CONTENTS

CHAPTER 1
Introduction
Company Profile
Product Profile
CHAPTER 2
Introduction of consumer
Steps in consumer buying process
CHAPTER 3
Objectives
Research Methodology
Limitations
CHAPTER 4
Finding and Analysis
CHAPTER 5
SWOT Analysis
Conclusion and Suggestions
CHAPTER 6
Annexure

CHAPTER 1
IN TRODUCTION
COMPANY PROFILE
PRODUCT PROFILE

WHATS MARKETING?
Our marketing experiences come in a variety of forms. Of course,you
participate in the marketing process every time you buy goods and services.
And odds are that you have had a job that included some aspects of dealing
with customers. You also engage in a form of marketing when you join a
campus organization, support a seat in the class.
Ordinary, marketing is considered as an activity performed by business
firms.However, other types of organization and even firms can also carry out
the marketing by individuals. Marketing has defined in various ways. The
definition of marketing applicable in business or a non-profit organization is as
follows:
Marketing is a total system of business activities designed to plan, price
promotes and distributes want satisfying to target to achieve organization
objectives.

This definition of marketing has two significance

implications:
The entire system of business activities should be customer oriented
customer wants to be recognized and satisfied.
Marketing should start with an idea about a want satisfying product and
should not end until the
Customers wants are completely satisfied which may be sometime after
the exchange is made.

Another definition that serves pour purpose best is

as follows:
Marketing is a social and managerial process by which individuals and
Groups obtain what they need want through creatig, offering and exchanging
products of value with others.
This definition of marketing rests upon the following core concepts
needs, Want,demand,products(Goods & Services and Ideas),value cost and
satisfaction, Exchange and transportation, relationship and networks,
marketing and marketers and prospectus.

INTRODUCTION
Health is wealth. In olden days environment was clean and there was on
problem of ill health. Now days due to the evaluation of industrialization the
atmosphere is polluted and man also has become materialistic and busy with
his routine life. Thus he doesnt have proper time to take care of his health.
He is not able to take a proper diet also
Thus he needs to maintain good health. Recognizing this he doesnt
care to spend considerable amounts on health.
Cadburys could this point, where consumer need was good health and
developed health drinks. But people Continued to consume milk for good
health. The company took some more efforts to educate people about health
drinks through some effective ads emphasizing more on school going children.

COMPANY PROFILE
The Cadbury story is a fascinating study of industrial and social
developments covering well over a century and a half. It shows how a small
family business developed into an international company combining the most
sophisticated technology with the highest standards of quality, technical skills
and innovational established by the founders.
A one-man business opened in 1824 by a young Quaker, John Cadbury,
in bull street Birmingham was to be the foundation of Cadbury limited, now
one of the works largest producer of chocolate.
By 1831 the business had changed from a grocery shop and Cadbury
had become a manufacturer of drinking chocolate and cocoa. This was the star
of the Cadbury manufacturing business, as it is know today.
Now the leader in the UK confection market. Cadbury limited is
confectionery division, of a major force in the confectionery and soft drinks
international market.,
Quality has been the focus of the Cadbury business from the beginning
as generations have worked to produce chocolate with that very special taste,
smoothness and snap, so characteristics of Cadburys more forward to extend
their business by introducing Health drinks. Now Cadburys is the brown
drinks (Cocoa based) segment.

PRODUCT PROFILE
WHAT IS A BOURNVITA?
Bournvita is a much more than a nutritious drinking. It is a planned food
in deliciously flavored drink. Easy to prepare. Each cup of Bournvita contains
a balanced combination of all vita nutrients your body needs every day. It is
their fore and if deal supplement for those woth special nutritional needs
Bournvita works best when it take regularly, every

Nutrient
iron
stamina
protien
super
charger vitamin B2
vitamin B3
calcium
zinic
manganese
concentra
vitamin B1
tion super
vitamin B6
chargers
vitamin B12
folic acid
other
nutrients vitamin A
vitamin C

%RDA
15
40
66
52
100
15
10
65
40
85
90

Benefit
help build stamina by
aiding in metabolisim
of food and building
muscle and strong
bones

65

good vision
help growth and repair
of tissues

40

help is improving
memory and
concentration

Bournvita for growing children:

Children need balance and adequate to help them to achieve their
maximum growth. Potential Bournvita with nutrients in planned proportion is
the ideal food supplement during these crucial years. It has milk protein, the
ideal for growth. Bournvita is also the ideal nutritional supplement for their
heightened physical activity like sports and games.

Activity people:
Bournvita meets the extra nourishment required by sportsmen and travelers.

Busy Executives:
Bournvita is a convenient and complete nutritional supplement when skipping
a meal.

Pregnant woman and lactating mothers:

It provides the additional nutrition required during these vital periods.

For aged people:

Bournvita is specially planned as a complete meal in a cup to provide all the
nourishment needed.

The ideal Bournvita programme:

At breakfast, after school (evening), at bedtime.

INTRODUCTION OF CONSUMENT
STEPS IN CONSUMER BUYING PROCESS

CONSUMER BEHAVIOUR
Consumer orientation stems from the companys adoption and
implementation of the marketing concept-a philosophy of every business
unit, which has triple implications namely:
1. The victory of any business unit rests on consumers who are willing
to accept and pay for the products are services.
2. The firm must be aware of what the market wants well in advance of
production and.
3. Consumer wants must be monitored continuously for assured success
over competitors.
The consumer are the orbiters of fortune in business in highly
competitive economic system, survival and growth of firms warrants
accurate knowledge about the consumer behavior-how, why, where,
what, when they buy? Understanding consumer is the crucial task of
every marketing manger.

Definition:
Professor Walter C.G and Professor Paul G.W. it is the process
where by individuals decide whether, what, when, where, how and from
whom to purchase goods and services.

STEPS IN CONSUMER BUYING BUYING PROCESS

The following are the five steps generally followed by the consumer while
buy a product.

1. Need Recognition:
Need recognition is the awareness of the want or a desire or a
consumption problem with out which satisfaction the consumer feels
restless and tension-charged

2. Information search:
Consumer interest is indicated in the consumers willing to seek further
about the product or service. Since there are varieties of products and seeks to
have maximum satisfaction, he searches relevant information

3. Evaluation and Intension:

The evaluation stage is the stage of mental trail of the product or a service.

4.Purchase Decision:
Decision to purchase in lies consumer commitment for a product or a
service. Practically, it is the last stage in buying process because, it completes
the exchange process.

5.Post-purchasing reaction:
The post-purchasing experience may be a set of positive or negative
dealings. Positive feelings or service will result in repeats sales or at least
recommending the product or service creating anxiety and doubt.

 OBJECTIVES
RESEARCH METHODOLOGY
LIMITAIONS

OBJECTIVES
1. To find the share of Bournvita in the market.
2. To know the consumer perception regarding the price of Bournvita.
3. To know about the consumer view regarding the packing, availability,
advertisements and promotional activities of Bournvita.
4. To find out the level of satisfaction of the consumers after using
Bournvita.
5. To know the best media of advertisements according to the consumer.
6. To find out the factors which influence the consumer.
7. To know the consumer opinion regarding the quality of Cadburys.

REASEARCH METHODOLOGY
In the present study the required data was collected using random
sample method, care was taken to sec that the selected sample is a small
specimen (or) an isolated part of the whole population representing us general
objectives.
Data Source:
Primary data collection is more costly but data is usually more relevant
to the issue at hand. The normal procedure is to interview some people
individually (or) in groups.
Approach:
Selection of the respondents was done on the basis of random sampling
method. This method was adapted because of the flexibility. The survey was
done through questionnaire. The sample size selected is 100.
For systematic collection of primary data, closed ended questionnaire
was used. The questionnaires were distributed to the selected customers
dwelling in different areas of Kurnool City.
The questionnaire consists of 20 questions relating to various aspect of
the Study. The first part so the questionnaire was mainly prepared to get the
personal details of the customers & their extent of brand awareness. And the
later part of the questionnaire was prepared to identify the consumers attitude
towards the Health drink
Bournvita of price, quality, range, advertisements, brand name etc.
The last part of the questionnaire was prepared such that the consumers
were encouraged to give their valuable suggestions.

SECONDARY DATA
Data pertaining the company is collected from the companys status
report.
The companys profile gives a detailed report of the past records of the
organization.
The data collected both from primary & secondary sources is tabulated
and presented in a systematic form prior to classification and interpretation.

LIMITATIONS
1. The survey was limited to Kurnool city only.
2. Some respondents were so busy that they answer the questions in hurryburry and hence it cannot be considered as 100% accurate.
3. Due to shortage of time survey was limited 100 consumers only and
analysis is made overall on their response basis.
4. Some people answer casually, those may not be accurate.
5. The whole project is confined to Kurnool City only.
6. Time was not sufficient and the projected was restricted to keep within
limits.
7. Some customers were not ready to share with their information.

FINDINGS AND ANALYSIS

CONSUMER PREFERENCE TOWARDS VARIOUS

BRANDS OF HEALTH DRINKS
Brand
Bournvita
Horlicks
Boost
Complain

No. of consumers
56
20
14
10

Percentage
56%
20%
14%
10%

No. of consumers Surveyed: 100

Source:

Primary data (Questionnaire)

Bournvita is used by most of the consumers surveyed. There is an

improvement in the usages of Bournvita by people when compared to 2 year 3
back where Horlicks
And Boost were leading market. Other Milo, Maltova, viva, etc.

CONSUMER PREFERENCE TOWARDS

VARIOUS
BRANDS OF HEALTH DRINKS

Aspect
Quality
Price benefit
Brand Image
Ads

No. of Consumers
56
12
22
10

Percentage
56%
12 %
22 %
10%

ASPECT THAT CONSUMERS LOOKS IN THE

PRODUCT

Consumer looks for health factor while purchasing the health drinks.
This is evident when observed that 56% of the consumers buying behavior is
based on the quality.
How ever brand image and price also influence consumer purchase
decision-making process.

ASPECT THAT CONSUMERS LOOKS IN THE

PRODUCT

PERIOD OF USING A PARTICULAR BRAND

Period

No. of Consumers

Percentage

<1 Year

12

12%

2-3 Years

34

34%

>3 Years

54

54%

Consumer is loyal to their present brands.

This is clear from the above table 54 out of 100 consumers are using the
brand more than 3 years. Brand shifting is minimum in health drinks.

PERIOD OF USING A PARTICULAR BRAND

QUANTITY OF PURCHASE OF HEALTH DRINKS

Quantity

No. Of Consumers

percentage

200grms

28

28%

500grms

52

52%

1kg

20

20%

QUANTITY OF PURCHASE OF HEALTH DRINKS

MODE OF AWARENESS OF BOURNVITA

Mode

No. Of Consumers

Dealers

20

20%

Ads

30
40

30%
40%

Others

10

10%

Friends & Relatives

Percentage

Advertisements, friends and relatives play vital role.

In creating awareness regarding Bournvita. Dealers and others play a
part of role in awareness of Bournvita.

MODE OF AWARENESS OF BOURNVITA

CUSTOMER SATISFACTION AFTER USING THE

PRODUCT

Mode

No. of Consumers

percentag
e

Excellent

28

28%

Good

60

60%

Satisfactory

12

12%

0%

Poor

60% of consumers satisfaction is good, 28% excellent and remaining

12% are satisfactory with the health drinks.

CUSTOMER SATISFACTION AFTER USING THE

PRODUCT

EFFECTIVENESS OF ADS OF BOURNVITA

Effectively
Very Impressive
Nice
Reasonable
Not effective

No. of consumers
20
58
14
8

percentage
20%
58%
14%
8%

58% of consumers feel Bournvita ads to be nice and 20% are very much
impressed. Thus Bournvita ads are to be still improved to impress and induce
consumers.

EFFECTIVENESS OF ADS OF BOURNVITA

AVAILABILITY OF THE PRODUCT

Mode
Very comfortable
Satisfactory
Poor

No. Of consumers

percentage

76
24
0

76% of consumers feel very comfortable on the availability of the

product, 24% feels satisfactory.

76%
24%
0%

AVAILABILITY OF THE PRODUCT

PRICE

Perception
Very high
High
Reasonable
Less

PERCEPTION OF CONSUMER
TOWARDS THE PRODUCT

No. of Consumers
6
16
68
10

percentage
6%
16%
68%
10%

Price perception toward the product represents that 68% of consumers

feel reasonable, 16% feel very high and remaining 10% feel less.

PRICE PERCEPTION OF CONSUMER

TOWARDS THE PRODUCT

TYPE OF PACK CONSUMERS PREFER

Type of pack
Jar
Refill
Sachet

No. of Consumers
66
26
8

Percentage
66%
26%
8%

Most of the consumers prefer jars, and 26% of people prefer refill remaining
8%
Prefer sachet.

TYPE OF PACK CONSUMERS PREFER

SOWT ANALYSIS
CONCLUSION & SUGGESTIONS

SWOT ANALYSIS
Strengthness:
Bournvita is a multinational product, which is backed by adequate
financial resources. So it can go for wide promotional activities. It is a
product of
Cadbury India Ltd., its sales are more. It is the commercial health drink
being offerd by the doctors. It has more chances of Bournvita confidence
kuchkar DikanekaInspires all age groups by this the market can be
grapped much more.

Weakness:
Promotional activities concentrated only one segment that is children
other
Age groups are neglected. Flavors should be introduced. Not having much
more effective ads.

Opportunities:
There is a market waiting in a from of sachets and refill packs, which
Can be explanted profitable. Market can be expand by extending
promotional activities towards introducing flavor and concentrating age
groups.
Introducing of super charges make Bournvita more affordable than even
before.

Threats:
It is a product from the Cadbury its main competitors is complan a
product from Heinz and also it got more competition from other health
drink like Horlicks,

Boost, Milo, Viva etc.

CONCLUSIONS
Consumers are becoming more and more aware of Health drinks.
Health consciousness among people had grown eventually.
Bournvita is presently leading market and the next one is Horlicks and
Boost from Simth line beecham. The consumers are aware of all the offers
introduced by Cadburys Bornvita.
Promotional activities concentrate only on children and ignore other
viable market segments such as Housewifes and old age people.
Advertisement of Bournvita are influencing the purchase decision of
people.
People are satisfied only up to 75% by using Bournvita by this survey.
So the taste and quality to be enhanced.
Many of the consumers want to introduce much more flavors regarding
Bournvita.

SUGGESTIONS (AS PER THE CONSUMER)

Many of the customers ask for to display more impressive advertisement
on television.
Majority of Bournivita users demand to improve sale promotional
activities by introducing flavors.
Some customers wish to have Bournvita in sachet and Refill Pack in feweR
prices.
It should be increase quantity rather than improvement in package. The taste
of Bournvita is to enhance with some changes.
Finally promotional activities are to be extended in introducing flavor
and increasing quantity and should concentrate on viable market segments
such as house wifes working men and old age people.

SUGGESTIONS
(DRAWN FROM THE STUDY)

Promotional activities should be taken to introduce flavors. Bournvita

should be introduced in trail packs.
Advertisements to be made much more impressive to with stand in the
market by other competitive Health Drinks. Middle class people are unable to
afford the product because it is costly so Bournvita should be provided in refill
packs at low price.

Brand image has to enhance to with stand the market situations and its
competitors.

 ANNEXURE
QUESTIONNAIRE
BIBLIOGRAPHY

QUESTIONNAIRE
1. NAME:
2. AGE:
3. GENDER:
4. OCCUPATION:
5. Name the Health drinks which you are aware of? [ ]
a) Bournvita b) Complan c) Horliks d) Boost
6. Out of the above health drinks which one do you prefer?
7. What factors do you consider while purchasing health drinks[ ]
a) Quality b) Price Benefit c) Brand Image d) Advertisement
e) Others
8. How are you aware of this Drinks [ ]
a) Advertisements b) Friends c) Dealers d)Relatives
e) Others
9. How long have you been using this particular Brand? [ ]
a) <1Year b) 2-3 Year c) More than 3 Year

ABOUT BOURNVITA (BOURNVITA USERS ONLY)

10. Why do you prefer this particular health Drinks? [ ]
a) Quantity b) Taste c) price d) Packing e) Advertisements
11. How do you perceive the price of Bournvita? [ ]
a) Very High b) High c) Reasonable d) Less

12. How do you feel the availability of Bournvita? [ ]

a) Very Comfortable b) Satisfactory c) Poor

13. How do perceive the quality of Bournvita? []

a) Excellent b) Good c)Satisfactory d) Poor
14. How do you feel regarding the ads of Bournvita? [ ]
a) Very Impressive b) Nice c) Reasonable d)Not Effective
15. Are you aware of the recent offer Made by Cadbury for
Bournvita(Twisters)?
Yes\No
16. In what Quantities Do you buy?
a) 50 Gms b) 200 Gms c) 500 Gms d) 1 Kg
17. What type of Pack do you prefer?
a) Jar b) Refill c) Sachet
18. Would you like to shift from the present Brand to a New Health Drink?
Yes\No
19. Which one would you prefer .
20. Please give your valuable suggestions if any
........

Thanking you

Signature

BIBLIOGRAPHY

Marketing Management

C.N.Sontakki

Consumer Behavior

Suja. R. Nair

Web Sites

www.google.com

www.cadbury.com
www.cadburyindialtd.com