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NETAJI SUBHAS INSTITUTE OF BUSINESS MANAGEMENT, POKHARI, JAMSHEDPUR

(APPROVED BY AICTE, MINISTRY OF HRD, GOVT. OF INDIA, AFFILIATED TO KOLHAN UNIVERSITY, CHAIBASA) SUMMER TRAINING PROJECT REPORT ON SALES PROMOTION ON ACTI-LIFE & SUGAR FREE

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF MASTER IN BUSINESS ADMINISTRATION
UNDER THE GUIDANCE OF: Prof. S. Rahul UNDER THE SUPERVISION OF: MR P. K. Malhotra

SUBMITTED BY PRASHANT KUMAR ROLL NO:- 10MBA210023075 REGISTRATION NO:- MBA29960/2010 MBA 2010-12

CONTENTS
1. 2. 3. 4.

DECLARATION ACKNOWLEDGEMENT COMPANY PROFILE HISTORY:-

COMPANY OVERVIEW VISION & MISSION

5. PRODUCT RANGE OF THE COMPANY 6. DISTRIBUTION CHANNELS 7. IMPORTANCE OF THE STUDY 8. OBJECTIVE OF THE STUDY 9. MARKETING COMMUNICATION 10. MARKETING MIX 11 .SALES PROMOTION : TOOLS PURPOSE OBJECTIVES

12. CONCLUSION 13. BIBLIOGRAPHY

DECLARATION
I Prashant Kumar this project is my own work and has not been submitted in any form for another degree or diploma at any university or other institute. This project is being submitted in partial fulfillment for the award of the Masters Degree in Business Administration of Netaji Subhash Institute of Business and Management. Information derived from the published and unpublished work of others has been acknowledged in the text and references are given.

Prashant Kumar (10MBA210023075)

Acknowledgement
This is to great opportunity for me to have got a chance of expressing my deep felt gratitude to the person for helping me out with my project work .These are the people with some abilities and characters but most important they have proven to be a fabulous human being, always open to help others, has been an inspirational source throughout my project work. Among these are my family members, teachers, and my friends. My faculty guide with whose support and blessings. This project would have never been a reality. S. Rahul faculty guide and in charge of this project has provided valuable inputs and guidance. My company guide,Mr. P.K. Malhotra & Mr. Sanjay Gupta has always encourage me even when I was not able to generate business for a long silence, and provided me all those necessary information regarding the company and the products. My friends who have been a great support and tremendously encouraging while doing this project .It is their appreciation of my notes which enrich the contents of the project. Last but not the least my parents who are an icon of strength for me and were and will always be there for me.

COMPANY PROFILE
Date of Establishment 1994 Revenue 75.4564 ( USD in Millions ) Market Cap 27676.71424315 ( Rs. in Millions ) Corporate Address Zydus Tower, Satellite Cross Roads, Sarkhej Gandhinagar HighwayAhmedabad-380015, Gujarat www.nutralite.com Management Details Chairperson - Pankaj R Patel MD - Anand G Deo Directors - Amit B Jain, Anand G Deo, B M Hegde, Dhaval N Soni, Dhaval N Soni, Ganesh N Nayak, Ganesh N Nayak, H Dhanrajgir, Humayun Dhanrajgir, Indiraben J Parikh, Jitendra R Patel, Manubhai K Patel, Mukesh M Patel, Mukesh M Patel, Mukesh R Patel, Pankaj R Patel, Sharvil P Patel Business Operation Consumer Food Background Zydus Wellness Limited was incorporated as Carnation Nutra-Analogue Foods Limited. Initially the company was engaged in the business of manufacturing, buying and selling of all types of health food products, low fat, low cholesterol including table margarine, cheese, butter and substitute products. The name of the company has been changed from 'Carnation Nutra-Analogue Foods Limited' to 'Zydus Wellness Lim Financials Total Income - Rs. 3435.8 Million ( year ending Mar 2011) Net Profit - Rs. 594.8 Million ( year ending Mar 2011) Company Secretary Dhaval N Soni Bankers Auditors Mukesh M Shah & Co

Regd. Office Address "Zydus Tower", Satellite Cross Roads, District Ahmedabad State Gujarat Pin Code 38001 Tel. No. 079-26868100,079-26868101 Fax No. 079-26868337

Fast Moving Consumer Goods


Fast moving consumer goods (FMCG) or Consumer Packaged Goods (CPG) are products that are sold quickly and at relatively low cost. Examples include non-durable goods such as soft drinks, toiletries, and grocery items.[1][2] Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large.

Scope
The term FMCG refers to those retail goods that are generally replaced or fully used up over a short period of days, weeks, or months, and within one year. This contrasts with durable goods or major appliances such as kitchen appliances, which are generally replaced over a period of several years. FMCGs have a short shelf life, either as a result of high consumer demand or because the product deteriorates rapidly. Some FMCGs such as meat, fruits and vegetables, dairy products and baked goods are highly perishable. Other goods such as alcohol, toiletries, pre-packaged foods, soft drinks and cleaning products have high turnover rates. The following are the main characteristics of FMCGs:[1]

From the consumers' perspective: Frequent purchase Low involvement (little or no effort to choose the item -- products with strong brand loyalty are exceptions to this rule) Low price From the marketers' angle: High volumes Low contribution margins Extensive distribution networks High stock turnover

Healthy Living and Innovative thinking is the way of life at Zydus Wellness.

Our employees are most important asset, they live the cause of making everyone around them switch to healthier and better lifestyle. We add health to careers of the employees. Healthy an d professional office environment makes people come and give their best not because they have to, but because they want to. So if you think you can see world from our pair of eyes, then you can come here and kick start your career from a healthy note

Zydus Wellness , a Subsidiary of Cadila Healthcare , is one of India's fastest growing and most respected companies in healthcare and skincare division. Backed by the strong quality process and rich experience of Zydus, Zydus Wellness has always come up with array of innovative products that have built highly accepted consumer categories and brands. Along with the best breed technology, Zydus Wellness promises such products that enrich your life in more ways than one. And this is clearly reflected in our work culture that is shaped by a passion for innovation , commitment to partners and concern for people in order to create healthier communities , globally. It is this continuous dedication to the gift of life that has translated into the evergrowing success of Zydus Wellness.

Zydus history
Zydus Wellness Limited was incorporated as Carnation Nutra-Analogue Foods Limited. Initially the company was engaged in the business of manufacturing, buying and selling of all types of health food products, low fat, low cholesterol including table margarine, cheese, butter and substitute products. The name of the company has been changed from 'Carnation Nutra-Analogue Foods Limited' to 'Zydus Wellness Limited' with effect from January 5, 2009. On march 17,2006, Zydus Cadila acquired 834,000 equity shares of Rs 10 each representing about 14.96% of the fully paid up equity voting capital of the company at a price of Rs 144.82 per share. Further Zydus Cadila came with a voluntary open offer to acquire up to 11,15,020 fully paid up equity shares of the face value Rs 10 each representing 20% of the paid -up equity share capital of the company at a price of Rs 150 per share in March 2007. The Consumer Division of Zydus Cadila was envisioned to promote healthy living by anticipating emerging and day-to-day needs in dietetic/health foods, and personal care by offering healthier choices to the consumer. Health and wellness have been identified as emerging opportunity areas in consumer healthcare and a key focus area for the business. The consumer division aims to empower individuals to take increasing responsibility for ones health by adopting healthy eating and living habits and lifestyles. The Division markets products under two major groups the Sugar Free range and the EverYuth range. The acquisition has strengthened the divisions offerings to the health-conscious consumers, as a pioneer in low calorie/dietetic products and functional/health foods. With the convergence of healthcare, nutrition, wellness and cosmeceuticals, only those companies with the ability to innovate, expand market reach and offer niche products in this domain will have a clear advantage in the marketplace. Zydus Wellness Ltd., has strong credentials and is best placed to make early inroads in this emerging market and add experiences that enrich life.

Vision Zydus shall be a leading global healthcare provider with a robust product pipeline; Stepping beyond the billion, we shall achieve sales of over $3 bn by 2015 and be a research-based pharmaceutical company by 2020. create new experiences by our products that will nourish, nurture and energies your life We shall lead the way through innovation and be a Rs 500 crore company by 2013". Mission We are dedicated to life in all its dimensions. Our world is shaped by a passion for innovation, commitment to partners and concern for people in an effort to create healthier communities, globally. Core Values We, the members of the Zydus Group hold the following values to be the foundation of our identity as Zydans. We shall endeavour to think and act, at all times, in accordance with these values. We are Adaptable to change We welcome change for the better. Our approach is always positive with a cando spirit. People- driven We build the capabilities of our people. This is fundamental to our growth in business. Committed to deliver We give our best in all that we undertake and are committed to delivering on time. Innovative in what we do We innovate through our ideas, approaches and efforts - at every opportunity. Humble We remain modest and humble in our achievements. Our work speaks for itself. Value-driven We seek value and maximise our gains by using our resources judiciously.

Company overview
The world around us is changing fast and so is our life and our lifestyles. Given the kind of active lifestyles we are leading the concern for health and making healthier choices has become even more critical. Today, we all are on look out for newer, healthier and more wholesome options to lead healthier lives. Zydus Wellness combines the best of healthcare, nutrition and cosmeceuticals to bring to you an array of the best wellness products to enrich your life. Our products - Sugar Free, Nutralite and EverYuth will help nourish and nurture your life and making healthier and better to you. At Zydus Wellness we are always working towards newer, healthier and more wholesome options to lead healthier lives

Product Range of the Company

Sugar Free Herbvia - India's first ever herbal sweetener with zero calories Sugar Free Gold - India's no.1 sweetener with a market share of over 65% Sugar Free D'lite - low calorie health drink Nutralite - a premium cholesterol - free table sprea Everyuth - Skin specialist Actilife - Nutritional drink for adults

Sugar Free Drop- One Drop=1tea spoon of sugar

Actilife :Daily nutrition for active life You have got only one life, so whatever you do, do it actively! However Todays hectic lifestyle and irregular eating habits make it tough for You to do so. Introducing Actlife-Nutritional Health drink for adults, Especially formulated as per the guidelines by National Institute of Nutrition ICMR, For Indian adults ( males and females above 18 years of age). Actilife is low on fat and is Enriched with prebiotic ActiFibres that improve digestion, reduce cholesterol and improve overall immunity. It has got stress relievers 100% RDA of Vitamin C and Vitamin B complex (B1, B2, B3, B5, B6, 7B, B8, B9, and B12) to keep you active throughout the day. Have Actilife Twice a day to bring about an active change in your life. Prebiotic Actifibres The stomach is the reservoir that collects the food and liquid we eat and drink. It grinds up the food and ejects it in little amounts into the small bowel. The small bowel is over 20 feet long and receives digestive juices and enzymes from the liver and pancreas. The food is digested in

the small bowel. This means that the calories, minerals, vitamins, carbohydrates, amino acids and fats are absorbed into the blood stream and carried throughout the body. The residue from the small bowel flows into the colon which is about five feet long. This is where fiber enters the picture. Fiber comes from plant material. It is mostly unused by the small bowel and is not digested. It enters the colon pretty much as it left the stomach. In the past, we knew the colon was packed with bacteria but did not understand it very well. The colon was viewed simply as a waste depot, as this last residue moved to the rectum and was evacuated. But now we know that the colon is populated by legions of bacteria trillions of them: more than all the other cells in your body! The good bacteria bring manifold health benefits - they assist with absorption of nutrients, emit short-chain-fatty-acids that help build the colon wall and drive out bad bacteria. They help prevent allergies and asthma. They help reduce triglycerides for better heart health. The good bacteria are a wondrous thing! We also have some less desirable bacteria that can live in our colon. Salmonella, E. Coli, C Diff. are some you may have heard of. Others live in the colon, digest any sulfur you eat, and emit a nasty corrosive poisonous gas called Hydrogen Sulfide (H2S). This not only stinks (it's what gives your flatus that rotten egg smell) but emerging research also shows a strong relationship between H2S and Ulcerative Colitis! Prebiotic Fibres different from Soluble Fibers Almost everyone has that unusual feeling in their stomach and intestinal area that all is not quite right. Symptoms like bloating, diarrhea, constipation, nausea, ulcers, and other gastrointestinal woes, as well as yeast infections. These disorders can be caused by a number of life situations from taking antibiotic medication (kills all bacteria) to stress and anxiety. What you may not be aware of is that we have a

plethora of bacteria and microorganisms in our bodies. Probiotics are the good bacteria that keep everything in balance. Prebiotics are the soluble fibers that keep the probiotics alive and multiplying. Both are needed to have a healthy digestive system. How do probiotics and prebiotics affect our daily lives and gastrointestinal health? The health benefits of probiotics can help combat illnesses in several ways: They make the intestines less habitable for harmful bacteria by changing the chemistry of the gut; they produce antimicrobial compounds that destroy pathogenic microbes; and they beat the bad bacteria by competing with them for nutrients. According to Mary Ellen Sanders, executive director of the International Scientific Association for Probiotics and Prebiotics, they also appear to enhance our own immune function. They do this, in part, by stimulating the production of infection-fighting white blood cells. Probiotics and antibiotics are enemies. Antibiotics remove all bacteria, good and bad. Probiotics need nourishment. Prebiotics are indigestible ingredients you eat that stimulate the growth of beneficial bacteria by serving as food for them. This is their best benefit to gastrointestinal health. The most common prebiotics are inulin and fructo-oligosaccharides (FOS)available in ActiLife, types of soluble fiber similar to oat bran, psyllium, and pectin in apples. Prebiotics differ from these soluble fibers, however, in that they specifically encourage the growth of probiotics, especially bifidobacteria and lactobacilli, in the gut. Inulin and FOS also confer some of the same health benefits associated with other types of soluble fiber, such as providing bulk to move waste through the intestines and helping to sweep out potential carcinogens. Prebiotics encourage the growth of beneficial bacteria and work closely with probiotics to reduce risks of several diseases: Intestinal Health Prebiotics increase fecal bulk, shorten transit time in the intestines, and relieve constipation. They also help treat Crohn's disease and other inflammatory bowel diseases by reducing inflammation and encouraging the growth of lactobacilli and bifidobacteria.

Lower Cholesterol Research suggests that prebiotics enhance the cholesterol-lowering actions of probiotics, and help reduce cholesterol and blood lipids in their own right. Colorectal cancer Prebiotics may help reduce harmful microbes that can cause inflammation or are producing carcinogens. Also, by binding up carcinogens in the gastrointestinal tract and stimulating peristalsis and elimination, prebiotics may further help prevent and treat colorectal cancer. Immune System According to Glenn Gibson, Ph.D., professor of food microbiology and head of the Food Biosciences Department at the University of Reading, England, some preliminary studies suggest that prebiotics can improve resistance against infection. They accomplish this by providing food for probiotics, which make the immune system function more efficiently by training it to mount a speedy response to pathogens, clear them from the body, and then calm down again. Probiotics and prebiotics involve a nice balance of both when it comes to gastrointestinal health. Bone Health Another health benefit of probiotics is bone health. Inulin in particular appears to enhance the uptake of calcium, probably both by increasing water in the bowel and boosting the volume of fluid in which calcium can dissolve and by acidifying the colon and, thus, raising the concentration of calcium. So what are the sources of prebiotics and probiotics? You can get prebiotics naturally: The fiber in oats, oat bran, barley, rice bran, apples, berries, and legumes acts as food for probiotic bacteria. However, microbes vary and so does their diet. Probiotics tend to like soluble fiber, while harmful bacteria don't. Dietary phenols support friendly flora by inhibiting the growth of harmful bacteria. Theyre found in legumes, tea, red wine, fruits, berries, and dark chocolate. Polyunsaturated fatty acids

Some animal studies suggest that polyunsaturated fatty acids may function as prebiotics to a small degree, by inhibiting the growth of pathogens. Examples of food sources include nuts, seeds, several vegetable oils (such as soy, safflower, corn, and sunflower), and fatty fish, like salmon, tuna, and herring. Naturally fermented The best sources of probiotics are naturally fermented items such as yogurt, pickles, sauerkraut, sour cream and whey. Supplements as a probiotic product Studies have yet to show any significant benefit from supplement probiotics. The medical community admits that continued studies and research need to be pursued. Prebiotics (Fiber) Versus Probiotics (Bacteria) What's the Difference?

The reason for confusion is pretty obvious. Not only do the words differ by only one letter, but they target similar benefits: improving overall health by improving digestive health through nourishing a healthy colon. We'll summarize the similarities and differences between prebiotics and probiotics here, then we'll discuss each item in a bit more detail: Prebiotics (Fiber) Probiotics (Bacteria) Prebiotics are a very special form of dietary fiber. Probiotics are living bacteria intended to benefit colon health. Prebiotic Fiber is not affected by heat, cold, acid or time. Probiotics must be kept alive to create health benefits. They can be killed by heat, acid or simply the passage of time. Prebiotics nourish the thousands of good bacterial species already living in the colon. Probiotics contain from one to a few species of bacteria which are added to the colon when they are ingested (eaten). living in the colon. added to the colon when they are ingested (eaten).

Prebiotic Fiber is a naturally-occurring substance, found in thousands of plant species (though mostly in very small amounts). Probiotics occur naturally in fermented foods like yogurt or sauerkraut. Some companies have also engineered "proprietary" bacteria which they have patented and promote. Prebiotics foster an environment in the colon which is hostile to bad bacteria. Probiotics may impact bad bacteria by crowding them out. The benefits of prebiotics are supported by extensive research The benefits of probiotics are supported by extensive research Both Prebiotics and Probiotics must be ingested in sufficient quantity to have an impact, and dietarily speaking both should not carry an excessive "load" of sugar, calories, carbs, etc. out of proportion to their benefit. Good to Know ActiLife is fortified with Prebiotic ActiFibres. Having ActiLife twice a day will gives you about 5 g of prebiotic fibres which is about 20% of the daily fibre requirement with the added advantage associated with the fact that its prebiotic. Acti life
After all the health drinks like Horlicks, Boost, Bournvita, etc., which were all targeting the children there is a new health drink on the block namely Acti Life from Zydus Wellness which is for adults. It is a daily nutrition supplement for adults from Zydus Wellness which contains Prebiotic Actifibres which helps in controlling cholesterol and also improving digestion.

Ingredients of ActiLife ActiLife contains all the essential vitamins (vitamin C and vitamin B Complexes) which helps you keep active throughout the day. Prebiotic Actifibres consist of the regular fibres and apart from the functionality of fibers it also helps you in your digestive health, improve your immunity as well as reduces cholesterol. It also consists of the stress reliever to keep you cool and calm throughout the day, daily. It also has the Vitamin D with calcium and magnesium to keep your bones strong, Vitamin A and E to keep your skin and vision good. As well as iron to keep you alert mentally.

Dosage
Zydus Wellness Acti Life should be consumed twice a day by any adult above the age of 18 to keep themselves energized and healthy rather than just drinking the kids health drinks like Horlicks, Boost, etc.

Flavours
ActiLife comes in two different flavours namely ActiLife Chocolate and Acti Life Coffee. Just mix 3 spoonfuls of ActiLife in a mug and add a little cold or hot milk and then stir to form a paste and stir briskly and then finally add cold or hot milk and sugar for taste.

This is a much need health drink targeting all the adult of all age group unlike any other drinks which are mostly available for children, women, pregnant women, etc. This is a much needed health supplement or drink to have on a daily basis for adults who lead a stressful and hectic lifesty

Acti Life Coffee Flavour-300gm-(Zydus)


Products Name : Acti Life Coffee Flavour-300gm-(Zydus) MRP : Rs. 175.00 USD :$ 3.90 GBP : 2.38 In Stock : Yes Shipping Time : 9-10 Days Manufacturer : ZYDUS WELLNESS LTD.

Discription
* TAKE THREE HEAPED TEASPOONS OF ACTILIFE IN A MUG. ADD A LITTLE HOT OR COLD MILK AND STIR TO MAKE A PASTE. STIR BRISKY, SLOWLY ADD HOT OR COLD MILK ADD SUGAR TO TAKE.

Directions * TAKE THREE HEAPED TEASPOONS OF ACTILIFE IN A MUG. ADD A LITTLE HOT OR COLD MILK AND STIR TO MAKE A PASTE. STIR BRISKY, SLOWLY ADD HOT OR COLD MILK ADD SUGAR TO TAKE. Ingrdients

EACH UNCOATED TABLET CONTAINS: MALT EXTRACT SKIMMED MILK SUGAR FRUCTO-OLIGO-SACCHARIDES MINERALS VITAMINS EMULSIFIER SALT

Acti Life Chocolate Flavour -300gm-(Zydus)


Products Name : Acti Life Chocolate Flavour -300gm-(Zydus) MRP : Rs. 145.00 USD :$ 3.23 GBP : 1.97 In Stock : Yes Shipping Time : 9-10 Days Manufacturer : ZYDUS WELLNESS LTD

Discription
* TAKE THREE HEAPED TEASPOONS OF ACTILIFE IN A MUG. ADD A LITTLE HOT OR COLD MILK AND STIR TO MAKE A PASTE. STIR BRISKY, SLOWLY ADD HOT OR COLD MILK ADD SUGAR TO TAKE.

Directions * TAKE THREE HEAPED TEASPOONS OF ACTILIFE IN A MUG. ADD A LITTLE HOT OR COLD MILK AND STIR TO MAKE A PASTE. STIR BRISKY, SLOWLY ADD HOT OR COLD MILK ADD SUGAR TO TAKE. Ingrdients
EACH UNCOATED TABLET CONTAINS: MALT EXTRACT SUGAR WHEAT FLOUR SKIMMED MILK FRUCTO-OLIGO-SACCHARIDES MINERALS VITAMINS RAISING AGENT SALT

HERBVIA

Sugar Free Herbvia... a natural sweetener !!

Every health conscious person is looking for a rare combination that can be described in two phrases: "All natural" and "Low calories". Introducing Sugar Free Herbvia, Herbal Stevia Sweetener made from plant called Stevia, giving sweetness of Sugar minus the calories. What is Stevia? Stevia is the world's only all-herbal-sweetener with zero calories, zero carbohydrates and a zero glycemic index. Harvested from a plant in the daisy family, Stevia provides a truly delicious and healthy alternative to sugar. This herbal sweetener has been used for centuries in South America and is gradually finding its way into the homes of millions around the world.

Who should use Sugar Free Herbvia? Sugar Free Herbvia is a perfect choice of Herbal Stevia Sweetener for health and fitness conscious people who want to control their calorie intake. It is also suitable for diabetics and obese people wanting to reduce weight, the herbal way.

WHY HERBVIA
Calories in 1 teaspoon Glycemic Index Herbal

NUTRITIONAL FACTS
Sugar Free Herbvia Sugar 0 2 0 55-60 Yes No Honey 22 55 No

Nutritional FactsPer serving - 1 g (per sachet)Per 100g (Approx 100 sachets) Energy Carbohydrate Fat Protein Sugar (Sucrose) 3.792kcal 0.948g 0g 0g 0g 3.792kcal 94.80g 0g 0g 0g

Applications: Sugar Free Herbvia aims to satisfy your sweet tooth as well as prove as the best substitute of sugar for sweet items like cakes, sweets, beverages, pudding, curd etc..

Ingredients:
Microcrystalline cellulose, Stevia extract , Hydroxypropyl cellulose , Colloidal silicon dioxide, Magnesium stearate. No added sugar and preservatives *ZERO CALORIE NATURAL SWEETNER *As per USFDA (Proprietary Food) Store in cool, dry place. Do not refrigerate

Sugar free Herbvia comes in two pack sizes

Pellet Pack
Net Content: 100 pellets 1 Pellet = 1 tsp sugar 95.00

Sachet Pack

Sugar Free Natura Sweet Drops -10gm-(Zydus)


Products Name : Sugar Free Natura Sweet Drops -10gm-(Zydus) MRP : Rs. 95.00 USD :$ 2.12 GBP : 1.29 In Stock : Yes Shipping Time : 9-10 Days Manufacturer : ZYDUS WELLNESS LTD.

Product Description
* 1 DROP= 1TEASPOONS OF SUGAR IN SWEETNESS SQUEEZE ONE DROP OF SUGAR FREE NATURA SWEET DROPS AT A TIME . AFTER EACH USE, REPLACE THE LID TIGHTLY.

Directions
* 1 DROP= 1TEASPOONS OF SUGAR IN SWEETNESS SQUEEZE ONE DROP OF SUGAR FREE NATURA SWEET DROPS AT A TIME . AFTER EACH USE, REPLACE THE LID TIGHTLY.

ingrdients
EACH UNCOATED TABLET CONTAINS: WATER s SUCROSE ACIDITY REGULATORY PRESERVATIVES

Sugar Free D lite 500 ml

MRP : Rs 30.00 Our Price : Rs 28.50 Sugar Free D'Lite Ready to drink: If you thirst for something lite and healthy, Sugar Free D'Lite is the drink for you. This fizzy and refreshing drink is fortified with electrolytes. And whats more? Its 99% calorie free! So now take the plunge in the exhilarating tastes of Sugar Free D'Lit

BRAND PROMOTION OF ACTI LIFE


Acti Life : Daily Nutrition for Adults Brand : Acti Life Company : Zydus Wellness Brand Analysis Count : # 487 Acti Life is a new brand in the Rs 2000 crore Indian Nutriceautical market. The brand is trying to create a new category of Adult Nutritional Drink in India. It is a bold step on the part of Zydilla to create a new segment in the highly cluttered health drink market. Acti Life is a new brand in the Rs 2000 crore Indian Nutriceautical market. The brand is trying to create a new category of Adult Nutritional Drink in India. It is a bold step on the part of Zydilla to create a new segment in the highly cluttered health drink market. The health drink market in India is dominated by brands focusing on child nutrition. The mega brands like Horlicks, Bournvita, Complan all have spent huge amounts of money in developing the health drink market in India. The competition in this market is huge and often has lead to all out war between the brands.Horlicks, the market leader, was the first brand to understand the potential for a brand for adults. That resulted in the launch of Horlicks Lite and later Women's Horlicks. These were product-line extensions and the brand's primary focus was on the kid's segment. It is in this context that the launch of Acti Life becomes significant. Acti Life is targeting adults ( age 18 and above) and is harping on an impressive list of nutritional benefits as its USP. The brand is trying to educate customers that different age group has different nutritional needs and hence need specialized brands like Acti Life.The brand is now running a campaign telling people to switch to specialist brand like Acti Life Watch the TVC here : Acti Life

The brand has done basic homework on the segment and the brand's microsite is full of educational literature on the need for such a dietary supplement. The challenge is to convince the consumers to buy and that too regularly. The brand is very optimistic in telling the consumers that it has to be taken two times daily .Acti Life comes in two flavors - Chocolate and Coffee. The main differentiator for the brand is the presence of Prebiotic Actifibres which enhances digestion and reduces cholesterol levels. The brand has adapted a rational positioning platform and the initial campaigns are focused on taking about the rational benefits.The brand has the tagline " Daily Nutrition for Adults " which is a basic tagline which doesn't inspire much analysis. The challenge for the brand is to bring in the habit of taking such a product. I think that Indian adults are little hesitant to purchase a health drink for themselves. There is an inertia in choosing such a product and most consumers will shrug away from admitting that they could need a health drink . Also there is a perception that health drinks are for kids. These are the two issues that Acti Life needs to address if it wants to break into this demographic segment. Labels: complan, FMHG, Horlicks, zydus Cadilla

Sugar Free D'Lite - Powder drink: A refreshing, low calorie healthy drink. Its tasty, nutritious and with only 10 calories. That's approximately 85% lesser calories than other sugar based drinks. Fortified with natural fruit powder, energy boosters (electrolytes) and Antioxidants (Vitamins A, C & E) which help you boost your immune system and stay healthy. Every sip is a pure delight! Visit us on

( www.sugarfreedlite.com/dlite/ ) Sugar Free Gold: Your healthier sugar alternative, is made from Aspartame - a protein derivative. Sugar Free Gold can be added to tea, coffee, milk, cornflakes, nimbupani, fruit juices etc. So now you can enjoy sweetness and also keep a tab on your calorie intake. Its ideal for health conscious, overweight and diabetics. Visit us on: ( www.sugarfreegold.net )

Sugar Free Natura: IMade from sugar, tastes like sugar, without the useless calories of sugar. It contains Sucralose, the latest international zero calorie sweetener. You can now replace sugar virtually in any preparations from table top applications to desserts, sweets, mithais like gajar halwa, mixed fruit custard, ice cream, kheer etc. Visit us on ( www.sugarfreenatura.com )

DISTRIBUTION CHANNEL.
Zydus Wellness makes its products available to the customer by both retailer outlet and online distribution.

Manufacturer Manufacturer Company.

Manufacturer Company

Company.

Distributor

Retailers Outlet

Consumers

IMPORTANCE OF THE STUDY

1. To know the past and present state of

financial position of the company.


2. To know where the company stands. 3. To study the relationship between any

two transaction of the study unit.


4. To know consumers preference towards

the company.

Objective of the Study


Project Title: Sales Promotion of Zydus Wellness in Retail outlets in
Dhanbad

Primary Objective:

To study the customer awareness about the product To enhance the sale of the product through Sales Promotion;

Secondary Objectives To analyze the customer buying behaviour.

To find out the satisfaction level of the customers at various Store.

To study the effect of event and promotion.

To make various suggestion on the improvement of product.

To forecast the future sales of the companys products. To find out ways and means to increase the profitability of the company.

Marketing The Product Of Zydus Wellness


A process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others.
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base Management).

Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive market.

Strategic marketing attempts to determine how an organization competes against its competitors in a market place. In particular, it aims at generating a competitive advantage relative to its competitors.

Operational marketing executes marketing functions to attract and keep customers and to maximize the value derived for them, as well as to satisfy the customer with prompt services and meeting the customer expectations.

Marketing Communication-

Advertising

Reaches large, geographically dispersed audiences, often with

high frequency; Low cost per exposure, though overall costs are high; Consumers perceive advertised goods as more legitimate; Company may Builds brand image by advertising.

Personal Selling

Most effective tool for building buyers preferences, convictions, and actions; Personal interaction allows for feedback and adjustments; Relationship oriented; Buyers are more attentive; Sales force represents a long-term commitment. Most expensive of the promotional tools

Sales Promotion

May be targeted at the trade or ultimate consumer; Makes use of a variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong purchase incentives.

Public Relation

Highly credible; Very believable; Many forms: news stories, news features, events and etc; Reaches many prospects missed via other forms of promotion

Direct Marketing

Many forms: Telephone marketing, direct mail, online marketing, etc.; Four distinctive characteristics: Non-public, Immediate, Customized, Interactive; Well-suited to highly-targeted marketing efforts.

MARKETING MIX
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive market. Once a firm selects a target market it must develop a marketing mix. Marketing mix is the set of marketing tools that a firm uses to reach the target market. The tools of marketing mix are as ..

Marketing mix

Product

Price

Promotion

Place

Sales Promotion
Sales promotion stands for various activities the company undertakes to communicate and promote its product to the target market.It involves communication programs that is direct marketing, advertising, sales promotion, Public relations and motivation of sales force. To the customer this tools provides knowledge and information. The short term incentive to encourage trial or purchase of a product or service refers to sales promotion. Since sales promotion directly push up the sales, increasing number of companies are undertaking sales promotion activities.

SALES PROMOTION TOOLS.


There are a number of tools and techniques of sales promotion which can be used by the company to accomplish the sales promotion objectives. Some of the main tools are as follows-

PURPOSE OF SALES PROMOTION.

Question may arise that why the company should go for sales promotion? Because To overtakes the other brand.

To increase the selling of the companys products To lead to greater consumer awareness of the price. To survive in the market. To attract new customers. To rewards loyal customer and to increase the rate of repurchase of occasional user.

To target brand switchers because non-user and users of other brands do not always notice a promotion.

To break down loyalty to other products. To adjust the manufacturer in short term changes in supply and demand and difference in customers segments.

OBJECTIVES OF SALES PROMOTION.


For trade promotion.
Retailers to carry new items and higher level of inventory, encouraging off-seasonal buying, of-setting competitive promotions, building brand loyalty of retailers and gaining entry into new retail outlets. The sales force promotions helps in encouraging support of a new product, encouraging more prospecting and stimulating off-seasonal sales.

For Customer Promotion.


Encouraging purchasing of large units, building trial among non-users and attracting switchers away from the competitors brand

CONCLUSION
The study highlighted that market for Dhanbad Zydus Wellness products.Customers need to be made aware of the productive usages of these products if Company wants to target these untapped market segment of customers should be done. Also Company need to modify their advertising strategies in order to educate the target audience about the product and increase the marketing peoples in these areas. Hence Company will be able to win a major between the competitors.

BIBILIOGRAPHY
1.

Marketing Management. By Philip Kotler and Kevin

Keller. Thirteenth edition.


2. 3.

www.zyduswellness.in www.Google.com.