TABLE OF CONTENTS:

S.No TOPIC Page No

1 Group Mini Project

2 Poster Presentation

3 Data Analysis

4 Flow chart

5 Methodology

6 Product submission

7 LinkedIn

8 Google scholar

9 Report
 MINI PROJECT

HEALTH DRINKS

In the beginning, there was water - abundant, refreshing, providing everything the body needs to
replenish the fluids it loses. Humans relied on it as the only beverage for millions of years. Milk
was introduced with the advent of agriculture and the domestication of animals. Then came beer
and wine and coffee and tea, all consumed for taste and pleasure as much as for the fluids they
provide. The newcomers - sugary beverages including soda, sports drinks, and energy drinks offer
hydration but with a hefty dose of unnecessary calories that the body may have a hard time
regulating. Alternatively, “diet” drinks offer sweetness without the calories, but does that make
them a healthy choice?

With so many options, it is easy to be confused about which beverages are best for our health.
Follow the links below for an in-depth look at each, but if you are short on time, here’s the
takeaway:

Water is the best choice for quenching your thirst. Coffee and tea, without added sweeteners, are
healthy choices, too. Some beverages should be limited or consumed in moderation, including fruit
juice, milk, and those made with low-calorie sweeteners, like diet drinks ; Alcohol in moderation
can be healthy for some people, but not everyone. It is generally best to avoid sugary drinks like
soda, sports beverages, and energy drinks.
SOME OF THE HEALTH DRINKS :

1) Lemon Water
We recommend starting your day with lemon water. Lemon water is a surprisingly powerful
immune booster. Just 2 tablespoons of lemon juice stirred into a glass of water adds 14mg vitamin
C. Another bonus? You will probably drink more lemon water than plain water because it tastes
better - one more way to help stay hydrated.

2) Beet Juice
Need a few reasons why you should incorporate beets into your diet? Beets’ health benefits are
abundant, starting with the fact that they’re a powerful source of folic acid, magnesium and
nitrates. Our bodies convert nitrates into nitric oxide, which helps lower blood pressure and
improve blood flow. Some studies suggest it’s a great food to eat before you workout to increase
stamina. Grab a juicer and make this sweet healthy drink to go.

3) Coconut Water
The flavor of this tropical water is a bit controversial. Some people love it, and some hate it. But
there is no debating the fact that this healthy drink can hydrate the body and provide a surprising
amount of potassium. Potassium plays an important role in maintaining a healthy heartbeat and
regulating blood pressure. If you like carbonation, try this sparkling coconut water. (It’s one of our
favorite healthy carbonated drinks).

4) Pomegranate Juice
All-natural pomegranate juice is one of the most nutritious beverages on supermarket shelves. This
vibrant fruit juice is packed with antioxidants that help protect cells from damage and decrease
inflammation, which may help relieve some types of arthritis. It is also rich in immune-boosting
vitamin C, making it one of our favorite healthy drinks to fight off colds. Learn more about the
health benefits of pomegranate.
INTRODUCTION :

Horlicks is the leading Health Food Drink in India and as the 'Most Trusted Drinks Brand'
(Economics Times Survey, 2004) in India. Horlicks enjoys more than half of the Health Food
Drink market. Although it has been a popular brand in the Indian market since the 1930s, Horlicks
underwent a revamp in 2003 to further increase its relevance. The modern & contemporary
Horlicks offers 'pleasurable nourishment' with a delicious range of flavors including Vanilla,
Toffee, Elachi and Chocolate.
Horlicks is made from wheat, milk and malted barley. Horlicks is widely known as an easy to
prepare malted food drink. It is fortified with iron and eight essential vitamins with twice as much
as calcium in fresh milk. Horlicks is still the world's most widely consumed malted milk product.
For over 50 years, generations after generations of children wakeup to a mug of Horlicks prepared
by mothers in their own special way, yet providing the same nourishing goodness unrivaled by
any competitive products.
Horlicks is a nourishing malted food drink which combines the wholesome goodness of malted
barley, wheat and dairy ingredients. The malting of barley through the natural process of
germination releases enzymes. These enzymes break down complex carbohydrates to simple
sugars that are easily assimilated by the body, making Horlicks easily digestible.
Horlicks drinks provide a modicum of vitamins A, C, D, B12, plus calcium, iron, thiamin,
riboflavin, niacin, folate, and dietary fiber. As fresh milk. With revitalized packaging synergistic
with the new brand personality, it is a favorite with both mothers for its nourishment and kids for
its great taste and variety.

Horlicks is sold in a number of countries across the world. In different countries, the product has
different formulations in order to cater to varying consumer segments and serve different consumer
needs. In India, the Horlicks available has been scientifically developed and specifically caters to
the nutritional needs of the Indian diet. It helps meet the requirements of essential nutrients in
children, such as iron and vitamins that aid iron absorption. From the available data, it has been
seen that children in India are not getting enough of these vitamins and minerals from their daily
diet.

Research shows that these nutrients are very important for school age children for their attention,
concentration and memory as well as their physical performance and growth. Thus, Horlicks is a
beneficial supplement for children to aid not only their growth, but also enhanced attention and
concentration. In fact, we have established this through a large clinical trial among school going
children.

INGREDIENTS
Ingredients is the main source of the Complan drink and we have listed above:
Wheat 41% (Wheat Flour and Malted Wheat), Malted Barley 31%, Dried Whey (Milk), Calcium
Carbonate, Dried Skimmed Milk, Sugar, Palm Oil, Salt, Anti-Caking Agent (E551), Vitamin Mix
(Vitamin C, Niacin, Vitamin E, Pantothenic Acid, Vitamin B6, Riboflavin, Thiamin, Folic Acid,
Biotin, Vitamin D, Vitamin B12), Folic acid, potassium Iodide
ABOUT COMPANY
Glaxo Wellcome
Further information: Glaxo Wellcome and List of pharmaceutical companies Burroughs
Wellcome & Company was founded in 1880 in London by the American pharmacists Henry
Wellcome and Silas Burroughs. The Wellcome Tropical Research Laboratories opened in 1902.
In 1959 the Wellcome Company bought Cooper, McDougall &Robertson Inc. to become more
active in animal health. The Wellcome Company production centre was moved from New York to
North Carolina in 1970, and the following year another research centre was built. Glaxo was
founded in Bunnythorpe, New Zealand, in 1904. It was originally a baby food manufacturer
processing milk into a baby food of the same name: the product was sold under the slogan "Glaxo
builds bonny babies" from 1908. Still visible on the main street of Bunnythorpe is a dairy factory
(factory for drying and processing cows' milk into powder) with the original Glaxo logo clearly
visible; it is now a car repair shop. Glaxo became Glaxo Laboratories and opened new units in
London in 1935. Glaxo Laboratories bought two companies, Joseph Nathan and Allen & Hanburys
in 1947 and 1958respectively. After the company bought Meyer Laboratories in 1978, it started to
play an important role in the US market.

Smith Kline Beecham

In 1843 Thomas Beecham launched his Beecham's Pills laxative in England giving birth to the
Beecham Group. Beecham opened its first factory in St Helens, Lancashire, England, for rapid
production of medicines in 1859. The original factory was closed in 1994 and passed to the local
college for re-development. By the 1960s Beecham was extensively involved in pharmaceuticals.
In 1830 John K. Smith opened its first pharmacy in Philadelphia. In 1865 Mahlon Kline joined the
business, which 10 years later became Smith, Kline & Co. In 1891 it merged with French, Richard
and Company. It changed its name to Smith Kline & French Laboratories in1929 as it focused
more on research. Years later Smith Kline & French Laboratories opened a new laboratory in
Philadelphia; it then bought Norden Laboratories, a business doing research into animal health.

GSK in India:
Established in the year 1924 in India GlaxoSmithKline Pharmaceuticals Ltd. (GSK Rx India)is
one of the oldest pharmaceuticals company and employs over 3500 people. Globally, we are a £
26.4 billion, leading, research-based healthcare and pharmaceutical company. In India, we are one
of the market leaders with a turnover of Rs. 3021 crore and a share of 4.2%*. At GSK, our mission
is to improve the quality of life by enabling people to do more, feel better and live longer. This
mission drives us to make a real difference to the lives of millions of people with our commitment
to effective healthcare solutions.
The GSK India product portfolio includes prescription medicines and vaccines.
Our prescription medicines range across therapeutic areas such as anti-infectives, dermatology,
gynaecology, diabetes, oncology, cardiovascular disease and respiratory diseases. The company is
the market leader in most of the therapeutic categories in which it operates. GSK also offers a
range of vaccines, for the prevention of hepatitis A, hepatitis B, invasive disease caused by H,
influenza e, chickenpox, diphtheria, pertussis, tetanus, rotavirus, cervical cancer, streptococcus
pneumonia and others. With opportunities in India opening up, GSK India is aligning itself with
the parent companyin areas such as clinical trials, clinical data management, global pack
management, sourcingraw material and support for business processes including analytics.

Mission of the Company:

Our global quest is to improve the quality of human life by enabling people to do more, feel better
and live longer. We at GSK dedicate ourselves to delivering innovative products that help millions
of people around the world live longer, healthier and happier lives.

Vision:
We want to become the indisputable leader in our industry - not simply in terms of size, but in how
we use that size to achieve our mission and improve the quality of human life. Becoming the
indisputable leader in our industry means conquering the challenges that face us as an industry,
and as a global society.

GSK products :
The GSK India product portfolio includes prescription medicines and vaccines.
Our prescription medicines range across therapeutic areas such as anti-infectives, dermatology,
gynaecology, diabetes, cardiovascular disease respiratory diseases and consumer healthcare-health
drinks. The company GSK has a separate branch over consumer health care health drinks products
named GSK Consumer health care.
The product range of GSK Consumer Health care is:

Product range: Nutritional and OTC Nutritional:

Horlicks
 Horlicks Ninja
 Junior Horlicks
 Mother's Horlicks
 Horlicks Lite
 Horlicks Biscuits
 Boost
Maltova
Viva

Over the Counter (OTC): Crocin

 Crocin Advance
 Crocin Pain Relief
 Crocin Cold and Flu

Eno
 Eno is available in Orange, Masaumbi, Lemon, Guava, Regular flavours in both
sachets and bottles.
Iodex
 Iodex ®
 Double Power Iodex ®
 Head fast Iodex ®
 Ultra Gel

BOARD OF DIRECTORS

R.S.Karnad Bhushan Akshikar Juby Chandy

Chairperson Managing Director Whole Time Director

Horlicks contains important micronutrients (vitamins B6, B12, C, D, calcium, copper, folic acid,
iron, selenium and zinc amongst others) and is clinically proven to help children grow taller and
stronger when included as part of their regular diet. Helps improve attention and concentration to
make your child sharper.
MARKET DEMAND
Horlicks is a malt-based health drink primarily aimed at children and young adults. The brand has
been positioned to target a demographic of children aged three to sixteen years old, although it is
also popular among a range of other age groups.
For a century, children in India have been brought up on malt-flavored powdered milk drinks that
they thought would help make them healthy and strong. Now the $1 billion industry is set for a
shake-up after two of the biggest producers, Glaxo Smith Kline Plc and Kraft Heinz Co. put the
businesses up for sale and consumers switch to drinks with less sugar.
Malted milk drinks, which are as much as one-third sugar, have been breakfast staples of upwardly
mobile families in India since soldiers brought Glaxo SmithKline’s Horlicks back with them after
the First World War.

Now, after a decade of double-digit growth, sales in India rose 8.6 per cent in 2017 and could drop
to half that this year. By 2022, the market will expand by only 2.7 per cent, Euro monitor forecasts.
GSK and Kraft Heinz were slow to adjust to consumers’ shifting demands in nutritional
supplements and health drinks and have lost market share to competitors, he said. Still, GSK’s two
brands, Horlicks and Boost, account for almost 60 percent of the market, according to market
researcher Red Seer.
GSK is looking to divest the $4 billion Indian unit that makes Horlicks while demand for malt-
based drinks in the country still shows growth. The company is on track to conclude a “strategic
review” of its India consumer products business by the end of the year, spokesman Simon Steel
said in an email. He said sales of health-food drinks are rising in India and GSK’s Horlicks and
Boost have led the market with an 18 percent volume gain so far this year.

COMPARITIVE ANALYSIS

45 % - Strong Market Share: Horlicks has a strong market share in the countries where it is
available, such as the United Kingdom and India, where it holds more than 45 % share of the
market. The company benefits from a large market share in terms of revenue and cash flow.

India is the largest market globally in malt-based drink market globally accounting for 22% of the
global sales. This industry is classified into white beverages (65%) and brown beverages (35%).
Also malt drink is mostly consumed by children below the age of 15 years.
Horlicks

 51% market share

 Positioning: Nutritional supplement for physical and mental growth of children.
 Target segment: Children and mother, adults

Boost

 12% market share

 Positioning: Energy drink, HFD proven to improve stamina by three times.
 Target segment: Active children and adults looking for energy drink.

Complan

 23 vital nutrients
 13.9% market share
 Positioning: Help kids grow twice taller in comparison to other malt drinks.
 Target segment: Children of age group 5–15 years of age.

Bournvita

 16.2% of market share

 Positioning: Enable kids grow faster and enhance goodness of milk utilising its calcium.
 Target segment: Children of 5–15 years of age.

So Horlicks is the only malt drink having its presence in adult segment which is untapped, and
hence Horlicks has a first mover advantage, and this segment is having high growth prospect which
is evident from the increasing demand for Horlicks women and Horlicks light though they have a
smaller base.
SALES IN MARKET
Horlicks Market Share in India claims 64.4 and 56.3 percent share in Health Food Drinks category
in volume and value terms. Health care's revenue trajectory which has remained stagnant for last
four years.

Food and refreshment segment of the company benefited from Horlicks acquisition as revenue
jumped 52 per cent to Rs 2,958 crore at a margin of 20 per cent. Excluding the merger of GSK
Consumer Healthcare, the segment saw drop of 4 per cent YoY.

Horlicks had the highest market share with about 45 percent in India in 2017. This was followed
by Bournvita at about 15 percent during the measured time period.

STEPS IN CONSUMER BUYING PROCESS

The following are the fine steps generally followed by the consumer while buying a product.
1. Need Recognition:
Need recognition is the awareness of the want or a desire or a consumption problemwithout
which satisfaction the consumer feels restless and tension-charged.

2. Information Search:
Consumer interest is indicated in the consumer‟s willingness to seek further information about
the product or service. Since there are varieties of products and he seeks to have maximum
satisfaction, he searches relevant information.
3. Evaluation and intention:
The evaluation stages of mental trail of the product or service.

4. Purchase Decision:
A decision to purchase in lays consumer‟s commitment for a product or a service. Practically, it
is the last stage in the buying process because, it completes the exchange process.

5. Post-Purchasing Reaction:
The post-purchase experience may be set of positive or negative dealings. Positive feelings or
service will result in repeat sales or at least recommending the product or service creating anxiety
and doubt.
POSTER PRESENTATION
NUTRITIONAL VALUE

Vitamin A - Helps keep skin healthy; helps the immune system to function; important for healthy
eyes and normal vision.

Thiamin (B1) - Helps to release energy from food; required for helping the nervous systemand
heart to work efficiently.
Riboflavin (B2)-Necessary for keeping skin and blood healthy; helps to release energy from
food.
Niacin - Needed for healthy nerves; helps to release energy from food.
Vitamin B6 - Keeps nerves and the immune system healthy; keeps red blood cells healthy /
reduce tiredness and fatigue.
Vitamin B12 - Vital for healthy nerves and red blood cells.
Folic Acid - Helps the body to make healthy new cells; important for healthy blood; important
during pregnancy.
Biotin - Helps to release energy from food; helps to keep skin healthy.
Pantothenic Acid - Helps to release energy from food.

Vitamin C - An antioxidant which helps to protect the body's cells; contributes tohealthy skin;
helps the body to absorb iron.
Vitamin D - Vital for healthy muscles and a healthy immune system; important for helping you
to absorb calcium to build and healthy bones and teeth.
Vitamin E - Acts as an antioxidant to protect body cells.
Iron - Needed to produce healthy red blood cells. Iron helps prevent anaemia and the feeling of
tiredness.
Zinc and Calcium - Important for carbohydrate metabolism and protein synthesis; requiredfor
healthy skin and in wound healing; essential for healthy bones and teeth.

Facts about Horlicks:

 Horlicks was first invented to substitute milk as baby food.

 The brand has been endorsed by Amitabh Bachchan on the radio (1960-70), Moon Sen
and her daughters Raima and Riya (1980s) and Vishwanathan Anand.
 In India, over 2 billion cups of Horlicks are drunk every year!
 Biggest market is India. 6th most trusted brand in India (AC Nelson).
 Most trusted health drink brand (Economic Times 04).
 More than 50% market share in health drink market.
Nutritional Information
Horlicks contains 9 nutrients (Vit B6, B12, C, D, Copper, Folic Acid, Iron, Selenium and Zinc)
which are scientifically proven to support immunity.
Horlicks is high in vitamins C, D, B1, B2, B5, B6, B12, folic acid, niacin, biotin, calcium and zinc
and a source of vitamin E and iron. Vitamin B6 keeps nerves and your immune system healthy,
plus it keeps red blood cells healthy and helps reduce tiredness and fatigue.
METHEDOLOGY

In the present study the required data was collected using random sample method, care was taken
to sec that the selected sample is a small specimen (or) an isolated part of the whole population
representation us general objectives.
Data source:
Primary data collection is more costly but the data is usually more relevant to the issue at hand.
The normal procedure is to interview some people individually (or) in groups.
Approach:
Selection of the respondents was done on the basis of random sampling method. This method was
adapted because of the flexibility. The survey was done through questionnaire. The sample size
selected is 100.For systematic collections of primary data, closed ended questionnaire was used.
The questionnaires were distributed to the selected customers dwelling in different areas of
Kurnool City.

PRIMARY DATA
The questionnaire consists of 16 questions relating to various aspects of the study. The first
part of the questionnaire was mainly prepare to get the personal details of the customers
& their extent of brand awareness. And the later part of the questionnaire was
prepared to identify the consumer‟s preference towards the health drink. Horlicks of price,
quality, range, advertisement, brand name etc. The last part of the questionnaire was prepared such
that the consumers were encouraged to give their valuable suggestions.

SECONDARY DATA
Data pertaining the company is collected from the company’s status report. The company’s profile
gives a detailed report of the past records of the organization. The data collection both from
primary & secondary sources is tabulated and presented in a systematic from prior to classification
and interpretation.

OBJECTIVES
1. To find the share of Horlicks in the market.
2. To know the consumer perception regarding the price of Horlicks.
3. To know about the consumer view regarding the packing, availability, advertisements and
promotional activities of Horlicks.
4. To find out the level of satisfaction of the consumer after using Horlicks.
5. To know the best media of advertisements according to the consumer.
6. To find out the factors which influence the consumer.
7. To find out consumer opinion regarding the quality of Horlicks.
LIMITATIONS
1. The survey was limited to Kurnool city only.
2. Due to shortage of time the survey was limited 100 consumers only and analysis is made
overall on their response basis.
3. The study is based on the response of the respondents and is assumed that they are honest in
their response.
FLOW CHART
DATA ANALYSIS
CONSUMER PREFERENCE TOWARDS VARIOUS BRAND OF

HEALTH DRINKS

No. of consumers surveyed : 100

Source : Primary Data (Questionnaire)
Interpretation : Horlicks is used by most of the consumers surveyed. There is an improvement in
the usages of bournvita by people when compared to 2 to 3 years back where Bournvita and Boost
were leading market and others Milo, Moltova,Viva, etc.

CONSUMER PREFERENCE TOWARDS VARIOUSBRANDS OF HEALTH DRINKS

ASPECT THAT CONSUMES LOOKS IN THE PRODUCT

No. of consumers surveyed : 100

Source : primary data (Questionnaire)
Interpretation : Consumer looks for health factor while purchasing the health drinks. This is
evident when observed that 56% of the consumers buying behavior is based on the quality.
However brand image and price also influence consumer purchase decision-making process.

ASPECT THAT CONSUMER LIIKS IN THE PRODUCT

LINKEDIN
GOOGLE SCHOLAR
 SWOT Analysis of Horlicks

A SWOT analysis determines a company’s strengths, weaknesses, opportunities, and threats in

comparison to its competitors.
It’s an excellent tool for determining where the firm thrives and where it falters, designing
countermeasures, and determining how the organization may expand. So, in the part below, we’ll
look at Horlicks’ SWOT analysis.

Strengths of Horlicks
Strengths are an organization’s distinguishing qualities that provide it with a competitive
advantage in acquiring more market share, attracting more customers, and maximizing
profitability. Some of Horlicks strengths are as follows:

 Strong Market Share: Horlicks has a strong market share in the countries where it is available,
such as the United Kingdom and India, where it holds more than 45 % share of the market. The
company benefits from a large market share in terms of revenue and cash flow.
 GSK as a parent company: Horlicks is part of GSK’s consumer product arsenal. GSK provides
strong financial support as well as distribution support for the brand.
 Horlicks has multiple product offerings based on target group: Horlicks has different products
for different target groups. It has products for children, mothers, and women. This expands its
customer base while also strategically benefiting Horlicks.

Weakness of Horlicks
Next under the SWOT Analysis of Horlicks, we have its weakness. A company’s or brand’s
weaknesses are elements that need to be improved. So let’s take a look at some
of Horlicks weaknesses:
 Overly reliant on a few countries: Horlicks has a strong presence in countries such as India and
the United Kingdom, which contribute a significant portion of its revenue. This demonstrates
Horlicks’ reliance on these countries, and any economic, political, or social change in these
countries can have an impact on Horlicks and its business.
 Low Global Presence: Horlicks has a limited global presence, with a presence in only 13
countries. It is overly focused on its current markets and misses out on opportunities in other
markets.

Opportunities for Horlicks

Opportunities are places where a company might concentrate its efforts in order to enhance results,
sales, and, eventually, profit. So, let’s have Horlicks opportunities that can produce outstanding
achievements.
 Product line expansion: Horlicks has gained the trust of both children and their mothers. This
can assist Horlicks in developing new health-focused products. Horlicks can use its brand image
to launch new products that will increase revenue.
 Global Expansion: Horlicks should consider expanding in Europe and America, particularly in
countries where GSK products are well-established. This can help to boost revenue and broaden
the customer base.
 Increased penetration in emerging markets: Consumption habits in emerging economies are
changing. Emerging economies provide opportunities for the company to expand in the future due
to changing lifestyles and increased disposable incomes.

Threats to Horlicks
Threats are environmental factors that can inhibit a company’s expansion. The following are some
of Horlicks threats:
 Intense competition: Horlicks faces powerful competition from Cadbury’s Bournvita, Milo,
Complan, & Maltova and such competition has an effect on the market share and the revenue.
 Other Nutrition Drinks: There is a risk that consumers will switch from malted drinks to other
healthy nutrition drinks such as natural or packaged juices, processed milk, and so on.
CONCLUSION
Consumption of energy drinks (EDs) has some benefits as they combat fatigue and sleepiness and
increase endurance and fitness. However, many health hazards are shown to be associated with
excessive consumption of these drinks by youth.
Horlicks adult contains essential nutrients like Vitamin C, Vitamin D, and Zinc that are known to
support the optimal functioning of the immune system, promoting a healthy body.

Brands and products tend to age over the years if not nurtured properly. Horlicks has learnt to defy
age. By successfully launching variants at different points in time, it has strengthened its core
brand values, apart from addressing new consumer needs and thus bringing such consumers into
its fold.