Beruflich Dokumente
Kultur Dokumente
OF
“HEALTH DRINKS”
SUBMITTED
TO
PUNE UNIVERSITY
BY
CHIRAG G PATEL
AS PART FULFILLMENT OF
APRIL, 2010
PUNE - 411048
CONTENTS
Chapter No. Title Page No.
Declaration 3
Guide Certificate 4
Acknowledgement 5
1
I Executive Summary 6-7
2
DECLARATION
Date :
Place: PUNE
3
CERTIFICATE
------------------------- ------------------------
Date: Date:
Place: Place:
Acknowledgement
4
First of all, I wish to express deep sense of gratitude to Prof. Vishwas
Swami who was my project guide during my project. I thank him for his
personal involment in my project finding and helping me through the
thick and thin of various aspects of the project.
I am also thankful to Dr. M.S Wazal who is our principal for giving
opportunity to make this project a success.
Last but not the least, I would like to express my heartfelt gratitude
towards my friends who helped me lot during my project report.
Date:
5
Chapter No.: I
EXECUTIVE SUMMARY
I. Executive Summary
6
My study was carried out on HEALTH DRINK consumption of
people carried out in Navsari (GJ) region. This region includes
Athwalines, Ghod dod Rd.
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 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.
7
Chapter No.: II
Research Design
2.1 Introduction.
2.2 Statement of Problem.
2.3 Objectives of the Survey.
2.4 Scope of the Study.
2.5 Limitation.
2.6 Methodology.
2.1 Introduction.
8
Product –An overview
9
• History and Achievements:
10
brand to create greater relevance for the category – and hence the brand –
amongst plain milk drinkers. It was a winning formula that yielded double
digit growth over the next two years and significantly contributed to the
brands’ development.
• Product:
11
• 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:
12
• History and Achievement:
13
relationship has been nurtured by the brand by fortifying the product from
time to time. In 1998, Horlicks was fortified with Smart Nutrients – a
unique combination of vitamins and minerals – intended to imbibe
growing children with mental agility and physical fitness. Junior Horlicks
was relaunched 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 isn't 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 shrink-wrap bottles. In a way,
there’s a Horlicks pack for every occasion and mood.
• Product:
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Junior Horlicks, a specialist brand for little children. Mother’s Horlicks, a
special nourisher for pregnant and breast feeding mothers, and Horlicks
Biscuits are the other forms in which the brand is available. A selection of
flavours – including chocolate, vanilla and honey – allow consumers to
enjoy the nourishing goodness of Horlicks in a variety of delicious ways.
• Brand values:
Horlicks has always been a brand that stands for good health and
nourishment 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 food.
• 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.
15
Boost was developed by the
company’s Indian R&D
team in 1974 and launched
in Kerala in 1975/76.
Positioned as the 'energy
fuel', the brand soon
generated great consumer pull and was subsequently launched at a
national level.
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constant brand building efforts and the proven positioning platform of
‘energy’. The brand had the courage of conviction to make a paradigm
shift in targeting the child in its communication. Today, ‘Boost is the
secret of my energy’ is the most recalled ‘sign-off’ in its product segment
and has defined the brand's identity. Also, Boost is the first HFD to have
ever used celebrity endorsement to convey its proposition and has
successfully carved out the Energy HFD market in India. In recognition
of these achievements, Boost has won prestigious awards such as the
World Star for its packaging and the finalists’ position in the Effie
Awards, 2000, for effective communication.
• Product
17
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
HFD in India.
• 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.
• Facts:
18
• 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.
19
Glaxo brought Complan to India in
1964 and marketed it through doctors
as a convalescence drink. After it went
OTC in 1969, Complan continued to
be perceived as an ethical product. In
those days its tag line “Complan has
23 Vital Nutrients whereas Milk has 9”
had established Complan’s superiority
over milk on nutritional delivery.
20
• Product:
To extend the goodness of Com plan and make it available to children any
time, the brand was also conceived in a biscuit form. Complan Crunch
Timers biscuits have nourishment sandwiched in their cream centres and
are a delightful anywhere bite.
• Brand Values:
21
Complan, with a history going back half a century, is the Gold Standard
in children’s nutrition and one of India’s heritage brands. The brand takes
its job of delivering nutrition to growing children seriously and has built
enormous credibility over the years.
• Facts:
Mansukhlal & Sons, Navsari. The survey was targeted on school going
22
students in Navsari. Feedback was taken from them through questionnaire
Bar Charts
Pie Graphs
Report.
23
3. Study of people choice among various health drinks.
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2. The project was done to identify the issue of decision making,
4. The time duration for the research work was one month.
2.5 Limitation.
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.
25
• The first limitation is that the accuracy of the project and
conclusion is totally dependent on the accuracy of data collected
and data analysis.
• 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.
Research Design
26
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. Research design is the plan and structure of
investigation so conceived as to obtain answers to research questions.
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. As
such secondary data are collected from internet and library.
27
Sample Plan
Universe:
From a statistical point of view, the term ‘universe’ refers to the total of
the items or units in any field of inquiry or to the total of items about
which information is desired.
For the purpose of this study the universe has been defined as “The set
consisting of School going children’s in, Navsari.
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 50 school going children’s in,
Navsari. 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 people of Navsari city (GJ). A large sample size would have been
unmanageable in terms of time and cost.
28
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.
29
The questionnaire is mailed to the respondents who are expected to read
and understand the questions and write down the reply in the space meant
for the purpose in the questionnaire it self. The respondent has to answer
the questions on their own.
In this project questionnaire were given to the 50 customer and
information collected form those questionnaires were used for data
processing and analysis.
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 questionnaire 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 me without the help of any people. My Field work consists
30
of questionnaire which I have circulated among 50 customers so that I can
get information that was required for the project.
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.
31
Chapter No.: III
CONCEPTUAL 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
32
and on a company-wide basis.
Market share numbers can vary greatly depending on how the market is
defined. For example, a company may have a 1 percent share of the
"widget" market, 15 percent of the "sports widget market", 45 percent of
the "luxury sports widget market" and 85% of a particular geograpically
defined luxury sports widget market.
33
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.
34
Chapter No.: IV
ORGANISATIONAL PROFILE
Est. 1946
35
Name of the firm: Manshuklal & Co.
Turnover: 55 lacks
36
Chapter No.: V
ANALYSIS,
INTERPRETATION,
PRESENTATION.
37
Table No.: 1
Answers No. of Respondents Percentage
Yes 46 92.00%
No 4 8.00%
Total 50 100.00%
Chart No.:1
No
8%
Yes
No
Yes
92%
Table No.: 2
Answers No. of Respondents Percentage
38
Bournvita 30 60.00%
Horlicks 6 12.00%
Boost 5 10.00%
Complan 7 14.00%
Any 2 4.00%
Total 50 100.00%
Chart No.:2
Complan Any
4% Bournvita
14%
Boost Horlicks
10% Boost
Bournvita Complan
Horlicks 60% Any
12%
Table No.: 3
39
Answers No. of Respondents Percentage
Once a day 30 60.00%
Twice a day 3 6.00%
Weekly 7 14.00%
Occasionally 10 20.00%
Total 50 100.00%
Chart No.:3
Drinking Frequency
Occasionally
20% Once a day
Twice a day
Weekly
Weekly
Once a day
Occasionally
14%
Twice a day 60%
6%
Table No.: 4
40
Answers No. of Respondents Percentage
250 gm 10 20.00%
500 gm 25 50.00%
1 kg 11 22.00%
More than 1 kg 4 8.00%
Total 50 100.00%
Chart No.:4
Quantity of purchase
More than 1
kg 250 gm
8% 20% 250 gm
1 kg
22% 500 gm
1 kg
More than 1 kg
500 gm
50%
Table No.: 5
41
Answers No. of Respondents Percentage
Cold 24 48.00%
Hot 15 30.00%
Moderate 11 22.00%
Total 50 100.00%
Chart No.:5
Moderate
22%
Cold
Cold
48% Hot
Moderate
Hot
30%
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.
Table No.: 6
42
Answers No. of Respondents Percentage
Good 11 22.00%
Better 10 20.00%
Best 25 50.00%
Satisfactory 4 8.00%
Total 50 100.00%
Chart No.:6
Satisfactory Good
8% 22% Good
Better
Best
Best Better Satisfactory
50% 20%
The above chart shows that 50% respondent rank their drink as
under best category while 22%, 20%,and 8% are ranked as
good, better and last satisfactory.
Table No.: 7
43
Answers No. of Respondents Percentage
Retailer 35 70.00%
Wholesaler 6 12.00%
Cafeteria 5 10.00%
Others 4 8.00%
Total 50 100.00%
Chart No.:7
Others
Cafeteria
8% Retailer
10%
Wholesaler Wholesaler
12% Cafeteria
Others
Retailer
70%
Table No.: 8
44
Answers No. of Respondents Percentage
3 yrs - 5 yrs 32 64.00%
5 yrs - 10 yrs 15 30.00%
10 yrs - 15 yrs 2 4.00%
15 and above 1 2.00%
Total 50 100.00%
Chart No.:8
3 yrs - 5 yrs
10 yrs - 15 15 and 5 yrs - 10 yrs
yrs above
10 yrs - 15 yrs
4% 2%
15 and above
5 yrs - 10 yrs
30%
3 yrs - 5 yrs
64%
The above chart shows that 64% people start taking health drink
from the age 3 yrs- 5 yrs and rest are 30% at 5 yrs- 10 yrs, 4%
for 10 yrs- 15 yrs and 2% for 15 yrs and above.
Table No.: 9
45
Answers No. of Respondents Percentage
Regular 32 64.00%
Irregular 15 30.00%
Not available at all 3 6.00%
Total 50 100.00%
Chart No.:9
Availability of product
Regular
Not available
at all Irregular
6% Not available at all
Irregular
30%
Regular
64%
The chart shows that 64% respondent says that their product is
regular while 30% says it is irregular and 6% says the product is
not available at all.
Table No.: 10
46
Answers No. of Respondents Percentage
Television 27 54.00%
News Paper 3 6.00%
Magazine 2 4.00%
Family and Friends 4 8.00%
Display at retail outlet 13 26.00%
Any other 1 2.00%
Total 50 100.00%
Chart No.:10
Mode of Awareness
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Table No.: 11
Answers No. of Respondents Percentage
Good 9 18.00%
Better 11 22.00%
Best 12 24.00%
Satisfactory 18 36.00%
Total 50 100.00%
Chart No.:11
Response of Advertisement
Better
22% Good
18% Good
Better
Satisfactory
36% Best
Satisfactory
Best
24%
Table No.: 12
Answers No. of Respondents Percentage
48
Yes 14 28.00%
No 36 72.00%
Total 50 100.00%
Chart No.:12
Influenced by Advertisement
Yes
28%
Yes
No No
72%
The above chart shows that the percentage of the response of the
influence by advertisement. It is seen that 72% of respondent are
not influenced while only 28% are influenced.
49
Table No.: 13
Answers No. of Respondents Percentage
1 Tea-Spoon 7 14.00%
2 Tea-Spoon 30 60.00%
3 Tea-Spoon 10 20.00%
More than 3 Tea-Spoon 3 6.00%
Total 50 100.00%
Chart No.:13
Table No.: 14
Answers No. of Respondents Percentage
50
Reduction in Price 16 32.00%
Attractive Packing 14 28.00%
Change in Taste 10 20.00%
None 10 20.00%
Total 50 100.00%
Chart No.:14
Improvement Required
None Reduction in
20% Price
32%
Reduction in Price
Change in Attractive Packing
Taste
Change in Taste
20% Attractive
None
Packing
28%
Table No.: 15
Answers No. of Respondents Percentage
51
Yes 35 70.00%
None 15 30.00%
Total 50 100.00%
Chart No.:15
None
30%
Yes
Yes None
70%
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Chapter No.: VI
MAJOR FINDINGS,
RECOMMENDATIONS,
CONCLUSION.
53
1. It is found that 92% people take health drink.
3. 60% of people drink health drink once a day while 20% take
occasionally.
8. It is found that 64% people start taking health drink from the age
3yrs- 5 yrs and rest are 30% at 5 yrs- 10 yrs, 4% for 10 yrs- 15 yrs
and 2% for 15 yrs and above.
9. 64% respondent says that their product is regular while 30% says it
is irregular and 6% says the product is not available at all.
54
10.10. Television and Display at Retail Outlay are two important
media for the awareness of product.
12.It is seen that 72% of respondent are not influenced while only
28% are influenced by advertisement.
14.Majority i.e. 32% of them wants reduction in price and 28% want
attractive packing.
15.It is clearly seen that 70% of respondent are satisfied with their
health drinks while 30% are not satisfied.
Recommendation:
55
• The companies should make use of more advertising media like
T.V., Display at various outlets, Hoardings etc. that are very useful
to increase the awareness regarding the product.
Conclusion:
56
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
health drink. Most of the customers prefer to use 1 glass a day as it is
convenient in both way in terms of quantity and notorious. 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.
57
Chapter No.: VII
ANNEXURE,
QUESTIONNAIRE,
BIBLIOGRAPHY.
Questionnaire
Name: _________________________ Occupation: _______________
Age: _________________________ Sex: M/F
Mobile No.: _________________________
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1. Do you take any health drink?
( ) Yes ( ) No
( ) 250 gm ( ) 500 gm
( ) 1 kg ( ) More than 1 kg
( ) Good ( ) Best
( ) Better ( ) Satisfactory
( ) Retailer ( ) Wholesaler
( ) Cafeteria ( ) Others
( ) 3-5 ( ) 5- 10
( ) 10 - 15 ( ) 15 and above
( ) Regular ( ) Irregular
( ) Not available at all
59
10.How do you come to know about the product?
( ) Good ( ) Better
( ) Best ( ) Satisfactory
( ) Yes ( ) No
( ) 1 Tea-Spoon ( ) 2 Tea-Spoon
( ) 3 Tea-Spoon ( ) more than 3 Tea-Spoon
ANNEXURE
BIBLIOGRAPHY
BOOK REFERRED:-
1. Prajati.
SEARCH ENGINES:-
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1. www.google.com
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