comparative study of health drinks with venky’s protiyum in pune
TRANSCRIPT
A Summer Training Project on
“COMPARATIVE STUDY OF HEALTH DRINKS WITH VENKY’SPROTIYUM IN PUNE”
UNDERTAKEN AT B.V.BIO-CORP PVT. LTD.
Submitted in partial fulfilment of the requirements for the
Award of degree of
“Masters of Business Administration”
2014-2016
Submitted by Faculty Guide
Priya gopal Ghosh Prof. Nilesh Mate
CERTIFICATE OF ORIGINALITY
This is to certify that the project report entitled “Comparative Study of Health Drinks withVenky’s Protiyum in Pune” submitted to Bharati Vidyapeeth Deemed University, Pune in partialfulfilment of the requirement for the award of the degree of Masters in business Administration isan original work carried out by Mr. Priya gopal Ghosh under guidance of Mr. Nilesh Mate. Thematter embodied in this project is a genuine work done by Mr. Priya gopal Ghosh to the bestof my knowledge and belief and has not submitted before, neither to this university nor to anyother University for the fulfilment of the requirement of any course of study.
Priya gopal Ghosh Prof. Nilesh Mate
Student Faculty, IMED
CERTIFICATE
This is to certify the project title “Comparative Study of Health Drinks with Venky’sProtiyum in Pune” is an academic work done by Priya gopal Ghosh submitted in the partialfulfillment of the requirement for the award of the degree of MBA from Bharati VidyapeethDeemed University, Pune. It has been completed under guidance of Mr. Nilesh Mate andCorporate Mentor Mr. Hrishikesh Patil (Dy. Product Manager).
We are thankful to the company Venky’s India Ltd. for having allowed our student to undergoproject work training. The authenticity of the project work will be examined by the vivaexaminer which includes data verification, checking duplicity of information etc. and it may berejected due to non fulfilment of quality standard set by the institute.
Dr. Sachin S. VernekarDirector, IMED
DECLARATION
I do hereby declare that the Project entitled “Comparative Study of Health Drinks withVenky’s Protiyum in Pune” is an authentic work developed by me at Venky’s India Ltd.
under the guidance of Mr. Nilesh Mate Assistant Professor IMED College, submitted in partial
fulfilment of the requirements for the award of the degree of Master of Business Administration
by the Bharati Vidyapeeth University, Erandwane (Pune)
I also declare that, any or all contents incorporated in this Project have not been submitted in any
Form for the award of any degree or diploma of any other institution or university.
Date:
Place:
ACKNOWLEDGEMENT
It is a great sense of satisfaction and a matter of privilege to me to work at B.V.Bio-Crop Pvt.
Ltd(Venky’s). I wish to express my heartiest thanks to thank Mr. Hrishikesh Patil, Dy.
Product Manager, B.V.Bio-Crop Pvt. Ltd (Venky’s), Erandwane for providing me the
opportunity to undergo training in the esteemed organization. Under such a nice environment,
systematic work approach and target oriented task management of this division provided me with
much desired training experience needed for future.
My special thanks to Mr. P h i j o J a c o b , D y . G e n e r a l M a n a g e r , B.V.Bio-Crop Pvt.
Ltd(Venky’s), Erandwane , who accepted me as a trainee in his group and helped in the projects
with words of encouragement,
I am very grateful to Mr. Makarand Pole (Placement Head) IMED College Pune, who hasgiven me the opportunity to do this project in , B.V.Bio-Crop Pvt. Ltd(Venky’s).
A special word of thanks to the Director Dr. Sachin S. Vernekar as this type of analysis work is
the core function of management studies. My sincere thanks are also to my project guide Mr.
Nilesh Mate for her guidance and technique about report writing that have been a key factor in
the successful completion of this project.
I would also like to thank all the employees of , B.V.Bio-Crop Pvt. Ltd(Venky’s) who havedirectly or indirectly helped me with their moral support for the completion of my project.
Last but not the least I acknowledge the support and encouragement of my parents, teacher and
friends.
(Priya gopal Ghosh)
Executive summary
My study was carried out on COMPARATIVE STUDY OF HEALTH
DRINK WITH VENKY’S PROTIYUM consumption of people carried out in
Pune region. After data collection, it was analysed 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 analysing project
report. It was observed that Bournvita got major share among all health drink.
The survey was conducted to analyse 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 analysed and this analysed data was later
converted in to form of graphs. This makes result to understand easily by
everyone.
CONTENT
CHAPTERNO.
SUBSERIALNO.
ITEMS PAGE NO.
1 Introduction 11.1 Introduction 2-3
2 History ofVenky’s
4
2.1 History ofVenky’s
5
3 Mission, Visionand Objective of
Venky’s
6
3.1 Mission 73.2 Vision 73.3 Objective 7
4 Company Profile 8-95 Venky’s
Management10-11
6 Group Profile 12-137 Global &
DomesticOperation
14-15
8 Venky’s ProductRange
16
8.1 Venky’s ProductRange
17
8.2 All Kleen ProductRange
18-19
8.3 Germi ZapProduct Range
19-20
9 About Protiyum 219.1 About Protiyum 229.2 About B.V.Bio- 23
Corp Pvt. Ltd.10 Competitors
Information24
10.1 Bournvita 2510.2 Horlicks 2610.3 Boost 2710.4 Complan 28
11 ResearchMethodology
29
11.1 Product 30-3411.2 Price 35-3611.3 Place(Distribution
Channel)37
11.4 Promotion 38-4411.5 Segmentation,
Targeting &Positioning(STP)and USP Strategy
45-46
12 Objectives ofthis Study
47
12.1 Objectives of thisStudy
48
13 Scope of thisStudy
49
13.1 Scope of thisStudy
50
14 Limitation ofthis Study
51
14.1 Limitation of thisStudy
52
14 DataMethodology
53
14.1 Research Design 5414.2 Types of Data 5414.3 Method of Data
Collection54
14.4 Data AnalysisTechniques
54-55
15 Data Analysis &Interpretation
56
15.1 For Consumer 57-7115.2 For Retailers 72-81
16 SWOT Analysis 82-8317 Conclusion &
Suggestions84
17.1 Conclusion 8517.2 Suggestions 85
18 Bibliography 8618.1 Books 8718.2 Magazines 8718.3 Journals 8718.4 Search Engines 87
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Chapter 1INTRODUCTION
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1.1 INTRODUCTION
Universally, in bringing up their children, mothers attach a lot of emotionalimportance to nourishment. Functional foods(combinations of all types of healthfoods) seen as an effective measure to arrest the growing nutritional deficiencyproblems.The concept of functional foods was coined by Japanese scientistsrelating four essential pillars – nutrition, sensory satisfaction, fortification andmodulation of physiological systems. India’s definition of functional foodsbased on FSSA is a broad spectrum that clubs the foods for special dietary uses,the functional foods, the nutraceuticals and the health supplementstogether.Health drink powders consumed as milk substitute & nutrientboosters.Divided into two categories – White powders (Horlicks, Complanetc)and Brown powders (Bournvita, Boost etc) .
There is an ever-growing need for nourishment and energy in today’s fast-pacedworld. Who can resist a steaming, hot drink which promises to energize, nourishand refresh? The need for nutritional supplementation is all the more relevantfor 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 growthand development of the Health Food Drink (HFD) category. No one can be sureof when and how the category evolved but, today, in India the HFD market isvalued at approximately Rs. 13, 000 million and nearly 50,000 tones. Healthfood drinks provide nourishment for the family, particularly growing childrenand serve as energy providers for adults. The market for malted milk powders inIndia is huge as the product is widely used as a nutrition and energy supplement
White Powders65%
Brown Powders35%
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by children and adults. The size of the market is estimated at Rs. 10,170 million.
India’s Health-drinks market pegged at around 4000 crores (90000 tones) andexpected to reach approximately 8000 crores by 2016.India is world’s largestmalt-based drinks market with a share of almost 22% in the world’s total retailvolume(Malt is germinated cereal grains that have been dried in a processknown as malting).
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Chapter 2HISTORY
OF VENKY’S
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2.1 HISTORY OF VENKY’S
Venky's (India) Limited is a subsidiary of V H Group, an Indian companythat specialises in chickenmeat processing, and pharmaceutical products forboth poultry and human usage.Today, the diversified VH Group is a USD 1billion conglomerate and a large Asian poultry company. The group hasdiversified into 29 fields including: poultry, processed food, animal vaccines,pharm and healthcare products. The company's Specific Pathogen Free Egg unit(in technical collaboration with SPAFAS Inc. USA) is among four such units inthe world and the only one of its kind in the developing world. Today millionsof Indians start their day with an egg, forty years ago it was hardly so. Thanks tothe pioneering efforts of one man, Dr, B. V. Rao founder of VenkateshwaraHatcheries. Dr.Rao was also affectionately called ” The Father of IndianPoultry Industry” . He was the driving force behind transforming poultry froma mere backyard activity into an organized world class industry. In a way theprogress & growth of the Indian poultry industry is synonymous with thegrowth of the V.H. Group. Late Smt. UttaraDeviRao was the motivation &inspiration behind her husband. SmtUttara Devi Rao started VenkateshwaraHatcheries in the form of a small farm in Hyderabad in 1970. In 1971 Dr. B.V.Rao converted this farm into a hatchery. He strived ceaselessly for over fourdecades acquiring the latest technologies from all over the world andassimilating them into the Indian industry, giving an impetus to indigenousresearch & development, modernizing the Farm Management system,encouraging value addition, imparting professional training to the farmers,unifying & improving them to shape their own destiny. In the process he craftedIndian poultry industry as a vibrant, fully integrated technology withproductivity level surpassing the best in the world & thereby giving India aplace of pride on the poultry map of the world. Over the years, other ventureswere added & the group evolved as the most integrated poultry operation inAsia, encompassing within its fold, everything required for successful poultryfarming. Today the VH Group is a 1 billion USD conglomerate, the largest fullyintegrated poultry group in Asia.
Venky's Sports Nutrition which is part of VH Group has global vision andapproach to provide nutritional health supplements with quality of the highestgrade and safety. Our product range is developed considering the body's abilityto process the ingredients (bio-availability). Our products are free from bannedsubstances. Strategic diet and nutrition will also increase immunity, allowingone to stay fit and healthy. Our products are suitable for athletes, bodybuilders,and people on weight loss/gain program, Health drink and for all those whowish to remain fit across all age groups.
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Chapter 3
MISSION, VISIONAND OBJECTIVE
OF VENKY’S
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3.1 MISSION :
VENKY’S has consistently fulfilled its commitment toQUALITY THROUGH TECHNOLOGY by ensuring that it not onlymanufactures products using high-end technology but also delivers actual valueto its customers through its products and services.
3.2 VISION :
It vision is to lead India as “ number one on the global poultry map”. To be the Global Leaders in Sports Nutrition & enable India to lead in all
Sports Arenas. To provide Athletes Nutrition Par Excellence where the results will speak
for themselves. To take High Quality Nutritional Products to the remote areas & promote
hidden Talents.
3.3 OBJECTIVE :
Our Objective of Venky’s Nutrition is to enhance performance in sports andfitness regime that can be measured in speed, quickness, mobility andmuscle strength. Secondly to speed up recovery, this creates more capacityfor practice and competition.
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Chapter 4
COMPANYPROFILE
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Founded – 1971
Founder Chairman - Late Padmashree Dr.B.V.Rao
Industry– Poultry
Head Quarter – Pune; Maharashtra
Sales or Revenue - 16.73 B
Growth Rate – 15- 20% [ Source : Economic Times]
CSR Activities–Poultry Diagnoses, Research Centre, EducationalInstitution, Charity Fund .
Research & Development - R &D activities of the Company areconcentrated in the areas of developing wider application of SpecificPathogen Free (SPF) eggs and application of various breeder managementtechniques to improve productivity and increase feed efficiency.
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Chapter 5VENKY’S
MANAGEMENT
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Dr.B.V.RaoFounder,
Venkateshwara Hatcheries Group
Mrs. Anuradha J. Desai, Mr. B. Venkatesh RaoChairperson, Managing Director, VH Group.Uttara Foods & Feeds Pvt. Ltd.
Mr. Balaji Rao Mr. Jitendra DessiManaging Director, Managing Director, Venky’s(India) Ltd.Venkateshwara Research &Breeding Farm Pvt. Ltd.
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Chapter 6
GROUP PROFILE
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Chapter 7
GLOBAL &DOMESTIC
OPERATION
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Chapter 8
VENKY’SPRODUCT
RANGE
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8.1 Venky’s Product Range:
A. Animal Health Product :- Nutritional supplements, Toxin Binders, LiveTonics, Acidifiers, Phvtse Enzyme, Growth Promoters, Iron Tonic,Antibiotics, Anticoccidial, Anti Mycoplasma, Dewormers, Anti Gout,Electrolytes.
B. Bio Security Products:- Disinfectants, Water Sanitizers, Cleaners,Equipment.
C. Biotech :-Vitamin Premixes, Probiotics and other feed supplement.
D. Hitech Feed Supplement :- Tracemin BB, Tracemin 300L, Tracemin CB,Breeplex, ACIPRO-WS.
E. Aqua :-Premixes and Feed Additives, AHP and Disinfectants, Equipments.
F. Human Health Products(HHP) :-Medical Nutrition Thearpy Products,Sports Nutrition Products, Personal Hygiene and Healthcare Products.
G. Pet Food and Health care
H. Day- old Chicks
I. SPF Eggs
J. Hatching Eggs
K. Protiyum
L. Quail
M. Egg Powder :-Pasteurized Spray Dried Hen Egg White Powder, PasteurizedSpray Dried Hen Egg Yolk Powder, DesugaredSpary Dried Hen EggAlbumen Powder, Heat Stable Yolk Powder, Heat Stable Hen Whole EggPowder.
N. Livestock
O. FMCG :-Processed Chicken, Venky’s Wheat Flour, Venky’sXpres, AllKleen, Germizap.
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8.2 ALL KLEEN PRODUCT RANGE:Dishwash Gel Concentrate :-All Kleen Dishwash GelConcentrate removes oil, grease, stains & food odourfrom utensils. It is safe on hands and tough on grease.Perfectly balanced to clean, sparkle and sanitize yourutensils. Ideal for all types of utensils.
Pack Size -250ml, 500ml & 1ltr.
Glass & Household Cleaner :- All Kleen Glass &Household Cleaner removes dirt, dust and stains from
glass surface and leaves the glass sparkling clean withoutspotting or streaking. Sparkles and shines glass surfaces,table tops, cupboards, laminate, windows, mirror, TVscreens & monitors and other household surfaces. Ideal forglass and all non-porous surfaces.
Pack Size – 500ml.
Kitchen Degreaser :-All Kleen Kitchen Degreaser tacklessticky and oily areas of kitchen and similar places. It isperfect for modular kitchens. Non acidic ideal for kitchenwalls and platforms, oven grills, stove tops, stainless steelsinks, deep fat fryers, exhaust fans etc. Ideal for oily &stick kitchen areas.
Pack Size -500ml.
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Tile & Grout Cleaner :-All Kleen Tile & Grout Cleanereffortlessly cleans and brightens all types of tile except margranite & stones. It provides effervescent action to cleantough stains and difficult to reach areas like cracks and
crevices. Formulated to whiten and shine your ceramic and vitrifiedflooring. Ideal for ceramic, vinyl and vitrified tiles.
Pack Size – 500ml & 1ltr
8.3 GERMI ZAP PRODUCT RANGE:
Toilet Cleaner :-Presenting Germizap Disinfectant ToiletCleaner. Germizap is specially devised to clean anddisinfect your toilet. It effectively kills germs and power-clean action easily eliminates tough rust, smile andmineral stains. That too from unreachable areas. Its
proven thicker, surface-cling formula offers the bestresults. And thus, cleans your toilet like never before.
Pack Size -500ml.
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Floor Cleaner :- Cleaner will now be moreeffective. Presenting, Germizap disinfectant floor
cleaner for all types of floors, kitchen and bathroomsurfaces. A powerful disinfectant cleaner with aninstant-clean action, it disinfects and cleansefficiently. It wipes out stains, kills harmful germson the surfaces and even hidden in the crevices.Thus, offering protection to your entire family. So,
why take even 1% chance with germs? Floral and Lemon, there are twoflavour.Pack Size – 500ml.
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Chapter 9
ABOUTPROTIYUM
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9.1 ABOUT PROTIYUM :
PROTIYUM is a Malt based Health Drink Mix which provides nutrition thatwill support overall growth. Protiyum means Proti (i.e. Protein ) and Yum ( i.e.taste ). The nutrients in PROTIYUM supports to build Lean Body Mass,Develop strong bones and Supports Immune System. Include PROTIYUM inyour child’s daily diet. A healthy diet helps children grow and learn. Whetheryour child is a toddler or a teenager, what he/she eats is important for both hisphysical and mental development. Although getting your child to eat healthycan be a constant battle, only your support and guidance can enhance yourchild’s nutrition. PROTIYUM provides nutrition that will support overallgrowth. Proteins in PROTIYUM supports to build Lean Body Mass, Calcium,Phosphorus and Vitamin D in PROTIYUM supports to develop Strong bonesand Copper, Selenium and Vitamin E in PROTIYUM Supports ImmuneSystem.
PROTIYUM is formulated such that it dissolves effortlessly, does notform hard lumps easily when exposed to moisture and it has the necessarynutrients that supports your child’s growth. Its quality is strongly backed up byUSFDA, GMP, HACCP, FSSC & ISO Certifications.
Pack Sizes-Pouch- 40g; Carton- 200g & 500g; Jar- 200g & 500g
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9.2 ABOUT B.V.BIO-CORP PVT. LTD. :
The flagship company of the V.H. Group was established under the ableguidance of its founder chairman late Padmashree DR. B. V. RAO. Toady thegroup is world renowned for its adherence to quality through Technology.The B.V. BIO-CORP manufactures products by its different segments likeBiotech and Hitech (Trace minerals and complete range of Biosecurity product)using state-of-art technology combined with the research and innovative spiritof its qualified professionals. The division having years of experience ofhandling vitamins and its premixes through its highly accredited manufacturingplant (ISO 9001:2008, ISO 22000:2005, HACCP, GMP and FAMIQS).Along the vitamin premixes also have a range of proven probiotics,immunomodulators & other yeast based products.Disinfectant division established decades ago to give complete of biosecuritysolutions. Complete disinfectant range of products to serve the poultry industry.Newly launched Aqua segment geared up to serve the aqua industry thoroughits Health product, Vitamin premixes and Biosecurity solutions.
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Chapter 10
COMPETITORSINFORMATION
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10.1 BOURNVITA :-
In Indian company was incorporated on July19th 1948 as a private limited company underthe name of Cadbury-Fry (India). Soonthereafter the company launched Bournvita.Through the years, Bournvita has been a marketleader in the Health Drinks market as well ashave 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 andthe second largest MFD brand as a whole. Bournvita has worked towardsachieving 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 valueproposition to the consumer.The brand was re-launched in 1999 with a new fortified Recommended DietaryAllowance (RDA) balanced formula. The message sent out throughcommunication as well as packaging simply stated that the ‘new Bournvitawould meet the nutritional needs of children and make up for any deficienciesin nutrition as a result of improper food intake’. At the same time, the companystrongly promoted the practice of consuming two cups of Bournvita to ensurethat this happened. The effort enabled thebrand to create greater relevance forthe category – and hence the brand – amongst plain milk drinkers. It was awinning formula that yielded double digit growth over the next two years andsignificantly contributed to the brands’ development.An energetic brand, Bournvita went through another change in 2001, with acomplete overhaul of branding, packaging and communication. This re-launchhad two clear objectives: to make the brand contemporary and reinforce theequity with its loyal consumers. An assessment post the successful re-launch,showed that Bournvita had further strengthened its leadership position in theWest and had attained market leadership in the North.
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10.2 HORLICKS :-
Some malted barley, pinches of wheat flourwith a dash of evaporated milk. That'sHorlicks recipe for success. James Horlicks,after whom the brand is named, was a chemistwho worked for a company which produceddried infant food. He became ambitious after
inventing some recipes of his own. So along with his brother William, theyfound J and W Horlicks of Chicago.Up until the 1960s Horlicks was positioned as an adult restorative drink thatgave extra energy, especially during convalescence. The 1970s saw its positionshift to ‘The Great Nourishes’. It was in this phase that the brand saliency shotup. The next decade saw Horlicks face an immense external challenge. Thanksto Operation Flood, there was availability of milk and the raison deter forbuying the brand became weaker. Horlicks fought back. In 1984, Horlicksaimed at growth by growing the consumer base. By 1994, it had created ‘IdealHorlicks’ – and improved product formulation that also brought back the tastepeople reminisced about. In 2002, Horlicks was re-launched on the immunityplatform.Horlicks has a significant presence in over fifteen countries. Today Horlicks isthe best known brand in the health foods category in India. The brand enjoys thetrust of generations of Indian mothers and this relationship has been nurtured bythe brand by fortifying the product from time to time. In 1998, Horlicks wasfortified with Smart Nutrients – a unique combination of vitamins and minerals– intended to imbibe growing children with mental agility and physical fitness.Junior Horlicks was re-launched with extra nutrients to build the immunity oflittle children. Today, Junior Horlicks contributes 11% to Horlicks’ total salesturnover and has been one of the fastest growing product extensions to theHorlicks brand.But it isn't just product development that Horlicks has concentrated upon. It hasalso created new attractive packaging options including jars, refill packs andsachets. Horlicks was the first brand in India to introduce a refill pack optionand also the first to shrink-wrap bottles. In a way, there’s a Horlicks pack forevery occasion and mood.
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10.3 BOOST :-
Boost was developed by the company’s IndianR&D team in 1974 and launched in Kerala in1975/76. Positioned as the 'energy fuel', the brandsoon generated great consumer pull and wassubsequently launched at a national level.Around 1984, however, Boost sales seemed toplateau. This led to a complete re-think about thebrand strategy. A deeper understanding of purchasedynamics of the category revealed that by the latterhalf of the 1980s, children had come to becomestrong influencers in a family's purchase of these
HFD products. What was also observed was that this section of the populationhad the highest requirement for supplementary energy and was also the mostenthusiastic about sports - cricket, in particular.Infused with this insight, Boost was consequently repositioned. It pushedforward the association of kids of this age group with cricket. This has sinceremained a winning strategy.GlaxoSmithKline plc. is recognized as one of the leading health andpharmaceutical companies in the world. Its powerful combination of skills andresources 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 byformulation alone. They require strategic thinking and a strong positioningplatform. Success for Boost has come as a result of constant brand buildingefforts and the proven positioning platform of ‘energy’. The brand had thecourage of conviction to make a paradigm shift in targeting the child in itscommunication. 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 itsproposition and has successfully carved out the Energy HFD market in India. Inrecognition of these achievements, Boost has won prestigious awards such asthe World Star for its packaging and the finalists’ position in the Effie Awards,2000, for effective communication.
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10.4 COMPLAN :-
Glaxo brought Complan to India in1964 and marketed it throughdoctors as a convalescence drink.After it went OTC in 1969,Complan continued to be perceivedas an ethical product. In those daysits tag line “Complan has 23 VitalNutrients whereas Milk has 9” hadestablished Complan’s superiorityover milk on nutritional delivery.The brands’ next major milestonewas reached in 1975 when, in orderto expand its user base, Complan
made a strategic shift in its target market and positioning. Complan was nowrepositioned as an ideal nutritional supplement for growing children.Complan’s current consumer base runs into hundreds of thousands ofhouseholds across the country. It is retailed through more than 225,000 outletsand has an impressive 16.8% share across the entire MFD category. Apart fromIndia, Complan is also available in the UK, Australia, Venezuela, Nepal and SriLanka.Complan’s growth closely resembles its core consumers; it has been growingover the last twenty years to register a constant upswing in its market. In thisperiod, it has doubled its market share while commanding a price premium inexcess of 40% over its nearest competitor
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Chapter 11
RESEARCHMETHODOLOGY
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"Marketing mix" is a general phrase used to describe the different kinds ofchoices organizations have to make in the whole process of bringing a productor service to market. The 4Ps is one way – probably the best-known way – ofdefining the marketing mix, and was first expressed in 1960 by E J McCarthy.
These four P's are the parameters that the marketing manager can control,subject to the internal and external constraints of the marketing environment.The goal is to make decisions that center the four P's on the customers in thetarget market in order to create perceived value and generate a positiveresponse.
11.1 PRODUCT :-
The term "product" refers to tangible, physical products as well as services.Here are some examples of the product decisions to be made:
Brand name Functionality Styling Quality Safety Packaging Repairs and Support Warranty Accessories and services
Burnvita :-
Bournvita has a unique taste which combines the goodness of malt andchocolate. It gives the child physical and mental alertness resulting in a healthybody and an active mind. In turn this gives the child the confidence to succeedin life. In 2001 Bournvita, complete with new packaging and design was re-launched and Bournvita introduced a pet jar (shifting from the old glassbottle).). There was a complete re-design of the logo.Brand Value -The core values of the brand have been mental alertness andphysical fitness for children who consume Bournvita daily. This layered withthe great Cadbury chocolate taste has made the brand distinct from otherofferings in the consumers mind.
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Horlicks :-
Put a couple of tablespoons full into a mug. Add warm water or milk and you’reready to enjoy a drink that’s tasty and nourishing. Horlicks is considered to be‘the great nourishes’ for the entire family. The medical credentials and heritageof the brand have reinforced the image of the brand for years. Junior Horlicks, aspecialist brand for little children. Mother’s Horlicks, a special nourishes forpregnant and breast feeding mothers. A selection of flavours – includingchocolate, vanilla and honey – allow consumers to enjoy the nourishinggoodness of Horlicks in a variety of delicious ways.Brand Value - Horlicks has always been a brand that stands for good healthand nourishment through a wholesome, natural product. A commitment towardsproduct quality and reinforcement of essential nutrients has won over the trustof generations of mothers. The brand gives them the reassurance that they seekin caring for their family. Family bonding is at the heart of Horlicks’ brandvalues. This, in turn reinforces Horlicks’ image as a caring and trusted brand.
Boost :-
Boost is a malt-based drink in chocolate flavour. In 2002, the brand createdhistory by re-launching Boost with 'Power Boosters™', a completely differentproduct from any other HFD. The vitamins and minerals not only provideadequate energy for the consumer they also help in the efficient working ofbody cells (by releasing energy from food), formulation of healthy blood andmake bones stronger. This re-launch has helped Boost capture the position ofnumber one brown HFD in India.Brand Value -The personality of the Boost brand is distinctly sporty andenergetic and everything - from the tone of communication to packaging - isdone to reflect this vibrant energy. Today, the colour red and 'Boost is the secretof my energy' have become synonymous with the brand.
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Complan :-
Enriched with 23 vital nutrients in balanced proportion Complan is an idealnutritional supplement for children in its target segment of four to fourteenyears. It is Heinz’s constant endeavour to upgrade Complan’s formulation asper the latest developments in nutritional science and changing requirements ofgrowing children. Complan – the Complete Planned Food in a Drink – isformulated as per the World Health Organisation (WHO) guidelines suggestedfor growing children. Milk protein, which has superior digestibility properties,contains all essential amino acids balanced to perfection and hence is the idealengine for growth. It is also a superior source of energy and meets the WHOguidelines of energy requirement from proteins. To extend the goodness ofComplan and make it available to children any time, the brand was alsoconceived in a biscuit form.Brand Value – Complan, with a history going back half a century, is the GoldStandard in children’s nutrition and one of India’s heritage brands. The brandtakes its job of delivering nutrition to growing children seriously and has builtenormous credibility over the years. Heinz is committed to ensuring thatComplan continues to meet the stringent demands its consumers make on it.This perhaps, explains why Complan continues to be the Gold Standard. It isone of the few brands in the MFD category in India to have uniformly spreadacross the country indicating its acceptability across regions and socio-economic strata.
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Protiyum :-
A health diet helps children grow and learn. Whether your child is a toddler or ateenager, what he eats is important for both his physical and mentaldevelopment. Although getting your child to eat health can be a constant battle,only your support and guidance can enhance you child’s nutrition. Protiyumprovides nutrition that will support overall growth.It is chocolate flavour whichmost of the children prefer it. There are some basic features: Builds Lean Body Mass. Develops Strong Bones. Supports Immune System
Brand Value – Protiyum is a malt based food. It’s a house of Venky’s whichhas strong brand awareness in chicken world. Protiyum is only health drink inIndia which certified by USFDA. Protiyum helps us builds lean body mass,develops strong bones, supports immune system.
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NUTRITIONAL INFORMATION PER 100g PROVIDESAPPROX
NUTRIENTS PER 100g BENEFITSEnergy 276 kcalProtein
Carbohydrate(Sugar 9.0g)
Fat
7.0 g61.0 g
0.5 g
Source of energy, helpsto make kids active.
CopperSelenium
700 mcg31.5 mcg
Contributes to normalfunction of immune
system.Zinc
Iodine4.5 mg
150 mcgContributes to normal
cognitive functionVitamin EVitamin CManganese
1.0 Mg135 mg750 mcg
Protect cells fromoxidative stress i.e
Antioxidants.Folic Acid 450 mcg Necessary for cell
growth & replication.Vitamin A 740 mcg Necessary for normal
vision.Vitamin B1Vitamin B2Vitamin B3Vitamin B5Vitamin B6Vitamin B12
Biotin
1.35 mg1.35 mg18 mg5.0 mg2.5 mg1.7 mg25 mcg
Aids metabolism andhelps to release energy
from food.
Vitamin DCalcium
Phosphorus
6.25 mcg120 mg60 mg
Necessary fordevelopment of bones
and teeth.Iron 2.5 mg Necessary for the
formation ofhaemoglobin.
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11.2 PRICE :-Some examples of pricing decisions to be made include:
Pricing strategy (skim, penetration, etc.) Suggested retail price Volume discounts and wholesale pricing Cash and early payment discounts Seasonal pricing Bundling Price flexibility Price discrimination
JAR REFILL
Bourvita
500 gms @ Rs. 215200 gms @ Rs. 100
500 gms @ Rs. 200200 gms @ Rs.98
Horlicks
1 kg @ Rs.370 500 gms @ Rs.204
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JAR REFILLBoost
500 gms @ Rs.212750 gms @ Rs.310
450 gms @ Rs.210500 gms @ Rs. 198
Complan
1kg @ Rs.375500 gms @ Rs.235
Protiyum
500 gms @ Rs.190200 gms @ Rs.90
500 gms @ Rs.180200 gms @ Rs.8040 gms @ Rs.15 (Pouch)
According to the pricing strategy, Protiyum is lesser price Health Drink alongwith quality of product with other competitor. If you compares the price of anyProtiyum pack with other health drink mix, it is almost less than Rs. 20.
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11.3 PLACE (DISTRIBUTION CHANNEL) :-Distribution is aboutgetting the products to the customer. Some examples of distribution decisionsinclude:
Distribution channels Market coverage (inclusive, selective, or exclusive distribution) Specific channel members Inventory management Warehousing Distribution centres Order processing Transportation Reverse logistics
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11.4 PROMOTION :-In the context of the marketing mix, promotionrepresents the various aspects of marketing communication, that is, thecommunication of information about the product with the goal of generating apositive customer response. Marketing communication decisions include:
Promotional strategy (push, pull, etc.) Advertising Personal selling & sales force Sales promotions Public relations & publicity Marketing communications budget
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Bounvita :-Released campaignwith new punchline “TaiyyariJeetKi (Preparing toWin)”. Overallcampaign isemphasize onevery aspects“Good Habit” forchild growth.Mother is
continuouslypreparing his boyfor race, ultimatelyboy chase hismother aftercontinuous effortsand at the end of
campaignconveying
message that“Only Mother can
understand better prominence of good habit”. Good habit is that mother isgiving Bournvita daily. Bournvita is one such healthy habit which must becultivated to prepare your child to win in the game of life. Want to see achampion in your child? Emotion and effect Invoked – How it is important forkids to stay a step ahead in this competitive world and how should a mothertake care of her her child’s nutritional needs to accomplish that?
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Horlicks :-
Horlicks – Taste
Context –Reluctance of children indrinking plain milk.
Horlicks Women
Context – Empowering women.
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Complan :-
Complan- Double Milk Protein
Context – Significance ofprotein in a child’s growth.
Complan - Grow taller twice the rate
Context – Slow rate ofgrowth in height.
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Boost :-
Boost - Secret of winning energy
Context – Learning for life from sports(The playground is my classroom).
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Protiyum :-Now, Protiyum stay inlaunching stage. Mainly, they promote theirproduct in through society campaign,exhibition, local news paper adds, In-shoppromotion or radio adds. At the beginningstage, the company have a plan to check thecustomer taste. And the company want toavailable the product in the market. If notavailable in the market that will be a badbrand image in the customer mind. After theProtiyum available in the market, thecompany will give a all India TV adds.
IN-SHOP PROMOTION
SOCIETY CAMPAIGN
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PROTIYUM PROMOTIONAL LEAFLET
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11.5 Segmentation, Targeting &Position(STP) and USP strategy :-
Bounvita :-
Segment :
Bourvita
Tagline : Tayyarijeetki (preparing to win) Target Group : Children aged 5-15 years & Mothers ( For
Communication) Positioning : Help kids to grow faster and enhances goodness of
milk(Calcium) USP : Strong advertising and taste appeals most in the category to
the TG
BournvitaLi’l champs
Target Group : Children aged 2-5 years & Mothers(ForCommunication)
Positioning : Most effective for kids due to DHA and whey proteincontent
USP : Packaging to attract kids and attached offers/gifts for kids
Horlicks :-
Segment :
Horlicks
27 vital nutrients – Proteins, Multi-vitamins and DHA ‘Nutrisorb’ technology – Makes nutrients easily absorbable(&
more effective)
Junior Horlicks (1-2-3 and 4-5-6)
Pre-digested (Easy for digestion for Toddlers) 23 vital nutrients (Body and Brain development) Growth Boosters – Protein, Calcium, Vitamin D &K and
Magnesium (promotes physical health in children) Power Vitamins – Vitamin B1, B2 , B6 and Niacin (Vitamin B3)
(Energy releasers to keep the kids charged up) Smart Nutrients – Iron, Iodine, DHA, Choline, Vitamin C and
Folic Acid (Essential for brain development and functioning)
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Complan :-
Segment :
Complan (Complete Planned)
Tagline : Extra growing power with Complan Target Group : Children aged 5-15 years & Mothers ( For
Communication) Positioning : Help kids to grow taller at twice the rate USP : Backs its ‘tall’ claims by multiple researches
Complan with Memory Chargers
Target Group : Children aged 5-15 years & Mothers ( ForCommunication)
Positioning : Improves memory and cognitive abilities in kids USP : First HFD to target memory and cognitive benefits. Backs
claims by results of an independent research
Boost :- Boost’s target customer are children.
Protiyum :- Protiyum mainly targets to children, women. It’s also take theabove 50 ages people because of at this age most of people have diabetesproblem, so the sugar and fat quantity is very less. The Folic acid which isimportant for the Pregnant women.
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Chapter 12
OBJECTIVES OFTHIS STUDY
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12.1 Objectives of this Study:
To find out the different products of health drink.
To find out the market share of health drink products.
Study of people choice among various health drinks.
To find out the customers satisfaction about the health drink products.
To find out the availability of the product.
To find out the effect of advertisement on people.
To find out the difference in price structure of various health drinksavailable in market.
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Chapter 13
SCOPE OF THISSTUDY
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13.1 Scope of this Study:
Various companies offering Health Drinks such as Bournvita,Complan, Horlicks, Boost, Protiyum.
The project was done to identify the issue of decision making,taste, preference, awareness, etc.
The survey was in the region of Pune.
The time duration for the research work was two month.
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Chapter 14LIMITATION OF
THIS STUDY
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13.1 Limitation of This Study:
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.
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.
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Chapter 14
DATAMETHODOLOGY
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14.1 Research Design :
Research design is arrangement of condition of collection and analysis of datain a manner that companies relevance of data to be collected. The sample to beselected in a manner in which the data so collected is to be organized. Itconstitutes the main body of the research design. The present study conductedthrough a survey method using a well-formed and framed questionnaire.Research design is the plan and structure of investigation so conceived as toobtain answers to research questions.
14.2 Types of Data :
Primary data -The primary data are those which are collected afresh and forthe first time, and thus happens to be original in character. Primary data for thisproject was collected through questionnaire.Secondary Data - The secondary data are those which have already beencollected by someone else and which have already been passed through thestatistical process.Secondary data for this project were collected from theinternet and library.
14.3 Method of Data Collection :
The type of data collection begins after a research problem has been defined andresearch design chalked out. While deciding about the method of data collectionto be used for the study. The researcher should keep in mind two types of datathat are Primary Data and Secondary Data.Methods of collecting primary data particularly in survey and descriptiveresearches are:
1. Observation Method.2. Interview Methods.3. Through Questionnaires4. Field work
14.4 Data Analysis Techniques :-
The data after collection has to be processed and analyses in accordance withthe outline laid down for the purpose at the time of developing the researchplan. By Analysis we mean the computation of certain indices or measuresalong with searching for patterns of relationship that exist among the data
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groups. For this project percentage method is used for the analysis of theavailable data. With the help of percentage method the data has been convertedinto percentage and has been represented with the help of graph.
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Chapter 15
DATA ANALYSIS &INTERPRETATION
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15.1 FOR CONUMER
Do you give your child any Health Drink Mix/ Nutritional supplementalong with milk?
a) Yes b) No
Answers No. of Respondents PercentageYes 251 97.00%No 8 3.00%
Total 259 100.00%
Comment :- The above chart shows that 97% child take the health in every dayand other 3% child take only milk because milk more healthy drink compare tothe other health drink. And those who are take health drink everyday, the childdon’t drink only milk, if you mix any taste flavour its become a taste drink.
Yes97%
No3%
Do you give your child any Health Drink Mix/Nutritional supplement along with milk?
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If yes which?
a) Bournvita b)Horlicks c) Complan d) Booste) Any other(Protiyum)
Answers No. of Respondents PercentageBournvita 116 45.00%Horlicks 64 25.00%
Boost 31 12.00%Complan 42 16.00%
Any other (Protiyum) 6 2.00%Total 259 100.00%
Comment :-Most of the people like Bournvita & Horlicks.
Bournvita45%
Horlicks25%
Complan16%
Boost12%
Any other(Protiyum)
2%
If yes which?
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What is the purchasing frequencies of Health Drink Mix in months?a) Once b) Twice c) Thrice
Answers No. of Responses PercentageOnce 142 59%Twice 69 28%Thrice 31 13%Total 259 100%
Comment :-Most of the customers purchase health drink mix in onetime inmonth.
a) Once59%
b)Twice28%
c) Thrice13%
What is the purchasing frequencies ofHealth Drink Mix in months?
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What influences you the most while buying health drinks?
a) Brand and communication in mass mediab) Product parameters like taste, solubility & nutritional valuec) Price d) Offers
Answers No. of Responses PercentageBrand and communication in
mass media76 44%
Product parameters like taste,solubility & nutritional value
113 29%
Price 44 17%Offers 26 10%Total 259 100%
Comment :-The customer buying product parameters like taste, solubility &nutritional value, brand name, offer, price. But the customer more favour onlynutrition quantity, taste because most child likes taste of health drink.
Brand andcommunicatio
n in massmedia29%
Productparameterslike taste,
solubility &nutritional
value44%
Price17%
Offers10%
What influences you the most whilebuying health drinks?
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Does your child influence you to buy a particular health drink mix?
a) Yes b) No
Answers No. of Responses PercentageYes 186 72%No 73 28%
Total 259 100%
Comment :-Children prefer the health drink according to the taste.
Yes72%
No28%
Does your child influence you to buya particular health drink mix?
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How easily your health drink mix dissolve in milk?
a) Dissolves very easily b) Takes some time c) Does not dissolvewell
Answer No. of Responese PercentageDissolves very easily 69 27%
Takes some time 137 53%Does not dissolve well 53 20%
Total 259 100%
Comment :- Every drink mix take some time dissolve in milk.
Dissolvesvery easily
27%
Takes sometime53%
Does notdissolve well
20%
How easily your health drink mixdissolve in milk?
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Do you buy Health Drink Mix:
a) That is readilyavailable b) Buy any from a set of preferred brandc)Have a preferred brand but will switch if not availabled) Don’t mind trying a new brand
Answers No. of Responese PercentageThat is readilyavailable 148 57%
Buy any from a set of preferredbrand
31 12%
Have a preferred brand but willswitch if not available
62 24%
Don’t mind trying a new brand 18 7%Total 259 100%
Comment :- Every health drinks are available in the market because most ofthe customer prefer Bourvita , Horlicks.
That is readilyavailable
57%
Buy any from aset of preferred
brand12%
Have a preferredbrand but willswitch if not
available24%
Don’t mindtrying a new
brand7%
Do you buy Health Drink Mix:
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Will you switch your brand if you get another brand at lesser rate whichwill be at par with your brand quality wise with same ingredients?
a) Yes b) No
Anwers No. of Respones PercentageYes 124 48%No 135 52%
Total 259 100%
Comment :- This question vary on customer to customer. Some health drinkcreates strong brand image in the customer mind that, if any new health drinkcomes in the market at lesser rate.
Yes48%No
52%
Will you switch your brand if you getanother brand at lesser rate which will be atpar with your brand quality wise with same
ingredients?
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Would you prefer the product which does not hardens after coming incontact with moisture?
a) Yes b) No
Answer No. of Responses PercentageYes 251 97%No 8 3%
Total 259 100%
Comment :- Most of the person does not prefer thoes health drink hardens inair contact. Because its create a problems with milk.
Yes97%
No3%
Would you prefer the product which doesnot hardens after coming in contact with
moisture?
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From where do you prefer to purchase?
a) Local retail store b) Malls/ Hyper Martc) Medical shop d) Supermarket
Answer No. of Responses PercentageLocal retail store 49 19%
Malls/ Hyper Mart 104 40%Medical shop 30 12%Supermarket 76 29%
Total 259 100%
Comment :- More no. of person purchase the health drink in malls and veryfew customers purchase the health drink from local shop or medical shop.
Local retailstore19%
Malls/ HyperMart40%Medical shop
12%
Supermarket29%
From where do you prefer to purchase?
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Which pack do you generally buy?
a) 1kg b) 500gms c) 200gms d) 100gms or below
Answer No. of Responese Percentage1kg 61 24%
500gms 134 52%200gms 50 19%
100gms or below 14 5%Total 259 100%
Comment :- More purchsing pack of health drink is 500grms. Its reasonablequntity of health drink.
1kg24%
500gms52%
200gms19%
100gms orbelow
5%Which pack do you generally buy?
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Which package do you purchase?
a) Jar b) Carton c) Pouch
Answer No. of Response PercentageJar 115 44%
Carton 95 37%Pouch 49 19%Total 259 100%
Comment :- Most purchaesing package is jar. In moonsoon time, the customerprefer jar because chance of health drink powder harden is very high.
Jar44%
Carton37%
Pouch19%
Which package do you purchase?
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Do you yourself use health drink mix?
a) Yes b) No
Answer No. of Responese PercentageYes 231 89%No 28 11%
Total 259 100%
Comment :- Use ofHealth drink mix is good except daily food.
Yes89%
No11%
Do you yourself use health drink mix?
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If no, would you like to use mix if it has all the necessary ingredients?
a) Yes b) No
Answer No. of Response PercentageYes 12 43%No 16 57%
Total 28 100%
Comment :- This question is very confusion to the customer. According to age,nutural food are more effective in human body.
Yes43%
No57%
If no, would you like to use mix if it hasall the necessary ingredients?
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Do you shop online for nutritional and health supplements?
a) Yes b) No
Answer No. of Response PercentageYes 96 37%No 163 63%
Total 259 100%
Comment :- Some customer habituated in online shop shopping. Sothey can shop the health drink through online.
Yes37%
No63%
Do you shop online for nutritional andhealth supplements?
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15.2 FOR RETAILERS
How many brands in the health drink category do you order ?
a) 1b) 2c) 3d) 4
Answer No. of Responses Percentage1 11 20%2 34 30%3 44 40%4 4 10%
Total 93 100%
Comment :- Most of the retail outlat, there are 3 brand available.
410%
120%
230%
340%
How many brands in the health drinkcategory do you order ?
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Which brand do you sell more?
a) Bournvitab) Horlicksc) Compland) Boost
Answer No. of Responses PercentageBourvita 36 39%Horlicks 23 25%Complan 21 22%
Boost 13 14%Total 93 100%
Comment :-The highest selling brand in retail sector is Bournvita because oneside is strong brand image and other is mostly available in the market.
Bournvita39%
Horlicks25%
Complan22%
Boost14%
Which brand do you sell more?
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Which pack does consumer prefers more ?
a) Jarb) Cartonc) Pouch
Answer No. of Responses PercentageJar 41 44%
Carton 30 32%Pouch 22 24%Total 93 100%
Comment :- Most purchaesing package is jar. In moonsoon time, the customerprefer jar because chance of health drink powder harden is very high.
Jar44%
Carton32%
Pouch24%
Which pack does consumer prefersmore ?
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How many pack do you sell in a month in health drink category together ?
a) 20-30b) 30-40c) 40-50d) 50 or more
Answer No. of Responses Percentage20-30 72 77%30-40 19 21%40-50 2 2%
50 or more 0 0%Total 93 100%
Comment :- In a month, 20-30 unit packs sell from retail shop.
20-3077%
30-4021%
40-502%
50 or more0%
How many pack do you sell in a month inhealth drink category together ?
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Which SKU pack does consumer prefers more ?
a) 1kgb) 500 gramsc) 200 gramsd) 100 grams or below
Answer No. of Resposes Percentage1 kg 21 23%
500 grams 49 53%200 grams 16 17%100 grams 7 7%
Total 93 100%
Comment :- More purchsing pack of health drink is 500grms. Its reasonablequntity of health drink.
1 kg23%
500 grams53%
200 grams17%
200grams or
below7%
Which SKU pack does consumer prefersmore ?
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What consumer looks in a health drink mix ?
a) Brand nameb) Nutritional compositionc) Price
Answer No. of Ressponses PercentageBrand name 30 32%
Nutritional composition 51 55%Price 12 13%Total 93 100%
Comment :- Now-a-days, the customers are conscious about children product.They always compare the nutritional composition.
Brandname32%
Nutritionalcomposition
55%
Price13%
What consumer looks in a health drinkmix ?
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Are the consumers influenced by you to switch the brand?
a) Yes (sometimes)b) No
Answer No. of Responses PercentageYes (sometimes) 52 56%
No 41 44%Total 93 100%
Comment :- Its upon influnces power of the shop owner.
Yes (sometimes)56%
No44%
Are the consumers influenced by you toswitch the brand?
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How often a consumer switch his or her brand ?
a) Oftenb) Sometimesc) Does not switch the brand
Answer No. of Responses PercentageOften 17 18%
Sometimes 30 32%Does not switch the
brand46 50%
Total 93 100%
Comment :- This question vary on customer to customer. Some health drinkcreates strong brand image in the customer mind that, if any new health drinkcomes in the market at lesser rate.
Often18%
Sometimes32%
Does notswitch the
brand50%
How often a consumer switch his or herbrand ?
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Do you provide home deliveries on phone ?
a) Yesb) No
Answer No. of Responses PercentageYes 32 34%No 61 66%
Total 93 100%
Comment :- The few no. of retailer gives home delivery facility on phone. Butthis home deliery always applicable amount of purchse.
Yes34%
No66%
Do you provide home deliveries on phone?
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If yes, how much percentage of total delivery is on phone ?
a) 10%b) 20%c) 30%d) 40%e) 50% or more
Answer No. of Responses Percentage10% 21 43%20% 15 31%30% 9 18%40% 4 8%50% or moreTotal 93 100%
10%43%
20%31%
30%18%
40%8%
50% 0r more0%
If yes, how much percentage of totaldelivery is on phone ?
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Chapter 16
SWOT ANALYSIS
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STRENGTHS WEAKNESS Protiyum easy dissolve in milk. It does not harden easily when
exposed to moisture. Protiyum which certified by
U.S. Food and DrugAdministration.
It’s a malt based food. This product is house of
Venky’s India Ltd.
There are no strong brand imagein India.
The company always popular inchicken division.Therefore,there are some confusion in thecustomer’s mind.
OPPORTUNITY THREATS Gut, body mass, strong bones
brain health concern growingand source of energy, immunesystem among the youngconsumer, with 75% indicatingthat they are ‘very interested’ or‘interested’ in drinks that canhelp meet this need Concernsover heart health are affectingconsumers at a younger age thanever before, leading tosignificant demand for productsthat can help to prevent issues inlater life.
Price, offers of the othercompany.
Changing the promotionalstrategy.
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Chapter 17
CONCLUSION &SUGGESTIONS
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17.1 Conclusion :-
As the customer is considered to be the king of the market, this fact is verymuch true for the liquid food drink industries. It is very important on the part ofthe organization to learn customer behaviour in order to increase their sale andcreate a good brand image in the minds of the customer.From the survey carried out and after data analyses of the information obtain itcan be concluded that people are aware of different brands of health drink. Mostof the customers prefer to use 1 glass a day as it is convenient in both way interms of quantity and notorious. Nutritional composition and Brand name isconsider as an important factor while purchasing a health drink and in whichBournvita of health drink is most preferred brand name among the customer. Itis also concluded that Television has played a vital role in spreading awarenessof various health drink brands. Many people also consider the quality andhygiene maintain by the company. It is also found that price plays an importantrole in any product but service also plays equal importance in success of anyproduct. All the information gathered during this survey and after analysing itproperly one come to only one conclusion that liquid food drink industries has agreat scope in future.
17.2 Suggestions :-
Aware ness is created, available promotion; then within 5years thecompany will create a strong brand image in Pune Region.
The company should express that Venky’s chicken division and Venky’snutrition have different mission. But the division are in a one Umbrella.
The company should publishes the all India TVs advertisement with theirUSP strategy.
They will set up a Brand Ambassador.
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Chapter 18
BIBLIOGRAPHY
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17.1 BOOKS :
Principles of Marketing – Dr. David Aaker Advertising Management- IGNOU publications Marketing Management Analysis- Philips Kotler
17.2 MAGAZINES :
Forbes Business Today
17.3 JOURNALS :
4p’s- Journal of spectrum communication Brand Equity issues- E.T.Publication
17.4 SEARCH ENGINES:
www.google.com www.venky’s.com www.admagnet.com