MARKET SHARE OF HEALTH DRINKS SUBMITTED TO Bbd nitm BY Samresh kumar AS PART FULFILLMENT OF B.B.A.

(2nd YEAR) sepetember, 2011

CONTENTS Chapter No. Title Declaration Guide Certificate Acknowledgement

Page No. 3 4 5

Executive Summary

6-7

II 2.1 2.2 2.3 2.4 2.5 2.6

Research Design Introduction Statement of Problem Objectives of the Survey Scope of the Study Limitation Methodology

8-31 9-22 23 24 25 26 27-31

III

Conceptual Background

32-34

IV

Organizational Profile

35-36

Analysis, Presentation, Interpretation

37-52

VI

Major Findings, Recommendations, Conclusion

53-57

VII

Annexure, Questionnaire, Bibliography

58-61

DECLARATION

I hereby declare that this Market Share Report Titled Health drinks Submitted towards fulfilment of BBA Degree of Pune University, is an original work done by me.

CHIRAG .G. PATEL

Date : Place: PUNE

CERTIFICATE
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This is to certify that Project Report titled Health drinks is a bonafide work carried out by CHIRAG .G. PATEL of BBA-III of Sinhgad College of Commerce towards fulfillment of BBA degree of University of Pune. He has worked under our guidance and direction.

------------------------Dr. M.S Wazal (Principal) Date: Place:

-----------------------Prof. Vishwas Swami (Project Guide) Date: Place:

Acknowledgement
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.

CHIRAG .G. PATEL

Date:

Chapter No.: I
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EXECUTIVE SUMMARY

I. Executive Summary
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.

Chapter No.: II

Research Design
2.1 2.2 2.3 2.4 2.5 2.6 Introduction. Statement of Problem. Objectives of the Survey. Scope of the Study. Limitation. Methodology.

2.1

Introduction.

Product An overview
Universally, in bringing up their children, mothers attach a lot of emotional importance to nourishment. There is an ever-growing need for

nourishment and energy in todays fast-paced world. Who can resist a steaming, hot drink which promises to energize, nourish and refresh? The need for nutritional supplementation is all the more relevant for kids. Coupled with the fact that kids love the delicious taste of these drinks, once they have tried them, lies the basic tale of milk additives and the growth and development of the Health Food Drink (HFD) category. No one can be sure of when and how the category evolved but, today, in India the HFD market is valued at approximately Rs. 13, 000 million and nearly 50,000 tones. Health food drinks provide nourishment for the family, particularly growing children and serve as energy providers for adults. The market for malted milk powders in India is huge as the product is widely used as a nutrition and energy supplement by children and adults. The size of the market is estimated at Rs. 10,170 million. Available Health Food Drink in market can be considered as follows:

Bournvita Horlicks

Boost Complan

Product Profile: Bournvita History and Achievements:

In Indian company was incorporated on July 19th 1948 as a private limited

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company under the name of Cadbury-Fry (India). Soon thereafter the company launched Bournvita. Through the years, Bournvita has been a market leader in the Health Drinks market as well as have a dominant share of the Chocolates market. Cadbury Bournvita was introduced in 1948. Since then, it has always been the leading brown MFD brand in the country and the second largest MFD brand as a whole. Bournvita has worked towards achieving this status by never remaining motionless. Throughout its history, Bournvita has constantly endeavoured to re-invent its product, packaging, promotion and distribution. Each has been aimed at improving the value proposition to the consumer. The brand was re-launched in 1999 with a new fortified Recommended Dietary Allowance (RDA) balanced formula. The message sent out through communication as well as packaging simply stated that the new Bournvita would meet the nutritional needs of children and make up for any deficiencies in nutrition as a result of improper food intake. At the same time, the company strongly promoted the practice of consuming two cups of Bournvita to ensure that this happened. The effort enabled the 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. An energetic brand, Bournvita went through another change in 2001, with a complete overhaul of branding, packaging and communication. This relaunch had two clear objectives: to make the brand contemporary and reinforce the equity with its loyal consumers. An assessment post the
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successful re-launch, showed that Bournvita had further strengthened its leadership position in the West and had attained market leadership in the North. Product: Bournvita has a unique taste which combines the goodness of malt and chocolate. It gives the child physical and mental alertness resulting in a healthy body and an active mind. In turn this gives the child the confidence to succeed in life. In 2001 Bournvita, complete with new packaging and design was re-launched. It had many firsts. Bournvita introduced a pet jar (shifting from the old glass bottle). It introduced shrink-sleeved packaging (from the old jar labels). There was a complete re-design of the logo. A loyalty programme, in the form of a Bournvita Nutrition Centre, dedicated to counselling mothers on her child's daily nutritional needs was opened. It was Bournvita's way of showing it cared. 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:
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Cadbury Bournvita won an ABBY for its press campaign - 'No Bournvita. No Milk'.

Bournvita was the official health drink for the Indian team for the 1980 Moscow Olympics.

The Bournvita Quiz Contest is India's longest running

national school quiz.

Product Profile: Horlicks History and Achievement: Some malted barley, pinches of wheat flour with a dash of evaporated milk. That's Horlicks recipe for success. James Horlicks, after whom the brand is named, was a chemist who worked for a
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company which produced dried infant food. He became ambitious after inventing some recipes of his own. So along with his brother William, they found J and W Horlicks of Chicago. Up until the 1960s Horlicks was positioned as an adult restorative drink that gave extra energy, especially during convalescence. The 1970s saw its position shift to The Great Nourisher. It was in this phase that the brand saliency shot up. The next decade saw Horlicks face an immense external challenge. Thanks to Operation Flood, there was availability of milk and the raison dtre for buying the brand became weaker. Horlicks fought back. In 1984, Horlicks aimed at growth by growing the consumer base. By 1994, it had created Ideal Horlicks and improved product formulation that also brought back the taste people reminisced about. In 2002, Horlicks was relaunched on the immunity platform. Horlicks has a significant presence in over fifteen countries. Today Horlicks is the best known brand in the health foods category in India. The brand enjoys the trust of generations of Indian mothers and this relationship has been nurtured by the brand by fortifying the product from time to time. In 1998, Horlicks was fortified with 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
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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, theres a Horlicks pack for every occasion and mood. Product: Put a couple of tablespoons full into a mug. Add warm water or milk and youre ready to enjoy a drink thats tasty and nourishing. Add ice cubes, cold milk or water to reconstituted Horlicks and it turns into a delicious, thirst quenching drink on a hot afternoon. That is why Horlicks is considered to be the great nourisher for the entire family. The medical credentials and heritage of the brand have reinforced the image of the brand for years. Junior Horlicks, a specialist brand for little children. Mothers Horlicks, a special 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

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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.

Product Profile: Boost

History and Achievements: Boost was developed by the companys in Kerala the Indian in R&D team in 1974 and launched 1975/76. soon Positioned as the 'energy fuel', brand

generated great consumer pull and was subsequently launched at a national level.

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Around 1984, however, Boost sales seemed to plateau. This led to a complete re-think about the brand strategy. A deeper understanding of purchase dynamics of the category revealed that by the latter half 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. GlaxoSmithKline plc. is recognized as one of the leading health and pharmaceutical companies in the world. Its powerful combination of skills and resources has enabled it to offer frontline health products to the consumer. These traits are amply evident in the Boost brand. But brands are not built by formulation alone. They require strategic thinking and a strong positioning platform. Success for Boost has come as a result of 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.
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Product Boost is a malt-based drink in chocolate flavour, with the brand pioneer philosophy changes being in to and the continuously innovate

category. In 2002, the brand created history by re-launching Boost with 'Power Boosters', a completely different product from any other HFD. The New Boost contains copper and biotin, in addition to its extant composition of vitamins and minerals. Two serves of New Boost (approximately 30 gms) as per the CODEX Alimentarius Commission of the World Health Organisation, 1995, provide 50% of the daily requirement of Vitamin B1, B2, B6, B12, A, C, D, Niacin, Pantothenic 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:

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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: 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 SEC A and B households and 40% among all households. Sachin Tendulkar appeared in a Boost advertisement for the first time at the age of seventeen.

The kid, who starred in the Boost advertisement with Kapil Dev, 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.

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Product Profile: Complan

History and Achievements:

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 Complans superiority over milk on nutritional delivery.
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The brands next major milestone was reached in 1975 when, in order to expand its user base, Complan made a strategic shift in its target market and positioning. Complan was now repositioned as an ideal nutritional supplement for growing children. Complans current consumer base runs into hundreds of thousands of households across the country. It is retailed through more than 225,000 outlets and has an impressive 16.8% share across the entire MFD category. Apart from India, Complan is also available in the UK, Australia, Venezuela, Nepal and Sri Lanka. Complans growth closely resembles its core consumers; it has been growing over the last twenty years to register a constant upswing in its market. In this period, it has doubled its market share while commanding a price premium in excess of 40% over its nearest competitor.

Product: Enriched with 23 vital nutrients in balanced proportion Complan is an ideal nutritional supplement for children in its target segment of four to fourteen years. It is Heinzs constant endeavour to upgrade

Complans formulation as per the latest d evelopments in nutritional sciences and the changing requirements of growing children.

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Complan the Complete Planned Food in a Drink is formulated as per the World Health Organisation (WHO) guidelines suggested for growing children. Milk protein, which has superior digestibility properties, contains all essential amino acids balanced to perfection and hence is the ideal engine for growth. It is also a superior source of energy and meets the WHO guidelines of energy requirement from proteins. It provides more energy (429kcal/100 gms) than any other major brand in this category. 20% of Complan is protein and 100% of it is derived form natural milk. No other brand can match this claim. 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:

Complan, with a history going back half a century, is the Gold Standard in childrens nutrition and one of Indias heritage brands. The brand takes its job of delivering nutrition to growing children seriously and has built enormous credibility over the years. Heinz is committed to ensuring that Complan continues to meet the stringent demands its consumers make on it. This perhaps, explains why Complan continues to be the Gold Standard. It is one of the few brands in the MFD category in India to have uniformly spread across the country indicating its acceptability across regions and socio-economic strata.
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Facts:

Complan was formulated in Britain, as an ideal

nutritional supplement for soldiers wounded on the frontlines in World War II.

The brand name Complan is derived from the product

statement Complete Planned Food. The current Bollywood heartthrob Aftab Shivdasani was a Complan Boy.

2.2

Statement of Problem.

Market Share of various Health Drinks is the project I am working for Mansukhlal & Sons, Navsari. The survey was targeted on school going students in Navsari. Feedback was taken from them through questionnaire and personal view. After the survey was completed I analysed all the details that I gathered through the survey and is represented systematically with the help of :Bar Charts Pie Graphs Report.
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2.3

Objectives of the Survey.

1. To find out the different products of health drink. 2. To find out the market share of health drink products. 3. Study of people choice among various health drinks. 4. To find out the customers satisfaction about the health drink products. 5. To find out the availability of the product. 6. To find out the effect of advertisement on people.

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7. To find out the difference in price structure of various health drinks available in market.

2.4 Scope of the Study.

1. Various companies offering Health Drinks such as Bournvita, Complan, Horlicks, Boost. 2. The project was done to identify the issue of decision making, taste, prefrence, awarness, etc. 3. The survey was in the region of Navsari (GJ). 4. The time duration for the research work was one month.

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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. The first limitation is that the accuracy of the project and conclusion is totally dependent on the accuracy of data collected and data analysis. Due to time constraint the survey is confirmed to measures. The respondents were selected randomly and therefore might not be a true representation of total consumers due to such a large universe.

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 Over projections by the respondent to impress the surveyor is also possible. The recommendation is given totally based on the information collected through questionnaires and personal interviews. Each man defers from another. A consumer not only defers from 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 Research design is arrangement of condition of collection and analysis of data in a manner that companies relevance of data to be collected. The 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:
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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.

Sample Plan Sample plan can be define as the selection of some part of an aggregate or totality on the basis of which a judgment or inference about the aggregate or totality is made. In other words it is the process of obtaining information about an entire population by examining only a part of it.

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The sampling plan for this project would be customer which includes School going childrens in, Navsari. 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 childrens 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 childrens 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.

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.

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Methods of collecting primary data particularly in survey and descriptive researches are: 1. Observation Method. 2. Interview Methods. 3. Through Questionnaires. 4. Through schedules. Methods of collecting secondary data particularly in survey and descriptive researches are: 1. Various publications of central, state, and local governments. 2. Various publications of foreign governments or of international bodies and their subsidiary organizations. 3. Technical and trade journals. 4. Books, magazine, news papers. Questionnaires: This method of data collection is quite popular, particularly in case of big enquiries. It is being adopted by private individual, research workers, private and public organizations and even by governments. Questionnaire is sent to the persons concerned with request to answer the questions and return the questionnaire.A questionnaire consist of a number of questions printed or typed in a definite order on a form or set of form. 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.

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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 of questionnaire which I have circulated among 50 customers so that I can get information that was required for the project. Data Analysis Techniques The data after collection has to be processed and analyses in accordance with the outline laid down for the purpose at the time of developing the research plan. By Analysis we mean the computation of certain indices or

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measures along with searching for patterns of relationship that exist among the data groups. 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.

Chapter No.: III CONCEPTUAL BACKGROUND

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III. Coceptual 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 and on a company-wide basis. Share can be calculated either on a unit basis (i.e., If a company sells 1 million units in a total market of 10 million units, it has a 10 percent share) or on a revenue basis (i.e., If a company sells $1 million worth of widgets in a $10 million market, it has a 10% share). Obviously, if a company is able to command a higher price for its product/service than its competitors, it would show a higher market share when calculated on a revenue basis than on a unit 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
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the "luxury sports widget market" and 85% of a particular geograpically defined luxury sports widget market. All business activities focused on developing, expanding and facilitating the profitable introduction and promotion of a company's products and/or services. Traditionally, this is taken to include the "4Ps" -- Product, Price, Promotion and Place.

"Product" refers to discovering market requirements and ensuring that those requirements are reflected in the products and/or services offered by the company. "Price" is obvious -- determining and setting the most appropriate prices for the products/services. "Promotion" refers to all activities involved in making potential customers aware of the company, its products and services and their benefits -- and encouraging them to buy. "Place" is a little less obvious. In addition to determining the best geographic areas to sell in, it also refers to the dermination and management of the best "channels" for reaching those markets -direct sales, distributors, resellers, etc.

Importance of Market share :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. Easy Finance :- Market share helps the company in getting easy finance from the market due to its majority market share and reputation in the market. Profitability :- Major market share increases the profit earnings of the company, as many customers are attracted to purchase companys products due to its reputation in the market.

2.

3.

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4.

Growth and Expansion :- When a company succeeds in attracting more and more customers towards itself due to its market share it definitely increases its profit and inturn grows and expands. Share holders :- Increase in companys market share inturn increases its share holders by winning the confidence of its investors.

5.

Chapter No.: IV ORGANISATIONAL PROFILE

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IV. Organisational Profile.

Est. 1946 Name of the firm: Manshuklal & Co. Registered office: Opp Hanuman temple, Mota bazzar Navsari-396445 Type of organisation: Partnership firm Turnover: 55 lacks Profit: 1.5 lacks

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Dealers of: Complan, Horlicks, Boost, Bournvita etc

Chapter No.: V

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ANALYSIS, INTERPRETATION, PRESENTATION.

V. Analysis, Interpretation, Presentation.

1. Do you take any health drink? Table No.: 1
Answers Yes No Total No. of Respondents 46 4 50 Percentage 92.00% 8.00% 100.00%

Chart No.:1
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Consumption of health drink

No 8% Yes No Yes 92%

The above chart shows 92% people take health drink. 2. Which health drink do you prefer? Table No.: 2
Answers Bournvita Horlicks Boost Complan Any Total No. of Respondents 30 6 5 7 2 50 Percentage 60.00% 12.00% 10.00% 14.00% 4.00% 100.00%

Chart No.:2

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Choice of health drink

Complan 14% Boost 10% Horlicks 12%

Any 4%

Bournvita Horlicks Boost Bournvita 60% Complan Any

The above chart shows the percentage of choice of product. It is seen that most people like bournvita and complan.

3. How often do you consume? Table No.: 3

Answers Once a day Twice a day Weekly Occasionally Total No. of Respondents 30 3 7 10 50 Percentage 60.00% 6.00% 14.00% 20.00% 100.00%

Chart No.:3

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Drinking Frequency

Occasionally 20%

Once a day Twice a day Weekly Once a day Occasionally 60%

Weekly 14% Twice a day 6%

The above chart shows the drinking frequency of people. 60% of people drink health drink once a day while 20% take occasionally.

4. What is your quantity of purchase for a month? Table No.: 4

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

Chart No.:4

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Quantity of purchase

1 kg 22%

More than 1 kg 8%

250 gm 20%

250 gm 500 gm 1 kg More than 1 kg

500 gm 50%

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

5. How do you prefer your health drink? Table No.: 5

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

Chart No.:5

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Preference of health drink

Moderate 22% Cold 48% Hot 30%

Cold Hot Moderate

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

6.

How do you find the taste? Table No.: 6

Answers

Good Better Best Satisfactory Total

No. of Respondents 11 10 25 4 50

Percentage 22.00% 20.00% 50.00% 8.00% 100.00%

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Chart No.:6
Taste of Health Drink

Satisfactory 8%

Good 22%

Good Better Best

Best 50%

Better 20%

Satisfactory

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.

7.

From where do you purchase your health drink? Table No.: 7

Answers

Retailer Wholesaler Cafeteria Others Total

No. of Respondents 35 6 5 4 50

Percentage 70.00% 12.00% 10.00% 8.00% 100.00%

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Chart No.:7
Purchase place of Health Drink

Cafeteria 10% Wholesaler 12%

Others 8%

Retailer Wholesaler Cafeteria Retailer 70% Others

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

8.

At what age did you start taking health drink? Table No.: 8

Answers 3 yrs - 5 yrs 5 yrs - 10 yrs 10 yrs - 15 yrs 15 and above Total

No. of Respondents 32 15 2 1 50

Percentage 64.00% 30.00% 4.00% 2.00% 100.00%

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Chart No.:8
Age structure for taking Health Drink
3 yrs - 5 yrs 5 yrs - 10 yrs 10 yrs - 15 yrs 15 and above

10 yrs - 15 yrs 4% 5 yrs - 10 yrs 30%

15 and above 2%

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.

9. What is the availability of product? Table No.: 9

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

Chart No.:9
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Availability of product

Not available at all 6% Irregular 30%

Regular Irregular Not available at all

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.

10. How do you come to know about the product? Table No.: 10
Answers Television News Paper Magazine Family and Friends Display at retail outlet Any other Total No. of Respondents 27 3 2 4 13 1 50
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Percentage 54.00% 6.00% 4.00% 8.00% 26.00% 2.00% 100.00%

Chart No.:10
Mode of Awareness

Display at retail outlet 26% Family and Friends 8% Magazine 4%

Any other 2%

Television News Paper Magazine Family and Friends Television Display at retail outlet 54% Any other

News Paper 6%

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

11.How do you find the advertisement of the company for production of product? Table No.: 11
Answers Good Better Best Satisfactory Total No. of Respondents 9 11 12 18 50 Percentage 18.00% 22.00% 24.00% 36.00% 100.00%

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Chart No.:11
Response of Advertisement

Better 22% Satisfactory 36%

Good 18%

Good Better Best Satisfactory

Best 24%

The above chart shows that the percentage of response of advertisement of product. It is seen that 36% of people is satisfied. Are you influenced by advertisement? Table No.: 12
Answers Yes No Total No. of Respondents 14 36 50 Percentage 28.00% 72.00% 100.00%

12.

Chart No.:12

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Influenced by Advertisement

Yes 28% No 72%

Yes No

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.

13.

What is the general quantity that you take in a health drink? Table No.: 13

Answers 1 Tea-Spoon 2 Tea-Spoon 3 Tea-Spoon More than 3 Tea-Spoon

No. of Respondents 7 30 10 3
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Percentage 14.00% 60.00% 20.00% 6.00%

Total

50

100.00%

Chart No.:13
Quantity of Health Drink

3 TeaSpoon 20%

More than 3 Tea-Spoon 6%

1 TeaSpoon 14% 1 Tea-Spoon 2 Tea-Spoon 2 TeaSpoon 60% 3 Tea-Spoon More than 3 Tea-Spoon

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

14.

What improvement do you want? Table No.: 14

Answers Reduction in Price Attractive Packing Change in Taste None Total

No. of Respondents 16 14 10 10 50

Percentage 32.00% 28.00% 20.00% 20.00% 100.00%

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Chart No.:14
Improvement Required

None 20%

Change in Taste 20%

Reduction in Price 32% Reduction in Price Attractive Packing Attractive Packing 28% Change in Taste None

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

15.

Are you satisfied with your health drink? Table No.: 15

Answers

Yes None Total

No. of Respondents 35 15 50

Percentage 70.00% 30.00% 100.00%

Chart No.:15

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Satisfaction of Health Drink

None 30% Yes 70%

Yes None

The above chart shows the percentage of satisfaction level. It is clearly seen that 70% of respondent are satisfied with their health drink while 30% are not satisfied.

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Chapter No.: VI

MAJOR FINDINGS, RECOMMENDATIONS, CONCLUSION.

VI. Major Findings, Recommendations, Conclusion.

The major findings of the report are as follows:1. It is found that 92% people take health drink. 2. It is seen that most people like bournvita and complan.

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3. 60% of people drink health drink once a day while 20% take occasionally. 4. It is seen that 50% of people purchase 500 gm packet while 22% purchase 1 kg. 5. It is observed that 48% respondent like to have the health drink Cold while 30% take it Hot and remaining 22% take it in Moderate manner. 6. It is analyzed that 50% respondent rank their drink as under best category while 22%, 20%, and 8% are ranked as good, Better and last satisfactory. 7. It is observed that most of people ie.70% purchases their health drink from retailer while 12% from wholesaler, 10% from Cafeteria and remaining 8% from other sources. 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. 10.10. Television and Display at Retail Outlay are two important media for the awareness of product.

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11.11. It is seen that 36% of people is satisfied with the advertisement of the drink. 12.It is seen that 72% of respondent are not influenced while only 28% are influenced by advertisement. 13.It is observed that 60% consume 2 Tea-Spoon of health drink. 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:
I would recommend that the companies should strength its distribution channel especially at cafeteria and local retailer, which is the biggest market for health drink. The companies should make use of more advertising media like T.V., Display at various outlets, Hoardings etc. that are very useful to increase the awareness regarding the product.

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 The companies should come up with new types of schemes which would attract more number of people toward their product. The feedback of the retailer should be collected regularly so that the companies can come to know that were they are standing. Design some attractive scheme for retailer, which can differentiate from competitors and interesting for retailer. Try to build a good image of the company.

Conclusion:
As the customer is considered to be the king of the market, this fact is very much true for the liquid food drink industries. It is very important on the part of the organization to learn customer behavior in order to increase their sale and create a good brand image in the minds of the customer. 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
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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.

Chapter No.: VII

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ANNEXURE, QUESTIONNAIRE, BIBLIOGRAPHY.

VII. Annexure, Questionnaire, Bibliography.

Questionnaire
Name: _________________________ Occupation: Age: _________________________ Sex: Mobile No.: _________________________ _______________ M/F

1. Do you take any health drink? ( ) Yes ( ) No

2. Which health drink do you prefer?

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( ) Bournvita ( ) Complan

( ) Horlicks ( ) Any other

( ) Boost

3. How often do you consume? ( ) Once a day ( ) Weekly ( ) Twice a day ( ) Occasionally

4. What is your quantity of purchase for a month? ( ) 250 gm ( ) 1 kg ( ) 500 gm ( ) More than 1 kg

5. How do you prefer your health drink? ( ) Cold ( ) Hot ( ) Moderate

6. How do you find the taste? ( ) Good ( ) Better ( ) Best ( ) Satisfactory

7. From where do you purchase your health drink? ( ) Retailer ( ) Cafeteria ( ) Wholesaler ( ) Others

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

9. What is the availability of product? ( ) Regular ( ) Irregular ( ) Not available at all 10.How do you come to know about the product? ( ) Television ( ) Magazine ( ) Display at retail outlet
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( ) News Paper ( ) Family and Friends ( ) Any other

11.How do you find the advertisement of the company for production of product? ( ) Good ( ) Best ( ) Better ( ) Satisfactory

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

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

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

15.Are you satisfied with your drink? ( ) Yes ( ) No

ANNEXURE BIBLIOGRAPHY BOOK REFERRED:1. Prajati.

SEARCH ENGINES:1. www.google.com

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