Comparative study of health drinks with venky’s protiyum in pune

A Summer Training Project on
“COMPARATIVE STUDY OF HEALTH DRINKS WITH VENKY’S
PROTIYUM 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 with
Venky’s Protiyum in Pune” submitted to Bharati Vidyapeeth Deemed University, Pune in partial
fulfilment of the requirement for the award of the degree of Masters in business Administration is
an original work carried out by Mr. Priya gopal Ghosh under guidance of Mr. Nilesh Mate. The
matter embodied in this project is a genuine work done by Mr. Priya gopal Ghosh to the best
of my knowledge and belief and has not submitted before, neither to this university nor to any
other 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’s
Protiyum in Pune” is an academic work done by Priya gopal Ghosh submitted in the partial
fulfillment of the requirement for the award of the degree of MBA from Bharati Vidyapeeth
Deemed University, Pune. It has been completed under guidance of Mr. Nilesh Mate and
Corporate Mentor Mr. Hrishikesh Patil (Dy. Product Manager).
We are thankful to the company Venky’s India Ltd. for having allowed our student to undergo
project work training. The authenticity of the project work will be examined by the viva
examiner which includes data verification, checking duplicity of information etc. and it may be
rejected due to non fulfilment of quality standard set by the institute.
Dr. Sachin S. Vernekar
Director, IMED

DECLARATION
I do hereby declare that the Project entitled “Comparative Study of Health Drinks with
Venky’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. Ph i jo J a co b, Dy. Gen era l Man a ger, 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 has
given 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 have
directly 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
CHAPTER
NO.
SUBSERIAL
NO.
ITEMS PAGE NO.
1 Introduction 1
1.1 Introduction 2-3
2 History of
Venky’s
4
2.1 History of
Venky’s
5
3 Mission, Vision
and Objective of
Venky’s
6
3.1 Mission 7
3.2 Vision 7
3.3 Objective 7
4 Company Profile 8-9
5 Venky’s
Management
10-11
6 Group Profile 12-13
7 Global &
Domestic
Operation
14-15
8 Venky’s Product
Range
16
8.1 Venky’s Product
Range
17
8.2 All Kleen Product
Range
18-19
8.3 Germi Zap
Product Range
19-20
9 About Protiyum 21
9.1 About Protiyum 22
9.2 About B.V.Bio- 23

Corp Pvt. Ltd.
10 Competitors
Information
24
10.1 Bournvita 25
10.2 Horlicks 26
10.3 Boost 27
10.4 Complan 28
11 Research
Methodology
29
11.1 Product 30-34
11.2 Price 35-36
11.3 Place(Distribution
Channel)
37
11.4 Promotion 38-44
11.5 Segmentation,
Targeting &
Positioning(STP)
and USP Strategy
45-46
12 Objectives of
this Study
47
12.1 Objectives of this
Study
48
13 Scope of this
Study
49
13.1 Scope of this
Study
50
14 Limitation of
this Study
51
14.1 Limitation of this
Study
52
14 Data
Methodology
53
14.1 Research Design 54
14.2 Types of Data 54
14.3 Method of Data
Collection
54
14.4 Data Analysis
Techniques
54-55
15 Data Analysis &
Interpretation
56
15.1 For Consumer 57-71
15.2 For Retailers 72-81

16 SWOT Analysis 82-83
17 Conclusion &
Suggestions
84
17.1 Conclusion 85
17.2 Suggestions 85
18 Bibliography 86
18.1 Books 87
18.2 Magazines 87
18.3 Journals 87
18.4 Search Engines 87

1 | P a g e
Chapter 1
INTRODUCTION

2 | P a g e
1.1 INTRODUCTION
Universally, in bringing up their children, mothers attach a lot of emotional
importance to nourishment. Functional foods(combinations of all types of health
foods) seen as an effective measure to arrest the growing nutritional deficiency
problems.The concept of functional foods was coined by Japanese scientists
relating four essential pillars – nutrition, sensory satisfaction, fortification and
modulation of physiological systems. India’s definition of functional foods
based on FSSA is a broad spectrum that clubs the foods for special dietary uses,
the functional foods, the nutraceuticals and the health supplements
together.Health drink powders consumed as milk substitute & nutrient
boosters.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-paced
world. Who can resist a steaming, hot drink which promises to energize, nourish
and refresh? The need for nutritional supplementation is all the more relevant
for kids. Coupled with the fact that kids love the delicious taste of these drinks,
once they have tried them, lies the basic tale of milk additives and the growth
and development of the Health Food Drink (HFD) category. No one can be sure
of when and how the category evolved but, today, in India the HFD market is
valued at approximately Rs. 13, 000 million and nearly 50,000 tones. Health
food drinks provide nourishment for the family, particularly growing children
and serve as energy providers for adults. The market for malted milk powders in
India is huge as the product is widely used as a nutrition and energy supplement
White Powders
65%
Brown Powders
35%

3 | P a g e
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) and
expected to reach approximately 8000 crores by 2016.India is world’s largest
malt-based drinks market with a share of almost 22% in the world’s total retail
volume(Malt is germinated cereal grains that have been dried in a process
known as malting).

4 | P a g e
Chapter 2
HISTORY
OF VENKY’S

5 | P a g e
2.1 HISTORY OF VENKY’S
Venky's (India) Limited is a subsidiary of V H Group, an Indian company
that specialises in chickenmeat processing, and pharmaceutical products for
both poultry and human usage.Today, the diversified VH Group is a USD 1
billion conglomerate and a large Asian poultry company. The group has
diversified 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 in
the world and the only one of its kind in the developing world. Today millions
of Indians start their day with an egg, forty years ago it was hardly so. Thanks to
the pioneering efforts of one man, Dr, B. V. Rao founder of Venkateshwara
Hatcheries. Dr.Rao was also affectionately called ” The Father of Indian
Poultry Industry” . He was the driving force behind transforming poultry from
a mere backyard activity into an organized world class industry. In a way the
progress & growth of the Indian poultry industry is synonymous with the
growth of the V.H. Group. Late Smt. UttaraDeviRao was the motivation &
inspiration behind her husband. SmtUttara Devi Rao started Venkateshwara
Hatcheries 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 four
decades acquiring the latest technologies from all over the world and
assimilating them into the Indian industry, giving an impetus to indigenous
research & 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 crafted
Indian poultry industry as a vibrant, fully integrated technology with
productivity level surpassing the best in the world & thereby giving India a
place of pride on the poultry map of the world. Over the years, other ventures
were added & the group evolved as the most integrated poultry operation in
Asia, encompassing within its fold, everything required for successful poultry
farming. Today the VH Group is a 1 billion USD conglomerate, the largest fully
integrated poultry group in Asia.
Venky's Sports Nutrition which is part of VH Group has global vision and
approach to provide nutritional health supplements with quality of the highest
grade and safety. Our product range is developed considering the body's ability
to process the ingredients (bio-availability). Our products are free from banned
substances. Strategic diet and nutrition will also increase immunity, allowing
one 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 who
wish to remain fit across all age groups.

6 | P a g e
Chapter 3
MISSION, VISION
AND OBJECTIVE
OF VENKY’S

7 | P a g e
3.1 MISSION :
VENKY’S has consistently fulfilled its commitment to
QUALITY THROUGH TECHNOLOGY by ensuring that it not only
manufactures products using high-end technology but also delivers actual value
to 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 and
fitness regime that can be measured in speed, quickness, mobility and
muscle strength. Secondly to speed up recovery, this creates more capacity
for practice and competition.

8 | P a g e
Chapter 4
COMPANY
PROFILE

9 | P a g e
 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, Educational
Institution, Charity Fund .
 Research & Development - R &D activities of the Company are
concentrated in the areas of developing wider application of Specific
Pathogen Free (SPF) eggs and application of various breeder management
techniques to improve productivity and increase feed efficiency.

10 | P a g e
Chapter 5
VENKY’S
MANAGEMENT

11 | P a g e
Dr.B.V.Rao
Founder,
Venkateshwara Hatcheries Group
Mrs. Anuradha J. Desai, Mr. B. Venkatesh Rao
Chairperson, Managing Director, VH Group.
Uttara Foods & Feeds Pvt. Ltd.
Mr. Balaji Rao Mr. Jitendra Dessi
Managing Director, Managing Director, Venky’s(India) Ltd.
Venkateshwara Research &
Breeding Farm Pvt. Ltd.

12 | P a g e
Chapter 6
GROUP PROFILE

14 | P a g e
Chapter 7
GLOBAL &
DOMESTIC
OPERATION

16 | P a g e
Chapter 8
VENKY’S
PRODUCT
RANGE

17 | P a g e
8.1 Venky’s Product Range:
A. Animal Health Product :- Nutritional supplements, Toxin Binders, Live
Tonics, 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, Pasteurized
Spray Dried Hen Egg Yolk Powder, DesugaredSpary Dried Hen Egg
Albumen Powder, Heat Stable Yolk Powder, Heat Stable Hen Whole Egg
Powder.
N. Livestock
O. FMCG :-Processed Chicken, Venky’s Wheat Flour, Venky’sXpres, All
Kleen, Germizap.

18 | P a g e
8.2 ALL KLEEN PRODUCT RANGE:
Dishwash Gel Concentrate :-All Kleen Dishwash Gel
Concentrate removes oil, grease, stains & food odour
from utensils. It is safe on hands and tough on grease.
Perfectly balanced to clean, sparkle and sanitize your
utensils. 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 without
spotting or streaking. Sparkles and shines glass surfaces,
table tops, cupboards, laminate, windows, mirror, TV
screens & monitors and other household surfaces. Ideal for
glass and all non-porous surfaces.
Pack Size – 500ml.
Kitchen Degreaser :-All Kleen Kitchen Degreaser tackles
sticky and oily areas of kitchen and similar places. It is
perfect for modular kitchens. Non acidic ideal for kitchen
walls and platforms, oven grills, stove tops, stainless steel
sinks, deep fat fryers, exhaust fans etc. Ideal for oily &
stick kitchen areas.
Pack Size -500ml.

19 | P a g e
Tile & Grout Cleaner :-All Kleen Tile & Grout Cleaner
effortlessly cleans and brightens all types of tile except mar
granite & stones. It provides effervescent action to clean
tough stains and difficult to reach areas like cracks and
crevices. Formulated to whiten and shine your ceramic and vitrified
flooring. Ideal for ceramic, vinyl and vitrified tiles.
Pack Size – 500ml & 1ltr
8.3 GERMI ZAP PRODUCT RANGE:
Toilet Cleaner :-Presenting Germizap Disinfectant Toilet
Cleaner. Germizap is specially devised to clean and
disinfect your toilet. It effectively kills germs and power-
clean action easily eliminates tough rust, smile and
mineral stains. That too from unreachable areas. Its
proven thicker, surface-cling formula offers the best
results. And thus, cleans your toilet like never before.
Pack Size -500ml.

20 | P a g e
Floor Cleaner :- Cleaner will now be more
effective. Presenting, Germizap disinfectant floor
cleaner for all types of floors, kitchen and bathroom
surfaces. A powerful disinfectant cleaner with an
instant-clean action, it disinfects and cleans
efficiently. It wipes out stains, kills harmful germs
on 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 two
flavour.
Pack Size – 500ml.

21 | P a g e
Chapter 9
ABOUT
PROTIYUM

22 | P a g e
9.1 ABOUT PROTIYUM :
PROTIYUM is a Malt based Health Drink Mix which provides nutrition that
will 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 in
your child’s daily diet. A healthy diet helps children grow and learn. Whether
your child is a toddler or a teenager, what he/she eats is important for both his
physical and mental development. Although getting your child to eat healthy
can be a constant battle, only your support and guidance can enhance your
child’s nutrition. PROTIYUM provides nutrition that will support overall
growth. Proteins in PROTIYUM supports to build Lean Body Mass, Calcium,
Phosphorus and Vitamin D in PROTIYUM supports to develop Strong bones
and Copper, Selenium and Vitamin E in PROTIYUM Supports Immune
System.
PROTIYUM is formulated such that it dissolves effortlessly, does not
form hard lumps easily when exposed to moisture and it has the necessary
nutrients that supports your child’s growth. Its quality is strongly backed up by
USFDA, GMP, HACCP, FSSC & ISO Certifications.
Pack Sizes-
Pouch- 40g; Carton- 200g & 500g; Jar- 200g & 500g

23 | P a g e
9.2 ABOUT B.V.BIO-CORP PVT. LTD. :
The flagship company of the V.H. Group was established under the able
guidance of its founder chairman late Padmashree DR. B. V. RAO. Toady the
group is world renowned for its adherence to quality through Technology.
The B.V. BIO-CORP manufactures products by its different segments like
Biotech and Hitech (Trace minerals and complete range of Biosecurity product)
using state-of-art technology combined with the research and innovative spirit
of its qualified professionals. The division having years of experience of
handling vitamins and its premixes through its highly accredited manufacturing
plant (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 biosecurity
solutions. Complete disinfectant range of products to serve the poultry industry.
Newly launched Aqua segment geared up to serve the aqua industry thorough
its Health product, Vitamin premixes and Biosecurity solutions.

24 | P a g e
Chapter 10
COMPETITORS
INFORMATION

25 | P a g e
10.1 BOURNVITA :-
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 thebrand to create greater relevance for
the category – and hence the brand – amongst plain milk drinkers. It was a
winning formula that yielded double digit growth over the next two years and
significantly contributed to the brands’ development.
An energetic brand, Bournvita went through another change in 2001, with a
complete overhaul of branding, packaging and communication. This 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.

26 | P a g e
10.2 HORLICKS :-
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 Nourishes’. 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 deter 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 re-launched on the immunity
platform.
Horlicks has a significant presence in over fifteen countries. Today Horlicks is
the best known brand in the health foods category in India. The brand enjoys the
trust of generations of Indian mothers and this relationship has been nurtured by
the brand by fortifying the product from time to time. In 1998, Horlicks was
fortified with Smart Nutrients – a unique combination of vitamins and minerals
– intended to imbibe growing children with mental agility and physical fitness.
Junior Horlicks was re-launched 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.

27 | P a g e
10.3 BOOST :-
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 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.

28 | P a g e
10.4 COMPLAN :-
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

29 | P a g e
Chapter 11
RESEARCH
METHODOLOGY

30 | P a g e
"Marketing mix" is a general phrase used to describe the different kinds of
choices organizations have to make in the whole process of bringing a product
or service to market. The 4Ps is one way – probably the best-known way – of
defining 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 the
target market in order to create perceived value and generate a positive
response.
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 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 and Bournvita introduced a pet jar (shifting from the old glass
bottle).). There was a complete re-design of the logo.
Brand Value -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.

31 | P a g e
Horlicks :-
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. Horlicks is considered to be
‘the great nourishes’ 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 nourishes for
pregnant and breast feeding mothers. A selection of flavours – including
chocolate, vanilla and honey – allow consumers to enjoy the nourishing
goodness of Horlicks in a variety of delicious ways.
Brand Value - 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.
Boost :-
Boost is a malt-based drink in chocolate flavour. In 2002, the brand created
history by re-launching Boost with 'Power Boosters™', a completely different
product from any other HFD. The vitamins and minerals not only provide
adequate energy for the consumer they also help in the efficient working of
body cells (by releasing energy from food), formulation of healthy blood and
make bones stronger. This re-launch has helped Boost capture the position of
number one brown HFD in India.
Brand Value -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.

32 | P a g e
Complan :-
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 developments in nutritional science and 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. To extend the goodness of
Complan and make it available to children any time, the brand was also
conceived in a biscuit form.
Brand Value – 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. 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.

33 | P a g e
Protiyum :-
A health diet helps children grow and learn. Whether your child is a toddler or a
teenager, what he eats is important for both his physical and mental
development. Although getting your child to eat health can be a constant battle,
only your support and guidance can enhance you child’s nutrition. Protiyum
provides nutrition that will support overall growth.It is chocolate flavour which
most 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 which
has strong brand awareness in chicken world. Protiyum is only health drink in
India which certified by USFDA. Protiyum helps us builds lean body mass,
develops strong bones, supports immune system.

34 | P a g e
NUTRITIONAL INFORMATION PER 100g PROVIDES
APPROX
NUTRIENTS PER 100g BENEFITS
Energy 276 kcal
Protein
Carbohydrate
(Sugar 9.0g)
Fat
7.0 g
61.0 g
0.5 g
Source of energy, helps
to make kids active.
Copper
Selenium
700 mcg
31.5 mcg
Contributes to normal
function of immune
system.
Zinc
Iodine
4.5 mg
150 mcg
Contributes to normal
cognitive function
Vitamin E
Vitamin C
Manganese
1.0 Mg
135 mg
750 mcg
Protect cells from
oxidative stress i.e
Antioxidants.
Folic Acid 450 mcg Necessary for cell
growth & replication.
Vitamin A 740 mcg Necessary for normal
vision.
Vitamin B1
Vitamin B2
Vitamin B3
Vitamin B5
Vitamin B6
Vitamin B12
Biotin
1.35 mg
1.35 mg
18 mg
5.0 mg
2.5 mg
1.7 mg
25 mcg
Aids metabolism and
helps to release energy
from food.
Vitamin D
Calcium
Phosphorus
6.25 mcg
120 mg
60 mg
Necessary for
development of bones
and teeth.
Iron 2.5 mg Necessary for the
formation of
haemoglobin.

35 | P a g e
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. 215
200 gms @ Rs. 100
500 gms @ Rs. 200
200 gms @ Rs.98
Horlicks
1 kg @ Rs.370 500 gms @ Rs.204

36 | P a g e
JAR REFILL
Boost
500 gms @ Rs.212
750 gms @ Rs.310
450 gms @ Rs.210
500 gms @ Rs. 198
Complan
1kg @ Rs.375
500 gms @ Rs.235
Protiyum
500 gms @ Rs.190
200 gms @ Rs.90
500 gms @ Rs.180
200 gms @ Rs.80
40 gms @ Rs.15 (Pouch)
According to the pricing strategy, Protiyum is lesser price Health Drink along
with quality of product with other competitor. If you compares the price of any
Protiyum pack with other health drink mix, it is almost less than Rs. 20.

37 | P a g e
11.3 PLACE (DISTRIBUTION CHANNEL) :-Distribution is about
getting the products to the customer. Some examples of distribution decisions
include:
 Distribution channels
 Market coverage (inclusive, selective, or exclusive distribution)
 Specific channel members
 Inventory management
 Warehousing
 Distribution centres
 Order processing
 Transportation
 Reverse logistics

38 | P a g e
11.4 PROMOTION :-In the context of the marketing mix, promotion
represents the various aspects of marketing communication, that is, the
communication of information about the product with the goal of generating a
positive customer response. Marketing communication decisions include:
 Promotional strategy (push, pull, etc.)
 Advertising
 Personal selling & sales force
 Sales promotions
 Public relations & publicity
 Marketing communications budget

39 | P a g e
Bounvita :-
Released campaign
with new punch
line “TaiyyariJeet
Ki (Preparing to
Win)”. Overall
campaign is
emphasize on
every aspects
“Good Habit” for
child growth.
Mother is
continuously
preparing his boy
for race, ultimately
boy chase his
mother after
continuous efforts
and at the end of
campaign
conveying
message that
“Only Mother can
understand better prominence of good habit”. Good habit is that mother is
giving Bournvita daily. Bournvita is one such healthy habit which must be
cultivated to prepare your child to win in the game of life. Want to see a
champion in your child? Emotion and effect Invoked – How it is important for
kids to stay a step ahead in this competitive world and how should a mother
take care of her her child’s nutritional needs to accomplish that?

40 | P a g e
Horlicks :-
Horlicks – Taste
 Context –
Reluctance of children in
drinking plain milk.
Horlicks Women
 Context – Empowering women.

41 | P a g e
Complan :-
Complan- Double Milk Protein
 Context – Significance of
protein in a child’s growth.
Complan - Grow taller twice the rate
 Context – Slow rate of
growth in height.

42 | P a g e
Boost :-
Boost - Secret of winning energy
 Context – Learning for life from sports
(The playground is my classroom).

43 | P a g e
Protiyum :-Now, Protiyum stay in
launching stage. Mainly, they promote their
product in through society campaign,
exhibition, local news paper adds, In-shop
promotion or radio adds. At the beginning
stage, the company have a plan to check the
customer taste. And the company want to
available the product in the market. If not
available in the market that will be a bad
brand image in the customer mind. After the
Protiyum available in the market, the
company will give a all India TV adds.
IN-SHOP PROMOTION
SOCIETY CAMPAIGN

44 | P a g e
PROTIYUM PROMOTIONAL LEAFLET

45 | P a g e
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(For
Communication)
 Positioning : Most effective for kids due to DHA and whey protein
content
 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)

46 | P a g e
Complan :-
Segment :
Complan (Complete Planned)
 Tagline : Extra growing power with Complan
Communication)
 Positioning : Help kids to grow taller at twice the rate
 USP : Backs its ‘tall’ claims by multiple researches
Complan with Memory Chargers
Communication)
 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 the
above 50 ages people because of at this age most of people have diabetes
problem, so the sugar and fat quantity is very less. The Folic acid which is
important for the Pregnant women.

47 | P a g e
Chapter 12
OBJECTIVES OF
THIS STUDY

48 | P a g e
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 drinks
available in market.

49 | P a g e
Chapter 13
SCOPE OF THIS
STUDY

50 | P a g e
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.

51 | P a g e
Chapter 14
LIMITATION OF
THIS STUDY

52 | P a g e
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.

53 | P a g e
Chapter 14
DATA
METHODOLOGY

54 | P a g e
14.1 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.
14.2 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.
14.3 Method 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. Field work
14.4 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

55 | P a g e
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.

56 | P a g e
Chapter 15
DATA ANALYSIS &
INTERPRETATION

57 | P a g e
15.1 FOR CONUMER
Do you give your child any Health Drink Mix/ Nutritional supplement
along with milk?
a) Yes b) No
Answers No. of Respondents Percentage
Yes 251 97.00%
No 8 3.00%
Total 259 100.00%
Comment :- The above chart shows that 97% child take the health in every day
and other 3% child take only milk because milk more healthy drink compare to
the other health drink. And those who are take health drink everyday, the child
don’t drink only milk, if you mix any taste flavour its become a taste drink.
Yes
97%
No
3%
Do you give your child any Health Drink Mix/
Nutritional supplement along with milk?

58 | P a g e
If yes which?
a) Bournvita b)Horlicks c) Complan d) Booste) Any other
(Protiyum)
Answers No. of Respondents Percentage
Bournvita 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.
Bournvita
45%
Horlicks
25%
Complan
16%
Boost
12%
Any other
(Protiyum)
2%
If yes which?

59 | P a g e
What is the purchasing frequencies of Health Drink Mix in months?
a) Once b) Twice c) Thrice
Answers No. of Responses Percentage
Once 142 59%
Twice 69 28%
Thrice 31 13%
Total 259 100%
Comment :-Most of the customers purchase health drink mix in onetime in
month.
a) Once
59%
b)
Twice
28%
c) Thrice
13%
What is the purchasing frequencies of
Health Drink Mix in months?

60 | P a g e
What influences you the most while buying health drinks?
a) Brand and communication in mass media
b) Product parameters like taste, solubility & nutritional value
c) Price d) Offers
Brand and communication in
mass media
76 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 only
nutrition quantity, taste because most child likes taste of health drink.
Brand and
communicatio
n in mass
media
29%
Product
parameters
like taste,
solubility &
nutritional
value
44%
Price
17%
Offers
10%
What influences you the most while
buying health drinks?

61 | P a g e
Does your child influence you to buy a particular health drink mix?
a) Yes b) No
Yes 186 72%
No 73 28%
Total 259 100%
Comment :-Children prefer the health drink according to the taste.
Yes
72%
No
28%
Does your child influence you to buy
a particular health drink mix?

62 | P a g e
How easily your health drink mix dissolve in milk?
a) Dissolves very easily b) Takes some time c) Does not dissolve
well
Answer No. of Responese Percentage
Dissolves 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.
Dissolves
very easily
27%
Takes some
time
53%
Does not
dissolve well
20%
How easily your health drink mix
dissolve in milk?

63 | P a g e
Do you buy Health Drink Mix:
a) That is readilyavailable b) Buy any from a set of preferred brand
c)Have a preferred brand but will switch if not available
d) Don’t mind trying a new brand
Answers No. of Responese Percentage
That is readilyavailable 148 57%
Buy any from a set of preferred
brand
31 12%
Have a preferred brand but will
switch 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 of
the customer prefer Bourvita , Horlicks.
That is readily
available
57%
Buy any from a
set of preferred
brand
12%
Have a preferred
brand but will
switch if not
available
24%
Don’t mind
trying a new
brand
7%
Do you buy Health Drink Mix:

64 | P a g e
Will you switch your brand if you get another brand at lesser rate which
will be at par with your brand quality wise with same ingredients?
a) Yes b) No
Anwers No. of Respones Percentage
Yes 124 48%
No 135 52%
Total 259 100%
Comment :- This question vary on customer to customer. Some health drink
creates strong brand image in the customer mind that, if any new health drink
comes in the market at lesser rate.
Yes
48%No
52%
Will you switch your brand if you get
another brand at lesser rate which will be at
par with your brand quality wise with same
ingredients?

65 | P a g e
Would you prefer the product which does not hardens after coming in
contact with moisture?
a) Yes b) No
Answer No. of Responses Percentage
Yes 251 97%
No 8 3%
Total 259 100%
Comment :- Most of the person does not prefer thoes health drink hardens in
air contact. Because its create a problems with milk.
Yes
97%
No
3%
Would you prefer the product which does
not hardens after coming in contact with
moisture?

66 | P a g e
From where do you prefer to purchase?
a) Local retail store b) Malls/ Hyper Mart
c) Medical shop d) Supermarket
Local 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 very
few customers purchase the health drink from local shop or medical shop.
Local retail
store
19%
Malls/ Hyper
Mart
40%Medical shop
12%
Supermarket
29%
From where do you prefer to purchase?

67 | P a g e
Which pack do you generally buy?
a) 1kg b) 500gms c) 200gms d) 100gms or below
1kg 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 reasonable
quntity of health drink.
1kg
24%
500gms
52%
200gms
19%
100gms or
below
5%
Which pack do you generally buy?

68 | P a g e
Which package do you purchase?
a) Jar b) Carton c) Pouch
Answer No. of Response Percentage
Jar 115 44%
Carton 95 37%
Pouch 49 19%
Total 259 100%
Comment :- Most purchaesing package is jar. In moonsoon time, the customer
prefer jar because chance of health drink powder harden is very high.
Jar
44%
Carton
37%
Pouch
19%
Which package do you purchase?

69 | P a g e
Do you yourself use health drink mix?
a) Yes b) No
Yes 231 89%
No 28 11%
Total 259 100%
Comment :- Use ofHealth drink mix is good except daily food.
Yes
89%
No
11%
Do you yourself use health drink mix?

70 | P a g e
If no, would you like to use mix if it has all the necessary ingredients?
a) Yes b) No
Yes 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.
Yes
43%
No
57%
If no, would you like to use mix if it has
all the necessary ingredients?

71 | P a g e
Do you shop online for nutritional and health supplements?
a) Yes b) No
Yes 96 37%
No 163 63%
Total 259 100%
Comment :- Some customer habituated in online shop shopping. So
they can shop the health drink through online.
Yes
37%
No
63%
Do you shop online for nutritional and
health supplements?

72 | P a g e
15.2 FOR RETAILERS
How many brands in the health drink category do you order ?
a) 1
b) 2
c) 3
d) 4
1 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.
4
10%
1
20%
2
30%
3
40%
How many brands in the health drink
category do you order ?

73 | P a g e
Which brand do you sell more?
a) Bournvita
b) Horlicks
c) Complan
d) Boost
Bourvita 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 one
side is strong brand image and other is mostly available in the market.
Bournvita
39%
Horlicks
25%
Complan
22%
Boost
14%
Which brand do you sell more?

74 | P a g e
Which pack does consumer prefers more ?
a) Jar
b) Carton
c) Pouch
Jar 41 44%
Carton 30 32%
Pouch 22 24%
Total 93 100%
Comment :- Most purchaesing package is jar. In moonsoon time, the customer
prefer jar because chance of health drink powder harden is very high.
Jar
44%
Carton
32%
Pouch
24%
Which pack does consumer prefers
more ?

75 | P a g e
How many pack do you sell in a month in health drink category together ?
a) 20-30
b) 30-40
c) 40-50
d) 50 or more
20-30 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.
20-30
77%
30-40
21%
40-50
2%
50 or more
0%
How many pack do you sell in a month in
health drink category together ?

76 | P a g e
Which SKU pack does consumer prefers more ?
a) 1kg
b) 500 grams
c) 200 grams
d) 100 grams or below
Answer No. of Resposes Percentage
1 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 reasonable
quntity of health drink.
1 kg
23%
500 grams
53%
200 grams
17%
200
grams or
below
7%
Which SKU pack does consumer prefers
more ?

77 | P a g e
What consumer looks in a health drink mix ?
a) Brand name
b) Nutritional composition
c) Price
Answer No. of Ressponses Percentage
Brand 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.
Brand
name
32%
Nutritional
composition
55%
Price
13%
What consumer looks in a health drink
mix ?

78 | P a g e
Are the consumers influenced by you to switch the brand?
a) Yes (sometimes)
b) No
Yes (sometimes) 52 56%
No 41 44%
Total 93 100%
Comment :- Its upon influnces power of the shop owner.
Yes (sometimes)
56%
No
44%
Are the consumers influenced by you to
switch the brand?

79 | P a g e
How often a consumer switch his or her brand ?
a) Often
b) Sometimes
c) Does not switch the brand
Often 17 18%
Sometimes 30 32%
Does not switch the
brand
46 50%
Total 93 100%
Comment :- This question vary on customer to customer. Some health drink
creates strong brand image in the customer mind that, if any new health drink
comes in the market at lesser rate.
Often
18%
Sometimes
32%
Does not
switch the
brand
50%
How often a consumer switch his or her
brand ?

80 | P a g e
Do you provide home deliveries on phone ?
a) Yes
b) No
Yes 32 34%
No 61 66%
Total 93 100%
Comment :- The few no. of retailer gives home delivery facility on phone. But
this home deliery always applicable amount of purchse.
Yes
34%
No
66%
Do you provide home deliveries on phone
?

81 | P a g e
If yes, how much percentage of total delivery is on phone ?
a) 10%
b) 20%
c) 30%
d) 40%
e) 50% or more
10% 21 43%
20% 15 31%
30% 9 18%
40% 4 8%
50% or more
Total 93 100%
10%
43%
20%
31%
30%
18%
40%
8%
50% 0r more
0%
If yes, how much percentage of total
delivery is on phone ?

82 | P a g e
Chapter 16
SWOT ANALYSIS

83 | P a g e
STRENGTHS WEAKNESS
 Protiyum easy dissolve in milk.
 It does not harden easily when
exposed to moisture.
 Protiyum which certified by
U.S. Food and Drug
Administration.
 It’s a malt based food.
 This product is house of
Venky’s India Ltd.
 There are no strong brand image
in India.
 The company always popular in
chicken division.Therefore,
there are some confusion in the
customer’s mind.
OPPORTUNITY THREATS
 Gut, body mass, strong bones
brain health concern growing
and source of energy, immune
system among the young
consumer, with 75% indicating
that they are ‘very interested’ or
‘interested’ in drinks that can
help meet this need Concerns
over heart health are affecting
consumers at a younger age than
ever before, leading to
significant demand for products
that can help to prevent issues in
later life.
 Price, offers of the other
company.
 Changing the promotional
strategy.

84 | P a g e
Chapter 17
CONCLUSION &
SUGGESTIONS

85 | P a g e
17.1 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 behaviour 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. Nutritional composition and 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 analysing it
properly one come to only one conclusion that liquid food drink industries has a
great scope in future.
17.2 Suggestions :-
 Aware ness is created, available promotion; then within 5years the
company will create a strong brand image in Pune Region.
 The company should express that Venky’s chicken division and Venky’s
nutrition have different mission. But the division are in a one Umbrella.
 The company should publishes the all India TVs advertisement with their
USP strategy.
 They will set up a Brand Ambassador.

86 | P a g e
Chapter 18
BIBLIOGRAPHY

87 | P a g e
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

Comparative study of health drinks with venky’s protiyum in pune

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (17)

Similaire à Comparative study of health drinks with venky’s protiyum in pune

Similaire à Comparative study of health drinks with venky’s protiyum in pune (20)

Dernier

Dernier (20)

Comparative study of health drinks with venky’s protiyum in pune