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Boost Project Final

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    Marketing of Boost Products in Davangere City.

    Hence, now a day we see various advertisements of health drink, health

    foods, which satisfy the above needs of the society

    People of olden days considered milk to be the most nearly perfect food.

    Milk was available easily in those days, as our country was a land of

    agriculture. But now changing times have made India both a land of agriculture

    and industries, a land of rural as well as urban population. Milk in urban areas

    is consumed in the form of packed milk, which has its own drawbacks.

    Adulteration of milk with water is also known.

    Hence, health drinks replenish the deficient nutrients & Provides us a

    complete food. In the presented fast progressing dynamic world, it provides

    extra and smart nutrients for extra energy.

    1.2 STATEMENT OF PROBLEMS

    At present lage variety of boost product is flooding the market and

    viving with one another for consumer preference in order to increase their

    market share. Thus acknowledge of consumer behavior towards Boost health

    drink. Is grate importance to formulate appropriate marketing strategy.

    The research problem is selected for the purpose of analyzing a study of

    consumers attitudes towards Boost health drink in Davangere City. With

    reference to M/s C.M. Basavarajappa & Co., Davangere.

    Today in the market Boost is one of the leading brand of GSK. Its main

    competitors are Horliks, Complaine, Viva, Borvita, Neslay, Cerlac, Milo etc.,

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 2

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    Hence this study is undertaken to identify the product attribute and

    various other factors which influence consumers buying behaviour and brand

    preference of Boost in Davangere City.

    This market research study on consumer behaviour is conducted to have

    a better knowledge of the buying behaviourrs of consumer of Boost health

    Drinks as also compare to other product like Horliks, Complaine, Viva,

    Borvita, Neslay, Cerlac, Milo etc., to determine the reasons for the popularity

    of other products. And suggested measures to increase the market share of the

    boost.

    1.3 Scope of the study

    1. To access the competitive strength and polices

    2. To define the probable market for a specialized product.

    3. To estimate potential by power in various area.

    4. To know the probable volume of future sales.

    5. To know about the customers acceptance of the product.

    6. To identify marketing opportunities and problems.

    7. To study the requirements regarding feature of the product.

    1.4 OBJECTIVES OF THE STUDY

    1. To study consumer preference towards boost as compared to other health

    drinks2. To study the satisfaction levels of the consumers of boost

    3. to determined the factors affecting purchase decisions.

    4. to know the sales position of the boost product in Davangere City.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 3

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    1.5 PROFILE OF THE STUDY AREA:

    The area chosen for the purpose of this study is Davangere city it is

    situated in the heart of the Karnataka of progressive state of India with the

    population of 6 to 7 lakhs. It is the business center with the established textile,

    oil mils, Rice and Flour Mills.

    It has also place in the education map in India. With the number of

    reputed institution medical dental, Engineering, Computer, Arts, Science,

    Commerce Education and law Davangere has a university center for post

    graduate studies and research in various faculties with various facilities.

    1.6 METHODOLOGY

    Information required for the studies are obtained through primary and

    secondary data collected.

    As well as structured close- ended questionnaire was framed which

    would provide all the possible data required basically through the study the

    objectives of the primary data.

    PRIMARY DATA

    Primary data was collected through personal interview with the sales

    manager, consumers and distributors ot company's agency in Davangere city.

    The data expressed above was collected through structured close-ended

    questionnaire in course of interviewing through personal contacts. Tools for

    data collection.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 4

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    A questionnaire was designed to collect the data and the questions

    relevant have been sequenced in such a way that they provide a free flow of

    answers.

    Ultimately to collect the primary data a detailed comprehensive &

    structured schedule was framed as per the objectives of the study.

    The schedule was a closed type consisting of multiple-choice questions

    as the checklist type of questions so that several choices of answers and in the

    some case, the respondents are required to manually to express their view.

    PLAN OF ANALYSIS

    The entire questionnaire from the respondents was arranged & a master

    chart was prepared from the master chart analysis& profiles of respondents

    were chalked out by preparing table & group I.e. they were analyzed with the

    help of statistical technique like averages percentage etc, order to interpret the

    data and to draw conclusions.

    SECONDARY DATA

    Secondary data was collected from newspaper, health magazines, books,

    periodical annual reports, industrial manual books etc.

    1.7 LIMITATIONS

    1. It is the restricted to the Davangere city Only.

    2. The study is restricted to respondents only

    3. Finding of the study are based on the assumption that information

    collected from respondents correct.

    4. Launch of new product will change the customers perception.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 5

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    CHAPTER-2

    ESSENCE OF HEALTH DRINK

    2.1 INTRODUCTION

    Health is a state of complete physical, mental, social, and spiritual well

    being as defined by the world health organization. Hence, physical, mental and

    social health goes hand in hand.

    "A Sound Mind In a Sound Body" is a well-known saying. Thus,

    physical health has to be given utmost importance.

    Striving for good health should start with the first light ray of the rising

    sun. A morning walk, reading a newspaper, and then indeed a nourishing

    health drink before one starts the routine work for earning a livelihood.

    A health drink is one that furnishes our body with the essential nutrients

    and energy, which provide strength to perform our duties.

    There are many beverages, which are consumed by people such as tea,

    coffee, etc. Yes they indeed stimulate our brains with increased enthusiasm and

    transient, pseudo feeling of energy that enables us to do work, but soon fades

    off. Then, the stimulation has to be given again.

    This leads to a sort of addiction (act of devoting), which makes us

    mentally as well as physically weak.

    Hence, these kinds of brain stimulating beverages are not only less

    useful but also some times harmful. Thus, we need a health drink which

    is equivalent to the food we take i.e., a food drink which provides us with the

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 6

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    necessary nutritional constituents derived from natural food products, that gets

    converted with energy in the body. This is a natural way of obtaining energy.

    Here is a discussion on the food drink produced & manufactured by

    Glaxo Smith Kline Consumer Healthcare Limited Company.

    Boost is a malt health drink containing key vitamins & minerals that

    help Boost energy.

    The ingredients that are added to these nourishing food drink are:

    Milk solids, Malted barley, Malt extract, Sugar, Minerals & Vitamins.

    NUTRIENTS ACQUIRED FROM THESE INGREDIENTS

    1. Proteins.

    2. Carbohydrates.

    3. Fat.

    4. Vitamins viz, Bl, B2, B6, B12, niacin, vitamin C&D.

    5. Minerals viz, Iron, Iodine, Zinc, Calcium. G.Folic Acid.

    2.2 BALANCED DIET

    A balanced diet is the order of the day. It is defined as one Which

    contains a variety of foods in such quantities and proportions that the need for

    energy, ammonia acids, vitamins, minerals, fats, carbohydrates and other

    nutrients is adequately met for maintaining health, vitality and general well

    being and also makes a small provisions for extra nutrients to withstand any

    short duration of leanness.

    To maintain a balanced diet is quite difficult because of various reasons.

    1. Lack of knowledge,

    2. Person to person varying of tastes.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 7

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    3. Consumption of time.

    4. Season changes of food grains grown.

    5. Non-availability of food grains due to famine, heavy rain etc.

    6. Hike in food grain prices sometimes.

    Some Indian families are overcoming by all these difficulties try to a

    maintain a balanced diet, but sometimes go in vain.

    Health drinks fill up the blank in their incomplete diet.

    Let us know how a health drink helps in maintain good health by

    studying the various nutrients of ingredients.

    Nutrients are divided into: -

    1. Micro - Nutrients, viz., minerals and vitamins.

    2. Macro - Nutrients viz., Proteins, carbohydrates and fats.

    2.3 MICRO-NUTRIENTS:

    They constitute vitamins and minerals.

    1. Vitamins:

    Health drink provides vitamins A, vitamin Bl, B2, B6, B12, vitamin C,

    vitamin D, Niacin and Folic acid.

    Significance of these vitamins is explained below:

    a. Vitamin A:Sources:

    Animal's sources - Fish lever oil, milk, butter and egg.

    Plant sources - green leafy vegetables, yellow fruits, and vegetables.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 8

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    Functions:

    1. Helps in maintenance of normal vision.

    2. It is essential for skeletal growth

    3. It is required for the normal functioning of epithelium.

    4. It provides protection against cancer.

    DAILY REQUIREMENTS:

    a. For children - 250 - 600 mg

    b. For adults - 750 mg

    DEFICIENCY DISEASES:

    Night blindness, growth retardation, anorexia.

    b) VITAMINS:

    Vitamin Bl sources:

    Plant sources: Cereals, gram, wheat, pulses, nuts, and fruits. Animal

    sources: Meat, fish, eggs.

    FUNCTIONS

    It is essential for utilization of carbohydrates.

    It helps in release of energy from food.

    It helps for growth.

    DAILY REQUIREMENTS:

    0.5 mg/1000 kilocalories of energy.

    DEFICIENCY DISEASES:

    Beri - Beri.

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    C) VITAMIN B2 SOURCES:

    Milk, egg, green leaves, vegetables, meat, cereals.

    FUNCTIONS:

    It has a role in cellular oxidation.

    Synthesis of enzymes required for energy metabolism.

    DAILY REQUIREMENT:

    0.6 mg/1000 kilocalories of energy

    DEFICIENCY DISEASES:

    Impaired wound-healing, ulcers in tongue, lips.

    d) VITAMIN B6 SOURCES:

    Milk, Meat, Fish , Cereals , Vegetables.

    FUNCTIONS:

    It plays an important role in metabolism of amino acids, fats and

    carbohydrates.

    DAILY REQUIREMENTS

    2mg/day

    DEFICIENCY DISEASES:

    Peripheral neuritis.

    E) VITAMIN B12 SOURCES:

    Vegetables, Meat, Fish, Egg, Milk and Cheese.

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    FUNCTIONS:

    Its Helps in synthesis of D.N.A.

    DAILY REQUIREMENT:

    One microgram.

    DEFICIENCY DISEASES:

    Anemia, neurological abnormality.

    E) VITAMIN C SOURCES:

    Fresh fruits, green leafy vegetables, meat, fish.

    FUNCTIONS:

    Protection against infections

    It helps is bone and cartilage formation.

    DAILY REQUIREMENT:

    40-60 micrograms.

    DEFICIENCY DISEASES:

    Bleeding gums delayed wound-healing, anemia.

    F) VITAMIN D SOURCES:

    Sunlight, egg yolk, milk, butter, cheese.

    FUNCTIONS

    It is essential for normal mineralization of bone.

    It is essential for normal body growth.

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    DAILY REQUIREMENT:

    Micro grams for adults.

    5 micro grams for children's.

    10 micro grams for pregnant women.

    DEFICIENCY DISEASES:

    Rickets characterized by growth failure, osteomalacia mainly during

    lactation and pregnancy.

    G) NIACIN:

    Milk is poor source of Niacin vitamin. Source: Fish, poultry, legumes,

    groundnut.

    FUNCTIONS:

    It is essential for metabolism of carbohydrates, fats.

    It is essential for normal functioning.

    DAILY REQUIREMENT:

    6.6 nig/1000 kilocalories

    DEFICIENCY DISEASES:

    Pellagra, a disease that causes great suffering in undernourished people.

    2. FOLATE:

    Source: Leafy vegetables, fruits, egg and milk.

    FUNCTIONS:

    Helps in development of blood cells.

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    Daily requirement:

    5-10mg

    DEFICIENCY DISEASES:

    These are common in pregnancy and lactation.

    3. MINERALS:

    A) Calcium:

    Sources: Cereals, green leafy vegetables.

    FUNCTIONS:

    It is essential in formation of bones and teeth.

    DAILY REQUIREMENT:

    400-500mg of calcium.

    B) IRON:

    Sources: Cereals, green leaiy vegetables, jaggery.

    FUNCTIONS:

    It helps in maintaining body temperature.

    DAILY REQUIREMENT:

    Infants- 0.7 mg

    Children - ImgAdults - 0.9 mg

    Female: During menstruation time - 2.8 mg.

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    DEFICIENCY DISEASES:

    Anemia.

    C) IODINE:

    It is an essential micronutrient.

    Sources: Milk, meat, vegetables, cereals in small amount.

    FUNCTIONS:

    It is essential for normal growth.

    DAILY REQUIREMENT:

    150mg/day.

    DEFICIENCY DISEASES:

    Goiter, mental defect.

    D) ZINC:

    Sources: Meat, milk, fish.

    FUNCTIONS:

    Required for synthesis of insulin by pancreases.

    DAILY REQUIREMENT:

    5-10 mg

    DEFICIENCY DISEASES:

    Growth failure, loss of taste.

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    2.4. MACRO NUTRIENTS:

    1) Proteins:

    They are made up of ammonia - acids at lest 20 amino acids are needed

    to make up a protein.

    SOURCES OF PROTEINS:

    Animal sources are rich in essential amino acids e.g. milk. Plant sources

    are rich in non-essential amino acids but essential amino acids are less

    abundant.

    FUNCTIONS:

    Body building particularly in infants and children.

    Repaid and maintenance of body tissues.

    DAILY REQUIREMENT:

    Igram per kg body weight for an Indian adult.

    DEFICIENCY DISEASES:

    Protein energy malnutrition in children.

    2. Carbohydrates:

    Sources: Cereals, roots, tubers, fruits and grains.

    FUNCTIONS

    Carbohydrates are the main source of energy. It provides 4 kcal of

    energy per gram.

    FATS:

    Fats are concentrated sources of energy. They constitute 10-15% of body

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    weight.

    SOURCE:

    Plant sources: Groundnut, cereals, pulses.

    Animal sources: Ghee, butter, milk, cheese and eggs.

    FUNCTIONS:

    Food provides 9 calories of energy per gram.

    DEFICIENCY DISEASES:

    Phrenoderma, a condition consulting rough and dry skin.

    2.5. NUTRITIONAL IMPORTANCE OF THE INGREDIENTS:

    1. WHEAT FLOUR:

    It contains, fat, carbohydrates, niacin, minerals, energy (345

    kilocalories).

    2. MILK SOLIDS:

    Milk fat is rich in retained and vitamin D. Milk solids contain lactose

    sugar, which is a carbohydrate. They are a good source of calcium and contain

    almost all the minerals.

    3. Malted barley:

    Barley is a cereal plant and an edible grain. It has nut like flavor. It is

    rich in carbohydrates with moderate quantities of protein, calcium, andphosphorous and small amounts of vitamin B.

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    CHAPTER - 3COMPANY PROFILE

    3.1. HISTORY OF GLAXO SMITHKLINE CONSUMER HEALTH

    CARE LTD.

    Glaxo Smith Kline consumer Healthcare Limited (GSK) is an India-

    based company that operates mainly in the food processing industry. The

    company manufacturers and markets malted milk food products,

    malted food products and biscuits. The company's products are

    marketed under the Viva, Boost, Horlicks, Maltova, and other

    brand names. During the year ended, the company sold its products

    throughout India, as well as reported to a number of foreign

    countries, including Bangladesh, Myanmar, Sri Lanka, Middle

    East, Hong-Kong, Malaysia, Fiji, Mauritius, Nepal and Bhutan.

    Glaxo SmithKline Consumer Health Care Ltd is one of the largest

    players in the health food drinks industry in India. The company, with its

    manufacturing plants located in Nabha, Rajahmundry and Sonepat, has a total

    workforce of over 2700 people, each driven by a spirit of enterprise.

    Its flagship product, Horlicks, is a highly respected brand, which is over

    100 years old in India. The company also manufactures and markets Boost,

    Viva, Maltova, and Biscuits and in addition oromotes and distributes a number

    of products in diverse categories, including prominent brands such as Eno,

    Crocin and lodex. Glaxo Smith Kline Consumer Health Care Ltd., has

    a strong marketing and distribution network in India comprising over

    1-800 wholesaler and direct coverage of over 5,00,000 retail outlets.

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    Glaxo Smith Kline Consumer Health Care Ltd., business is based on

    scientific innovation. The company has dedicated consumer healthcare

    research and development centers and takes research as seriously as marketing

    excellence, offering cutting edge capability in both.

    An Indian associate of Glaxo Smith Kline Company has concentrated in

    three business areas -

    a) Consumer health care

    b) Clinical laboratories

    c) Pharmaceuticals.

    All of which maintain leadership positions within their respective

    industries. Glaxo Smith Kline company has over 1,00,000 people in 116

    countries.

    Glaxo Smith Kline expects employees to meet high ethical standards in

    all aspects of business by conducting activities with honesty and integrity,

    adhering to corporate responsibility principles and complying with applicable

    laws and regulations. Glaxo Smith Kline audits its operations to ensure relevant

    standards expected, such as those in marketing practices, are reached or

    exceeded.

    Commitment to the GSK code of conduct is reinforced each year by a

    senior management certification programme, and in 2005 over 12.000managers certified they had complied with "performance with integrity"

    principles. The structure of this business was redesigned in 2004 in order to

    focus on brands and their growth opportunities.

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    3.2. PERFORMANCE OF THE COMPANY:

    1. SALES:

    Sales for 2006 increased by 10.9% driven primarily by volume

    increases.

    2. OTHER INCOME:

    Other income declined marginally by Rs. 69.02 lakhs primarily due to

    higher rate of provisions in the previous year, which were no longer required

    and higher interest on income tax refunds in 2005.

    3. EXPENDITURE:

    During the year, input cost of raw material, packing material and

    finished goods, as a percentage to sales has reduced to 29% as against 31.8%

    last year mainly due to lower input costs (particularly liquid milk and skimmed

    milk powder). This decline also includes a considerable reduction in the

    purchase of finished goods Viva, Maltova from Jagatjit Ltd., Industries Ltd.,

    for the purpose of exports (from Rs. 908.25 Lakhs in 2005 to Rs. 1,68.50

    Lakhs in 2006) staff cost includes an amount of Rs. 4,57.7 lakhs towards one-

    time encashment of accumulated leave balances, being a change in leave

    encashment policy for eligible management personnel.

    The company continued to invest behind the brands and consequently

    advertisement and promotion expenses increased as a percentage of sales from

    10.3% to 11.6%.

    4. PROFIT BEFORE TAXATION:

    Profit before taxation amounted to Rs. l,62, 42.02 lakhs and has

    increased by 40.4% over previous year Rs. 1, 15,67,52.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 19

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    5. PROVISION FOR TAXATION:

    The company has made provisions for taxation for the year amounting to

    Rs.58, 74.99 Lakhs (including deferred tax and provision for fringe benefit tax)

    on profit before tax. The effective tax rate for the year is 36.2% as against the

    36.9% last year mainly due to the favorable impact on deferred tax and

    reduction in the corporate taxation rates. Provision for fringe benefit tax,

    introduced during the year, amounted to Rs.4. 16.00 Lakhs.

    6. RETURN ON CAPITAL EMPLOYED:

    Consequent to the increase in profits of the company the return on

    capital employed (average) during the year increased to 32.3% from 22.6% last

    year.

    3. ADDITIONAL INFORMATION:

    Company: Glaxo Smith Kline Consumer Health Care Limited.

    Result period: 01-Jan-2006 to 31-Dec. 2006 and

    Ol-Jan-2007 to 31-Dec-2007

    Financial results (Rs. Lakhs)

    PARTICULARS1.01.2006. to

    31.12.2006

    1.2.2007 to

    31.12.2007

    Net sales 96685.00 111190.00

    Other income 2431.00 5220.00

    Gross income 99116.00 116410.00

    Increase/decrease in stock -3583.00 -240.00

    Consumption of raw materials 35175.00 38660.00

    Staff cost 11446.00 13470.00

    Total expenditure (excluding other expenditure) 43038.00 51890.00

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    Other expenditure 35229.00 40850.00

    Interest 422.00 350.00

    Profit (+)/loss (-) before depreciation and taxes 20427.00 23320.00

    Depreciation 3724.00 3810.00

    Profit / Loss before tax 16703.00 19510.00

    Other provisions 5527.00 6360.00

    Miscellaneous expenditure w/o 0

    0

    Net profit/Loss 10715.00 10715.00

    Non recurring income 0 0

    Non recurring expenses 0 0

    Adjusted net profit/loss 10715.00 12690.00

    Face value of share (Rs) 10.00 10.00

    Paid up equity share capital 4206.00 4210.00

    Reserves excluding revolution reserves 43306.00 50070.00

    Dividend (%) 0 0

    Basic EPS (Rs.) 24.84 30.18

    Diluted EPS (Rs) 24.84 30.18

    Non-promoter shareholding (NOS) 23903295.00 0

    Non promoter shareholding (%) 56.84 0

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 21

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    CHAPTER-4PRODUCT PROFILE

    4.1. INTRODUCTION:

    In India Glaxo Smith Kline Consumer Healthcare is a leading consumer

    healthcare company. It has launched many products, which have been

    successful in the consumer market.

    There are many successful products of Glaxo Smith Kline Consumer

    Healthcare Company. They are the main and unique health drinks

    manufactured by the company. They differ in their contents, color, taste etc.,

    but they are nutritious and unique in their quality.

    The difference in variety is only to satisfy likes and needs of the

    customers.

    Food drinks are almost popular in all part of the world. Another plus

    point for these food drinks to become world wide is that they are permitted and

    approved by the health personnel care also.

    Tea, coffee and other beverages though preferred by many people act as

    only brain stimulants but are not nutritious. All knows the shortcomings of

    these beverages.

    Any other beverages can never ever replace food drinks when health is

    considered as a basic point.

    Hence it is wiser to choose a useful, harmless health promoter daily

    beverages than a transient brain stimulant harmful beverage.

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    PRODUCT DESCRIPTION:

    Kerala in - 1975-76. Positioned as the 'energy fuel', the brand soon

    generated great consumer pull and was subsequently launched at a national

    level.

    Around 1984, however, Boost sales seemed to plateau. This led to a

    complete re-thing about the brand strategy. A deeper understanding of

    purchase dynamics of the category revealed that by the latter of the 1980s,

    children had come to become strong influencers in a family's purchase of these

    HFD products. What was also observed was that this section of the population

    had the highest requirement for supplementary energy and was also the most

    enthusiastic about sports - cricket, in particular.

    Infused with this insight, Boost was consequently repositioned. It pushed

    forward the association of kids of this age group with cricket. This has since

    remained a winning strategy.

    BOOST PRODUCT:

    Boost is a malt-based drink in chocolate flavor, with the brand

    philosophy being to continuously innovate and pioneer changes in the

    category.

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    In 2002, the brand created history by re-launching boost with Power

    Bossters, a completely different product from any other health food drinks

    (HFD). The new boost contains copper and biotin, in addition to its extant

    composition of vitamins and minerals. Two serves of new boost

    (approximately 30gms) as per the CODEX aliment arias commission of the

    world health organization, 1995, provide 50% of the daily requirement of

    vitamin Bl, B2, B3, B12, A, C, D, Niacin, antithetic acid, biotin, folic acid,

    copper and iron and 25% of calcium.

    The vitamins and minerals not only provide adequate energy for the

    consumer they also help in the efficient working of body cells (by releasing

    energy from food), formulation of healthy blood and make bones stronger.

    This re-launch has helped boost capture the position of number one

    brown health food drink in India.

    To reach its audiences it has extended itself by evolving numerous

    below-the-line initiatives. An extensive school contact programme covers over

    3,60.000 students each year across the country and the Boost Cricket Cup

    encourages and identifies genuine cricketing talent amongst kinds. It is

    platform that gives under-16 players an opportunity to show their talent and

    gain confidence in playing cricket at national and international levels. When

    the cup was launched in 2002, 113 schools participated with Sachin Tendulkar

    and Verender Sehwag inaugurating the tournament. Not surprisingly, the brand

    has grown at a cumulative annual growth rate of over 8% in the last four years

    in a period when the category itself has not shown much growth.

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

    sophisticated business practices in product segment. It is working on products

    with further valve addition, enlarging its presence in rural markets, and

    developing a sizeable expert out of home consumption is plank, another area

    where there appears to be bright prospects for the brand.

    Already, through vending machines at strategically located points like

    institutions, a start has been made in this direction. By now combining

    nutrition and taste with convenience, the brand looks all set to reach out to a

    wider group of consumers and a different range of usage occasions all at once.

    PROMOTION:

    Cricket has been the cornerstone of Boost's brand promotions. This sport

    commands unique passion in India, among children in particular. Boost's

    energy offering is also uniquely suite dot this situation - after all, to play

    quality cricket and last the duration of a cricket match loads of energy are

    required. Therefore India's most famous cricket stars, particularly those with a

    humungous following among children, have successively endorsed boost.

    Kapil Dev, who was the country's most charismatic cricketer in the

    1980s, flagged this off. In the 1990s, the baton passed to Sachin Tendulkar,

    who emerged in the early 1990s as a baby faced teenager and instantly became

    the heartthrob of millions of cricket crazy Indians, especially young children.

    Sachin has remained steadfast in his support for boost with explosive batsmanVerender Sehwag joining the little master as brand ambassador in 2001.

    The on pitch chemistry between India's opening duos has continued

    beyond cricket and the cricket pitch or so it would seem when viewing the

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    commercials starring the two.

    BRAND VALUES:

    The personality of the boost brand is distinctly sporty and energetic and

    everything - from the tone of communication to packaging is done to reflect

    this vibrant energy. Today, the colour red and boost is the secret of my

    energy have become synonymous with the brand.

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    THINGS YOU DIDNT KNOW ABOUT BOOST:

    Boost has a household penetration of 40% 45% in several cities and

    towns in south India, the brands stronghold. In towns like Chennai,

    Bangalore, Puna and Madurai this penetration exceeds 50% among section A

    and B households and 40% among all households (Source. IMRB panel date

    Jan-Dec 2003)

    Sachin Tendulkar appeared in a boost advertisement for the first time at

    the age of seventeen.

    The kid, who started in the boost advertisement with Kapildev, went on

    to become a member of the Indian cricket team - Nikhil chopra.

    There is a range of interesting products prepared with boost, which cater

    to local tastes: the boost barfis, for example, in certain parts of South India.

    Boost has the highest frequency of purchase among all brown powders

    in India (Source: IMRD Household Panel). Boost is the fastest growing brand

    (2005 over 2006) among the top five health food drinks in India. (Source:

    Acnielsen Retail Survey 2005)

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    4.2 NUTRITION FACTS:

    Nutrition facts of boost

    Nutrients(%) PERCENTAGE OF DAILY

    REQUIREMENTS (in Mg)Vitamin B2 50

    Vitamin B6 50

    Vitamin B1 50

    Vitamin B12 50

    Niacin 50

    Pantothenic acid 50

    Folic acid 50

    Iron 50

    Vitamin A 50

    Vitamin C 50

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 28

    50 50 50 50 50 50 50 50 50 50

    05

    101520

    253035404550

    PERC

    ENTAG

    VitaminB2

    VitaminB1

    Niacin

    Folicacid

    VitaminA

    NUTRIENTSNUTRITION FACTS OF BOOST

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    CHAPTER - 5

    DEALER PROFILE

    INTRODUCTIONThis is the age of competition the present competitive market situation.

    The present competitive market situation. The high scale producers cannot sell

    his products directly in the market. The complexity of production and

    distribution strategies does not allow the producers to handle both function

    simultaneously.

    Hence there is ned for distribution for his distribution channels. Are

    grown widely with a various complicated strategies, the channel of distribution

    of there growth in various from product, place to place and from time to time.

    The effectiveness of distribution performance depends largely open the

    policy persuade by the firm. In the area of physical distribution. It is

    necessary for any firm to strengthen its market activities and to see that

    products are available at the right time and right price to all people who need it.

    Hence the distribution of products plays a vital in the marketing of

    products the smooth flow of products from producers to consumers depends

    largely on the activity carried on by the distributor or dealers.

    Profile of the M/s C.M. Basavarajappa & Co.,

    The name of the dealers is as M/s C.M. Basavarajappa & Co., it is the

    partnership trading concern which was established in the year 2003. The

    partner of this firm Shiva Kumar C.B. and Chetan Kumar C.B. the dealing in

    GSK health drink products. After getting the permition form the company they

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    started dealing in GSK health drink products in 2003. they have earned the

    good name and goodwill after dealing with GSK products.

    C.M. Basavarajappa & Co., deal in two healt drink products. Which was

    manufactured by company i.e., Horliks and Boost. The C.M. Basavarajappa &

    Co., Also authorized Merchant and Commission Agents in food grains and

    didt find any difficulty to carry on the business as it is managed by

    Mr. Shivakumar C.B. the sales and profits of the business should upward trend

    year by year.

    LOCATION THE TRADERS

    M/s. C.M. Basavarajappa & Co.,

    Distributors for Glaxo Smithkline Consumer Health Care Ltd.,

    # 1031/4-5, APMC, Yard,

    B Block, Opp., Shiva Bank,

    DAVANGERE

    FORM OF BUSINESS

    It is a partnership firm.

    CAPITAL STRUCTURE:

    The partner ship trading concern of M/s. C.M. Basavarajappa & Co.,

    have invested 15 Lakhs for dealing in GSK products for the sales made by

    them they get commission and bonus as the total sales made.

    They took all the precautionary measures to maintain the stocks. They

    deliver the products with in two or three days from the order date and they give

    credit period for repayment of cash up to 7 days from the deliver date and the

    area covered will be entire Davangere City.

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    Organization and management pattern:

    The whole firm management was controlled by shivakumar C.B. the

    management structure.

    Dealer Shivakumar C.B. and Chetan Kumar C.B.

    Sales Officer : Santosh Kumar.

    Accountant, Computer Opp., Godown Incharge and other workers

    ACCOUNTING SYSTEM:

    The accounting system of C.M. Basavarajappa and Co., is fully

    computerized daily accounting transactions and billing is made by the

    Computer and auditing and financial reports preparation work will be done by

    a reputed charted accountant.

    MARKETING MIX STRATEGY:

    The marketing of GSK health drink products. They have to come across

    four asects i.e., products, price, promotion and distribution now we whall see

    each of the above aspects with respect to C.M. Basavarajappa and Co.,

    Davangere.

    This deler is meraly a middleman in marketing procedure of the GSK

    products. Because the dealer will receive the products from the company and

    distributes it to various shops in Davangere city. In the above four aspects only

    distribution. Will apply to M/s C.M. Basavarajappa and Co., because theproducts is marketed by the company price the firm provides advertisements

    pomplets, magazines and other.

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    SALES PERFORMANCE.

    Year Sales (in Lakhs)

    2003-04 6.5 To 8

    2004-05 8 To 10

    2005-06 10 To 12

    2006-07 12 To 18

    2007- 08 18 -above

    From the above sales performance by we can analyses sales. Has been

    increased year by year. In terms profit also frequently increasing there is no

    any problem faced by the firm.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 32

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    CHAPTER-6MARKETING STRATEGY

    6.1. INTRODUCTION:

    MARKETING:

    Marketing is a comprehensive term, which includes human activities

    directed towards satisfying needs and wants, once the need is identified the

    product or service is produced, stored, promoted price fixed, transported the

    terms of exchange negotiated and service accrued.

    Marketing study has become almost as broad as business. The new and

    growing application of marketing concept not only in the organization of a

    business but in all aspects of its operations has resulted in major shifting of

    emphasis from production orientation to customer wants and needs of that

    product.

    6.2. MEANING AND DEFINITION OF MARKETING STRATEGY:

    Marketing strategy is blending of combination of four elements namely,

    product, price, place and promotion.

    Marketing strategy is an important tool used by marketing manager to

    design the process. Marketing in an organization. It is a plan design to analyses

    the marketing problems.

    It is a comprehensive term and includes all resources and a set of

    activities necessary to direct and facilities the flow of goods and services from

    producer to consumers.

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    According to businessmen, marketing has twin activities:

    A. Matching the producer or service with demand.

    B. Transfer of ownership and possession of the flow of goods from

    primary to ultimate consumers.

    DEFINITION:

    American marketing association defines "marketing is the process of

    planning and distributions of ideas, goods and services to create exchange that

    satisfy individual and organizational objectives".

    Prof. Philip Kotler says, "marketing is the analysis, planning,

    implementation and control of programs designed to bring desired exchanges

    with target audiences for the purpose of personal and mutual gain. It relies

    heavily on the adaptation and co-ordination of product, price, promotion and

    place for achieving response".

    A strategy is what you are going to do a marketing strategy is the link

    between a product and the market. It is translated into an action plan through

    the tools of marketing management. These tools together called marketing

    strategy.

    MARKETING MIX:

    Marketing mix is the combination of four elements namely product,

    price physical distribution (place) and promotion.

    According to Prof. Kelly and Leser, "marketing strategy is composed of

    a large battery of devices which might be employed to induce consumers to

    buy a particular product".

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    NATURE OF MARKETING STRATEGY:

    Marketing strategy is a dynamic process it changes in needs of the

    customers. Marketing strategy is a difficult task as it involving the blending of

    decision in 4 different areas of marketing i.e., the product, price, promotion and

    place.

    BASIC OBJECTIVES OF MARKETING STRATEGY:

    The basic objective of marketing strategy is to satisfy the needs of the

    customers in the most economical manner. The emphasis of marketing strategy

    is on how to satisfy the needs of the customers effectively.

    MARKETING STRATEGY:

    Marketing strategy is to total and unbeatable instrumental or a plan

    shaped and designed specifically for attaining the marketing objectives of a

    firm. A marketing mission and objectives tell us to where we want to go and

    marketing strategy provides us with the grand design for reaching out these.

    6.3. MARKETING MIX STRATEGY OF BOOST PRODUCTS:

    1) Production strategy:

    Product:

    A product is anything that can be offered to a market to satisfy a want or

    need. Products that are marketed include physical goods, services, experiences,

    persons, places, properties, organizations, information's and ideas.

    PRODUCT STRATEGIES:

    The product is the focus of marketing efforts, product is the sum total of

    physical and psychological satisfaction it provides to the buyer product

    strategies are the composite of products offered for the firm, over a period of

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    time. A product strategy of a company comprises the plan for marketing its

    products, the company develops a product design to achieve the set objectives,

    it will have product program suitable to the product position in the life cycle.

    PRODUCT DESIGN:

    The marketing starts with designing the product in a way, which is

    required, by the target consumer's product design is an important factor in sale

    of many products. Product designed properly enhance their utility,

    attractiveness, safety and appear, good design, therefore increase sales volume

    minimizes service and reduces transportation charges.

    PRODUCT PACKAGE:

    Packaging is the general group of activities in designing the containers

    or wrappers for products. A good packages protects the products provides

    conveniences increase. Economy and communicates. It makes possible easy

    brand identification, prevents, substitution and short weight and an element of

    advertising and sales promotion.

    Package protect the products against deterioration preserve freshness and

    flavor, insure against evaporation losses and physical change due to climate

    conditions, diminishes loss from handling. It provides greater consistence to

    both the consumer and dealers.

    FUNCTIONS OF PACKAGE:

    a. To assemble and arrange the contents in the desired form.

    b. To identify the product and carry brand name.

    c. To facilitate transporting, storing and warehousing handling.

    d. To facilitate retailer function.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 36

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    BRANDING POLICY:

    Boost is one of the health drinks of Glaxo Smith Kline consumer health

    care limited. The Glaxo SmithKline consumer health care limited company

    market products i.e., full company products under the brand name "GSK". All

    these products manufactured by the company will have the brand name printed.

    Because of the popularity of the "GSK" brand, it is easy for the dealer to

    market the products without much difficulty. It is also advantages on part of the

    consumer to purchase "GSK" products without any suspect about the quality of

    the product.

    The company's brand name is very popular because the name has got the

    monopoly over the marketing of health care products manufactured by the

    company.

    2. PRICING STRATEGY:

    Price is one of the element of the marketing mix that produces revenue

    the other elements produce costs. Prices are the easiest marketing mix element

    to adjust product features, channels, and even promotion take more time price

    also communicates to the market the company's intended value position of its

    product or brand.

    Price is a major marketing tool and help in directing the product to a

    specific consumers segment price is the value of a product expressed in terms

    of money price is powerful instrument in which both the buyers and sellers are

    keenly interested.

    The right price can be determined through the price research are by

    adopting the test marketing techniques, decisions concerning price to be follow

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    for a period of time may be called price policies. A manufacture is not free to

    adopt his own price policies but his pricing must be aimed at offering a

    reasonable price to the customer, ensuring of fair return on investment price to

    the customer and the manufacturer, the modern manufacturer must not only

    know the worth of his products but he must also know the competition offer.

    Several factors influencing the decisions in determining price -

    1. Demand for the product

    2. Target share of the market

    3. Competitive reactions

    4. Other parts of marketing mix, i.e., product distribution channel

    and promotion.

    The price of the product based on different method:

    I. Method based on cost:

    a. Cost plus method

    b. Marginal cost price policy

    c. No cost profit policy

    d. Rate of return pricing policy.

    2. Method based on market conditions.

    a) Skimming the cream policy

    b) Penetration pricing policy

    c) Leadership pricing policy

    d) Establishing pricing policy.

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    SELLING PRICING POLICY:

    The firm or company has to consider many factors in selling its pricing

    policy.

    a. Selecting the pricing objectives

    b. Determining demand

    c. Estimating costs

    d. Analyzing competitors costs, price and offers

    e. Selecting a pricing method

    f. Selecting the final price.

    PRICING POLICY:

    Price is very important element in marketing mix as realized by Glaxo

    Smith Kline consumer health care limited. Therefore management of the

    company keeping in view of the following objectives very carefully forms the

    pricing decisions or policies.

    a. To maximize their profit

    b. To acquires good market positions

    c. To face their competitors

    d. To keep price stable.

    The price or the various products, especially the health care products of

    Glaxo Smith Kline consumer health care limited, are done after a careful and

    through investigation of the cost of goods, the market position, and the

    competitors the rise in price etc.

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    3. PROMOTION STRATEGY:

    Promotion mix includes all the activities of the company it makes to

    communicate and promote its products to target customers. Its program

    consists of advertising sales promotion, public relation and direct and on the

    line marketing. The term promotion is very often needed, as a synonymous

    world for selling, but selling is narrow is a broader term and includes varieties

    of activities. Promotion involves the creation and expansion of demand. After

    product planning and development it is introduced in the market and its

    demand is enhanced through the promotional activities.

    VARIOUS FACTORS AFFECTING PROMOTION MIX:

    a) Money allocated for promotion

    b) Nature of the market

    c) Nature of the product

    d) Stage of product life cycle.

    Promotion is conducted through four popular method advertising, sales

    promotion, publicity and public relations. All these methods, when planned and

    mixed in appropriate proportional yield excellent results. The fair methods are

    briefly mentioned.

    PUBLICITY:

    Publicity is a sale and is any non-personal presentation of goods,

    services or ideas to a group.

    Publicity makes a thing or an idea to know to people promotion mix is

    generally influenced by factories. A good promotional Mix involves the co-

    ordination of sales force activities advertising program and other promotional

    efforts the development of promotional program involves 5 types.

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    a. The communication has to identified the target

    b. An effective message must be designed

    c. Total promotional budget just be established.

    d. The promotional budget must be decided among the main promotional

    tools.

    e. Both personal and non-personal channels must be related.

    ADVERTISING:

    Unidentified sponsor defines advertising as any paid form of non-

    persons presentation and promotion of goods, services, or idea. Advertising is

    informative and educative to consumer. The effect of advertising is more of

    indirect nature than direct. But it is very helpful in creating brand image.

    SALES PROMOTION:

    Sales promotion is refused to activities, which stimulate consumer

    purchasing and effectiveness. Sales promotion effects are usually short term

    and therefore are used to achieve short term objectives like branding boosting

    sales, test marketing image building etc.

    PUBLIC RELATIONS:

    It involves the method installation and maintenance of mutual

    understanding between a firm and all who are likely to come in contact with it.

    These sections of society are customers, shareholders administration staff and

    general public. It is the art and science of developing reciprocal understanding

    and goodwill.

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    4. PLACE STRATEGY:

    It means distributing the goods to various places where there is a

    demand for their goods. This plays a very important role in the marketing mix.

    It stands for making management for the smooth flow of goods and services

    from the producer to consumers. It is concerned with the creation of place,

    time and possession utilities.

    In distribution process middleman or intermediaries plays a very

    important role. They leisure smooth flow of goods and services they are

    commonly called as distribution channels. Distribution includes channels of

    distribution transpiration warehousing and inventory control.

    IMPORTANCE OF PHYSICAL DISTRIBUTION MIX:

    It is a marketing term to describe the broad range of activities concerned

    with the efficient movement of finished products from the end of production

    line to the consumer. While our products may be acceptable to the consumer

    due to the awareness created through marketing. Distribution ensures that it is

    converted to sales. Distribution helps in building the relationship with our

    customers thus ensuring continues growth in our business.

    Following are the distribution activities:

    Market coverage

    Outlet coverage

    Frequency of service to markets and outlets

    Ensuring product availability

    Providing support to retailers

    Collecting payments.

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    Distribution mix stands for the matching arrangement for the smooth

    flow of goods and services from the producers to the consumers. It is

    concerned with creation of place, time and possession utilities.

    Distribution strategy adopted by Glaxo SmithKline Consumer

    Healthcare Limited:

    The company recognizes distribution as an integral post of its

    management function. The management feels that it faces a number of intimate

    problems and dilema's. Where distribution is concerned the goods have to be

    distributed at minimum possible cost. Yet a reasonable satisfactory level of

    service has to be maintained. Distribution level networks have to reach for a

    wide and yet close control on distribution activities have to be constantly

    exercised.

    The company will distributes the product on receive of the quotations

    from the dealers. The distribution will be done on behalf of the company upto

    the door of the dealer stores.

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    CHAPTER-7CONSUMER SURVEY ANALYSIS

    7.1. INTRODUCTION:

    Consumer is the king and pivot around which all the business thinking of

    the marketers rotate. The marketers are aware of the fact that consumers are the

    arbiters of fortune in their business because it is the consumer's response

    towards their products that decides the gain or loss of the company. Hence,

    marketer's main target is cu stomer satisfaction, which is the hope of survival

    of their firm in the market. The marketers have to satisfy the customer to his

    fullest in various aspects such as price, quality, offers etc., which delights him.

    However, the likes and dislikes vary from customer to customer which

    depend on their buying habits, family income, motives and attitudes.

    To sketch out the customer's desires and demands, a search has to be

    undertaken of their minds. This is possible only through conducting a survey.

    Hence, to know the consumers attitude towards the health food drinks of Glaxo

    Smith Kline consumer healthcare, a sample survey has been undertaken and its

    report is presented hereby.

    The total numbers of respondents interviewed are 50, the

    respondents being selected by random sampling.

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    7,2. CONSUMER SURVEY ANALYSIS:

    TABLE 1: CLASSIFICATION OF RESPONDENTS ON THE BASIS

    OF AGE GORUP (IN YEARS)

    Age group (in years) No. Of respondents Percentage (%)5-10 - -

    10-15 12 24

    15-20 8 16

    20 and above 30 60

    Total 50 100

    CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE

    BASIS OF AGE GROUP

    0 0

    12

    24

    8

    16

    30

    60

    0

    10

    20

    30

    40

    50

    60

    70

    1 2AGE N YEARS

    PERC

    ENTAG

    5 - 10 10 - 15 15-20 20 and above

    The above table reveals that 24% of the respondents are between the age

    group of 10-15 years, 16% of respondents are in the age group of 15-20 years,

    and 60% of respondents are in the age group of 20 and above.

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    TABLE-2: CLASSIFICATION OF RESPONDENTS ON THE BASIS

    OF SEX

    Sex No. Of respondents Percentage (%)

    Male 29 58

    Female 21 42

    Total 50 1OO

    The above table reveals that 58% of the respondents are male and the

    remaining 42% of respondents are female.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR.

    CHART SHOWING CLASSIFICATIO

    RESPONDENTS ON THE BASIS OF

    29

    21

    Male

    Femal

    46

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    TABLE-3: CLASSIFICATION OF RESPONDENTS ON THE BASIS

    OF MONTHLY INCOME (Rs.)

    Monthly income (Rs.) No. Of respondents Percentage (%)

    Below 5000 6 12

    5000-10000 12 24

    10000-15000 13 26

    15000 and above 19 38

    Total 50 100

    CHART SHOWING CLASSIFICATION OF RESPONDENTS

    ON THE BASIS OF

    From the above table it is clear that 12% of respondents are in the

    monthly income of below 5000, 24% of respondents are in the monthly income

    of 5000-10000, 26% of respondents are in the monthly income of 10000-

    15000, 38% of respondents are in the monthly income of 10000-15000, 38% of

    respondents are in the monthly income of 15000 and above.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR.

    6

    1 2 1 3

    1 9

    1 2

    2 42 6

    3 8

    0

    1 0

    2 0

    3 0

    4 0

    1 2

    B elo w 5000 5000-10000 10000-15000 15000 and abo v

    47

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    TABLE-4: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

    HEALTH DRINK BRANDS

    BrandsNo. Of

    respondents

    Percentage (%)

    Boost 36 72

    Complan 3 6

    Maltova 1 2

    Horlicks 1 2

    Bournvita 6 12

    Others 3 6

    Total 50 100

    CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THEBASIS OF HEALTH

    Form the above table it is clear that 72% of respondents prefer to

    purchase boost health drink, 6% of respondents prefer to purchase complan

    health drink, 2% of respondents prefer to purchase Maltova health drink, 2% of

    respondents prefer to purchase Horlicks health drink, 12% of respondents

    prefer to purchase Bournvita health drink, 6% 6% of respondents prefer other

    brands

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR.

    36

    31 1

    6 3

    72

    6

    2 2

    126

    0

    20

    40

    60

    80

    PERCENTAG

    1 2

    Boost Complan Maltova Horlicks Bournvita Others

    48

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    TABLB-5: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

    USING PERIOD OF BOOST HEALTH DRINK

    YEARSNO. OF

    RESPONDENTS

    PERCENTAGE

    (%)Below 1 year 3 6

    1-2 8 16

    2-3 9 18

    3 and above ' 30 60

    Total 50 100

    CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE

    BASIS OF USING PERIOD OF BOOST HEALTH DRINK

    From the above table it is clear that 6% of respondents are using from

    below 1 year, 16% of respondents are using between 1-2 years, 18% of

    respondents are using between 2-3 years, 60% of respondents are using from

    above 3 years.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR.

    6

    16 18

    60

    0

    10

    20

    30

    40

    50

    60

    PER

    CENTAG

    Below 1

    year

    1 - 2 2 - 3 3 and

    above

    49

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    TABLE-6: CLASSIFICATION OF RESPONDENTS ON THE BASIS

    OF SOURCES INFLUENCED TO CONSUME THE PRODUCT

    SOURCESNO. OF

    RESPONDENTS

    PERCENTAGE

    (%)Friends 21 42

    Retailers 1 2

    Neighbour 2 4

    Advertisement 25 50

    Others 1 2

    Total 50 1OO

    CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE

    BASIS OF SOURCES INFLUENCED TO CONSUME THE PRODUCT

    From the above table it is clear that the sources influenced to consume

    the product i.e., 42% through friends, 2% through retailers, 4% through

    neighbour, 50% through advertisement, 2% through others.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR.

    42%

    2%4%

    50%

    2%

    Friends Retailers Neighbour Advertisement Others

    50

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    TABLE-7: CLASSIFICATION OF RESPONDENTS ON THE BASIS

    OF FACTORS CONSIDERED WHILE PURCAHSING BOOST

    FACTORS NO. OFRESPONDENTS PERCENTAGE(%)

    Taste 35 70

    Flavor 10 20

    Price 3 6

    Packing 2 4

    Total 50 100

    CHART SHOWING CLASSIFICATION OF RESPONDENTS ON

    BASIS OF FACTORS CONSIDERED WHILE PURCAHSMG BOOST

    From the above table it is clear that 84% of respondents are considering

    taste, 16% of respondents are consider flavor.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR.

    70

    20

    6 4

    0

    10

    20

    30

    40

    50

    60

    70

    Taste Flavor Price Packing

    51

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    TABLE-8: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

    DURATION OF PURCHASE OF THE HEALTH DRINK

    DURATIONNO. OF

    RESPONDENTS

    PERCENTAGE

    (%)Occasionally 5 10

    Frequently 6 12

    Fortnightly 3 6

    Monthly 36 72

    Total 50 100

    CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS

    OF DURATION OF PURCHASE OF THE HEALTH DRINK

    From the above table it is clear that, 10% of respondents are purchaseoccasionally, 12% of respondents are purchase frequently, 6% of respondents are

    purchase fortnightly, 72% of respondents are purchase monthly.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR.

    10 126

    72

    0

    10

    2030

    40

    50

    60

    70

    80

    PE

    RCENTAG

    Occa

    sionally

    Freque

    ntly

    Fortnigh

    tly

    Mon

    thly

    52

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    TABLE-9: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

    TASTE SATISIFED BY THE CUSTOMERS

    TASTE OF

    BOOST

    NO. OF

    RESPONDENTS

    PERCENTAGE

    (%)Good 13 26

    Better 8 16

    Best 10 20

    Excellent 19 38

    Total 50 1OO

    CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASISOF TASTE SATISIFED BY THE CUSTOMERS

    From the above table it is clear that, 26% of respondents found taste of boost

    is good, 16% of respondents found it better, 20% of respondents found it best, 38%

    of respondents found it excellent.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR.

    26%

    16%

    20%

    38%

    Good Better Best Excellent

    53

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    TABLE-10: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

    OPINION ABOUT THE PRICE OF BOOST

    PRICE FACTORNO. OF

    RESPONDENTS

    PERCENTAGE

    (%)Costly 3 6

    Moderate 33 66

    Economical 14 28

    Total 50 10O

    CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS

    OF OPINION ABOUT THE PRICE OF BOOST

    Form the above table it is clear that 72% of respondents prefer to purchase

    boost health drink, 6% of respondents prefer to purchase Complain health drink,

    2% of respondents prefer to purchase Maltova health drink, 2% of respondents

    prefer to purchase Horlicks health drink, 12% of respondents prefer to purchase

    Bournvita health drink, 6% 6% of respondents prefer other brands.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR.

    6

    66

    28

    0

    10

    20

    30

    40

    50

    60

    70

    Costly Moderate Economical

    Series1

    54

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    TABLE-11: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

    SATISFACTION TOWARDS QUALITY OF BOOST

    SATISFACTION NO. OFRESPONDENTS

    PERCENTAGE(%)

    Satisfied 50 100

    Not Satisfied 0 0

    Total 50 100

    CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS

    OF SATISFACTION TOWARDS QUALITY OF

    From the above table it is clear that, 100% of respondents were satisfied

    towards quality of boost.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR.

    Satisfied Not Satisfied

    0

    100

    0

    20

    40

    60

    80

    100

    55

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    CHAPTER-8SUGGESTIONS AND CONCLUSION

    8.1. SUGGESTIONS;

    The main demand of the consumers according to the survey is to reduce the

    price of products so that, it can reach the middle class as well as the low

    class society.

    Adding free gift items like playthings for children, offers, which attract

    housewives, will increase the marketing of the product.

    Increased significance has to be given to the media of communication like

    televisions as they convey by both visual audio units.

    Word of mouth publicity through friends and relatives is also an effective

    medium of communication for conveying product information. This can be

    made possible by building up a good company image by producing good

    quality products and also easy and timely availability of the products.

    Effective conveyance of product information by door-to-door advertisement

    with free samples will promote the sales to the maximum extent.

    Advertising of the product is to be done in the form of wall posters,

    pamphlets etc., which also help in increasing product awareness.

    Discount schemes are to be operated in greater frequency.

    Reduction of price should not be the cause for reduction in the

    quality and flavor of the product.

    An effective distribution system and readily availability of the

    product has to be maintained in the long term.

    The promotional materials designed for shop display should be really eye

    catching and effective.

    The company has to implement uniform business policies through

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 56

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    Marketing of Boost Products in Davangere City.

    out the country. If there are any disparities in the price there may

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

    offered.

    8.2. CONCLUSIONS:From the sample survey reports, the following

    Health drinks are consumed most by children and the elders who

    are the high- risk people for under - nutrition.

    High-class people are the major buyers of the product. Middle

    class people also prefer buying the product while these products have failed

    to reach the low class people mainly due to the price factor.

    Advertisement in televisions, magazines and newspaper are the

    main channels of communication for recognition of the brands

    among the people. Friends, neighbors and relatives come next, as

    the channel of communication is by word of mouth that also

    compels the people to consume the products.

    Nearly 2/3 of the total consumers are loyal to Boost of Glaxo

    Smith Kline, since many years, eve rating to as long as 15-20 years.

    The reason for this is the quality of the brand as narrated by the

    people.

    The taste of boost is approved by the consumers to be good.

    Almost every person consuming any brand of health drink is aware

    of the health drinks of Glaxo Smith Kline (GSK), which proves

    popularity of boost.

    To conclude, in total Boost is accepted by the consumers as good quality

    genuine products.

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 57

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    BIBLIOGRAPHY

    MARKETING MANAGEMENT - PROF. S.A. SHERLEKAR

    MARKETING MANAGEMENT PHILIP KOTLER

    ANNUAL REPORTS AND ACCOUNTS OF GLAXO SMITHKLINE

    CONSUMER HELATH CARE LTD.,

    WEBSITES www.gsk.com

    www.boostenergy.com

    www.google.com

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 58

    http://www.gsk.com/http://www.boostenergy.com/http://www.google.com/http://www.gsk.com/http://www.boostenergy.com/http://www.google.com/
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    QUESTIONNAIRE

    Dear sir/ madam,

    I am a student of final year B.B.M. As a part of my academic studies. I have

    undertaken a project work on MARKETING OF BOOST PRODUCTS IN

    DAVANGERE CITY. Hence, I kindly request you to spare few minutes in

    answering the following questions.

    The information provided by you will be used only for academic Purpose. I

    hope you will co-operate for this.

    Thanking you,

    Yours sincerely,Dharmaraj Halageri

    1.Name: ______________________

    2.Address: ______________________

    ______________________

    Contact No. ______________________

    3. Age group in years

    a) 5-10 b) 10-15

    c) 15-20 d) 20 and above

    4. Sex

    a) Male b) Female

    5. No of members in the family

    a) 2 to 4 b) 4 to 6

    c) 6 to 8 d) 8 & above

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 59

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    6. Monthly income

    a) Less than 3000 b) 3000 to 5000

    c) 5000 to 7000 d)7000& above

    7. Marital status

    a) Married b) Unmarried

    8. Occupation :___________________________________

    9. Which beverage do you like

    a) Boost b) Horlicks

    c) Complan d) Bournivta

    e) Maltova f) Others

    10. Since how long you are using it?

    a) Below 1 year b) 1 to 2 years

    c) 2 to 3 years d) 3 & above

    11. Name of the previous brand if you have changed

    ______________________________________________

    12. Who influenced you to consume this product?

    a) Friends b)Retailers

    c) Neighbors d) Advertisement

    Others ___________________________________

    13. What factors do you consider while purchasing Boost

    a) Taste b) Flavor

    c) Price d) Packing

    14. How often do you purchase?

    a) Occasionally b) Frequently

    c) Fortnightly d) Monthly

    S.J.V.P. COLLEGE AUTONOMOUS, HARIHAR. 60

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    15. Quantity of purchase

    a) 250 gm b) 500 gm

    c) 1. Kg d) Above

    16. What is opinion about the price of boost

    a) Costly b)Moderate c) Economical

    17. Would like to continue in using boost health drink

    a) Yes b) No

    If No _____________________________

    18. How is the taste of boost?

    a) Good b) Better

    c) Best d) Bad

    19. Are you satisfied by the health drink used by you?

    a) Yes b)No

    If no________________

    20. Any suggestions or opinion to improve, quality, quantity, price, of this

    product.

    ______________________________________________________

    ______________________________________________________

    Date:

    Place: Signature

    THANK YOU FOR YOUR KIND CO -OPERATION


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