a detailed analysis of complan nutri-gro and comparison with the competitors products

7/27/2019 A Detailed Analysis of Complan Nutri-gro and Comparison With the Competitors Products

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SUMMER TRAINING PROJECT REPORT

ON

A DETAILED ANALYSIS OF COMPLAN NUTRI-

GRO AND COMPARISON WITH THE

COMPETITORS PRODUCTS

UNDER GUIDENCE OF

MENTOR GUIDE INDUSTRY GUIDE

Prof. Rituraj kumar Mr. Jitendra singh

(lecturer) Heinz (ASM)

Prepared By

Arti gupta

Roll no. (2010031)

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ACKNOLEDGEMENT

I words are considered to be sign of gratitude then let these words convey the very

Same my sincere gratitude to HEINZ for providing me with an opportunity to work

HEINZ and giving necessary directions on doing this project to the best of my abilities.

I am highly indebted to MR. Jitendra singh (ASM,Heinz pvt ltd,lucknow) and

company project guide, who has provide me with the necessary information and also for the

support extended out to me in the completion of this project and his valuable suggestion and

comments on bringing out this report in the best possible way.

This entire project has been very encouraging and will certainly help us stand in good

stead for our career in the future.

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TABLE OF CONTENT

CHAPTER PAGE NOACKNOLEGMENT 1

HISTORY 3

INTRODUCTION 4

MISSION AND VALUES 5

HEINZ PRODUCT 6-12

COMPETITORS PRODUCTS 12-14

RESEARCH METHODOLY 15-21

ANALYSIS & FINDINGS 22-33

CONCLUSIONS 34

SUGGESTIONS 35

QUESTIONNAIRE 36-37

BIBLIOGRAPY 38

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HISTORY

A WORLD OF GOOD FOOD

The H.J. Heinz Company, headquartered in Pittsburgh, Pennsylvania, is the most

global of all U.S.-based food companies. Famous for our iconic brands on five continents,

Heinz provides delicious, nutritious and convenient foods for families in 200 countries

around the world. In more than 50 of those countries, we enjoy the number-one or number-

two market position. To learn more visit http://www.heinz.com/.

HEINZ IN INDIA

Heinz came to India in 1994 by taking over the Family Products Division of Glaxo with

powerful brands such as Complan, Glucon-D, Nycil and Sampriti.

Heinz India is fully integrated into the global Heinz operations employing high standards in

quality at its state-of-the-art manufacturing facility at Aligarh in the State of Uttar Pradesh.

This manufacturing facility is HACCP certified and follows GFMP (Good Food

Manufacturing Practices) to deliver nutritious and safe food products to our discerning

consumers.

Heinz in India provides taste and nutrition through globally trusted products like Heinz

Tomato Ketchup and strong local products like Complan - with extra growing power,

Glucon-D - the refreshing energy drink, Nycil - the most effective prickly heat powder and

SampritiGhee-Mahekbharaswaad.

Heinz products synergize the three pillars of the Heinz tradition namely TRUST, TASTE &

NUTRITION.

Today, iconic brands like Complan & Heinz and category leaders like Glucon D & Nycil are

being nurtured with a combination of formulation and flavour upgradation, packaging

innovations and new positioning strategies with strong equity quotients.

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INTRODUCTION

CORPORATE PROFILE

H. J. Heinz Company manufactures and markets food products for consumers,

foodservice, and institutional customers. It offers ketchup, condiments and sauces, frozen

food, soups, desserts, entrees, snacks, frozen potatoes, appetizers, beans and pasta meals,

infant nutrition, and other processed food products. The company also owns or leases office

space, warehouses, distribution centres, and research and other facilities. It sells its productsthrough its sales organizations, independent brokers, agents, and distributors to grocery

accounts, convenience stores, bakeries, pharmacies, mass merchants, club stores, and

foodservice distributors, as well as to institutions, including hotels, restaurants, hospitals,

health-care facilities, and various government agencies. H. J. Heinz Company has operations

in North America, Africa, Latin America, Europe, the Asia Pacific, and the Middle East. The

company was founded in 1869 and is based in Pittsburgh, Pennsylvania

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MISSION AND VALUES

Heinz Mission Statement

As the trusted leader in nutrition and wellness, Heinz -

the original Pure Food Company - is dedicated to the

sustainable health of the people, the planet and our

Company.

Heinz Values

Team Building & Collaboration - We embrace great ideas from everywhere and

everyone and respect all individuals.

Innovation - We spot consumer and customer needs and meet them with simple,

creative solutions.

Vision - We define a compelling, sustainable future and create the path to achieve it.

Results - We deliver on commitments, take accountability and balance the short- and

long-term.

Integrity - We always tell the truth, act with the highest ethical standards and ensure

that our products are of the highest quality.

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Heinz product

When you take special hybrid tomatoes for high quality pulp, the finest natural

vinegar, spices of the best quality and add them to a recipe created especially for Indian

palates you get the unique and unbeatable taste of Heinz. The taste that everybody loves!

PURE AND NATURAL

Heinz is the only Ketchup that is entirely devoid of artificial preservatives, colours, flavours

and emulsifiers. It is rich in Lycopene, an antioxidant that has been scientifically proven to

reduce the risk of certain types of cancer.

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Heinz is almost synonymous with Ketchup around the world. In, India Heinz is steadily ketchingup

with the consumers and their Indian food palate. Its unique taste with the right blend of spice and

sweetness enhances the taste of snacks from French fries and Burgers to Sandwiches and Samosas.Children want the flavour of the ketchup even with their meals to make them more enjoyable and thats

why we call it Good Food Everyday with Heinz Tomato Ketchup.

COMPLAN

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Complan- The Complete Planed Food- is a milk based nutritional health beverage fortified with 23

vital nutrients in balanced proportion including 100% Milk Protein to help children grow better.Complan is a nutrition expert in the category and its formulation is mainly designed as per Indian

RDA.

Your child may be a fussy eater which may lead to nutrition gaps in his/her diet. Give him

Complan. Complan provides your child balanced and adequate nutrition, which bridges key

nutrition gaps in their diet.

Complan has 23 vital nutrients in planned proportions along with 18g of 100% Milk Protein**.

All the protein in Complan is 100% Milk Protein which is one of the best protein for growth.

Complans 23 vital nutrients include key nutrients such as essential fatty acids, iron and iodine .

Complan is available in 6 yummy flavours that kids like. The flavours are Chocolate, Kesar

Badam, Strawberry, Mango, Caramel and Natural.

Recommended usage 2-3 times a day.


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GLUCON-D

Since 1933, Glucon-D has been a dominant leader among glucose-based beverages.

Glucon-D is the preferred choice in summer when the scorching heat drains out body

glucose. Glucon-D contains 99.4% glucose. It is easily absorbed by body, thus giving instant

energy & rejuvenation.

As part of the Brand Equity Survey in 2010, Glucon-D was adjudged the 19th most trusted

brand and 3rd among beverages.

Glucon-D is available in 3 delicious flavours Original, Tangy Orange & Nimbu Pani.

Glucon-D Isotonik Energy Drink is an Isotonic energy drink for quick replenishment of

essential body salts during sports & high-intensity activities.

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NYCIL

INDIAS NO. 1 EFFECTIVE HEAT

PICKLY POWDER.

With the heritage of over 34 years,Nicyl is

one of the most trusted and recognised

powder in India, Nycil is the one of most

leader is the pickly heat powder category

and driven growth in this category over

the years,

Nycil understand the mother concern and

offer her the product that can preventprickly heat. It has been clinically prevent

that using Nycil twice a day for 4 weeks

prevent pickly heat.

COMPLAM BUSICUIT

Also to deliver per 100g :

20% of Indian RDA for macro nutrients for 7 9 years age group

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30% of Indian RDA for micro nutrients for 7 9 years age group

20% of Indian RDA for micro nutrients for 4 14 years age group

A nutritionally balanced any time snack

SAMPRITI-GHEE

Sampriti is 100% pure ghee manufactured in Aligarh (Uttar Pradesh) in our own state-of

the-art production plant, through a complete backward integrated process of procuring milk

directly from farmers.

The ghee is primarily made of buffalo milk and is sold in India through retail, civil supplies

and through bulk ghee channels.

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COMPLAN NURTI-GRO

The age of 2+ to 4 years is a critical phase of growth for your child. However this growth

may slow down because of your childs increased vulnerability to illnesses#, due to fussy

eating and exposure to the outside world. Are you providing your child the nutrition required

for building immunity to fight illnesses# and for his healthy physical and mental growth ?

Presenting Complan Nutri-Gro, specially formulated with the help of a nutritionist to build

your childs immunity and help all round growth during the critical phase of 2+ to 4 years.

Complan Nutri-Gro has -Special Immunity Builders,100% Key Growth Nutrients

DHA (helps brain functioning)

Complan Nutri-Gro : Complete planned food in a drink for 2+ to 4 years.

Swasth Rahein, Badhte Rahein!

Illnesses such as cough and cold Nutri-Gro is a nutritional supplement to be

taken as part of Balanced Daily Diet.

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Mothers are always worried about their childrens health and growth during their adolescent

stage. They are constantly in search of various food products that suit their childrens taste as

well as provide nutrition. Since its about their child, mothers would never compromise on

the quality and thus look for a trust-worthy option. Complan which already has a strong

equity in the market in Nutritional food supplement segment had an opportunity to tap the

toddlers market.

DMA Yellow Works was approached forbrand name and identity creation,packaging

graphics and structure design.

The objective was to provide a scientifically formulated nutritional food supplement to

children of 2+ years in three lovable variants: chocolate, Badam kheer and strawberry.

The challenge was to create a design which had seriousness, maturity, premiumness as well

as some kiddies appeal to the graphics.

Complan Nutri-Gro, a complete planned DHA food and nutritional supplement for growth of

toddler from age 2 to 4. DHA and other nutritional supplements in Nutri Gro help in physical

and mental growth of toddler.

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COMPETITORS

JUNIOR HORLICKS

The early years are vital for a childs physical and mental development. As a parent, you

would naturally be keen to ensure that your child gets the best nutrition possible for his

optimal growth.

Nutritional requirements vary according to age. Toddlers are fussy eaters, which may lead to

gaps in nutrition. Preschoolers, on the other hand, tend to have a busy schedule, and need

adequate nutrition to keep them going through the day. It is therefore important to manage

the different nutritional needs of your child according to his age.

To bridge gaps in nutrition and aid your childs overall development, it may be important to

include a nutritional supplement or beverage such as Junior Horlicks as part of the daily diet.

Junior Horlicks provides tailor-made nutrition for children, and is available as a two-stage

product.

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PEDIASURE

Great tasting, "Kid Approved" Pediasure encourages

compliance among children who are orally fed. It is designed as a source of complete,

balanced nutrition for children 1 to 10 years of age. It is ideal for children whose nutrient

needs are increased or who may be undernourished due to illness or poor appetite. Pediasure

is formulated to support catch-up growth in children with failure to thrive and is well

tolerated.

BORNVITA LITTLE CHAMPS

Bourn vita Ill Champs is a specially created nutrition

supplement for 2 to 5 year olds with the goodness of natural

ingredients and the power of 20 scientific nutrients. It contains

DHA, which is vital for brain and vision development in the

formative years of a child. In addition, it is also supplemented

with Whey protein concentrate that not only increases the over-

all protein content, but also enhances muscle development and

immunity necessary for children. All this while retaining the

great taste of Cadbury Bourn vita when mixed with a glass of

milk.

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RESEARCH METHODOLOGY

Meaning

Research is an intensive and purposeful search for knowledge and

understanding of social and physical phenomenon. Research is a scientific activity

undertaken to establish something, a fact, a theory, a principle or an application. One

can also define research as a scientific and systematic search for pertinent

information on a specific topic. In fact research is an art of scientific investigation.

According to John W.Best Research is the systematic and objective analysis

and recording of controlled observation that may lead to development of

generalization, principles or theories resulting prediction and possible ultimate

control of events.

OBJECTIVES

1. Present distribution of CNG vis--vis Competition (Little Champ, Junior Horlicks,

Pediasure)

2. Requirement of different type of outlets.

3. Competition Analysis ( Coverage, Margins, Schemes, consumer offers)

4. Maximizing the product range availability in outlets

5. Consumer behaviour for CNG and response

6. Awareness of Heinz CNG in consumers & retailers.

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COMPARISION OF COMPLAN NUTRI GRO WITH COMPETITOR

ON THE BASIS OF INGRADIENTS

MACRO NUTRIENT CNG PEDIASURE JUNIOR HORLICKS BOURNVITA LIL CHAMPS

PROTEIN ( gm ) 15.5 14.9 15.2 9

FAT ( gm ) 13 24.7 4 1.5

RBOHYDRATE ( gm ) 62.5 54.3 72.8 81

ERGY VALUE ( KCAL ) 429 496 388 373.5

OS ( DIETRY FIBRE )(gm)

2 1.58 0 0

DHA (mg) 20 0 20 40

MINERALS

IRON (mg) 24 6.9 19.3 46

IODINE (mcg) 90 47.6 75 90

CALCIUM (mg) 800 486 833.3 80

PHOSPHORUS (mg) 533 397 0 0

ZINC (mg) 533 6 3.4 4.9

FOLIC ACID (mcg) 150 184 250 348

BASE Milk Solid Milk SolidWheat Flour, Milk Solid ,

Malted BarleyMalt Based Food, sugar,milksoWhey Protein

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ON THE BASIS OF PRICING

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Brand Variants Gramage MRP

Pediasure Vanila 400g 410

Chocolate 400g 425

900g 796

Horlicks Jr Regular 200g 80

500g 160

Regular Jar 500g 170

Chocolate Jar 500g 150 (OldStock)

Bournvita LilChamp

Chocolate 200g 90

500g 175

Protinex Jr Vanila 400g 325

CNG Ch/Str/BK 400g Tin 213

175g R/F 102


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MEDIA SUPPORT

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CONVERSION OF GLUCON-D DISPY INTO COMPLAN NUTRI GRO

This was my little effort. I converted 150 outlets from GLUCON-D display to COMPLAN

NUTRI-GRO display within 15-20 days with the help of Merchandising agent.

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I am also working with promoter in Big Bazaar for 2 days. I learn how to interact with

customer and tell them different between complain nutri-gro with competitor.

RESEARCH DESIGN

Definition:

Research design is a set of advance decisions that make up the master plan specifying the

methods and procedures for collecting and analyzed the needed information.

Types of Research

A) Exploratory research: Exploratory research is unstructured, informal research

undertaken to gain background information about the general nature of the research

problem.

B) Descriptive research: Descriptive research provides answer to the questions of who,

what, when, where and how. Note that we cannot conclusively ascertain answer to

why using descriptive research.

Descriptive research can be of two types

1) Cross section research

2) Longitudinal research

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SAMPLING TECHNIQUES

Convenience sampling techniques:

Convenience sampling is used in exploratory research where the researcher is interested

in getting an inexpensive approximation of the truth. As the name implies, the sample is

selected because it is convenient.

Selection of Sample size:

We used sample of 250 retailer and wholesaler for this project. 20 sample from Modern

trade.

Sources of Data collection

1) Primary data

2) Secondary data

Primary data:

Primary data was collected by preparing the questionnaires and visiting the retailer and

wholeseller. We done personal interview with them and recorded their answers.

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Secondary data:Secondary data was collected from the various websites on the internet.

STATISTICAL TOOLS USED

1) Pie charts

2) Bar graphs

ANALYSIS AND FINDINGS

Q: What is the present sales of CNG and its competitors brand little champ, Junior

horlicks and Pediasure.

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This is the sales figure of retailers and wholesaler of complan nutri-gro comparison to

competitor. Sales of CNG is 16.9%, pediasure is 13.1%,junior horlicks is 33.09% and 36.7%

is little champs.

Sales figure of MORDERN TRADE and OSS

This is sales figure of Morden trade and oss. 24.4% is complain nutri grow,43.7%

is junior horlicks,17.4% of little champs and 14.3% is pediasure. sales of junior horlicks is

more in modern trade.

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Q: Which one is selling the highest?

This is sales of CNG vis other competitor in quantity wise.from this fig we conclude that

sales of little champs is higher i,e 2150,junior horlicks is 1937,CNG is 993 and pediasure is

772.

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Q: What is most helpful in increasing the sales of the product?

We need to increase margin for sales of product then schemes then offer, brand awareness

need not to increase.

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Q: Rank them in order according to the brand awareness of the products?

Horlicks brand is very high because this is very old brand then others then after complan

then little champs then pediasure.

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Q: What was the response of complain Nutri grow during these days?

From this graph we conclude that response of complain nutri gro is average.

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Q:What was the footfall of your customer per day?

This is the fig of footfall 20%of total sample says that option1 i,e 30-50 customer per

day,19.2% says that option2 i,e 60-80,21.6% says that option3 i,e 100-120,20% says that

option4 i,e 120-160 and 19.2% says that option5 i,e 80-100 customer per day.

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Q: How much you get offer or scheme from cng n other competitor like junior

horlicks, little champs and Peadiasure?

From this graph we conclude that higher offer and scheme is given by born vita little

champs,then after junior horlicks, and pediasure and CNG provide same scheme or offer.

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Q:Did you get any display charge from that company like CNG,horlicks,pediasure and

lill champs?

From this graph we conclude that junior horlicks provide higher display charge then after

CNG then pediasure at last little champs.

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Q:What is/are special features due to which that product is selling the most?

From this graph we conclude that sales of little champs is more because it contain

more DHA and Iodine then others,pediasure contain more energy and CNG contain

protein,DHA etc.

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CONCLUSIONS

From the research study and personal interviews we have come to following conclusions:

Firstly its need to improve brand awareness.

It needs to increase their margins through which retailer and wholesaler take in bulk

amount.

To provide offer and schemes to customer so they can easily attract towards that

product.

It need to increase their media support because this is the best platform to generate

awareness.

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SUGGESTIONS

It need to increase more display for complain nutri gro to attract more customer.

It need to increase media support like they give advertisement to news paper.

Brand promotional activities like personal relation, direct contact with the customers

using distribution channel should be done.

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QUESTIONNAIRE

Q1. What was the response of complain nutri grow during these days?

Very Good Good average Badvery bad

Q2. What was the footfall of your customer per day?

30-50 60-80 100-120 120-

160 80-100

Q3. How much you get offer or scheme from cng n other competitorlike junior horlicks, little champs and Peadiasure?

3-5% 10-12% 8-10%

7-8%

Q4. Did you get any display charge from that company like

CNG,horlicks,pediasure and lill champs?

300 400 450 500

Q5.Which flavour of CNG would customer like most?

chocolate badam kheer strawberry

Q6. What is/are special features due to which that product is selling the most?

DHA protein FOS carbohyderate

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Q7. Do you think that complan is a complete planned food?

yes No

Q8: What is the present sales of CNG and its competitors brand little champ,

Junior horlicks and Pediasure.

Answer: CNG Junior horlicks Pediasure little champ

Q9: Which one is selling the highest?


Q10: What is most helpful in increasing the sales of the product?

Answer: (a) Various offers (b) margins (c) Brand awareness (d) Schemes

Q11: Rank them in order according to the brand awareness of the products


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BIBLIOGRAPY

www.heinz.co.in

www.iris.com

Magazines and journals

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a detailed analysis of complan nutri-gro and comparison with the competitors products

Documents