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• 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 . 3MARKETING STRATEGY

I!tr"'%cti"!

Mea!i!+ a!' 'ei!iti"! " -ar4eti!+ strate+(

Mar4eti!+ -i1 strate+( " $""st pr"'%cts

AA55 PPRODUCTRODUCT STRATEGYSTRATEGY

BB55 PPRICERICE STRATEGYSTRATEGY

CC55 PPROMOTIONROMOTION STRATEGYSTRATEGY

DD55 PP,ACE,ACE STRATEGYSTRATEGY

Chapter67

DATA ANA,YSIS AND INTERPRETATION

CCHAPTER HAPTER . 8 . 8

FINDING9 SUGGESTIONSFINDING9 SUGGESTIONS ANDAND CONC,USIONCONC,USION

2



A!!e1%re

:%esti"!!aire

Bi$li"+raph(

3



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!eloment.

Food is essential to "now the comosition of food we ta"e e!eryday

and how it ro!ides the energy required by the body for metabolic

acti!ities.

#ife is a boon gifted by god. $t should be li!ed with a urose,

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 sirits, which ultimately hels

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

*



%eole 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 oulation.

+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 relenish the deficient nutrients - %ro!ides us

a comlete 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 oulation 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 caital management and financial erformance

of the comany.

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 refer and to "now how they were

introduced to articular brand.

o "now the cometition of other brands of health drin"s in the

mar"et.

o "now the brand loyalty among the consumers.

o "now whether the comany image acts as an influence on brand

selection.

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 comanys agency in

/himoga city.

he data exressed 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.

ltimately to collect the rimary data a detailed comrehensi!e -

structured schedule was framed as er the ob'ecti!es of the study.

he schedule was a closed tye consisting of multile)choicequestions as the chec"list tye of questions so that se!eral choices of

answers and in the some case, the resondents are required to manually to

exress their !iew.

Pla! " a!al(sis

he entire questionnaire from the resondents was arranged - a

master chart was reared from the master chart analysis- rofiles of

resondents were chal"ed out by rearing table - grou $.e. they were

analy0ed with the hel of statistical technique li"e a!erages ercentage

etc, order to interret the data and to draw conclusions.

5



Sec"!'ar( 'ata

/econdary data was collected from newsaer, health maga0ines,

boo"s, eriodical annual reorts, industrial manual boo"s etc.

,IMITATIONS

$n a study this "ind, as the inference has to be drawn on oinions, there

is bound to be errors due to sub'ecti!e factors.

his ro'ect wor" limited to the regular function of comany roduct

- does not go in dee into function of different deartments.

he analysis has been done on the basis of the !alues - information

obtained in the balance of the comany. he balance sheet - its

schedules ga!e only limited information regarding the erformance of

the comany.

he figures in the balance sheet may not be actual figures because it as

reare on a articular.

he study will be restricted only to executi!e - staff of the comany

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

assumtion of the data are ro!ided by the resondent are accurate.

6



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 resonse $

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 comlete hysical, mental, social, and siritual

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 imortance.

/tri!ing for good health should start with the first light ray of the

rising sun. A morning wal", reading a newsaer, 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 eole 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 <omany.

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, , 12, niacin, !itamin <-@.

*.+inerals !i0, $ron, $odine, inc, <alcium.

.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 roortions 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. #ac" of "nowledge.

2. %erson to erson !arying of tastes.

3. <onsumtion of time.

4. /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 incomlete diet.

#et us "now how a health drin" hels in maintain good health by

studying the !arious nutrients of ingredients.

(utrients are di!ided into> )

$C +icro D (utrients, !i0., minerals and !itamins.

iiC +acro ) (utrients !i0., %roteins, carbohydrates and fats.

14



MICRO6NUTRIENTS>

hey constitute !itamins and minerals.

&5 <ita-i!s>

Health drin" ro!ides !itamins A, !itamin 1, 2, , 12,

!itamin <, !itamin @, (iacin and Folic acid.

/ignificance of these !itamins is exlained below>

a5 <ita-i! A>

/ources>

Animals sources D Fish le!er oil, mil", butter and egg.

%lant sources D green leafy !egetables, yellow fruits, and

!egetables.

F%!cti"!s>

i. Hels in maintenance of normal !ision.

ii. $t is essential for s"eletal growth

iii. $t is required for the normal functioning of eithelium.

i!. $t ro!ides rotection against cancer.

Dail( re=%ire-e!ts>

For adults D *7 mg

For children D 2*7 D 77 mg

Deicie!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 hels in release of energy from food.

Dail( re=%ire-e!ts>

7.* mgE1777 "ilocalories of energy.

Deicie!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. mgE1777 "ilocalories

Deicie!c( 'iseases>

$maired wound)healing, ulcers in tongue, lis.

'5 <ita-i! B7 s"%rces>

1



+il", +eat, Fish , <ereals , ?egetables .

F%!cti"!s>

$t lays an imortant role in metabolism of amino acids, fats and

carbohydrates.

Dail( re=%ire-e!t>

2mgEday

Deicie!c( 'iseases>

%eriheral neuritis.

E5 <ita-i! B&/ s"%rces>

+eat, Fish, gg, +il" and <heese.

F%!cti"!s>

Hels in synthesis of @.(.A.

Dail( re=%ire-e!t>

Gne microgram.

Deicie!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 hels is bone and cartilage formation.

Dail( re=%ire-e!t>

1



47)7 micrograms.

Deicie!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 childrens

17 micro grams for regnant women.

Deicie!c( 'iseases>

ic"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>

. mgE1777 "ilocalories

Deicie!c( 'iseases>

%ellagra, a disease that causes great suffering in undernourished

eole.

/# FO,ATE>

/ource> #eafy !egetables, fruits, egg and mil".

F%!cti"!s>

Hels in de!eloment of blood cells.

Dail( re=%ire-e!t>

*)17 mg

Deicie!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 hels in maintaining body temerature.

Dail( re=%ire-e!t>

$nfants D 7. mg

<hildren D 1mg

Adults D 7.6 mg

Female> @uring menstruation time D 2.5 mg.

Deicie!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.

Deicie!c( 'iseases>

&oiter, mental defect.

D5 ?i!c>

/ources> +eat, mil", fish.

F%!cti"!s>

27



equired for synthesis of insulin by ancreases.

Dail( re=%ire-e!t>

*)17 mg

Deicie!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.

♦ eaid and maintenance of body tissues.

Dail( re=%ire-e!t>

1gram er "g body weight for an $ndian adult.

Deicie!c( 'iseases>

%rotein energy malnutrition in children.

/5 Car$"h('rates>

21



/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.

Deicie!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 containlactose sugar, which is a carbohydrate. hey are a good source of calcium

and contain almost all the minerals.

0# Malte' $arle(>

22



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 hoshorous and small amounts of !itamin .

23



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"!

24



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 comany that oerates mainly in the food rocessing industry. he

comany manufacturers and mar"ets malted mil" food roducts, malted

food roducts and biscuits. he comanys roducts are mar"eted under

the ?i!a, oost, Horlic"s, +alto!a, and other brand names. @uring the

year ended, the comany sold its roducts throughout $ndia, as well as

reorted to a number of foreign countries, including angladesh,

+yanmar, /ri #an"a, +iddle ast, Hong);ong, +alaysia, Fi'i, +auritius,

(eal 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 comany, with its

manufacturing lants located in (abha, a'ahmundry and /oneat, has a

total wor"force of o!er 277 eole, each dri!en by a sirit of enterrise.

$ts flagshi roduct, Horlic"s, is a highly resected brand, which is

o!er 177 years old in $ndia. he comany also manufactures and mar"ets

oost, ?i!a, +alto!a, and iscuits and in addition romotes and

distributes a number of roducts in di!erse categories, including

rominent brands such as no, <rocin and $odex.

&laxo /mith;line <onsumer Health <are #td., has a strong

mar"eting and distribution networ" in $ndia comrising o!er 1577

wholesaler and direct co!erage of o!er 4,77,777 retail outlets.

2*



&laxo /mith;line <onsumer Health <are #td., business is based on

scientific inno!ation. he comany has dedicated consumer healthcare

research and de!eloment centers and ta"es research as seriously as

mar"eting excellence, offering cutting edge caability in both.

An $ndian associate of &laxo /mith;line <omany has

concentrated in three business areas D

a. <onsumer health care

b. <linical laboratories

c. %harmaceuticals.

All of which maintain leadershi ositions within their resecti!e

industries. &laxo /mith;line comany has o!er 1,77,777 eole in 11

countries.

&laxo /mith;line exects emloyees to meet high ethical

standards in all asects of business by conducting acti!ities with honesty

and integrity, adhering to cororate resonsibility rinciles and

comlying with alicable laws and regulations. &laxo /mith;line audits

its oerations to ensure rele!ant standards exected, 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 comlied with 8erformance with integrity9 rinciles. he structure of this business was redesigned in 2774 in order

to focus on brands and their growth oortunities.

2



PERFORMANCE OF THE COMPANY>

&# Sales>

/ales for 277* increased by 17.6Idri!en rimarily by !olume

increases.

/# Other i!c"-e>

Gther income declined marginally by s. 6.72 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, inut 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 inut costs Jarticularly 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 urose of exorts Jfrom s.575.* la"hs in 2774

to s. 1,*.35 la"hs in 277*C staff cost includes an amount of s. 4,*.

la"hs towards one)time encashment of accumulated lea!e balances, being

a change in lea!e encashment olicy for eligible management ersonnel.

he comany continued to in!est behind the brands and

consequently ad!ertisement and romotion exenses increased as a

ercentage of sales from 17.3I to 11.I.

2# Pr"it $e"re ta1ati"!>

%rofit before taxation amounted to s.1, 2, 42.72 la"hs and has

increased by 47.4I o!er re!ious year s.1, 1*,,*2.

2



3# Pr"*isi"! "r ta1ati"!>

he comany has made ro!isions for taxation for the year

amounting to s.*5, 4.66 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 3.2I as against the 3.6I last year mainly due to the fa!orable imact

on deferred tax and reduction in the cororate taxation rates. %ro!ision for

fringe benefit tax, introduced during the year, amounted to s.4, 1.77

la"hs.

7# Ret%r! "! capital e-pl"(e'>

<onsequent to the increase in rofits of the comany the return on

caital emloyed Ja!erageC during the year increased to 32.3I from

22.I last year.

The prese!t $"ar' " 'irect"rs " the c"-pa!(>

25



+r. /imon /carff (on xecuti!e <hairman

+r. ubair Ahmed +anaging @irector

+r. Asho" @ayal (on xecuti!e <hairman

+r. %ra!een &.;. @irectors oerations

+r. <ha"raborty @irector, Finance and $

+r. $an +cherson (on xecuti!e <hairman

+r. ;unal ;ashya (on xecuti!e <hairman

+r. %. @wara"anath (on xecuti!e <hairman

+r. %. +urari (on xecuti!e <hairman

+r. #awrenece <al (on xecuti!e <hairman

+r. /ubodh harga!a (on xecuti!e <hairman

26



+r. (icholas K. +assey +anaging @irector

ANA,YSIS OF FINANCIA, OF SI@ YEAR FINANCIA,

POSITION

s. #a"hs

277* 277 277 2775 2776 2717

/ource of Funds

/hare caital 4*.35 4*.35 4*.35 4*.35 4*.35 42.7*

eser!es and surlus 326.1 26.74 43.54 44.3 453.6 433.7

otal shareholders

funds

34.*4 441.42 453.22 462.11 *26.3* 4*.11

orrowings **.77 *. ) ) ) )

Funds emloyed 426.*4 *1.75 453.22 462.11 *26.3* 4*.11

@effered tax

liabilities

) 25.1 3*.3 25.1 31.65 2.7

T"tal 2/#32 323#/2 3&#3 3/#/8 37&#00 3/#8&

37



s. #a"hs

277* 277 277 2775 2776 2717

Alication funds

&ross fixed assets 472.1

5

46.67 *1*.* 462.22 *74.3 *1.4

@ereciation 7.74 54.** 122.7 12.31 16.24 233.6*

(et fixed assets 332.1

4

412.3* 362.5 326.61 37.61 253.6

$n!estments ) ) ) ) ) )

&ross current assets

#oans - ad!ances 2*.5

7

265.1* 263.43 33.72 432.2* 471.6

<urrent liabilities -

ro!isions

15.1

2

157.74 1.25 1.* 15.31 152.5

(et current asset 5.5 115.11 11.1* 15*.4* 2*3.64 215.61

(et current asset 5.5 115.11 11.1* 15*.4* 2*3.64 215.61

+iscellaneous

exenditure

15.2 14.5 6.5* 4.61 ) )

T"tal applicati"! 2/#3

2

323#/2 3&#3 3/#/8 37&#00 3/#8&

31



SI@ YEAR TRACK RECORD

s. #a"hs

277* 277 277 2775 2776 2717

urno!er

%rofit before 5*.12 662.14 51.7 675.6* 651.2 1756.72

(et rofit 1*1.3 163.61 12.1 66.*5 11*.5 12.42

@i!ided ayout 25.*6 31. 31. 31. 31. 33.4

<ororate di!ided

tax

.26 3.24 ) 4.7 4.1* 4.2

etained earnings .14 61.2 *3.24 47.*1 3.24 5.6

@i!ided L I 3 7 7 7 7 57

arning er

shares Js.C

24.5 2.67 15.3 1.52 1.12 24.54

onus issue ) ) ) ) ) )

(umber of share

holders

33.716 31.442 37.7 37.7 25.745 24.*1

32



ADDITIONA, INFORMATION>

<omany> &laxo /mith;line <onsumer Health <are #imited.

esult eriod> 71)Kan)2776 to 31)@ec. 2776 and 71)Kan)2717 to 31)

@ec)2717

Financial results Js. #a"hsC

33



Partic%lars &6&6/ t"

0&6&/6/&

&6&6/ t"

0&6&/6/

(et sales 111167.77 65*.77

Gther income *227.77 2431.77

&ross income 11417.77 6611.77$ncreaseEdecrease in stoc" )247.77 )3*53.77

<onsumtion of raw materials 357.77 3*1*.77

/taff cost 1347.77 1144.77

otal exenditure Jexcluding other

exenditureC

*1567.77 43735.77

Gther exenditure 475*7.77 3*226.77

$nterest 3*7.77 422.77

%rofit JMCEloss J)C before dereciation and

taxes

23327.77 2742.77

@ereciation 3517.77 324.77

%rofit E #oss before tax 16*17.77 173.77

Gther ro!isions 37.77 **2.77

+iscellaneous exenditure wEo 7 7

(et rofit E #oss 1267.77 171*.77

(on recurring income 7 7

(on recurring exenses 7 7

Ad'usted net rofit E loss 1267.77 171*.77

Face !al!e of share Js.C 17.77 17.77%aid u equity share caital 4217.77 427.77

eser!es excluding re!olution reser!es *777.77 4337.77

@i!idend JIC 7 7

asic %/ Js.C 37.15 24.54

@iluted %/ Js.C 37.15 24.54

(on)romoter shareholding J(G/C 7 2367326*.77

(on)romoter shareholding JIC 7 *.54

34



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 comany. $t has launched many roducts, which

ha!e been successful in the consumer mar"et.

here are many successful roducts of &laxo /mith;line

<onsumer Healthcare <omany. hey are the main and unique health

drin"s manufactured by the comany. 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 oular in any art of the world. Another

lus oint for these food drin"s to become world wide is that they are

ermitted and aro!ed by the health ersonnel also.

ea, coffee and other be!erages though referred by many eole

act as only brain stimulants but are not nutritious. All "nows the

shortcomings of these be!erages.

Any other be!erages can ne!er e!er relace 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.

3



PRODUCT DESCRIPTION>

;erala in 16*). %ositioned as the Nenergy fuel, the brand soon

generated great consumer ull and was subsequently launched at a

national le!el.

Around 1654, howe!er, oost sales seemed to lateau. his led to

a comlete re)thing about the brand strategy. A deeer 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 familys urchase of

these HF@ roducts. Bhat was also obser!ed was that this section of the

oulation had the highest requirement for sulementary energy and was

also the most enthusiastic about sorts ) cric"et, in articular.

$nfused with this insight, oost was consequently reositioned. $t

ushed forward the association of "ids of this age grou with cric"et.

his has since remained a winning strategy.

B""st pr"'%ct>

oost is a malt)based drin" in chocolate fla!or, with the brand

hilosohy being to continuously inno!ate and ioneer changes in the

category.

3



$n 2772, the brand created history by re)launching boost with

%ower ossters+, a comletely different roduct from any other health

food drin"s JHF@C. he new boost contains coer and biotin, in addition

to its extant comosition of !itamins and minerals. wo ser!es of new

boost Jaroximately 37gmsC as er the <G@O aliment arias

commission of the world health organi0ation, 166*, ro!ide *7I of the

daily requirement of !itamin 1, 2, 3, 12, A, <, @, (iacin, antitheticacid, biotin, folic acid, coer and iron and 2*I of calcium.

he !itamins and minerals not only ro!ide adequate energy for the

consumer they also hel in the efficient wor"ing of body cells Jby

releasing energy from foodC, formulation of healthy blood and ma"e

bones stronger.

his re)launch has heled boost cature the osition of number one brown health food drin" in $ndia.

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 3,7.777 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)1 layers an oortunity 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 articiated with /achin

endul"ar and ?irender /ehwag inaugurating the tournament. (ot

surrisingly, 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 notshown much growth.

At the same time boost is also laying the role of creating more

sohisticated business ractices in roduct segment. $t is wor"ing on

roducts with further !al!e addition, enlarging its resence in rural

mar"ets, and de!eloing a si0eable exert out of home consumtion is

lan", another area where there aears to be bright rosects for the

brand.

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 usageoccasions all at once.

36



Pr"-"ti"!>

<ric"et has been the cornerstone of oosts brand romotions.

his sort commands unique assion in $ndia, among children in

articular. oosts 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 $ndias most famous cric"et stars,

articularly those with a humungous following among children, ha!e

successi!ely endorsed boost.

;ail @e!, who was the countrys 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,

esecially young children. /achin has remained steadfast in his suort

for boost with exlosi!e batsman ?irender /ehwag 'oining the little

master as brand ambassador in 2771.

47



he on itch chemistry between $ndias oening 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 sorty 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 B""st is the

secret " -( e!er+( ha!e become synonymous with the brand.

Thi!+s ("% 'i'!t 4!" a$"%t $""st>

oost has a household enetration of 47I, 4*I in se!eral cities

and towns in south $ndia, the brands stronghold. $n towns li"e <hennai

and +adurai this enetration exceeds *7I among section A and

households and 47I among all households J/ource. $+ anel data

Kan)@ec 2773C.

/achin endul"ar aeared in a boost ad!ertisement for the first

time at the age of se!enteen.

he "id, who started in the boost ad!ertisement with ;ailde!,

went on to become a member of the $ndian cric"et team D (i"hil <hora.

here is a range of interesting roducts reared with boost, which

cater to local tastes> the boost Nbarfis, for examle, in certain arts of

south $ndia.

oost has the highest frequency of urchase among all brown

owders in $ndia J/ource> $+ 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 etail sur!ey, 2773C.

41



NUTRITION FACTS>

(utrition facts of boost

(utrients JIC %ercentage of dailyrequirements

?itamin 2 *7

?itamin *7

?itamin 1 *7

?itamin 12 *7

(iacin *7

%antothenic acid *7

Folic acid *7

$ron *7

?itamin A *7

?itamin < *7

42



50 50 50 50 50 50 50 50 50 50

0

5

10

15

20

25

30

35

40

45

50

P E R C E N T

A G E

Vitamin B2 Vitamin

B12

Folic acid Vitamin C

NUTRIENTS

NUTRITION FACTS OF BOOST

43



CHAPTER . 3CHAPTER . 3

MARKETING STRATEGYMARKETING STRATEGY

•• IINTRODUCTIONNTRODUCTION

•• MMEANINGEANING ANDAND DEFINITIONDEFINITION OFOF MARKETINGMARKETING STRATEGYSTRATEGY

••

MMARKETINGARKETING MI@MI@ STRATEGYSTRATEGY OFOF BOOSTBOOST PRODUCTSPRODUCTS

AA55 PPRODUCTRODUCT STRATEGYSTRATEGY

BB55 PPRICERICE STRATEGYSTRATEGY

CC55 PPROMOTIONROMOTION STRATEGYSTRATEGY

DD55 PP,ACE,ACE STRATEGYSTRATEGY

44



MARKETING STRATEGY

INTRODUCTION>

MARKETING>

+ar"eting is a comrehensi!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,

transorted the terms of exchange negotiated and ser!ice accrued.

+ar"eting study has become almost as broad as business. he new

and growing alication of mar"eting concet not only in the organi0ation

of a business but in all asects of its oerations has resulted in ma'or

shifting of emhasis 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 imortant 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 comrehensi!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.

Dei!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,

imlementation and control of rograms designed to bring desiredexchanges with target audiences for the urose of ersonal and mutual

gain. $t relies hea!ily on the adatation and co)ordination of roduct,

rice, romotion and lace for achie!ing resonse9.

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 JlaceC and romotion.

According to %rof. ;elly and #eser, 8mar"eting strategy is

comosed of a large battery of de!ices which might be emloyed to

induce consumers to buy a articular roduct9.

4



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 comosite of roducts offered for the firm, o!er

a eriod of time. A roduct strategy of a comany comrises the lan for

mar"eting its roducts, the comany de!elos 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 consumers roduct design is an imortant factor in

sale of many roducts. %roduct designed roerly enhance their utility,

attracti!eness, safety and aear, good design, therefore increase sales

!olume minimi0es ser!ice and reduces transortation charges.

Pr"'%ct pac4a+e>

%ac"aging is the general grou of acti!ities in designing the

containers or wraers for roducts. A good ac"ages rotects the

roducts ro!ides con!eniences increase. conomy 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

freshness and fla!or, insure against e!aoration losses and hysical

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

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.

45



bC o identify the roduct and carry brand name.

cC o facilitate transorting, storing and warehousing handling.

dC 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

comany mar"et roducts i.e., full comany roducts under the brand

name 8&/;9. All these roducts manufactured by the comany will ha!e

the brand name rinted. ecause of the oularity of the 8&/;9 brand, itis 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 susect about the quality of the roduct.

he comanys brand name is !ery oular because the name has

got the monooly o!er the mar"eting of health care roducts

manufactured by the comany.

/# 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 comanys intended

!alue osition of its roduct or brand.

%rice is a ma'or mar"eting tool and hel in directing the roduct to

a secific consumers segment rice is the !alue of a roduct exressed in

terms of money rice is owerful instrument in which both the buyers and

sellers are "eenly interested.

46



he right rice can be determined through the rice research are by

adoting 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 adot 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 cometition offer.

/e!eral factors influencing the decisions in determining rice D

1C @emand for the roduct

2C arget share of the mar"et

3C <ometiti!e reactions

4C Gther arts of mar"eting mix, i.e., roduct distribution channel

and romotion.

The price " the pr"'%ct $ase' "! 'iere!t -eth"'>

1. +ethod based on cost>

aC <ost lus method

bC +arginal cost rice olicy

cC (o cost rofit olicy

dC ate of return ricing olicy.

2. +ethod based on mar"et conditions.

aC /"imming the cream olicy

bC %enetration ricing olicy

*7



he rice or the !arious roducts, esecially 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 cometitors the rise in rice etc.

0# Pr"-"ti"! strate+(>

%romotion mix includes all the acti!ities of the comany 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

exansion of demand. After roduct lanning and de!eloment it is

introduced in the mar"et and its demand is enhanced through the

romotional acti!ities.

?arious factors affecting romotion mix>

aC +oney allocated for romotion

bC (ature of the mar"et

cC (ature of the roduct

dC /tage of roduct life cycle.

%romotion is conducted through four oular method ad!ertising,

sales romotion, ublicity and ublic relations. All these methods, when

lanned and mixed in aroriate roortional yield excellent results. he

fair methods are briefly mentioned.

*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 eole 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!eloment of romotional rogram

in!ol!es * tyes.

aC he communication has to identified the target

bC An effecti!e message must be designed

cC otal romotional budget 'ust be established.

dC he romotional budget must be decided among the main

romotional tools.

eC oth ersonal and non)ersonal channels must be related.

A'*ertisi!+>

nidentified sonsor 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 helful 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!eloing recirocal 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 imortant 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

imortant role. hey unsure smooth flow of goods and ser!ices they are

commonly called as distribution channels. @istribution includes channels

of distribution transiration 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 accetable

to the consumer due to the awareness created through mar"eting.

@istribution ensures that it is con!erted to sales. @istribution hels in

building the relationshi with our customers thus ensuring continues

growth in our business.

F"ll"i!+ are the 'istri$%ti"! acti*ities>

+ar"et co!erage

Gutlet co!erage

Frequency of ser!ice to mar"ets and outlets

nsuring roduct a!ailability

%ro!iding suort 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 comany recogni0es distribution as an integral ost of its

management function. he management feels that it faces a number of

intimate roblems and dilemas. 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 comany will distributes the roduct on recei!e of the

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

comany uto the door of the dealer stores.

*



Ta$le6/> Classiicati"! " resp"!'e!ts "! the $asis " se1

Se1 N"# O resp"!'e!ts Perce!ta+e 5

+ale 26 *5

Female 21 42

T"tal 3 &

C!ART S!O"ING C#ASSIFICATION OF RESPON$ENTS ON

T!E BASIS OF SE%

5&'

42'

(al) F)mal)

he abo!e table re!eals that *5I of the resondents are male and

the remaining 42I of resondents are female.

7



Ta$le60> Classiicati"! " resp"!'e!ts "! the $asis " -"!thl( i!c"-e

Rs#5

M"!thl( i!c"-e Rs#5 N"# O resp"!'e!ts Perce!ta+e 5

elow *777 12

*777)17777 12 24

17777)1*777 13 2

1*777 and abo!e 16 35

T"tal 3 &

12

24

2

3&

0

5

10

15

20

25

30

35

40

P E R C E N T A G

B)lo* 5000 5000+10000 10000+15000 15000 and a,o-)

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

From the abo!e table it is clear that 12I of resondents are in the

monthly income of below *777, 24I of resondents are in the monthly

income of *777)17777, 2I of resondents are in the monthly income of

17777)1*777, 35I of resondents are in the monthly income of 17777)

1*777, 35I of resondents are in the monthly income of 1*777 and

abo!e.

1



Ta$le62> Classiicati"! " resp"!'e!ts "! the $asis " health 'ri!4

$ra!'s

Bra!'s N"# O resp"!'e!ts Perce!ta+e 5

oost 3 2

<omlan 3

+alto!a 1 2

Horlic"s 1 2

ourn!ita 12

Gthers 3

T"tal 3 &

0

10

20

3040

50

0

/0

&0

Boot Comlan (alto-a !olic Bon-ita Ot)

/2

2 2

12

P E R C E N T A G E

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

Form the abo!e table it is clear that 2I of resondents refer to

urchase boost health drin", I of resondents refer to urchase

comlan health drin", 2I of resondents refer to urchase +alto!a

health drin", 2I of resondents refer to urchase Horlic"s health drin",

12I of resondents refer to urchase ourn!ita health drin", I I of

resondents refer other brands.

2



Ta$le63> Classiicati"! " resp"!'e!ts "! the $asis " %si!+ peri"' "

$""st health 'ri!4

Years N"# O resp"!'e!ts Perce!ta+e 5

elow 1 year 3

1)2 5 1

2)3 6 15

3 and abo!e 37 7

T"tal 3 &

1 1&

0

0

10

20

30

40

50

0

P E R C E N T A G

E

B)lo* 1 7)a 1+2 2+3 3 and a,o-)

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

BOOST !EA#T! $RIN6

From the abo!e table it is clear that I of resondents are using

from below 1 year, 1I of resondents are using between 1)2 years, 15I

of resondents are using between 2)3 years, 7I of resondents are using

from abo!e 3 years.

3



Ta$le67> Classiicati"! " resp"!'e!ts "! the $asis " s"%rces

i!l%e!ce' t" c"!s%-e the pr"'%ct

S"%rces N"# O resp"!'e!ts Perce!ta+e 5

Friends 21 42

etailers 1 2

(eighbour 2 4

Ad!ertisement 2* *7

Gthers 1 2

T"tal 3 &

4



&4

1

0 0

0

10

20

30

40

50

0

/0

&0

90

P E R C E N T A G E

Tat) Fla-o Pic) Pacin8

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

BASIS OF FACTORS CONSI$ERE$ "!I#E PURCA!SING BOOST

From the abo!e table it is clear that 54I of resondents are

considering taste, 1I of resondents are consider fla!or.



Ta$le6> Classiicati"! " resp"!'e!ts "! the $asis " taste satisie' $(

the c%st"-ers

Taste " B""st N"# O resp"!'e!ts Perce!ta+e 5

&ood 13 2

etter 5 1

est 17 27

xcellent 16 35

T"tal 3 &

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

BASIS OF TASTE SATISIFE$ B. T!E CUSTO(ERS

Good

2'

B)tt)

1'

B)t

20'

E;c)ll)nt

3&'

From the abo!e table it is clear that, 2I of resondents found taste

of boost is good, 1I of resondents found it better, 27I of resondents

found it best, 35I of resondents found it excellent.

5



Ta$le6&> Classiicati"! " resp"!'e!ts "! the $asis " "pi!i"! a$"%t

the price " B""st

Price act"r N"# O resp"!'e!ts Perce!ta+e 5

<ostly 3

+oderate 33

conomical 14 25

T"tal 3 &

6



2&

0

10

20

30

40

50

0

/0

P E R

C E N T A G E

Cotl7 (od)at) Economical


T!E BASIS OF OPINION ABOUT T!E PRICE OF BOOST

From the abo!e table it is clear that, I of resondents found it is

costly, I of resondents found it as moderate, 25I of resondents

found it as economical.

Ta$le6&&> Classiicati"! " resp"!'e!ts "! the $asis " satisacti"!

t"ar's =%alit( " B""st

Satisacti"! N"# O resp"!'e!ts Perce!ta+e 5

/atisfied *7 177

(ot satisfied ) )

otal *7 177

7



100

0

0

10

20

30

40

50

0

/0

&0

90

100

P E R C

E N T G E

Sati<i)d Not ati<i)d


T!E BASIS OF SATISFACTION TO"AR$S =UA#IT. OF BOOST

From the abo!e table it is clear that, 177I of resondents were

satisfied towards quality of boost.

1



CHAPTER . 8CHAPTER . 8

FINDINGS9 SUGGESTIONS AND CONC,USIONFINDINGS9 SUGGESTIONS AND CONC,USION

2



FINDINGS9 SUGGESTIONS AND CONC,USION

FINDINGS

• Form the sur!ey it is clear that 2I of resondents refer to

urchase boost health drin"

• 7I of resondents are using from abo!e 3 years.

• *7I through ad!ertisement

• 54I of resondents are considering taste

• 2I of resondents are urchase monthly.

• 35I of resondents found it excellent

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.

3



♦ 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

comany image by roducing good quality roducts and also easy

and timely a!ailability of the roducts.

♦ ffecti!e con!eyance of roduct information by door)to)door

ad!ertisement with free samles will romote the sales to the

maximum extent.

♦ Ad!ertising of the roduct is to be done in the form of wall osters,

amhlets etc., which also hel in increasing roduct awareness.

♦ @iscount schemes are to be oerated in greater frequency.

♦ eduction 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 dislay should be

really eye catching and effecti!e.

♦ he comany has to imlement uniform business olicies through

out the country. $f there are any disarities in the rice there may

be free sale of roducts form areas where between the terms are

offered.

4



CONC,USIONS>

From the samle sur!ey reorts, the following

♦ Health drin"s are consumed most by children and the elders who

are the high) ris" eole for under D nutrition.

♦ High)class eole are the ma'or buyers of the roduct. +iddle

class eole also refer buying the roduct while these roducts

ha!e failed to reach the low class eole mainly due to the rice

factor.

♦

Ad!ertisement in tele!isions, maga0ines and newsaer are themain channels of communication for recognition of the brands

among the eole. Friends, neighbors and relati!es come next, as

the channel of communication is by word of mouth that also

comels the eole 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

eole.

♦ he taste of boost is aro!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

oularity of boost.

o conclude, in total oost is acceted by the consumers as good

quality genuine roducts.

*



A!!e1%re

:%esti"!!aire

Bi$li"+raph(



: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 secial reference to <+ @istributors, /himoga. Hence, $

"indly request you to sare few minutes in answering the following

questions.

he information ro!ided by you will be used only for academic

urose. $ hoe you will co)oerate for this.

han"ing you,

:ours sincerely,

asa!ara' ?.A

1. (ame >

2. Address >

<ontact (o. PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP

3. Age grou in years

aC *)17 bC 17)1*

bC 1*)27 dC 27 and abo!e

4. /exaC +ale bC Female

*. +arital status

aC +arried bC nmarried

. Gccuation> PPPPPPPPPPPPPPPPPPPPPPPP



. +onthly income Js.C

aC elow *777 bC *777)17777

cC 17777)27777 dC 27777 and abo!e

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

5



aC oost dC Horlic"s

bC <omlan eC ourn!ita

cC +alto!a fC Gthers PPPPPPPPPPPPPPPP

6. /ince how long you are using itQ

aC elow 1 year bC 1 to 2 years

cC 2 to 3 years dC 3 and abo!e

17. Bho influenced you to consume this roductQ

aC Friends bC etailers

cC (eighbors dC Ad!ertisement

dC Gthers PPPPPPPPPPPPPPPPPPPPPPPPPPPP 11. Bhat factors do you consider while urchasing oost

aC aste bC Fla!or

cC %rice dC %ac"ing

12. How often do you urchaseQ

aC Gccasionally bC Frequently

cC Fortnightly dC +onthly

13. Bhat is your oinion about the rice of oost

aC <ostly bC +oderate

cC conomical

14. How is the taste of oostQ

aC &ood bC etter

6



cC xcellent dC est

eC ad

1*. Are you satisfied by the health drin" used by youQ

aC :es bC (o

1. Any suggestions about oost.

PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP

@ate>

%lace> /ignature

57



BIB,IOGRAPHY

♦ +ar"eting +anagement ) %rof./.A. /herle"ar

♦ +ar"eting +anagement ) %hili ;otler

♦ Annual reorts and accounts of &laxo /mith"line consumer Helath

care ltd.,

♦ Bebsites ) www.gs".com

www.boostenergy.com

www.google.com

http://www.gsk.com/

http://www.boostenergy.com/

http://www.google.com/

http://www.gsk.com/

http://www.boostenergy.com/

http://www.google.com/

boost prolect

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