cities and towns in south India, the brand’s stronghold. In towns

like Chennai and Madurai this penetration exceeds 50% among

section A and B households and 40% among all households

(Source. IMRB panel data Jan-Dec 2003).

 Sachin Tendulkar appeared in a boost advertisement for the

first time at the age of seventeen.

The kid, who started in the boost advertisement with

Kapildev, went on to become a member of the Indian cricket team

– Nikhil Chopra.

There is a range of interesting products prepared with boost,

which cater to local tastes: the boost ‘barfis’, for example, in

certain parts of south India.

Boost has the highest frequency of purchase among all brown

powders in India (Source: IMRB Household panel). Boost is the

fastest growing brand (2003 over 2002) among the top five health

food drinks in India. (Source: Acnielsen Retail survey, 2003).

 NUTRITION FACTS:

Nutrition facts of boost

Nutrients (%) Percentage of daily requirements

Vitamin B2 50

Vitamin B6 50

Vitamin B1 50

Vitamin B12 50

Niacin 50

Pantothenic acid 50

Folic acid 50

Iron 50

Vitamin A 50

Vitamin C 50
 NUTRITION FACTS OF BOOST

50 50 50 50 50 50 50 50 50 50 50

45
40
35
PERCENTAGE

30
25
20
15
10
5
0
Vitamin B2 Vitamin Folic acid Vitamin C
B12
NUTRIENTS
 CHAPTER-5
REVIEW OF LETERATURE
 INTRODUCTION:

MARKETING:

Marketing is a comprehensive term, which includes human

activities directed towards satisfying needs and wants, once the

need is identified the product or service is produced, stored,

promoted price fixed, transported the terms of exchange negotiated

and service accrued.

Marketing study has become almost as broad as business.

The new and growing application of marketing concept not only in

the organization of a business but in all aspects of its operations

has resulted in major shifting of emphasis from production

orientation to customer wants and needs of that product.

MEANING AND DEFINITION OF MARK

TING STRATEGY
INTRODUCTION:

Marketing is a comprehensive term, which includes human

activities directed towards satisfying needs and wants, once the

need is identified the product or service is produced, stored,

promoted price fixed, transported the terms of exchange negotiated

and service accured.

Marketing study has become almost as broad business. The new

and growing application of marketing concept not only in the

organization of a business but in all aspects of its operation has

resulted in major shifting of emphasis from production orientation

to customer wants and needs of that products.

Definition:
 American marketing association defines “marketing is the

process of planning and distributions of ideas, goods and services

to create exchange that satisfy individual and organizational

objectives”.

Prof. Philip Kotler says, “marketing is the analysis, planning,

implementation and control of programs designed to bring desired

exchanges with target audiences for the purpose of personal and

mutual gain. It relies heavily on the adaptation and co-ordination

of product, price, promotion and place for achieving response”.

A strategy is what you are going to do a marketing strategy is

the link between a product and the market. It is translated into an

action plan through the tools of marketing management. These

tools together called marketing strategy.

Marketing mix:

Marketing mix is the combination of four elements namely

product, price physical distribution (place) and promotion.

According to Prof. Kelly and Leser, “marketing strategy is

composed of a large battery of devices which might be employed

to induce consumers to buy a particular product”.

Nature of marketing strategy:

Marketing strategy is a dynamic process it changes in needs of the

customers. Marketing strategy is a difficult task as it involving the blending

of decision in 4 different areas of marketing i.e., the product, price,

promotion and place.

Basic objectives of marketing strategy:

The basic objective of marketing strategy is to satisfy the

needs of the customers in the most economical manner. The

emphasis of marketing strategy is on how to satisfy the needs of

the customers effectively.

Marketing strategy:

Marketing strategy is to total and unbeatable instrumental or

a plan shaped and designed specifically for attaining the marketing

objectives of a firm. A marketing mission and objectives tell us to

where we want to go and marketing strategy provides us with the

grand design for reaching out these.

 MARKETING MIX STRATEGY OF BOOST

PRODUCTS:

1) Production strategy:

Product:

A product is anything that can be offered to a market to

satisfy a want or need. Products that are marketed include physical

goods, services, experiences, persons, places, properties,

organizations, information’s and ideas.

Product strategies:
 The product is the focus of marketing efforts, product is the

sum total of physical and psychological satisfaction it provides to

the buyer product strategies are the composite of products offered

for the firm, over a period of time. A product strategy of a

company comprises the plan for marketing its products, the

company develops a product design to achieve the set objectives, it

will have product program suitable to the product position in the

life cycle.
Product design:

The marketing starts with designing the product in a way,

which is required, by the target consumer’s product design is an

important factor in sale of many products. Product designed

properly enhance their utility, attractiveness, safety and appear,

good design, therefore increase sales volume minimizes service

and reduces transportation charges.

Product package:

Packaging is the general group of activities in designing the

containers or wrappers for products. A good packages protects the

products provides conveniences increase. Economy and

communicates. It makes possible easy brand identification,

prevents, substitution and short weight and an element of

advertising and sales promotion.

Package protect the products against deterioration preserve

freshness and flavor, insure against evaporation losses and physical

change due to climate conditions, diminishes loss from handling. It

provides greater consistence to both the consumer and dealers.

Functions of package:

a) To assemble and arrange the contents in the desired form.

b) To identify the product and carry brand name.

c) To facilitate transporting, storing and warehousing handling.

d) To facilitate retailer function.

Branding policy:
 Boost is one of the health drinks of Glaxo SmithKline

consumer health care limited. The Glaxo SmithKline consumer

health care limited company market products i.e., full company

products under the brand name “GSK”. All these products

manufactured by the company will have the brand name printed.

Because of the popularity of the “GSK” brand, it is easy for the

dealer to market the products without much difficulty. It is also

advantages on part of the consumer to purchase “GSK” products

without any suspect about the quality of the product.

The company’s brand name is very popular because the name

has got the monopoly over the marketing of health care products

manufactured by the company.

2. Pricing strategy:
 Price is one of the element of the marketing mix that

produces revenue the other elements produce costs. Prices are the

easiest marketing mix element to adjust product features, channels,

and even promotion take more time price also communicates to the

market the company’s intended value position of its product or

brand.

Price is a major marketing tool and help in directing the

product to a specific consumers segment price is the value of a

product expressed in terms of money price is powerful instrument

in which both the buyers and sellers are keenly interested.

 The right price can be determined through the price research

are by adopting the test marketing techniques, decisions

concerning price to be follow for a period of time may be called

price policies. A manufacture is not free to adopt his own price

policies but his pricing must be aimed at offering a reasonable

price to the customer, ensuring of fair return on investment price to

the customer and the manufacturer, the modern manufacturer must

not only know the worth of his products but he must also know the

competition offer.

Several factors influencing the decisions in determining price

1) Demand for the product

2) Target share of the market

3) Competitive reactions

4) Other parts of marketing mix, i.e., product distribution

channel and promotion.

The price of the product based on different method:

1. Method based on cost:

a) Cost plus method

b) Marginal cost price policy

c) No cost profit policy

d) Rate of return pricing policy.

2. Method based on market conditions.

a) Skimming the cream policy

b) Penetration pricing policy

c) Leadership pricing policy

d) Establishing pricing policy.

Selling pricing policy:

The firm or company has to consider many factors in selling

its pricing policy.

a) Selecting the pricing objectives

b) Determining demand

c) Estimating costs

d) Analyzing competitors costs, price and offers

e) Selecting a pricing method

f) Selecting the final price.

Pricing policy:

Price is very important element in marketing mix as realized

by Glaxo SmithKline consumer health care limited. Therefore

management of the company keeping in view of the following

objectives very carefully forms the pricing decisions or policies.

a) To maximize their profit

 b) To acquires good market positions

c) To face their competitors

d) To keep price stable.

The price or the various products, especially the health care

products of Glaxo SmithKline consumer health care limited, are

done after a careful and through investigation of the cost of goods,

the market position, and the competitors the rise in price etc.

3. Promotion strategy:
 Promotion mix includes all the activities of the company it

makes to communicate and promote its products to target

customers. Its program consists of advertising sales promotion,

public relation and direct and on the line marketing. The term

promotion is very often needed, as a synonymous world for selling,

but selling is narrow is a broader term and includes varieties of

activities. Promotion involves the creation and expansion of

demand. After product planning and development it is introduced

in the market and its demand is enhanced through the promotional

activities.

Various factors affecting promotion mix:

a) Money allocated for promotion

b) Nature of the market

c) Nature of the product

d) Stage of product life cycle.

 Promotion is conducted through four popular method

advertising, sales promotion, public Town and public relations. All

these methods, when planned and mixed in appropriate

proportional yield excellent results. The fair methods are briefly

mentioned.

PubliTown:

Publi Town is a sale and is any non-personal presentation of

goods, services or ideas to a group.

Publi Town makes a thing or an idea to know to people

promotion mix is generally influenced by factories. A good

promotional Mix involves the co-ordination of sales force activities

advertising program and other promotional efforts the development

of promotional program involves 5 types.

a) The communication has to identified the target

b) An effective message must be designed

c) Total promotional budget just be established.

 d) The promotional budget must be decided among the
main promotional tools.
e) Both personal and non-personal channels must be

related.

Advertising:

Unidentified sponsor defines advertising as any paid form of

non-persons presentation and promotion of goods, services, or

idea. Advertising is informative and educative to consumer. The

effect of advertising is more of indirect nature than direct. But it is

very helpful in creating brand image.

Sales promotion:

Sales promotion is refused to activities, which stimulate

consumer purchasing and effectiveness. Sales promotion effects

are usually short term and therefore are used to achieve short term

objectives like branding boosting sales, test marketing image

building etc.

Public relations:

It involves the method installation and maintenance of

mutual understanding between a firm and all who are likely to

come in contact with it. These sections of society are customers,

shareholders administration staff and general public. It is the art

and science of developing reciprocal understanding and goodwill.

4. Place strategy:
 It means distributing the goods to various places where there

is a demand for their goods. This plays a very important role in the

marketing mix. It stands for making management for the smooth

flow of goods and services from the producer to consumers. It is

concerned with the creation of place, time and possession utilities.

In distribution process middleman or intermediaries plays a

very important role. They unsure smooth flow of goods and

services they are commonly called as distribution channels.

Distribution includes channels of distribution transpiration

warehousing and inventory control.

Importance of physical distribution mix:

 It is a marketing term to describe the broad range of activities

concerned with the efficient movement of finished products from

the end of production line to the consumer. While our products

may be acceptable to the consumer due to the awareness created

through marketing. Distribution ensures that it is converted to

sales. Distribution helps in building the relationship with our

customers thus ensuring continues growth in our business.

Following are the distribution activities:

 Market coverage

 Outlet coverage

 Frequency of service to markets and outlets

 Ensuring product availability

 Providing support to retailers

 Collecting payments.
 Distribution mix stands for the matching arrangement for the

smooth flow of goods and services from the producers to the

consumers. It is concerned with creation of place, time and

possession utilities.
 CHAPTER-6
CONSUMER SURVEY ANALYSIS
TABLE-1: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

AGE GORUP (IN YEARS)

Age group (in years) No. Of respondents Percentage (%)

5-10 10 10

10-15 25 25

15-20 35 35

20 and above 30 30

Total 100 100

The above table reveals that 24% of the respondents are between the age group of 10-15

years, 16% of respondents are in the age group of 15-20 years, and 60% of respondents

are in the age group of 20 and above.

TABLE-2: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

HEALTH DRINK BRANDS
Brands No. Of respondents Percentage (%)
Boost 49 49
Complan 12 12
Horlicks 10 10
Bournvita 29 29
Total 100 100
 CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS OF HEALTH DRINK
BRANDS

80 72
70

60
PERCENTAGE

50

40

30

20 12
10 6 6
2 2
0
Boost Complan Maltova Horlicks Bournvita Others

Form the above table it is clear that 72% of respondents prefer to purchase boost

health drink, 6% of respondents prefer to purchase complan health drink, 2% of

respondents prefer to purchase Maltova health drink, 2% of respondents prefer to

purchase Horlicks health drink, 12% of respondents prefer to purchase Bournvita health

drink, 6% 6% of respondents prefer other brands.

TABLE-3: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

USING PERIOD OF BOOST HEALTH DRINK

Years No. Of respondents Percentage (%)

Below 1 year 20 20

1-2 21 21

2-3 29 29

3 and above 30 30

Total 100 100

 CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS OF USING PERIOD OF
BOOST HEALTH DRINK

60

60

50
PERCENTAGE

40
18
16
30
6
20

10

0
Below 1 year 1-2 2-3 3 and above

From the above table it is clear that 6% of respondents are using from below 1

year, 16% of respondents are using between 1-2 years, 18% of respondents are using

between 2-3 years, 60% of respondents are using from above 3 years.

TABLE-4: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

SOURCES INFLUENCED TO CONSUME THE PRODUCT

Sources No. Of respondents Percentage (%)

Friends 24 24

Retailers 16 16

Neighbour 21 21

Advertisement 27 27

Others 12 12

Total 100 100

 CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
SOURCES INFLUENCED TO CONSUME THE PRODUCT

2%

42%

50%

4% 2%

Friends Retailers Neighbour

Advertisement Others

From the above table it is clear that the sources influenced to consume the product

i.e., 42% through friends, 2% through retailers, 4% through neighbour, 50% through

advertisement, 2% through others.

TABLE-5: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

FACTORS CONSIDERED WHILE PURCAHSING BOOST

Factors No. Of respondents Percentage (%)

Taste 57 57

Flavor 42 42

Price - -

Packing - -

Total 100 100

 CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE
BASIS OF FACTORS CONSIDERED WHILE PURCAHSING BOOST

90 84

80

70

60
PERCENTAGE

50

40

30
16
20

10
0 0
0
Taste Flavour Price Packing

From the above table it is clear that 84% of respondents are considering taste,

16% of respondents are consider flavor.

TABLE-6: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

DURATION OF PURCHASE OF THE HEALTH DRINK

Duration No. Of respondents Percentage (%)

Occasionally 21 21

Frequently 25 25

Fortnightly 18 18

Monthly 36 36

Total 100 100

 CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE
BASIS OF DURATION OF PURCHASE OF THE HEALTH DRINK

Monthly

72
Fortnightly 6

Frequently
10 12

Occasionally

0 10 20 30 40 50 60 70 80
PERCENTAGE

From the above table it is clear that, 10% of respondents are purchase

occasionally, 12% of respondents are purchase frequently, 6% of respondents are

purchase fortnightly, 72% of respondents are purchase monthly.

TABLE-7: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

TASTE SATISIFED BY THE CUSTOMERS

Taste of Boost No. Of respondents Percentage (%)

Good 25 25

Better 20 20

Best 24 24

Excellent 31 31

Total 100 100

 CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE
BASIS OF TASTE SATISIFED BY THE CUSTOMERS

Good
26%
Excellent
38%

Better
16%

Best
20%

From the above table it is clear that, 26% of respondents found taste of boost is

good, 16% of respondents found it better, 20% of respondents found it best, 38% of

respondents found it excellent.

TABLE-8: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

OPINION ABOUT THE PRICE OF BOOST

Price factor No. Of respondents Percentage (%)

Costly 15 15

Moderate 55 55

Economical 30 30

Total 100 100

 CHART SHOWING CLASSIFICATION OF RESPONDENTS ON
THE BASIS OF OPINION ABOUT THE PRICE OF BOOST

66
70

60

50
PERCENTAGE

40
28
30

20
6
10

0
Costly Moderate Economical

From the above table it is clear that, 6% of respondents found it is costly, 66% of

respondents found it as moderate, 28% of respondents found it as economical.

TABLE-9: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

SATISFACTION TOWARDS QUALITY OF BOOST

PARTICULARS No. Of respondents Percentage (%)

Satisfied 75 75

Not satisfied 25 25

Total 100 100

 CHART SHOWING CLASSIFICATION OF RESPONDENTS ON
THE BASIS OF SATISFACTION TOWARDS QUALITY OF BOOST

100

100
90
80
70
PERCENTGE

60
50
40
30 0
20
10
0
Satisfied Not satisfied

From the above table it is clear that, 100% of respondents were satisfied towards

quality of boost.
 CHAPTER-7

SUGGESTIONS AND CONCLUSION

SUGGESTIONS:

 The main demand of the consumers according to the survey

is to reduce the price of products so that, it can reach the

middle class as well as the low class society.

 Adding free gift items like playthings for children, offers,

which attract housewives, will increase the marketing of the

product.

 Increased significance has to be given to the media of

communication like televisions as they convey by both visual

audio units.

 Word of mouth public Town through friends and relatives is

also an effective medium of communication for conveying

product information. This can be made possible by building

up a good company image by producing good quality

products and also easy and timely availability of the

products.
 Effective conveyance of product information by door-to-door

advertisement with free samples will promote the sales to the

maximum extent.

 Advertising of the product is to be done in the form of wall

posters, pamphlets etc., which also help in increasing product

awareness.

 Discount schemes are to be operated in greater frequency.

 Reduction of price should not be the cause for reduction in

the quality and flavor of the product.

 An effective distribution system and readily availability of

the product has to be maintained in the long term.

 The promotional materials designed for shop display should

be really eye catching and effective.

 The company has to implement uniform business policies

through out the country. If there are any disparities in the

price there may be free sale of products form areas where

between the terms are offered.

CONCLUSIONS:

From the sample survey reports, the following

 Health drinks are consumed most by children and the elders

who are the high- risk people for under – nutrition.

 High-class people are the major buyers of the product.

Middle class people also prefer buying the product while

these products have failed to reach the low class people

mainly due to the price factor.

 Advertisement in televisions, magazines and newspaper are

the main channels of communication for recognition of the

brands among the people. Friends, neighbors and relatives

come next, as the channel of communication is by word of

mouth that also compels the people to consume the products.

 Nearly 2/3 of the total consumers are loyal to Boost of Glaxo

SmithKline, since many years, eve rating to as long as 15-20

years. The reason for this is the quality of the brand as

narrated by the people.

 The taste of boost is approved by the consumers to be good.

 Almost every person consuming any brand of health drink is

aware of the health drinks of Glaxo SmithKline (GSK),

which proves popularity of boost.

To conclude, in total Boost is accepted by the consumers as

good quality genuine products.

ANNEXURE
 Name:

____________________________________________

Address:

____________________________________________

___________________________________________

Contact No. _________________________________

1. Age group in years

a) 5-10 b) 10-15 ( )

b) 15-20 d) 20 and above

2. Which of the following health drink do you prefer?

a) Boost b) Horlicks ( )

c) Complan d) Bournivta

3. Since how long you are using it?

a) Below 1 year b) 1 to 2 years ( )

c) 2 to 3 years d) 3 and above

4. Who influenced you to consume this product?

a) Friends b) Retailers ( )
c) Neighbors d) Advertisement
5. What factors do you consider while purchasing Boost
a) Taste b) Flavor ( )
 c) Price d) Packing
6. How often do you purchase?
a) Occasionally b) Frequently ( )
c) Fortnightly d) Monthly
7. What is your opinion about the price of Boost
a) Costly b) Moderate ( )
c) Economical d)cheap
8. How is the taste of Boost?
a) Excellent b) Best ( )
c) Better d) Good
9. Are you satisfied by the health drink used by you?
a) Yes b) No ( )
10. Any suggestions about boost.
________________________________________________________
__________

Date:
Place: Signature
 BIBLIOGRAPHY

 MARKETING MANAGEMENT - PROF.S.A.

SHERLEKAR

 MARKETING MANAGEMENT - PHILIP KOTLER

 ANNUAL REPORTS AND ACCOUNTS OF GLAXO

SMITHKLINE CONSUMER HELATH CARE LTD.,

 WEBSITES - www.gsk.com

www.boostenergy.com

www.google.com