Market share of health drink” 1

1
A
Project Study Report
On
“A Study of Market share of Health drink”

2
Chapter 1 Introduction of the industry 1
Chapter 2 Introduction of Market share 15
Chapter 3 Research Methodology 18
3.1 Research Design
19
3.2 Source of Data
19
3.3 Field work
23
3.4 Data analysis techniques
23
3.5 Objectives of survey
24
3.6 Scope of study
25
3.7 Limitations
26
Chapter 4 Interpretation
27
Chapter 5 Findings
43
Chapter 6 Suggestions
46
Chapter 7 Conclusion
48
Chapter 8 Appendix
50
Bibliography
54

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PREFACE
This report tries to outline the idea of professional world and helps in understanding the
pragmatic aspect of management function. Own observations are significant towards the
contribution in learning the subject. The report is therefore designed as a reference of
organization functioning rather than copy down instrument.
It is hoped that this project will serve as supportive document to research worker as efforts
have been tried to make this report an informative, stimulating and self explanatory.

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PROJECT TITLE
MARKER SHARE OF HEALTH DRINK
Chapter No. 1
Introduction to the Industry
1.1 Introduction
1.2 Product profile of Bournvita
1.3 Product profile of Horliks
1.4 Product profile of Boost
1.5 Product profile of Complan

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1.1 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 today‟s 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.
Available Health Food Drink in market can be considered as follows:
Bourn vita
Horlicks
Boost
Complan

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1.2 Product Profile: Bourn vita
1.2.1 History and Achievements:
In Indian company was incorporated on July 19th 1948
as a private limited 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

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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 re-launch had two clear objectives: to make
the brand contemporary and reinforce the equity with its loyal consumers. An assessment post
the successful re-launch, showed that Bournvita had further strengthened its leadership
position in the West and had attained market leadership in the North.
1.2.2 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.
1.2.3 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.

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1.2.4 Facts:
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.

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1.3 Product Profile: Horlicks
1.3.1 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
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 détre 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

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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 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,
there‟s a Horlicks pack for every occasion and mood.
1.3.2 Product:
Put a couple of tablespoons full into a mug. Add
warm water or milk and you‟re ready to enjoy a
drink that‟s 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. Mother‟s 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.
1.3.3 Brand values:

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Horlicks has always been a brand that stands for good health and nourishment through a
wholesome, natural product. A commitment 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.
1.3.4 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.

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1.4 Product Profile: Boost
1.4.1 History and Achievements:
Boost was developed by the company‟s
Indian R&D team in 1974 and launched in
Kerala in 1975/76. Positioned as the 'energy
fuel', the brand soon generated great
consumer pull and was subsequently
launched at a national level.
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

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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
1.4.2 Product
Boost is a malt-based drink in chocolate flavour,
with the brand philosophy being to continuously
innovate and pioneer changes in the 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.
1.4.3 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.
1.4.4 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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1.5 Product Profile: Complan
1.5.1History 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
Complan‟s superiority over milk on nutritional delivery.
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.
Complan‟s 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.
Complan‟s 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.

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1.5.2 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 Heinz‟s constant endeavour to upgrade
Complan‟s formulation as per the latest d envelopments‟ in
nutritional sciences and the changing requirements of growing
children.
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.
1.5.3 Brand Values:
Complan, with a history going back half a century, is the Gold Standard in children‟s nutrition
and one of India‟s heritage brands. The brand takes its job of delivering nutrition to growing
children seriously and has built enormous credibility over the years.

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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.
1.5.4 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.

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CHAPTER NO. 2
Market Share
2.1 Introduction of Market share
2.2 Importance of market share

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2.1 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 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.

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"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.
2.2 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.
2 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.
3 Profitability :- Major market share increases the profit earnings of the company, as
many customers are attracted to purchase company‟s products due to its reputation in
the market.
4 Growth and Expansion :- When a company succeeds in attracting more and more
customer‟s towards itself due to its market share it definitely increases its profit and
inturn grows and expands.
5 Share holders :- Increase in company‟s market share inturn increases its share holders
by winning the confidence of its investors.

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CHAPTER NO. 3
Research Methodology
3.1 Research Design
3.2 Source of Data
3.3 Field work
3.4 Data Analysis techniques
3.5 Objective of survey
3.6 Scope of the study
3.7 Limitations

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3.1 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:
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.
3.2 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

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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.
The sampling plan for this project would be customer which includes School going children‟s
in, jhalawar
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 children‟s in,Jhalawar
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 children‟s in, jhalawar. 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 jhalawar. A large sample size would have been
unmanageable in terms of time and cost.

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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.
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.

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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.
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.

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3.3 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.
3.4 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 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.

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

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3.6 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 Jhalawar.
4. The time duration for the research work was 15 days.

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3.7 Limitations
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. Hence one of the major problems is that of “GENERALIZATION”.

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CHAPTER NO. 4
INTERPRETATION

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1. Do you take any health drink?
Table No.: 1
Answers No. of Respondents Percentage
Yes 46 92.00%
No 4 8.00%
Total 50 100.00%
Chart No.:1
The above chart shows 92% people take health drink.
Consumption of health drink
Yes
92%
No
8%
Yes
No

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2. Which health drink do you prefer?
Table No.: 2
Bournvita 30 60.00%
Horlicks 6 12.00%
Boost 5 10.00%
Complan 7 14.00%
Any 2 4.00%
Total 50 100.00%
Chart No.:2
The above
chart shows the percentage of choice of product. It is seen that most people like bournvita and
complan.
Choice of health drink
Bournvita
60%Horlicks
12%
Boost
10%
Complan
14%
Any
4% Bournvita
Horlicks
Boost
Complan
Any

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3. How often do you consume?
Table No.: 3
Once a day 30 60.00%
Twice a day 3 6.00%
Weekly 7 14.00%
Occasionally 10 20.00%
Total 50 100.00%
Chart No.:3
The above chart shows the drinking frequency of people. 60% of people drink health drink
once a day while 20% take occasionally.
Drinking Frequency
Once a day
60%Twice a day
6%
Weekly
14%
Occasionally
20% Once a day
Twice a day
Weekly
Occasionally

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4. What is your quantity of purchase for a month?
Table No.: 4
250 gm 10 20.00%
500 gm 25 50.00%
1 kg 11 22.00%
More than 1 kg 4 8.00%
Total 50 100.00%
Chart No.:4
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.
Quantity of purchase
250 gm
20%
500 gm
50%
1 kg
22%
More than 1
kg
8% 250 gm
500 gm
1 kg
More than 1 kg

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5. How do you prefer your health drink?
Table No.: 5
Cold 24 48.00%
Hot 15 30.00%
Moderate 11 22.00%
Total 50 100.00%
Chart No.:5
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.
Preference of health drink
Cold
48%
Hot
30%
Moderate
22%
Cold
Hot
Moderate

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6. How do you find the taste?
Table No.: 6
Good 11 22.00%
Better 10 20.00%
Best 25 50.00%
Satisfactory 4 8.00%
Total 50 100.00%
Chart No.:6
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.
Taste of Health Drink
Good
22%
Better
20%
Best
50%
Satisfactory
8% Good
Better
Best
Satisfactory

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7. From where do you purchase your health drink?
Table No.: 7
Retailer 35 70.00%
Wholesaler 6 12.00%
Cafeteria 5 10.00%
Others 4 8.00%
Total 50 100.00%
Chart No.:7
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.
Purchase place of Health Drink
Retailer
70%
Wholesaler
12%
Cafeteria
10%
Others
8% Retailer
Wholesaler
Cafeteria
Others

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8. At what age did you start taking health drink?
Table No.: 8
3 yrs - 5 yrs 32 64.00%
5 yrs - 10 yrs 15 30.00%
10 yrs - 15 yrs 2 4.00%
15 and above 1 2.00%
Total 50 100.00%
Chart No.:8
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.
Age structure for taking Health Drink
3 yrs - 5 yrs
64%
5 yrs - 10 yrs
30%
10 yrs - 15
yrs
4%
15 and
above
2%
3 yrs - 5 yrs
5 yrs - 10 yrs
10 yrs - 15 yrs
15 and above

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9. What is the availability of product?
Table No.: 9
Regular 32 64.00%
Irregular 15 30.00%
Not available at all 3 6.00%
Total 50 100.00%
Chart No.:9
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.
Availability of product
Regular
64%
Irregular
30%
Not available
at all
6%
Regular
Irregular
Not available at all

40
10.How do you come to know about the product?
Table No.: 10
Television 27 54.00%
News Paper 3 6.00%
Magazine 2 4.00%
Family and Friends 4 8.00%
Display at retail outlet 13 26.00%
Any other 1 2.00%
Total 50 100.00%
Chart No 10
The above chart shows that Television and Display at Retail Outlay are two important media
for the awareness of product.
Mode of Awareness
Television
54%
Display at
retail outlet
26%
Any other
2%
News Paper
6%
Magazine
4%
Family and
Friends
8%
Television
News Paper
Magazine
Family and Friends
Display at retail outlet
Any other

41
11.How do you find the advertisement of the company for production of
product?
Table No.: 11
Good 9 18.00%
Better 11 22.00%
Best 12 24.00%
Satisfactory 18 36.00%
Total 50 100.00%
Chart No.:11
The above chart shows that the percentage of response of advertisement of product. It is seen
that 36% of people is satisfied.
Response of Advertisement
Good
18%
Better
22%
Best
24%
Satisfactory
36%
Good
Better
Best
Satisfactory

42
12. Are you influenced by advertisement?
Table No.: 12
Yes 14 28.00%
No 36 72.00%
Total 50 100.00%
Chart No.:12
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.
Influenced by Advertisement
Yes
28%
No
72%
Yes
No

43
13.What is the general quantity that you take in a health drink?
Table No.: 13
1 Tea-Spoon 7 14.00%
2 Tea-Spoon 30 60.00%
3 Tea-Spoon 10 20.00%
More than 3 Tea-Spoon 3 6.00%
Total 50 100.00%
Chart No.:13
The above chart shows the quantity of health drink consumed. It is clearly seen that 60%
consume 2 Tea-Spoon.
Quantity of Health Drink
1 Tea-
Spoon
14%
3 Tea-
Spoon
20%
More than 3
Tea-Spoon
6%
2 Tea-
Spoon
60%
1 Tea-Spoon
2 Tea-Spoon
3 Tea-Spoon
More than 3 Tea-Spoon

44
14.What improvement do you want?
Table No.: 14
Reduction in Price 16 32.00%
Attractive Packing 14 28.00%
Change in Taste 10 20.00%
None 10 20.00%
Total 50 100.00%
Chart No.:14
Majority i.e. 32% of them wants reduction in price and 28% want attractive packing.
Improvement Required
Reduction in
Price
32%
Change in
Taste
20%
None
20%
Attractive
Packing
28%
Reduction in Price
Attractive Packing
Change in Taste
None

45
15. Are you satisfied with your health drink?
Table No.: 15
Yes 35 70.00%
None 15 30.00%
Total 50 100.00%
Chart No.:15
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.
Satisfaction of Health Drink
Yes
70%
None
30%
Yes
None

47
5.1 Findings
1. It is found that 92% people take health drink.
2. It is seen that most people like bournvita and complan.
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.Television and Display at Retail Outlay are two important media for the awareness of
product.
11.It is seen that 36% of people is satisfied with the advertisement of the drink.

48
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.

50
6.1 Suggestion
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.
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.

52
7.1 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 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.

54
Questionnaire
1. Do you take any health drink?
( ) Yes ( ) No
2. Which health drink do you prefer?
( ) Bournvita ( ) Horlicks ( ) Boost
( ) Complan ( ) Any other
3. How often do you consume?
( ) Once a day ( ) Twice a day
( ) Weekly ( ) Occasionally
4. What is your quantity of purchase for a month?
( ) 250 gm ( ) 500 gm
( ) 1 kg ( ) More than 1 kg
5. How do you prefer your health drink?
( ) Cold ( ) Hot ( ) Moderate
Name: ________________________ Occupation: _______________
Age: ________________________ Sex: M / F
Mobile No.: ________________________

55
6. How do you find the taste?
( ) Good ( ) Best
( ) Better ( ) Satisfactory
7. From where do you purchase your health drink?
( ) Retailer ( ) Wholesaler
( ) Cafeteria ( ) Others
8. At what age did you start taking health drink?
( ) 3 - 5 ( ) 5- 10
( ) 10 - 15 ( ) 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 ( ) News Paper
( ) Magazine ( ) Family and Friends
( ) Display at retail outlet( ) Any other
11.How do you find the advertisement of the company for production of product?
( ) Good ( ) Better

56
( ) Best ( ) 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 ( ) 2 Tea-Spoon
( ) 3 Tea-Spoon ( ) more than 3 Tea-Spoon
14.What improvement do you want?
( ) Reduction in price ( ) Attractive Packing
( ) Change in Taste ( ) None
15.Are you satisfied with your drink?
( ) Yes ( ) No

57
BIBLIOGRAPHY
1. www.google.com
2. www.qdabury.com
3. www.horlicks.com
4. www.complan.com
5. www.boost.com

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