MARKETING OF BOOST PRODUCTS IN SHIMOGA CITY With special re ere!

ce t" C#M#B# Distri$%t"rs

CONTENTS Chapter & INTRODUCTION I!tr"'%cti"! Sc"pe " the st%'( O$)ecti*es Meth"'"l"+( ,i-itati"!s Chapter . / INDUSTRY PROFI,E I!tr"'%cti"! Bala!ce' Diet Micr" N%trie!ts Macr" N%trie!ts N%triti"!al I-p"rta!ce " I!+re'ie!ts Chapter . 0 COMPANY PROFI,E Hist"r( " Gla1" S-ithKli!e C"!s%-er Health care ,t'#

 Per "r-a!ce " the C"-pa!( A''iti"!al I! "r-ati"! Chapter . 2 PRODUCT PROFI,E I!tr"'%cti"! N%triti"! acts Chapter . 3 MARKETING STRATEGY I!tr"'%cti"! Mea!i!+ a!' 'e i!iti"! " -ar4eti!+ strate+( Mar4eti!+ -i1 strate+( " $""st pr"'%cts
A5 B5 C5 D5

PRODUCT STRATEGY PRICE STRATEGY PROMOTION STRATEGY P,ACE STRATEGY

Chapter67 DATA ANA,YSIS AND INTERPRETATION CHAPTER . 8 FINDING9 SUGGESTIONS AND CONC,USION

A!!e1%re :%esti"!!aire Bi$li"+raph(

Chapter & INTRODUCTION I!tr"'%cti"! Sc"pe " the st%'( O$)ecti*es Meth"'"l"+( ,i-itati"!s

INTRODCUTION Health is defined as a condition of the body free of diseases and ailments. All organisms require food for their existence. Food can be defined as a substance, which nourishes the body. Food is the source of energy and it also ro!ides materials for growth and de!elo ment. Food is essential to "now the com osition of food we ta"e e!eryday and how it acti!ities. #ife is a boon gifted by god. $t should be li!ed with a ur ose, which can be fulfilled only when one is in good health. %roteins, minerals and water are the chief constituents required for formation of tissues, which in turn build the body. &ood health comes from good nutrition. &ood nutrition means maintaining a nutritional status that enables us to grow well and en'oy good health. &ood health fills us with good s irits, which ultimately hel s us to reach our goal. (utritious food and daily exercises are !ery essential to "ee our body fit in good health. For a middle)class family, it is difficult to maintain the nutrition of their diet routinely and for a high class family, lac" of time is the reason for non maintenance of a well) nourished diet daily. Hence, now a day we see !arious ad!ertisements of health drin", health foods, which satisfy the abo!e needs of the society ro!ides the energy required by the body for metabolic

%eo le of olden days considered mil" to be the most nearly erfect food. +il" was a!ailable easily in those days, as our country was a land of agriculture. ,ut now changing times ha!e made $ndia both a land of agriculture and industries, a land of rural as well as urban o ulation. +il" in urban areas is consumed in the form of ac"ed mil", which has its own drawbac"s. Adulteration of mil" with water is also "nown. Hence, health drin"s re lenish the deficient nutrients - %ro!ides us a com lete food. $n the resented fast rogressing dynamic world, it ro!ides extra and smart nutrients for extra energy.

SCOPE OF THE STUDY Ad!antage is a commercial city with a o ulation of more than * la"hs. .here are many consumers of the city - consumers they need good health. .his study deals with "nowing consumers reference. .o "now the roblem of the roduct. .o understand the consumers reference +y ro'ect is restricted to consumers of /himoga city only.

OB;ECTI<ES OF THE STUDY .o analy0e the wor"ing ca ital management and financial erformance of the com any. .o "now about the customer satisfaction towards the ser!ice.

 .o gi!e suggestions in mar"eting of health drin"s to the energy to increase sales and to o!ercome ractical roblems. .o study the mar"et share of Health drin"s. .o "now the sales osition of the roduct in /himoga city. .o study the consumer awareness the different brands of health drin"s in the mar"et. .o "now why the consumers introduced to articular brand. .o "now the com etition of other brands of health drin"s in the mar"et. .o "now the brand loyalty among the consumers. .o "now whether the com any image acts as an influence on brand selection. refer and to "now how they were

METHODO,OGY $nformation required for the studies are obtained through rimary and secondary data collected. As well as structured close) ended questionnaire was framed which would ro!ide all the ossible data required basically through the study the ob'ecti!es of the rimary data.

Pri-ar( 'ata %rimary data was collected through ersonal inter!iew with the sales manager, consumers and distributors of com any3s agency in /himoga city. .he data ex ressed abo!e was collected through structured close) ended questionnaire in course of inter!iewing through ersonal contacts. .ools for data collection A questionnaire was designed to collect the data and the questions rele!ant ha!e been sequenced in such a way that they ro!ide a free flow of answers. 4ltimately to collect the rimary data a detailed com rehensi!e structured schedule was framed as er the ob'ecti!es of the study. .he schedule was a closed ty e consisting of multi le)choice questions as the chec"list ty e of questions so that se!eral choices of answers and in the some case, the res ondents are required to manually to ex ress their !iew. Pla! " a!al(sis .he entire questionnaire from the res ondents was arranged - a master chart was re ared from the master chart analysis- rofiles of res ondents were chal"ed out by re aring table - grou $.e. they were analy0ed with the hel of statistical technique li"e a!erages ercentage etc, order to inter ret the data and to draw conclusions.

Sec"!'ar( 'ata /econdary data was collected from news a er, health maga0ines, boo"s, eriodical annual re orts, industrial manual boo"s etc. ,IMITATIONS $n a study this "ind, as the inference has to be drawn on o inions, there is bound to be errors due to sub'ecti!e factors. .his ro'ect wor" limited to the regular function of com any roduct - does not go in dee into function of different de artments. .he analysis has been done on the basis of the !alues - information obtained in the balance of the com any. .he balance sheet - its schedules ga!e only limited information regarding the erformance of the com any. .he figures in the balance sheet may not be actual figures because it as re are on a articular. .he study will be restricted only to executi!e - staff of the com any as the information was gathered by the discussion with them. $t was made with 3 techniques namely questionnaire, face)to)face inter!iew obser!ation methods. .he data collected from the questionnaire will be made on the assum tion of the data are ro!ided by the res ondent are accurate.

 .he study restricted /himoga city only. .his study is based on information collected. .his study was carried out under time construct. Hence $ ha!e drawn my conclusion with whate!er little res onse $ could get.

CHAPTER . / INDUSTRY PROFI,E I!tr"'%cti"! Bala!ce' Diet Micr" N%trie!ts Macr" N%trie!ts N%triti"!al I-p"rta!ce " I!+re'ie!ts

17

11

CHAPTER6/ INDUSTRY PROFI,E INTRODUCTION Health is a state of com lete hysical, mental, social, and s iritual well being as defined by the world health organi0ation. Hence, hysical, mental and social health goes hand in hand. 8A /ound +ind $n a /ound ,ody9 is a well)"nown saying. .hus, hysical health has to be gi!en utmost im ortance. /tri!ing for good health should start with the first light ray of the rising sun. A morning wal", reading a news a er, and then indeed a nourishing health drin" before one starts the routine wor" for earning a li!elihood. A health drin" is one that furnishes our body with the essential nutrients and energy, which ro!ide strength to erform our duties with no flaw. .here are many be!erages, which are consumed by eo le such as tea, coffee, etc. :es they indeed stimulate our brains with increased enthusiasm and transient, seudo feeling of energy that enables us to do wor", but soon fades off. .hen, the stimulation has to be gi!en again. .his leads to a sort of addiction, which ma"es us mentally as well as hysically wea".

12

Hence, these "inds of brain stimulating be!erages are not only less useful but also some times harmful. .hus, we need a health drin" which is equi!alent to the food we ta"e i.e., a food drin" which ro!ides us with the necessary nutritional constituents deri!ed from natural food roducts, that gets con!erted with energy in the body. .his is a natural way of obtaining energy. Here is a discussion on the food drin" roduced - manufactured by &laxo /mith;line <onsumer Healthcare #imited <om any. ,oost is a malt health drin" containing "ey !itamins - minerals that hel ,oost energy. = .he ingredients that are added to these nourishing food drin" are> +il" solids, +alted barley, +alt extract, /ugar, +inerals ?itamins. N%trie!ts ac=%ire' r"- these i!+re'ie!ts 1.%roteins. 2.<arbohydrates. 3.Fat. 4.?itamins !i0, ,1, ,2, ,1, ,12, niacin, !itamin <-@. *.+inerals !i0, $ron, $odine, Ainc, <alcium. 1.Folic Acid. BA,ANCED DIET

13

A balanced diet is the order of the day. $t is defined as one Bhich contains a !ariety of foods in such quantities and ro ortions that the need for energy, ammonia acids, !itamins, minerals, fats, carbohydrates and other nutrients is adequately met for maintaining health, !itality and general well being and also ma"es a small ro!isions for extra nutrients to withstand any short duration of leanness. .o maintain a balanced diet is quite difficult because of !arious reasons. 1. 2. 3. 4. *. 1. #ac" of "nowledge. %erson to erson !arying of tastes. <onsum tion of time. /eason changes of food grains grown. (on)a!ailability of food grains due to famine, hea!y rain etc. Hi"e in food grain rices sometimes. /ome $ndian families o!ercoming all these difficulties try to maintain a balanced diet, but sometimes go in !ain. Health drin"s fill u the blan" in their incom lete diet. #et us "now how a health drin" hel s in maintain good health by studying the !arious nutrients of ingredients. (utrients are di!ided into> ) $C iiC +icro D (utrients, !i0., minerals and !itamins. +acro ) (utrients !i0., %roteins, carbohydrates and fats.

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MICRO6NUTRIENTS> .hey constitute !itamins and minerals. &5 <ita-i!s> Health drin" ro!ides !itamins A, !itamin ,1, ,2, ,1, ,12,

!itamin <, !itamin @, (iacin and Folic acid. /ignificance of these !itamins is ex lained below> a5 <ita-i! A> /ources> Animal3s sources D Fish le!er oil, mil", butter and egg. %lant sources D green leafy !egetables, yellow fruits, and !egetables. F%!cti"!s> i. ii. iii. i!. Hel s in maintenance of normal !ision. $t is essential for s"eletal growth $t is required for the normal functioning of e ithelium. $t ro!ides rotection against cancer.

Dail( re=%ire-e!ts> For adults D 2*7 mg For children D 2*7 D 177 mg De icie!c( 'iseases> (igh blindness, growth retardation, anorexia. $5 <ita-i!s>
1*

<ita-i! B& s"%rces> %lant sources> <ereals, gram, wheat, ulses, nuts, and fruits. Animal sources> +eat, fish, eggs. F%!cti"!s>

$t is essential for utili0ation of carbohydrates. $t hel s in release of energy from food.

Dail( re=%ire-e!ts> 7.* mgE1777 "ilocalories of energy.

De icie!c( 'iseases> ,eri D ,eri. C5 <ita-i! B/ s"%rces> +il", egg, green lea!es, !egetables, meat, cereals. F%!cti"!s>

$t has a role in cellular oxidation. /ynthesis of en0ymes required for energy metabolism.

Dail( re=%ire-e!t> 7.1 mgE1777 "ilocalories De icie!c( 'iseases> $m aired wound)healing, ulcers in tongue, li s. '5 <ita-i! B7 s"%rces>

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+il", +eat, Fish , <ereals , ?egetables . F%!cti"!s> $t lays an im ortant role in metabolism of amino acids, fats and carbohydrates. Dail( re=%ire-e!t> 2mgEday De icie!c( 'iseases> %eri heral neuritis. E5 <ita-i! B&/ s"%rces> +eat, Fish, Fgg, +il" and <heese. F%!cti"!s> Hel s in synthesis of @.(.A. Dail( re=%ire-e!t> Gne microgram. De icie!c( 'iseases> Anemia, neurological abnormality. E5 <ita-i! C s"%rces> Fresh fruits, green leafy !egetables, meat, fish. F%!cti"!s>

%rotection against infections $t hel s is bone and cartilage formation.

Dail( re=%ire-e!t>
12

47)17 micrograms. De icie!c( 'iseases> ,leeding gums delayed wound)healing, anemia. F5 <ita-i! D s"%rces> /unlight, egg yol", mil", butter, cheese. F%!cti"!s>

$t is essential for normal mineralisation of bone. $t is essential for normal growth.

Dail( re=%ire-e!t> +icro grams er adults. * micro grams for children3s 17 micro grams for regnant women. De icie!c( 'iseases> Hic"ets characteri0ed by growth failure, osteomalacia mainly during lactation and regnancy. G5 Niaci!> +il" is oor source of (iacin !itamin. /ource> Fish, oultry, legumes, groundnut. F%!cti"!s>

$t is essential for metabolism of carbohydrates, fats. $t is essential for normal functioning.

15

Dail( re=%ire-e!t> 1.1 mgE1777 "ilocalories De icie!c( 'iseases> %ellagra, a disease that causes great suffering in undernourished eo le. /# FO,ATE> /ource> #eafy !egetables, fruits, egg and mil". F%!cti"!s> Hel s in de!elo ment of blood cells. Dail( re=%ire-e!t> *)17 mg De icie!c( 'iseases> .hese are common in regnancy and lactation. 0# MINERA,S> A5 Calci%-> /ources> <ereals, green leafy !egetables. F%!cti"!s> $t is essential in formation of bones and teeth. Dail( re=%ire-e!t> 477)*77mg of calcium. B5 Ir"!> /ources> <ereals, green leafy !egetables, 'aggery.
16

F%!cti"!s> $t hel s in maintaining body tem erature. Dail( re=%ire-e!t> $nfants D 7.2 mg <hildren D 1mg Adults D 7.6 mg Female> @uring menstruation time D 2.5 mg. De icie!c( 'iseases> Anemia. C5 I"'i!e> $t is an essential micronutrient. /ources> +il", meat, !egetables, cereals in small amount. F%!cti"!s> $t is essential for normal growth. Dail( re=%ire-e!t> 1*7mgEday. De icie!c( 'iseases> &oiter, mental defect. D5 ?i!c> /ources> +eat, mil", fish. F%!cti"!s>

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Hequired for synthesis of insulin by ancreases. Dail( re=%ire-e!t> *)17 mg De icie!c( 'iseases> &rowth failure, loss of taste.

MACRO NUTRIENTS> &5 Pr"tei!s> .hey are made u of ammonia D acids at lest 27 amino acids are needed to ma"e u a rotein. S"%rces " pr"tei!s> Animal sources are rich in essential amino acids e.g. mil". %lant sources are rich in non)essential amino acids but essential amino acids are less abundant. F%!cti"!s>

,ody building articularly in infants and children. He aid and maintenance of body tissues.

Dail( re=%ire-e!t> 1gram er "g body weight for an $ndian adult. De icie!c( 'iseases> %rotein energy malnutrition in children. /5 Car$"h('rates>
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/ources> <ereals, roots, tubers, fruits and grains. F%!cti"!s> <arbohydrates are the main source of energy. $t ro!ides 4 "cal of energy er gram. 05 Fats> Fats are concentrated sources of energy. .hey constitute 17)1*I of body weight. /ource> Animal sources> &hee, butter, mil", cheese and eggs. F%!cti"!s>

Food ro!ides 6 calories of energy er gram.

De icie!c( 'iseases> %hrenoderma, a condition consulting rough and dry s"in.

NUTRITIONA, IMPORTANCE OF THE INGREDIENTS> &# Wheat l"%r> $t contains, fat, carbohydrates, niacin, minerals, energy J34* "ilocaloriesC. /# Mil4 s"li's> +il" fat is rich in retained and !itamin @. +il" solids contain lactose sugar, which is a carbohydrate. .hey are a good source of calcium and contain almost all the minerals. 0# Malte' $arle(>

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,arley is a cereal lant and an edible grain. $t has nut li"e fla!or. $t is rich in carbohydrates with moderate quantities of rotein, calcium, and hos horous and small amounts of !itamin ,.

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CHAPTER . 0 COMPANY PROFI,E

Hist"r( " Gla1" S-ithKli!e C"!s%-er Health care ,t'# Per "r-a!ce " the C"-pa!( A''iti"!al I! "r-ati"!

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COMPANY PROFI,E HISTORY OF G,A@O SMITHK,INE CONSUMER HEA,TH CARE ,TD# &laxo /mith;line consumer Healthcare #imited J&/;C is an $ndia) based com any that o erates mainly in the food rocessing industry. .he com any manufacturers and mar"ets malted mil" food roducts, malted food roducts and biscuits. .he com any3s roducts are mar"eted under the ?i!a, ,oost, Horlic"s, +alto!a, and other brand names. @uring the year ended, the com any sold its roducts throughout $ndia, as well as re orted to a number of foreign countries, including ,angladesh, +yanmar, /ri #an"a, +iddle Fast, Hong);ong, +alaysia, Fi'i, +auritius, (e al and ,hutan. &laxo /mith;line <onsumer Health <are #td is one of the largest layers in the health food drin"s industry in $ndia. .he com any, with its manufacturing lants located in (abha, Ha'ahmundry and /one at, has a total wor"force of o!er 2277 eo le, each dri!en by a s irit of enter rise. $ts flagshi roduct, Horlic"s, is a highly res ected brand, which is romotes and

o!er 177 years old in $ndia. .he com any also manufactures and mar"ets ,oost, ?i!a, +alto!a, and ,iscuits and in addition distributes a number of rominent brands such as Fno, <rocin and $odex. &laxo /mith;line <onsumer Health <are #td., has a strong mar"eting and distribution networ" in $ndia com rising o!er 1577 wholesaler and direct co!erage of o!er 4,77,777 retail outlets. roducts in di!erse categories, including

2*

&laxo /mith;line <onsumer Health <are #td., business is based on scientific inno!ation. .he com any has dedicated consumer healthcare research and de!elo ment centers and ta"es research as seriously as mar"eting excellence, offering cutting edge ca ability in both. An $ndian associate of &laxo /mith;line <om any has concentrated in three business areas D a. b. c. <onsumer health care <linical laboratories %harmaceuticals. ositions within their res ecti!e

All of which maintain leadershi countries.

industries. &laxo /mith;line com any has o!er 1,77,777 eo le in 111

&laxo /mith;line ex ects em loyees to meet high ethical standards in all as ects of business by conducting acti!ities with honesty and integrity, adhering to cor orate res onsibility com lying with a rinci les and licable laws and regulations. &laxo /mith;line audits

its o erations to ensure rele!ant standards ex ected, such as those in mar"eting ractices, are reached or exceeded. <ommitment to the &/; code of conduct is reinforced each year by a senior management certification rogramme, and in 277* o!er 12.777 managers certified they had com lied with 8 erformance with integrity9 rinci les. .he structure of this business was redesigned in 2774 in order to focus on brands and their growth o ortunities.

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PERFORMANCE OF THE COMPANY> &# Sales> /ales for 277* increased by 17.6Idri!en increases. /# Other i!c"-e> Gther income declined marginally by Hs. 16.72 la"hs rimarily due to higher write bac"s of ro!isions in the re!ious year, which were no longer required and higher interest on income tax refunds in 2774. 0# E1pe!'it%re> @uring the year, in ut cost of raw material, ac"ing material and finished goods, as a ercentage to sales has reduced to 26I as against 31.5I last year mainly due to lower in ut costs J articularly liquid mil" and s"immed mil" owderC. .his decline also includes a considerable reduction in the urchase of finished goods ?i!a, +alto!a from Kagat'it $ndustries #td., for the ur ose of ex orts Jfrom Hs.575.2* la"hs in 2774 to Hs. 1,*2.35 la"hs in 277*C staff cost includes an amount of Hs. 4,*2.2 la"hs towards one)time encashment of accumulated lea!e balances, being a change in lea!e encashment olicy for eligible management ersonnel. .he com any continued to in!est behind the brands and consequently ad!ertisement and romotion ex enses increased as a ercentage of sales from 17.3I to 11.1I. 2# Pr" it $e "re ta1ati"!> %rofit before taxation amounted to Hs.1, 12, 42.72 la"hs and has increased by 47.4I o!er re!ious year Hs.1, 1*,12,*2. rimarily by !olume

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3# Pr"*isi"! "r ta1ati"!> .he com any has made ro!isions for taxation for the year

amounting to Hs.*5, 24.66 la"hs Jincluding deferred tax and ro!ision for fringe benefit taxC on rofit before tax. .he effecti!e tax rate for the year is 31.2I as against the 31.6I last year mainly due to the fa!orable im act on deferred tax and reduction in the cor orate taxation rates. %ro!ision for fringe benefit tax, introduced during the year, amounted to Hs.4, 11.77 la"hs. 7# Ret%r! "! capital e-pl"(e'> <onsequent to the increase in rofits of the com any the return on ca ital em loyed Ja!erageC during the year increased to 32.3I from 22.1I last year. The prese!t $"ar' " 'irect"rs " the c"-pa!(>

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+r. /imon /carff +r. Aubair Ahmed +r. Asho" @ayal +r. %ra!een &.;. +r. <ha"raborty +r. $an +c herson +r. ;unal ;ashya +r. %. @wara"anath +r. %. +urari +r. #awrenece <al +r. /ubodh ,harga!a

(on Fxecuti!e <hairman +anaging @irector (on Fxecuti!e <hairman @irectors o erations @irector, Finance and $. (on Fxecuti!e <hairman (on Fxecuti!e <hairman (on Fxecuti!e <hairman (on Fxecuti!e <hairman (on Fxecuti!e <hairman (on Fxecuti!e <hairman

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+r. (icholas K. +assey

+anaging @irector

ANA,YSIS OF FINANCIA, OF SI@ YEAR FINANCIA, POSITION Hs. #a"hs 277* /ource of Funds /hare ca ital Heser!es and sur lus .otal shareholders funds ,orrowings Funds em loyed @effered tax liabilities T"tal 4*.35 326.11 324.*4 **.77 426.*4 ) 2/A#32 4*.35 261.74 441.42 2*.11 *12.75 25.11 323#/2 4*.35 432.54 453.22 ) 453.22 3*.13 3&B#B3 4*.35 441.23 462.11 ) 462.11 25.11 3/C#/8 4*.35 453.62 *26.3* ) *26.3* 31.65 37&#00 42.7* 433.71 42*.11 ) 42*.11 22.17 3C/#8& 2771 2772 2775 2776 2717

37

Hs. #a"hs 277* A lication funds &ross fixed assets @e reciation (et fixed assets $n!estments &ross current assets #oans - ad!ances <urrent liabilities ro!isions (et current asset (et current asset +iscellaneous ex enditure T"tal applicati"! 2*1.5 265.1* 7 125.1 157.74 2 25.15 115.11 25.15 115.11 15.22 14.25 263.43 122.25 111.1* 111.1* 6.5* 3&B#B3 313.72 122.*2 15*.4* 15*.4* 4.61 3/C#/8 432.2* 471.26 125.31 152.52 2*3.64 215.61 2*3.64 215.61 ) ) 472.1 461.67 5 27.74 54.** *1*.*1 122.27 362.51 ) 462.22 112.31 326.61 ) *74.13 *12.24 162.24 233.6* 372.61 253.26 ) ) 2771 2772 2775 2776 2717

332.1 412.3* 4 ) )

2/A#3 323#/2 2

37&#00 3C/#8&

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SI@ YEAR TRACK RECORD Hs. #a"hs 277* .urno!er %rofit before (et rofit @i!ided ayout <or orate di!ided tax Hetained earnings @i!ided L I Farning er shares JHs.C ,onus issue (umber of share holders 52*.12 1*1.23 25.*6 1.26 22.14 13 24.15 ) 33.716 662.14 163.61 31.22 3.24 61.12 27 22.67 ) 31.442 521.71 121.21 31.22 ) *3.24 27 15.23 ) 37.172 675.6* 66.*5 31.22 4.72 47.*1 27 11.52 ) 37.172 651.22 1756.72 11*.15 31.22 4.1* 32.24 27 11.12 ) 25.745 112.42 33.14 4.22 15.26 57 24.54 ) 24.*21 2771 2772 2775 2776 2717

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ADDITIONA, INFORMATION> <om any> &laxo /mith;line <onsumer Health <are #imited. Hesult eriod> @ec)2717 Financial results JHs. #a"hsC 71)Kan)2776 to 31)@ec. 2776 and 71)Kan)2717 to 31)

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Partic%lars (et sales Gther income &ross income $ncreaseEdecrease in stoc" <onsum tion of raw materials /taff cost .otal ex enditure Jexcluding other ex enditureC Gther ex enditure $nterest %rofit JMCEloss J)C before de reciation and taxes @e reciation %rofit E #oss before tax Gther ro!isions +iscellaneous ex enditure wEo (et rofit E #oss (on recurring income (on recurring ex enses Ad'usted net rofit E loss Face !al!e of share JHs.C %aid u equity share ca ital Heser!es excluding re!olution reser!es @i!idend JIC ,asic F%/ JHs.C @iluted F%/ JHs.C (on) romoter shareholding J(G/C (on) romoter shareholding JIC

&6&6/CCA t" 0&6&/6/C&C 111167.77 *227.77 111417.77 )247.77 35117.77 13427.77 *1567.77 475*7.77 3*7.77 23327.77 3517.77 16*17.77 1317.77 7 12167.77 7 7 12167.77 17.77 4217.77 *7727.77 7 37.15 37.15 7 7

&6&6/CCB t" 0&6&/6/CCA 6115*.77 2431.77 66111.77 )3*53.77 3*12*.77 11441.77 43735.77 3*226.77 422.77 27422.77 3224.77 11273.77 **22.77 7 1721*.77 7 7 1721*.77 17.77 4271.77 43371.77 7 24.54 24.54 2367326*.77 *1.54

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CHAPTER . 2 PRODUCT PROFI,E INTRODUCTION NUTRITION FACTS

3*

PRODUCT PROFI,E INTRODUCTION> $n $ndia &laxo /mith;line <onsumer Healthcare is a leading consumer healthcare com any. $t has launched many ha!e been successful in the consumer mar"et. .here are many successful roducts of &laxo /mith;line roducts, which

<onsumer Healthcare <om any. .hey are the main and unique health drin"s manufactured by the com any. .hey differ in their contents, color, taste etc., but they are nutritious and unique in their quality. .he difference in !ariety is only to satisfy li"es and needs of the customers. Food drin"s are almost o ular in any art of the world. Another lus oint for these food drin"s to become world wide is that they are ermitted and a ro!ed by the health ersonnel also.

.ea, coffee and other be!erages though referred by many eo le act as only brain stimulants but are not nutritious. shortcomings of these be!erages. Any other be!erages can ne!er e!er re lace food drin"s when health is considered as a basic oint. Hence it is wiser to choose a useful, harmless health romoter daily be!erages than a transient brain stimulant harmful be!erage. All "nows the

31

PRODUCT DESCRIPTION> ;erala in 162*)21. %ositioned as the Nenergy fuel3, the brand soon generated great consumer national le!el. Around 1654, howe!er, ,oost sales seemed to lateau. .his led to a com lete re)thing about the brand strategy. A dee er understanding of urchase dynamics of the category re!ealed that by the latter of the 1657s, children had come to become strong influencers in a family3s urchase of these HF@ roducts. Bhat was also obser!ed was that this section of the o ulation had the highest requirement for su lementary energy and was also the most enthusiastic about s orts ) cric"et, in articular. $nfused with this insight, ,oost was consequently re ositioned. $t ushed forward the association of "ids of this age grou with cric"et. .his has since remained a winning strategy. ull and was subsequently launched at a

B""st pr"'%ct> ,oost is a malt)based drin" in chocolate fla!or, with the brand hiloso hy being to continuously inno!ate and ioneer changes in the category.

32

$n 2772, the brand created history by re)launching boost with %ower ,ossters.+, a com letely different roduct from any other health food drin"s JHF@C. .he new boost contains co boost Ja roximately 37gmsC as er and biotin, in addition to its extant com osition of !itamins and minerals. .wo ser!es of new er the <G@FO aliment arias commission of the world health organi0ation, 166*, ro!ide *7I of the daily requirement of !itamin ,1, ,2, ,3, ,12, A, <, @, (iacin, antithetic acid, biotin, folic acid, co er and iron and 2*I of calcium.

.he !itamins and minerals not only ro!ide adequate energy for the consumer they also hel bones stronger. .his re)launch has hel ed boost ca ture the osition of number one brown health food drin" in $ndia. in the efficient wor"ing of body cells Jby releasing energy from foodC, formulation of healthy blood and ma"e

35

.o reach its audiences it has extended itself by e!ol!ing numerous below)the)line initiati!es. An extensi!e school contact rogramme co!ers o!er 3,17.777 students each year across the country and the ,oost <ric"et <u encourages and identifies genuine cric"eting talent amongst "inds. $t is latform that gi!es under)11 layers an o ortunity to show their talent and gain confidence in laying cric"et at national and international le!els. Bhen the cu was launched in 2772, 113 schools artici ated with /achin .endul"ar and ?irender /ehwag inaugurating the tournament. (ot sur risingly, the brand has grown at a cumulati!e annual growth rate of o!er 5I in the last four years in a eriod when the category itself has not shown much growth. At the same time boost is also laying the role of creating more so histicated business ractices in roduct segment. $t is wor"ing on resence in rural roducts with further !al!e addition, enlarging its lan", another area where there a brand.

mar"ets, and de!elo ing a si0eable ex ert out of home consum tion is ears to be bright ros ects for the

Already, through !ending machines at strategically located oints li"e institutions, a start has been made in this direction. ,y now combining nutrition and taste with con!enience, the brand loo"s all set to reach out to a wider grou of consumers and a different range of usage occasions all at once.

36

Pr"-"ti"!> <ric"et has been the cornerstone of ,oost3s brand .his s ort commands unique romotions.

assion in $ndia, among children in

articular. ,oost3s energy offering is also uniquely suite dot this situation D after all, to lay quality cric"et and last the duration of a cric"et match loads of energy are required. .herefore $ndia3s most famous cric"et stars, articularly those with a humungous following among children, ha!e successi!ely endorsed boost.

;a il @e!, who was the country3s most charismatic cric"eter in the 1657s, flagged this off. $n the 1667s, the baton assed to /achin .endul"ar, who emerged in the early 1667s as a baby faced teenager and instantly became the heartthrob of millions of cric"et cra0y $ndians, es ecially young children. /achin has remained steadfast in his su master as brand ambassador in 2771. ort for boost with ex losi!e batsman ?irender /ehwag 'oining the little

47

.he on itch chemistry between $ndia3s o ening duos has continued beyond cric"et and the cric"et itch or so it would seem when !iewing the commercials starring the two. Bra!' *al%es> .he ersonality of the boost brand is distinctly s orty and energetic and e!erything D from the tone of communication to ac"aging D is done to reflect this !ibrant energy. .oday, the colour red and DB""st is the secret " -( e!er+(E ha!e become synonymous with the brand. Thi!+s ("% 'i'!Et 4!"F a$"%t $""st> ,oost has a household enetration of 47I, 4*I in se!eral cities and towns in south $ndia, the brand3s stronghold. $n towns li"e <hennai and +adurai this Kan)@ec 2773C. /achin .endul"ar a time at the age of se!enteen. .he "id, who started in the boost ad!ertisement with ;a ilde!, went on to become a member of the $ndian cric"et team D (i"hil <ho ra. .here is a range of interesting roducts re ared with boost, which cater to local tastes> the boost Nbarfis3, for exam le, in certain arts of south $ndia. ,oost has the highest frequency of urchase among all brown eared in a boost ad!ertisement for the first enetration exceeds *7I among section A and , households and 47I among all households J/ource. $+H, anel data

owders in $ndia J/ource> $+H, Household anelC. ,oost is the fastest growing brand J2773 o!er 2772C among the to fi!e health food drin"s in $ndia. J/ource> Acnielsen Hetail sur!ey, 2773C.
41

NUTRITION FACTS> (utrition facts of boost (utrients JIC %ercentage of daily requirements ?itamin ,2 ?itamin ,1 ?itamin ,1 ?itamin ,12 (iacin %antothenic acid Folic acid $ron ?itamin A ?itamin < *7 *7 *7 *7 *7 *7 *7 *7 *7 *7

42

NUTRITION FACTS OF BOOST 50 45 40 PERCENTAGE 35 30 25 20 15 10 5 0 Vitamin B2 Vitamin B12 Folic acid Vitamin C 50 50 50 50 50 50 50 50 50 50

NUTRIENTS

43

CHAPTER . 3 MARKETING STRATEGY INTRODUCTION MEANING AND DEFINITION OF MARKETING STRATEGY MARKETING MI@ STRATEGY OF BOOST PRODUCTS
A5 B5 C5 D5

PRODUCT STRATEGY PRICE STRATEGY PROMOTION STRATEGY P,ACE STRATEGY

44

MARKETING STRATEGY INTRODUCTION> MARKETING> +ar"eting is a com rehensi!e term, which includes human acti!ities directed towards satisfying needs and wants, once the need is identified the roduct or ser!ice is roduced, stored, romoted rice fixed, trans orted the terms of exchange negotiated and ser!ice accrued. +ar"eting study has become almost as broad as business. .he new and growing a lication of mar"eting conce t not only in the organi0ation of a business but in all as ects of its o erations has resulted in ma'or shifting of em hasis from roduction orientation to customer wants and needs of that roduct. MEANING AND DEFINITION OF MARKETING STRATEGY> +ar"eting strategy is blending of combination of four elements namely, roduct, rice, lace and romotion. +ar"eting strategy is an im ortant tool used by mar"eting manager to design the rocess. +ar"eting in an organi0ation. $t is a lan design to analyses the mar"eting roblems. $t is a com rehensi!e term and includes all resources and a set of acti!ities necessary to direct and facilities the flow of goods and ser!ices from roducer to consumers. According to businessmen, mar"eting has twin acti!ities> aC +atching the roducer or ser!ice with demand.
4*

bC

.ransfer of ownershi and ossession of the flow of goods from

rimary to ultimate consumers.

De i!iti"!> American mar"eting association defines 8mar"eting is the rocess of lanning and distributions of ideas, goods and ser!ices to create exchange that satisfy indi!idual and organi0ational ob'ecti!es9. %rof. %hili ;otler says, 8mar"eting is the analysis, lanning,

im lementation and control of

rograms designed to bring desired

exchanges with target audiences for the ur ose of ersonal and mutual gain. $t relies hea!ily on the ada tation and co)ordination of roduct, rice, romotion and lace for achie!ing res onse9. A strategy is what you are going to do a mar"eting strategy is the lin" between a roduct and the mar"et. $t is translated into an action lan through the tools of mar"eting management. .hese tools together called mar"eting strategy.

Mar4eti!+ -i1> +ar"eting mix is the combination of four elements namely roduct, rice hysical distribution J laceC and romotion. According to %rof. ;elly and #eser, 8mar"eting strategy is com osed of a large battery of de!ices which might be em loyed to induce consumers to buy a articular roduct9.

41

Nat%re " -ar4eti!+ strate+(> +ar"eting strategy is a dynamic rocess it changes in needs of the customers. +ar"eting strategy is a difficult tas" as it in!ol!ing the blending of decision in 4 different areas of mar"eting i.e., the roduct, rice, romotion and lace. Basic "$)ecti*es " -ar4eti!+ strate+(> .he basic ob'ecti!e of mar"eting strategy is to satisfy the needs of the customers in the most economical manner. .he em hasis of mar"eting strategy is on how to satisfy the needs of the customers effecti!ely. Mar4eti!+ strate+(> +ar"eting strategy is to total and unbeatable instrumental or a lan sha ed and designed s ecifically for attaining the mar"eting ob'ecti!es of a firm. A mar"eting mission and ob'ecti!es tell us to where we want to go and mar"eting strategy ro!ides us with the grand design for reaching out these. MARKETING MI@ STRATEGY OF BOOST PRODUCTS> &5 Pr"'%cti"! strate+(>

Pr"'%ct> A roduct is anything that can be offered to a mar"et to satisfy a want or need. %roducts that are mar"eted include hysical goods, ser!ices, ex eriences, ersons, laces, ro erties, organi0ations, information3s and ideas. Pr"'%ct strate+ies>

42

.he roduct is the focus of mar"eting efforts, roduct is the sum total of hysical and sychological satisfaction it ro!ides to the buyer roduct strategies are the com osite of roducts offered for the firm, o!er a eriod of time. A roduct strategy of a com any com rises the lan for mar"eting its roducts, the com any de!elo s a roduct design to achie!e the set ob'ecti!es, it will ha!e roduct rogram suitable to the roduct osition in the life cycle. Pr"'%ct 'esi+!> .he mar"eting starts with designing the roduct in a way, which is required, by the target consumer3s roduct design is an im ortant factor in sale of many roducts. %roduct designed ro erly enhance their utility, attracti!eness, safety and a ear, good design, therefore increase sales !olume minimi0es ser!ice and reduces trans ortation charges. Pr"'%ct pac4a+e> %ac"aging is the general grou containers or wra ers for roducts. of acti!ities in designing the A good ac"ages rotects the

roducts ro!ides con!eniences increase. Fconomy and communicates. $t ma"es ossible easy brand identification, re!ents, substitution and short weight and an element of ad!ertising and sales romotion. %ac"age rotect the roducts against deterioration reser!e hysical

freshness and fla!or, insure against e!a oration losses and ro!ides greater consistence to both the consumer and dealers. F%!cti"!s " pac4a+e> aC .o assemble and arrange the contents in the desired form.

change due to climate conditions, diminishes loss from handling. $t

45

bC cC dC

.o identify the roduct and carry brand name. .o facilitate trans orting, storing and warehousing handling. .o facilitate retailer function.

Bra!'i!+ p"lic(> ,oost is one of the health drin"s of &laxo /mith;line consumer health care limited. .he &laxo /mith;line consumer health care limited com any mar"et roducts i.e., full com any roducts under the brand name 8&/;9. All these roducts manufactured by the com any will ha!e the brand name rinted. ,ecause of the o ularity of the 8&/;9 brand, it is easy for the dealer to mar"et the roducts without much difficulty. $t is also ad!antages on art of the consumer to urchase 8&/;9 roducts without any sus ect about the quality of the roduct. .he com any3s brand name is !ery o ular because the name has got the mono oly o!er the mar"eting of health care manufactured by the com any. /# Prici!+ strate+(> %rice is one of the element of the mar"eting mix that roduces re!enue the other elements roduce costs. %rices are the easiest mar"eting mix element to ad'ust roduct features, channels, and e!en romotion ta"e more time rice also communicates to the mar"et the com any3s intended !alue osition of its roduct or brand. %rice is a ma'or mar"eting tool and hel in directing the roduct to a s ecific consumers segment rice is the !alue of a roduct ex ressed in terms of money rice is owerful instrument in which both the buyers and sellers are "eenly interested.
46

roducts

.he right rice can be determined through the rice research are by ado ting the test mar"eting techniques, decisions concerning rice to be follow for a eriod of time may be called rice olicies. A manufacture is not free to ado t his own rice olicies but his ricing must be aimed at offering a reasonable rice to the customer, ensuring of fair return on in!estment rice to the customer and the manufacturer, the modern manufacturer must not only "now the worth of his roducts but he must also "now the com etition offer. /e!eral factors influencing the decisions in determining rice D 1C 2C 3C 4C @emand for the roduct .arget share of the mar"et <om etiti!e reactions Gther arts of mar"eting mix, i.e., roduct distribution channel and romotion. The price " the pr"'%ct $ase' "! 'i ere!t -eth"'> 1. +ethod based on cost> aC bC cC dC 2. <ost lus method +arginal cost rice olicy (o cost rofit olicy Hate of return ricing olicy.

+ethod based on mar"et conditions. aC bC /"imming the cream olicy %enetration ricing olicy

*7

cC dC

#eadershi

ricing olicy

Fstablishing ricing olicy.

Selli!+ prici!+ p"lic(> .he firm or com any has to consider many factors in selling its ricing olicy. aC bC cC dC eC fC /electing the ricing ob'ecti!es @etermining demand Fstimating costs Analy0ing com etitors costs, rice and offers /electing a ricing method /electing the final rice.

Prici!+ p"lic(> %rice is !ery im ortant element in mar"eting mix as reali0ed by &laxo /mith;line consumer health care limited. .herefore management of the com any "ee ing in !iew of the following ob'ecti!es !ery carefully forms the ricing decisions or olicies. aC bC cC dC .o maximi0e their rofit .o acquires good mar"et ositions .o face their com etitors .o "ee rice stable.

*1

.he

rice or the !arious

roducts, es ecially the health care

roducts of &laxo /mith;line consumer health care limited, are done after a careful and through in!estigation of the cost of goods, the mar"et osition, and the com etitors the rise in rice etc. 0# Pr"-"ti"! strate+(> %romotion mix includes all the acti!ities of the com any it ma"es to communicate and romote its roducts to target customers. $ts rogram consists of ad!ertising sales romotion, ublic relation and direct and on the line mar"eting. .he term romotion is !ery often needed, as a synonymous world for selling, but selling is narrow is a broader term and includes !arieties of acti!ities. %romotion in!ol!es the creation and ex ansion of demand. After romotional acti!ities. ?arious factors affecting romotion mix> aC bC cC dC +oney allocated for romotion (ature of the mar"et (ature of the roduct /tage of roduct life cycle. %romotion is conducted through four o ular method ad!ertising, sales romotion, ublicity and ublic relations. All these methods, when lanned and mixed in a ro riate ro ortional yield excellent results. .he fair methods are briefly mentioned. roduct lanning and de!elo ment it is introduced in the mar"et and its demand is enhanced through the

*2

P%$licit(> %ublicity is a sale and is any non) ersonal resentation of goods, ser!ices or ideas to a grou . %ublicity ma"es a thing or an idea to "now to eo le romotion mix is generally influenced by factories. A good romotional +ix in!ol!es the co)ordination of sales force acti!ities ad!ertising rogram and other romotional efforts the de!elo ment of romotional rogram in!ol!es * ty es. aC bC cC dC .he communication has to identified the target An effecti!e message must be designed .otal romotional budget 'ust be established. .he romotional budget must be decided among the main romotional tools. eC ,oth ersonal and non) ersonal channels must be related.

A'*ertisi!+> 4nidentified s onsor defines ad!ertising as any aid form of non) ersons resentation and romotion of goods, ser!ices, or idea. Ad!ertising is informati!e and educati!e to consumer. .he effect of ad!ertising is more of indirect nature than direct. ,ut it is !ery hel ful in creating brand image. Sales pr"-"ti"!>

*3

/ales romotion is refused to acti!ities, which stimulate consumer urchasing and effecti!eness. /ales romotion effects are usually short term and therefore are used to achie!e short term ob'ecti!es li"e branding boosting sales, test mar"eting image building etc. P%$lic relati"!s> $t in!ol!es the method installation and maintenance of mutual understanding between a firm and all who are li"ely to come in contact with it. .hese sections of society are customers, shareholders administration staff and general ublic. $t is the art and science of de!elo ing reci rocal understanding and goodwill. 2# Place strate+(> $t means distributing the goods to !arious laces where there is a demand for their goods. .his lays a !ery im ortant role in the mar"eting mix. $t stands for ma"ing management for the smooth flow of goods and ser!ices from the roducer to consumers. $t is concerned with the creation of lace, time and ossession utilities. $n distribution rocess middleman or intermediaries lays a !ery im ortant role. .hey unsure smooth flow of goods and ser!ices they are commonly called as distribution channels. @istribution includes channels of distribution trans iration warehousing and in!entory control. I-p"rta!ce " ph(sical 'istri$%ti"! -i1>

*4

$t is a mar"eting term to describe the broad range of acti!ities concerned with the efficient mo!ement of finished roducts from the end of roduction line to the consumer. Bhile our roducts may be acce table to the consumer due to the awareness created through mar"eting. @istribution ensures that it is con!erted to sales. @istribution hel s in building the relationshi growth in our business. with our customers thus ensuring continues

F"ll"Fi!+ are the 'istri$%ti"! acti*ities> +ar"et co!erage Gutlet co!erage Frequency of ser!ice to mar"ets and outlets Fnsuring roduct a!ailability %ro!iding su ort to retailers

<ollecting ayments. @istribution mix stands for the matching arrangement for the

smooth flow of goods and ser!ices from the roducers to the consumers. $t is concerned with creation of lace, time and ossession utilities.

**

Distri$%ti"! strate+( a'"pte' $( Gla1" S-ithKli!e C"!s%-er Healthcare ,i-ite'> .he com any recogni0es distribution as an integral ost of its

management function. .he management feels that it faces a number of intimate roblems and dilema3s. Bhere distribution is concerned the goods ha!e to be distributed at minimum ossible cost. :et a reasonable satisfactory le!el of ser!ice has to be maintained. @istribution le!el networ"s ha!e to reach for a wide and yet close control on distribution acti!ities ha!e to be constantly exercised. .he com any will distributes the com any u to the door of the dealer stores. roduct on recei!e of the

quotations from the dealers. .he distribution will be done on behalf of the

*1

CHAPTER . 7 DATA ANA,YSIS AND INTERPRETATION

*2

CONSUMER SUR<EY ANA,YSIS INTRODUCTION> <onsumer is the "ing and i!ot around which all the business

thin"ing of the mar"eters rotate. .he mar"eters are aware of the fact that consumers are the arbiters of fortune in their business because it is the consumer3s res onse towards their roducts that decides the gain or loss of the com any. Hence, mar"eter3s main target is customer satisfaction, which is the ho e of sur!i!al of their firm in the mar"et. .he mar"eters ha!e to satisfy the customer to his fullest in !arious as ects such as rice, quality, offers etc., which delights him. Howe!er, the li"es and disli"es !ary from customer to customer which de end on their buying habits, family income, moti!es and attitudes. .o s"etch out the customer3s desires and demands, a search has to be underta"en of their minds. .his is ossible only through conducting a sur!ey. Hence, to "now the consumers attitude towards the health food drin"s of &laxo /mith;line consumer healthcare, a sam le sur!ey has been underta"en and its re ort is resented hereby. .he total numbers of res ondents inter!iewed are *7, the res ondents being selected by random sam ling.

*5

CONSUMER SUR<EY ANA,YSIS> Ta$le6&> Classi icati"! " resp"!'e!ts "! the $asis " a+e +r"%p Gi! (ears5 A+e +r"%p Gi! (ears5 *)17 17)1* 1*)27 27 and abo!e T"tal N"# " resp"!'e!ts ) 12 5 37 3C Perce!ta+e GH5 ) 24 11 17 &CC

C!ART S!O"ING C#ASSIFICATION OF RESPON$ENTS ON T!E BASIS OF AGE GORUP

60
0 50 PERCENTAGE 40 30 20 10 0

24 16

10-15

15-20
AGE IN YEARS

20 and above

.he abo!e table re!eals that 24I of the res ondents are between the age grou of 17)1* years, 11I of res ondents are in the age grou of 1*)27 years, and 17I of res ondents are in the age grou of 27 and abo!e.

*6

Ta$le6/> Classi icati"! " resp"!'e!ts "! the $asis " se1 Se1 +ale Female T"tal N"# O resp"!'e!ts 26 21 3C Perce!ta+e GH5 *5 42 &CC

C!ART S!O"ING C#ASSIFICATION OF RESPON$ENTS ON T!E BASIS OF SE%

42'

5&'

(al)

F)mal)

.he abo!e table re!eals that *5I of the res ondents are male and the remaining 42I of res ondents are female.

17

Ta$le60> Classi icati"! " resp"!'e!ts "! the $asis " -"!thl( i!c"-e GRs#5 M"!thl( i!c"-e GRs#5 ,elow *777 *777)17777 17777)1*777 1*777 and abo!e T"tal N"# O resp"!'e!ts 1 12 13 16 3C Perce!ta+e GH5 12 24 21 35 &CC

C!ART S!O"ING C#ASSIFICATION OF RESPON$ENTS ON T!E BASIS OF (ONT!#. INCO(E

40 35 30 PERCENTAGE 25 20 15 10 5 0 B)lo* 5000 5000+10000 10000+15000 12 2 24

3&

15000 and a,o-)

From the abo!e table it is clear that 12I of res ondents are in the monthly income of below *777, 24I of res ondents are in the monthly income of *777)17777, 21I of res ondents are in the monthly income of 17777)1*777, 35I of res ondents are in the monthly income of 17777) 1*777, 35I of res ondents are in the monthly income of 1*777 and abo!e.

11

Ta$le62> Classi icati"! " resp"!'e!ts "! the $asis " health 'ri!4 $ra!'s Bra!'s ,oost <om lan +alto!a Horlic"s ,ourn!ita Gthers T"tal N"# O resp"!'e!ts 31 3 1 1 1 3 3C Perce!ta+e GH5 22 1 2 2 12 1 &CC

C!ART S!O"ING C#ASSIFICATION OF RESPON$ENTS ON T!E BASIS OF !EA#T! $RIN6 BRAN$S

&0 /0 0 50 40 30 20 10 0

/2

G A T N C R E P

12 2 Boo0t Com1lan (alto-a 2 !o2lic30 Bo42n-ita Ot5)20

Form the abo!e table it is clear that 22I of res ondents refer to urchase boost health drin", 1I of res ondents com lan health drin", 2I of res ondents refer to refer to urchase urchase +alto!a

health drin", 2I of res ondents refer to urchase Horlic"s health drin", 12I of res ondents refer to urchase ,ourn!ita health drin", 1I 1I of res ondents refer other brands.

12

Ta$le63> Classi icati"! " resp"!'e!ts "! the $asis " %si!+ peri"' " $""st health 'ri!4 Years ,elow 1 year 1)2 2)3 3 and abo!e T"tal N"# O resp"!'e!ts 3 5 6 37 3C Perce!ta+e GH5 1 11 15 17 &CC

C!ART S!O"ING C#ASSIFICATION OF RESPON$ENTS ON T!E BASIS OF USING PERIO$ OF BOOST !EA#T! $RIN6 0

0 50 PERCENTAGE 40 30 20 10 0 B)lo* 1 7)a2 1+2 2+3 3 and a,o-) 1 1&

From the abo!e table it is clear that 1I of res ondents are using from below 1 year, 11I of res ondents are using between 1)2 years, 15I of res ondents are using between 2)3 years, 17I of res ondents are using from abo!e 3 years.

13

Ta$le67> Classi icati"! "

resp"!'e!ts "! the $asis "

s"%rces

i! l%e!ce' t" c"!s%-e the pr"'%ct S"%rces Friends Hetailers (eighbour Ad!ertisement Gthers T"tal N"# O resp"!'e!ts 21 1 2 2* 1 3C Perce!ta+e GH5 42 2 4 *7 2 &CC

14

C!ART S!O"ING C#ASSIFICATION OF RESPON$ENTS ON T!E BASIS OF SOURCES INF#UENCE$ TO CONSU(E T!E PRO$UCT

2'

42'

50'

4'

2'

F2i)nd0 Ad-)2ti0)m)nt

R)tail)20 Ot5)20

N)i85,o42

From the abo!e table it is clear that the sources influenced to consume the roduct i.e., 42I through friends, 2I through retailers, 4I through neighbour, *7I through ad!ertisement, 2I through others. Ta$le68> Classi icati"! " resp"!'e!ts "! the $asis " act"rs

c"!si'ere' Fhile p%rchasi!+ $""st Fact"rs .aste Fla!or %rice %ac"ing T"tal N"# O resp"!'e!ts 42 5 ) ) 3C Perce!ta+e GH5 54 11 ) ) &CC

1*

C!ART S!O"ING C#ASSIFICATION OF RESPON$ENTS ON T!E BASIS OF FACTORS CONSI$ERE$ "!I#E PURCA!SING BOOST

90 &0 /0 PERCENTAGE 0 50 40 30 20 10 0

&4

1 0 Ta0t) Fla-o42 P2ic) 0 Pac3in8

From the abo!e table it is clear that 54I of res ondents are considering taste, 11I of res ondents are consider fla!or.

11

Ta$le6B> Classi icati"! " resp"!'e!ts "! the $asis " '%rati"! " p%rchase " the health 'ri!4 D%rati"! Gccasionally Frequently Fortnightly +onthly T"tal N"# O resp"!'e!ts * 1 3 31 3C Perce!ta+e GH5 17 12 1 22 &CC

C!ART S!O"ING C#ASSIFICATION OF RESPON$ENTS ON T!E BASIS OF $URATION OF PURC!ASE OF T!E !EA#T! $RIN6

(ont5l7

/2

Fo2tni85tl7

F2):4)ntl7

12 10 0 10 20 30 40 PERCENTAGE 50 0 /0 &0

Occa0ionall7

From the abo!e table it is clear that, 17I of res ondents are urchase occasionally, 12I of res ondents are urchase frequently, 1I of res ondents are urchase fortnightly, 22I of res ondents are urchase monthly.

12

Ta$le6A> Classi icati"! " resp"!'e!ts "! the $asis " taste satisi e' $( the c%st"-ers Taste " B""st &ood ,etter ,est Fxcellent T"tal N"# O resp"!'e!ts 13 5 17 16 3C Perce!ta+e GH5 21 11 27 35 &CC

C!ART S!O"ING C#ASSIFICATION OF RESPON$ENTS ON T!E BASIS OF TASTE SATISIFE$ B. T!E CUSTO(ERS

E;c)ll)nt 3&'

Good 2 '

B)tt)2 1 ' B)0t 20'

From the abo!e table it is clear that, 21I of res ondents found taste of boost is good, 11I of res ondents found it better, 27I of res ondents found it best, 35I of res ondents found it excellent.

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Ta$le6&C> Classi icati"! " resp"!'e!ts "! the $asis " "pi!i"! a$"%t the price " B""st Price act"r <ostly +oderate Fconomical T"tal N"# O resp"!'e!ts 3 33 14 3C Perce!ta+e GH5 1 11 25 &CC

16

C!ART S!O"ING C#ASSIFICATION OF RESPON$ENTS ON T!E BASIS OF OPINION ABOUT T!E PRICE OF BOOST

/0 0 50 40 2& 30 20 10 0

PERCENTAGE

Co0tl7

(od)2at)

Economical

From the abo!e table it is clear that, 1I of res ondents found it is costly, 11I of res ondents found it as moderate, 25I of res ondents found it as economical. Ta$le6&&> Classi icati"! " resp"!'e!ts "! the $asis " satis acti"! t"Far's =%alit( " B""st Satis acti"! /atisfied (ot satisfied .otal N"# O resp"!'e!ts *7 ) *7 Perce!ta+e GH5 177 ) 177

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C!ART S!O"ING C#ASSIFICATION OF RESPON$ENTS ON T!E BASIS OF SATISFACTION TO"AR$S =UA#IT. OF BOOST 100

100 90 &0 PERCENTGE /0 0 50 40 30 20 10 0 Sati0<i)d Not 0ati0<i)d 0

From the abo!e table it is clear that, 177I of res ondents were satisfied towards quality of boost.

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CHAPTER . 8 FINDINGS9 SUGGESTIONS AND CONC,USION

22

FINDINGS9 SUGGESTIONS AND CONC,USION

FINDINGS Form the sur!ey it is clear that 22I of res ondents urchase boost health drin" 17I of res ondents are using from abo!e 3 years. *7I through ad!ertisement 54I of res ondents are considering taste 22I of res ondents are urchase monthly. 35I of res ondents found it excellent refer to

SUGGESTIONS>

.he main demand of the consumers according to the sur!ey is to reduce the rice of roducts so that, it can reach the middle class as well as the low class society.

Adding free gift items li"e laythings for children, offers, which attract housewi!es, will increase the mar"eting of the roduct.

$ncreased significance has to be gi!en to the media of communication li"e tele!isions as they con!ey by both !isual audio units.

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Bord of mouth ublicity through friends and relati!es is also an effecti!e medium of communication for con!eying roduct information. .his can be made ossible by building u a good com any image by roducing good quality roducts and also easy and timely a!ailability of the roducts.

Fffecti!e con!eyance of maximum extent.

roduct information by door)to)door romote the sales to the

ad!ertisement with free sam les will

Ad!ertising of the roduct is to be done in the form of wall osters, am hlets etc., which also hel in increasing roduct awareness.

@iscount schemes are to be o erated in greater frequency. Heduction of rice should not be the cause for reduction in the quality and fla!or of the roduct.

An effecti!e distribution system and readily a!ailability of the roduct has to be maintained in the long term.

.he

romotional materials designed for sho

dis lay should be

really eye catching and effecti!e.

.he com any has to im lement uniform business olicies through out the country. $f there are any dis arities in the rice there may be free sale of roducts form areas where between the terms are offered.

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CONC,USIONS> From the sam le sur!ey re orts, the following

Health drin"s are consumed most by children and the elders who are the high) ris" eo le for under D nutrition.

High)class eo le are the ma'or buyers of the roduct. +iddle class eo le also refer buying the roduct while these roducts ha!e failed to reach the low class eo le mainly due to the rice factor.

Ad!ertisement in tele!isions, maga0ines and news a er are the main channels of communication for recognition of the brands among the eo le. Friends, neighbors and relati!es come next, as the channel of communication is by word of mouth that also com els the eo le to consume the roducts.

(early 2E3 of the total consumers are loyal to ,oost of &laxo /mith;line, since many years, e!e rating to as long as 1*)27 years. .he reason for this is the quality of the brand as narrated by the eo le.

.he taste of boost is a

ro!ed by the consumers to be good.

Almost e!ery erson consuming any brand of health drin" is aware of the health drin"s of &laxo /mith;line J&/;C, which ro!es o ularity of boost. .o conclude, in total ,oost is acce ted by the consumers as good

quality genuine roducts.

2*

A!!e1%re :%esti"!!aire Bi$li"+raph(

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:UESTIONNAIRE @ear /irE+adam, $ am a student of final year ,.,.+., /ahyadri Arts and <ommerce <ollege, /hi!amogga. As a art of my academic studies. $ ha!e underta"en a ro'ect wor" on 8+ar"eting of ,oost %roducts in /himoga city9 with s ecial reference to <+, @istributors, /himoga. Hence, $ "indly request you to s are few minutes in answering the following questions. .he information ro!ided by you will be used only for academic ur ose. $ ho e you will co)o erate for this. .han"ing you, :ours sincerely, ,asa!ara' ?.A 1. 2. 3. (ame Address > >

<ontact (o. PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP Age grou in years aC *)17 bC 1*)27 4. *. 1. /ex aC +ale +arital status aC +arried bC 4nmarried Gccu ation> PPPPPPPPPPPPPPPPPPPPPPPP
22

bC 17)1* dC 27 and abo!e

bC Female

2.

+onthly income JHs.C aC ,elow *777 cC 17777)27777 bC *777)17777 dC 27777 and abo!e

5.

Are you ta"ing the health drin", which of the following D

25

aC ,oost bC <om lan cC +alto!a 6. aC ,elow 1 year cC 2 to 3 years 17. aC Friends cC (eighbors 11.

dC Horlic"s eC ,ourn!ita fC Gthers PPPPPPPPPPPPPPPP bC 1 to 2 years dC 3 and abo!e bC Hetailers dC Ad!ertisement

/ince how long you are using itQ

Bho influenced you to consume this roductQ

dC Gthers PPPPPPPPPPPPPPPPPPPPPPPPPPPP Bhat factors do you consider while urchasing ,oost aC .aste cC %rice 12. aC Gccasionally cC Fortnightly 13. aC <ostly cC Fconomical bC Fla!or dC %ac"ing bC Frequently dC +onthly bC +oderate

How often do you urchaseQ

Bhat is your o inion about the rice of ,oost

14.

How is the taste of ,oostQ aC &ood bC ,etter

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cC Fxcellent eC ,ad 1*.

dC ,est

Are you satisfied by the health drin" used by youQ aC :es bC (o

11.

Any suggestions about ,oost. PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP

@ate> %lace> /ignature

57

BIB,IOGRAPHY

+ar"eting +anagement ) +ar"eting +anagement )

%rof./.A. /herle"ar %hili ;otler

Annual re orts and accounts of &laxo /mith"line consumer Helath care ltd.,

Bebsites

www.gs".com www.boostenergy.com www.google.com

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