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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.,
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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.
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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.
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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.
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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
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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.
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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.
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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.
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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
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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
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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.
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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.
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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.
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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
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36
31 1
6 3
72
6
2 2
126
0
20
40
60
80
PERCENTAG
1 2
Boost Complan Maltova Horlicks Bournvita Others
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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
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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
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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
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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
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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
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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
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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.
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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
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http://www.gsk.com/http://www.boostenergy.com/http://www.google.com/http://www.gsk.com/http://www.boostenergy.com/http://www.google.com/7/31/2019 Boost Project Final
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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
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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
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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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