PROJECT REPORT ON C.B.A.M. OF

SUGAR FREE NATURA

Submitted by :-SANTCHIT KUMAR (04)SHUBHAM KHANNA (20)SHILPA BATHLA (13)VAIBHAV GOYAL (53)VAIBHAV RASTOGI (56)VISHESH ARYA (70)

Submitted to :-Prof. Pooja Rastogi

This project has been executed with the mutual co-operation and co-ordination of several people. We would like to bid my sincere thanks to all of them.

First we would like to thank the supreme power GOD who gave us mental as well as physical strength in order to complete it. Secondly,our prof. POOJA RASTOGI whose sincere suggestions and proper guidelines have played very significant role in compiling up this project without her sincere co-ordination and advices we would have been incompetent to complete this project…

And last but not the least our group members who have mutualy co-operated and co-ordinated, simultaniously sustaining the integreity, efficiency and effectivity while compiling up this project.

COORDINATED BY

PROF.POOJA RASTOGI

(H.O.D)

Sugar Free Natura -Sweet Nothings

Introducing Sugar Free Natura, a new  generation sugar substitute.

It contains Sucralose :– a sugar derivative  made from a unique process which guarantees the sweetness of sugar without the calories.

It’s the latest international Zero calories sugar substitute which is gaining popularity the world over.

Sugar Free Nature helps to control your calories intake and keep fit. It is ideal for all fitness seekers, diabetics and weight conscious consumers.

Ideal for Cooking and Backing

Sucralose is highly heat stable – which means you can cook and bake with it, without  any loss in sweetness.

It can be used for making a wide variety of preparation – hot and cold beverages, desserts, breakfast cereals, toppings, baked preparations etc, Each spoon (0.5g) of powder concentrate  gives  0 calories from Sucralose and only 2 calories from other excipients as against 20 calories from 1 teaspoon of sugar. 1 spoon of powder concentrate  is equivalent in sweetness to 1 teaspoon of sugar.

INGREDIENTS :-Lactose, Sucralose, Croscarmellose sodium, silicon dioxide, Magnesium stearate pvp and preservative (sodium benzoate).

NOTE :- NOT RECOMMENDED FOR CHILDREN NO SUGAR ADDED IN THE PRODUCT

CONTAINS ARTIFICIAL SWEETENER AND FOR CALORIE CONCIOUS.

BEST BEFORE :- 3 YEARS FROM THE DATE OF MANUFACTURING.

Sucralose is safe, tried and tested over 110 safety studies have been done on sucralose and it is approved by US FDA.

It is also approved in more than 60 countries including US, Canada, Australia and some other European countries.

It is trade mark of :-

CADILA HEALTHCARE LIMITEDCADILA HEALTHCARE LIMITED

• Country :- Developed and Developing.• Region :- Urban.• City or metro size :- A and B class.

• Age :- 18+• Gender :- Male & Female.• Family life cycle :- Individual, married,

honeymooner, married with children and older

people.• Income :- 15,000 +• Occupation :- Business and Service class.• Education :- Educated and awared.• Religion :- To all.• Generation :- Y- Generation.• Nationality :- Overseas.

• Lifestyle :- Targeted to more lavish life style.

• Personality :- Health and figure conscious.

• Value & Believes :- Person who is true and committed to his/her health.

• Occasions :- To some but consistently.• Benefits :- To control and reduce calories.• User rates :- Consistently used.• User status :- Upper, upper middle and

middle class. • Loyalty status :- High class.• Readiness stage :- Consumer are aware,

informed and interested.• Attitude Towards Product :- Positive,

health conscious.

Pack of Rupees.

100 pellets 60

200 Pellets 110

300 Pellets 160

Served as with sugar Served as with sugar freefree

SUGAR FREE ANTSSUGAR FREE ANTSSUGAR FREE ANTSSUGAR FREE ANTS

EAT HEALTHY - LIVE HEALTHYEAT HEALTHY - LIVE HEALTHY

Switch to a healthier lifestyle with

SUGAR FREE NATURASUGAR FREE NATURAAnd make it a part of your daily dietary habit

. Calories from Sugar Calories from Sucralose

 6 cups of tea/coffee

240 0

 1 cup of cereals 40 0

 1 glass of milk 40 0

 1 glass Nimbupani 60 0

 1 serving sweet dish

100 0

 Total 480 0

1 teaspoon of sugar is equivalent to 20 calories  One pellet is equivalent in sweetness to 1 teaspoon of sugar

Consumer Behaviour regarding sugar free products will be similar to consumer behaviour for calorie free products. The sugar free products currently available and advertised widely are diet colas and sugar substitutes.

Also a retailer in an upper middle class area of a Tier 1 or 2 city will be stocking some amount of calorie free salad dressings, potato chips, cheese, pasta, atta noodles etc.

On the philosophy that these MNC’s know what they are doing and they have spent some money on that research some key consumer insights would be as follows:

The Sugar Free market is meant for the 1. Health conscious. 2. Weight/calorie conscious persons. 3. Diabetics.

I think all players in this category are trying to reposition Sugar Free as a lifestyle product and a healthier substitute for sugar

•Age :- It effect the behaviour of the consumer as Sugar free is consumed only by consumers above 18 years of age. Further if we explain the behaviour of consumer, with an increased age it is consumed more for medicated purpose by diabetic aliened consumers.

•Income :- It is consumed by the consumers with monthly income above 15,000 rupees, but it is not like this that with an increase in monthly income Sugar free consumption is also increased. It is consume with same rate and sustainability.

• Gender :- It is consumed by both male and female but females generally uses it more for there figure consciousness.

•Education :- It is consumed more by the educated and awared section of society.

•Occupation :- It is consumed by professionals, technocrats, managers, officials and proprietors for both medicatedly and figure maintenance purpose. But service class like clericals and supervisors mainly consume for medicated purpose.

•Family size :- If the consumers in a particular family are large in numbers (i.e.) + 5 they will prefer to buy a big pack which contain more no. of pallet and vice-versa.

•Family life cycle :- Consumption of Sugar free goes with young single above 18 years; young married, no children; honeymooner; young married with children; older, married with children; older married, no children and older single.

•National characteristics :-Various country has a unique culture but certain sub elements of the culture remains same. Sugar free is consumed in the country which has certain attributes like, it is more advance health oriented and where a more lavish life style.

CULTURECULTURE

•Gestures :- They are cues which marketers use to promote there products. In case of Sugar free marketers tries to link the shape of the container with the perfect figure of a lady who consumes Sugar free.

•Taboos :- They are the part of culture. The consumer who don’t have full knowledge about the product Sugar free may hesitate to buy it and Ivillages who are not very educated and awared laid down probations for it.

•Rituals :- Diabetic consumers consuming Sugar free are bound to use it constantly, so that Sugar free level does not increases.

• Individualism :- It can be said that Sugar free is consumed by allied class to create an identity which is independent for e.g. Diet coke in tined container is used only to fulfill this need.

•Equality :- There are peoples living in different level in INDIAINDIA like lower class, middle class and upper class. People in INDIAINDIA consumes Sugar free to demonstrate difference in there status.

CULTURAL VALUESCULTURAL VALUES

•Activity :- Consumers which are low in there activity level consumes more the product sugar free and vice-versa.

•Youthfulness :- Generally consumption of Sugar free goes with consumers who wants to look more younger.

• Materialism :- The consumption of Sugar free is more with the consumer those who are more materialistic.

• Practicality :- Consumers who are more practical in there approach uses this product regularly whereas in contrast who are not practical, there degree of consumption may vary.

• Race :- Race means people are divided on the basis of genes. In case of the consumption

of Sugar free it is an important factor to effect. As diabetes is a genetic disease which comes from parents, hence this group will consume Sugar free regularly.

Sub-cultureSub-culture

• Upper class :-They buy brands which are different, stylish, newly launched.

But as Sugar free is the best substitute for sugar and a necessity for diabetic and figure conscious consumers of this class. They will definitely buy this product.

Now the difference come that the product they chose. As Sugar free is one of the well known product and posses a strong goodwill hence they will buy SUGAR FREE NATURASUGAR FREE NATURA ( 0% calorie )

Social classSocial class

In social class there are all types of consumers but all of them don’t consume Sugar free. There is a section of society who have problems like OBESITY, DIABETIES, INBALANCED BODY

and HIGH WEIGHT.

• Upper middle class :- They are the consumers who buy products that have strong social implication. They will but this product Sugar free natura because they buy high quality of products and it is one of the oldest product in this segment, making a good aesthetic sence.

• Middle class :- Middle class consumer will necessarily consume it for diabetic

purpose but some of them use it for figure consciousness. Now the difference may come on variance they choose i.e. they may also go with SUGAR FREE GOLD (it is cheaper than sugar free natura)

•

•Working class :- Consumers in this section believe in immediate gratification and consumption of Sugar free goes more this category of social class.

• Family of procreation :- In upper, upper middle class and middle class there would be there parents telling there children to buy this product to control the fat level or of they are diabetic. And also husband asking his wives to consume this product and vice-versa.

FamilyFamilyThis product sugar free is not so complex that it requires involvement of grand parents sibling etc. to buy it.

Hence family of orientation will not effect the consumers of sugar free natura.

Reference groupReference group

Roles and Status

Roles and Status

PrimaryPrimary

SecondarySecondary Aspiration

alAspirational

DissociatiesDissociaties

Reference group

• Primary :- Primary reference group effects the consumers to a greater extent as far as this product is concern, because this reference group includes family, friends etc. who plays a significant role in the life of particular being

• Secondary :- Secondary group doesn't effects the consumer to that extent as primary reference as this group includes clubs, coliuges, religious group and work groups.

• Aspirational :- These factor effect the sale of the product Sugar free as when a particular individual endorces the product with which consumers are highly influence and start consuming it, it is said that they are positively affected by the product.

In this case if consumers are consuming the Sugar free because of endorsement done by Bipasha Bsu endorsing the product hence they are positively effected by it.

• Dissociatives :- If any particular consumer do not like Bipasha Basu endorsing it and because of this they do not consume it. Here it is termed as consumers are effected with the dissociative factor.

Psychological factor

• Motivation :- Motivation are the driving forces which impels action in a particular direction to achieve desired result.

Motivation is a inner drive that reflect goal oriented arousal.

• Acquired needs :- Sugar free is definitely consume to demonstrate the status by the upper and upper middle class hence its consumption goes with status.

• Perception :- It define as new process by which an individual selects, organise and interpreted stimuli into a meaningful picture of a world.

• Nature of stimuli :- It includes characteristics brand, packaging, advertisement etc.

In the case of Sugar free it has oldest brand name and one of the product which posses a high goodwill in the market. Moreover if any particular consumer is attracted by the packaging of Sugar free, hence results in an increased consumption.

•Expectations :- Generally consumers expects availability of the product Sugar free on medical stores and probably on general stores. Thus positively affects the consumption.

• Motives :- The consumers who have high fat content and are suffering from Diabetics or Obesity etc will definitely consume Sugar free.

• Selective Perception :-

1. Selective Exposure :- It means we see that we want to see. Any consumer who extremely need this product will some how find it.

2. Perceptual Difference :- It means no two individuals perceive in an identical manner and past experiences which consumer have effects the consumption of the product for e.g. if in past an individual had consumed Sugar free and had a good experience out of it. He in future will never have a bad perception about Sugar free.

3. Perceptual Blocking :- If there are too many advertisement in between a particular TV serial it will lead to non-cognization of the product hence will reduce the consumption of Sugar free.

Personality is defined as those inner psychological characterstics that determine and reflect how a person responds to his environment. It is a dual interaction of two things childhood and personality traits.

TRAIT:-

•Consumer innovativeness :- If consumer in the society interact much about different products,there awareness is increase hence results in increased consumption.internet plays a very significant role in consumer innovativeness.

•Dogmaterism:- As sugar free is generally used for specific purpose i.e for reduction of fat and diabities so the consumers different from these Shows rigidity in buying behaviour.

•Social character :- According to this there are two types of people

1.Inner directed:- These types of consumers have there own believes,attitude,perception hence in buying sugar free they are not in a habit to consult any other person.

2.Outer directed:- They rely upon the approval of others hence they are highly affected by the post purchase behaviour of there reference group.

3. Need of uniqueness:- This trait motivates people to buy creative products brands etc.sugar free natura is purchased because of unique quality(0% callories).

Learning is a process by which individual acquire the purchase and consumption, knowledge and experience and apply it to future related behaviour. Motivation helps us to learn about those products categories in which we have interest.

• Repeation of advertisements :- It affects the consumption positively as it reduce forget fullness.

BOOKS

INTERNET

Principles of marketing.

By :- Philip kotler.Consumer behaviour By :- Lorder & Bitta.

1. www.sugarfreenatura.com 2. www.google.com 3. www.yahoo.com