Marketing Of Boost

PROJECT
CONTENTS

CHAPTER CONTENTS PAGE

1 INTRODUCTION 2-8

2 ESSENCE OF HEALTH DRINK 9-22

3 COMPANY PROFILE 23-33

4 PRODUCT PROFILE 34-45

5 A CASE STUDY OF C.M.B. DISTRIBUTORS 46-51

6 MARKETING STRATEGY 52-65

7 CONSUMER SURVEY ANALYSIS 66-78

8 SUGGESTIONS AND CONCLUSIONS 79-82

ANNEXURES 83-87

 QUESTIONNAIRE

 BIBLIOGRAPHY

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CHAPTER-1
INTRODUCTION

1.1 INTRODUCTION

1.2 SCOPE OF THE STUDY

1.3 OBJECTIVES

1.4 METHODOLOGY

1.5 LIMITATIONS

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CHAPTER - 1

INTRODCUTION

1.1. INTRODUCTION:

Health is defined as a condition of the body free of diseases and

ailments.

All organisms require food for their existence. Food can be defined

as a substance, which nourishes the body. Food is the source of energy

and it also provides materials for growth and development.

Food is essential to know the composition of food we take everyday

and how it provides the energy required by the body for metabolic

activities.

Life is a boon gifted by god. It should be lived with a purpose,

which can be fulfilled only when one is in good health.

Proteins, minerals and water are the chief constituents required for

formation of tissues, which in turn build the body.

Good health comes from good nutrition. Good nutrition means

maintaining a nutritional status that enables us to grow well and enjoy

good health. Good health fills us with good spirits, which ultimately

helps us to reach our goal.

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Nutritious food and daily exercises are very essential to keep our

body fit in good health. For a middle-class family, it is difficult to

maintain the nutrition of their diet routinely and for a high class family,

lack of time is the reason for non maintenance of a well- nourished diet

daily.

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.

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1.2. SCOPE OF THE STUDY

1. Advantage is a commercial Town with a population of more than

5 lakhs. There are many consumers of the Town & consumers

they need good health. This study deals with knowing

consumers preference.

2. To know the problem of the product.

3. To understand the consumers preference

4. My project is restricted to consumers of Chikmagalur Town only.

1.3. OBJECTIVES OF THE STUDY

1. To analyze the working capital management and financial

performance of the company.

2. To know about the customer satisfaction towards the service.

3. To know about the cash management I. e, sales and cash

turnover.

4. Accounting system adopted by management.

5. To give suggestions in marketing of health drinks to the energy

to increase sales and to overcome practical problems.

6. To study the market share of Boost.

7. To know the sales position of the product in Chikmagalur

Town.

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8. To study the consumer awareness the different brands of

health drinks in the market.

9. To know why the consumers prefer and to know how they were

introduced to particular brand.

10. To know the competition of other brands of health drinks in

the market.

11. To know the brand loyalty among the consumers.

12. To know whether the company image acts as an influence on

brand selection.

1.4. 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 of company’s agency in

Chikmagalur Town.

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The data expressed above was collected through structured close-

ended questionnaire in course of interviewing through personal contacts.

Tools for data collection

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.

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1.5. LIMITATIONS

1. In a study this kind, as the inference has to be drawn on opinions,

there is bound to be errors due to subjective factors.

2. This project work limited to the regular function of company

product & does not go in deep into function of different
departments.

3. The analysis has been done on the basis of the values &
information obtained in the balance of the company. The balance
sheet & its schedules gave only limited information regarding the
performance of the company.

4. The figures in the balance sheet may not be actual figures because
it as prepare on a particular.

5. The study will be restricted only to executive & staff of the

company as the information was gathered by the discussion with
them.

6. It was made with 3 techniques namely questionnaire, face-to-face

interview observation methods.

7. The data collected from the questionnaire will be made on the

assumption of the data are provided by the respondent are
accurate.

8. The study restricted Chikmagalur Town only. This study is based

on information collected. This study was carried out under time
construct. Hence I have drawn my conclusion with whatever little
response I could get.

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Chapter-2
Essence Of Health
Drink

2.1 INTRODUCTION

2.2 BALANCED DIET

2.3 MICRO NUTRIENTS

2.4 MACRO NUTRIENTS

2.5 NUTRITIONAL IMPORTANCE OF INGREDIENTS

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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 with no flaw.

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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, 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 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 SmithKline 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.

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2.Carbohydrates.

3.Fat.

4.Vitamins viz, B1, B2, B6, B12, niacin, vitamin C&D.

5.Minerals viz, Iron, Iodine, Zinc, Calcium.

6.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.

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.

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Some Indian families overcoming all these difficulties try to

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: -

I) Micro – Nutrients, viz., minerals and vitamins.

ii) Macro - Nutrients viz., Proteins, carbohydrates and fats.

2.3. MICRO-NUTRIENTS:

They constitute vitamins and minerals.

1) Vitamins:

Health drink provides vitamins A, vitamin B1, 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.

Functions:

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i. Helps in maintenance of normal vision.

ii. It is essential for skeletal growth

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

iv. It provides protection against cancer.

Daily requirements:

For adults – 750 mg

For children – 250 – 600 mg

Deficiency diseases:

Nigh blindness, growth retardation, anorexia.

b) Vitamins:

Vitamin B1 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.

Daily requirements:

0.5 mg/1000 kilocalories of energy.

Deficiency diseases:

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Beri – Beri.

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

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 requirement:

2mg/day

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Deficiency diseases:

Peripheral neuritis.

E) Vitamin B12 sources:

Meat, Fish, Egg, Milk and Cheese.

Functions:

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.

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F) Vitamin D sources:

Sunlight, egg yolk, milk, butter, cheese.

Functions:

 It is essential for normal mineralisation of bone.

 It is essential for normal growth.

Daily requirement:

Micro grams per 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:

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6.6 mg/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.

Daily requirement:

5-10 mg

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:

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400-500mg of calcium.

B) Iron:

Sources: Cereals, green leafy vegetables, jaggery.

Functions:

It helps in maintaining body temperature.

Daily requirement:

Infants – 0.7 mg

Children – 1mg

Adults – 0.9 mg

Female: During menstruation time – 2.8 mg.

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:

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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.

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.

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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:

1gram 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.

3) Fats:

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

body weight.

Source:

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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,

and phosphorous and small amounts of vitamin B.

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CHAPTER – 3
COMPANY
PROFILE

3.1. HISTORY OF GLAXO SMITHKLINE CONSUMER HEALTH

CARE LTD.

3.2. PERFORMANCE OF THE COMPANY

3.3. ADDITIONAL INFORMATION

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CHAPTER – 3

COMPANY PROFILE

3.1. HISTORY OF GLAXO SMITHKLINE CONSUMER HEALTH CARE

LTD.

Glaxo SmithKline 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.

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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 promotes and

distributes a number of products in diverse categories, including

prominent brands such as Eno, Crocin and Iodex.

Glaxo SmithKline Consumer Health Care Ltd., has a strong

marketing and distribution network in India comprising over 1800

wholesaler and direct coverage of over 4,00,000 retail outlets.

Glaxo SmithKline 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 SmithKline Company has

concentrated in three business areas –

a. Consumer health care

b. Clinical laboratories

c. Pharmaceuticals.

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All of which maintain leadership positions within their respective

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

countries.

Glaxo SmithKline 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 SmithKline 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 12.000

managers 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.

3.2. PERFORMANCE OF THE COMPANY:

1. Sales:

Sales for 2013 increased by 12.9%driven primarily by volume

increases.

2. Other income:

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Other income declined marginally by Rs. 79.02 lakhs primarily due

to higher write backs of provisions in the previous year, which were no

longer required and higher interest on income tax refunds in 2009.

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

Industries Ltd., for the purpose of exports (from Rs.808.75 lakhs in 2009

to Rs. 1,57.38 lakhs in 2013) 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 11.3% to 12.6%.

4. Profit before taxation:

Profit before taxation amounted to Rs.1, 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.

The present board of directors of the company:

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Mr. Simon Scarff Non Executive Chairman

Mr. Zubair Ahmed Managing Director

Mr. Ashok Dayal Non Executive Chairman

Mr. Praveen G.K. Directors operations

Mr. Chakraborty Director, Finance and IT

Mr. Ian Mcpherson Non Executive Chairman

Mr. Kunal Kashyap Non Executive Chairman

Mr. P. Dwarakanath Non Executive Chairman

Mr. P. Murari Non Executive Chairman

Mr. Lawrenece Calp Non Executive Chairman

Mr. Subodh Bhargava Non Executive Chairman

Mr. Nicholas J. Massey Managing Director

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Balance sheet

Dec ' 10 Dec ' 09 Dec ' 08 Dec ' 07 Dec ' 06

Sources of funds
Owner's fund

Equity share
capital 42.06 42.06 42.06 42.06 42.06

Share application
money - - - - -

Preference share
capital - - - - -

Reserves &
surplus 917.98 863.04 718.82 604.29 500.66

Loan funds

Secured loans - - - - -

Unsecured loans - - - - -
Total 960.04 905.1 760.88 646.35 542.72

Uses of funds
Fixed assets

Gross block 598.96 558.48 539.47 523.68 521.69

Less : revaluation
reserve - - - - -

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Less :
accumulated
depreciation 396.71 364 329.24 297.65 270.32

Net block 202.25 194.48 210.23 226.02 251.36

Capital work-in-
progress 108.33 37.79 16.33 17.31 6.53

Investments - - - 297.84 219.68

Net current assets

Current assets,
loans & advances 2,191.40 1,737.34 865 378 302.35

Less : current
liabilities &
provisions 1,541.94 1,064.50 330.68 272.82 237.2

Total net current

assets 649.46 672.83 534.32 105.18 65.15

Miscellaneous
expenses not
written - - - - -
Total 960.04 905.1 760.88 646.35 542.72

Notes:

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Book value of
unquoted
investments - - - 297.84 219.68

Market value of
quoted
investments - - - - -

Contingent
liabilities 335.09 59.92 72.85 7.03 3.86

Number of equity
sharesoutstanding
(Lacs) 420.56 420.56 420.56 420.56 420.56

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Profit loss account 2013

Dec ' 10 Dec ' 09 Dec ' 08 Dec ' 07 Dec ' 06

Income
Operating
income 2,359.45 1,976.97 1,584.33 1,307.88 1,139.28

Expenses

Material
consumed 866.86 715.78 587.62 444.27 386.13

Manufacturing
expenses 223.18 191.99 175.88 143.85 132.4

Personnel
expenses 229.66 200.7 171.95 154.94 136.38

Selling
expenses 484.09 392.32 272.15 230.39 205.61

Adminstrative
expenses 111.95 110.99 91.52 72.88 66.5

Expenses
capitalised - - - - -

Cost of sales 1,915.74 1,611.78 1,299.12 1,046.33 927.02

Operating
profit 443.71 365.19 285.21 261.56 212.26
Other
recurring
income 55.05 35.62 44.12 31.49 23.38
Adjusted
PBDIT 498.76 400.82 329.33 293.04 235.64

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Financial
expenses 2.6 4.27 6.97 4.61 3.53

Depreciation 39.71 42.02 41.95 43.49 42.71

Other write
offs - - - - -

Adjusted PBT 456.45 354.52 280.42 244.94 189.4

Tax charges 152.25 123.69 95.75 82.46 63.66

Adjusted PAT 304.2 230.83 184.66 162.48 125.74

Non recurring
items -4.64 -0.66 3.67 0.18 1.17

Other non
cash
adjustments 0.59 2.61 - 0.02 0.03

Reported net
profit 300.14 232.78 188.33 162.68 126.93

Earnigs before
appropriation 421.08 232.78 188.33 162.68 126.93
Equity
dividend 210.28 75.7 63.08 50.47 42.06

Preference
dividend - - - - -

Dividend tax 34.92 12.87 10.72 8.58 5.9

Retained
earnings 175.88 144.22 114.53 103.63 78.98

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CHAPTER-4
PRODUCT
PROFILE

4.1 INTRODUCTION

4.2 NUTRITION FACTS

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CHAPTER-4

PRODUCT PROFILE

4.1. INTRODUCTION:

In India Glaxo SmithKline 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 SmithKline

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 any 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 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.

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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:

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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:

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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 BosstersTM, 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 B1, 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.

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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 Virender 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.

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.

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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.

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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 batsman Virender 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 commercials starring the two.

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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.

Things you didn’t know about boost:

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

and towns in south India, the brand’s stronghold. In towns like Chennai

and Madurai this penetration exceeds 50% among section A and B

households and 40% among all households (Source. IMRB panel data

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.

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Boost has the highest frequency of purchase among all brown

powders in India (Source: IMRB Household panel). Boost is the fastest

growing brand (2003 over 2002) among the top five health food drinks in

India. (Source: Acnielsen Retail survey, 2003).

4.2. NUTRITION FACTS:

Nutrition facts of boost

Nutrients (%) Percentage of daily

requirements

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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NUTRITION FACTS OF BOOST

50 50 50 50 50 50 50 50 50 50 50

45
40
35
PERCENTAGE

30
25
20
15
10
5
0
Vitamin B2 Vitamin Folic acid Vitamin C
B12
NUTRIENTS

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CHAPTER-5
A CASE STUDY OF
KHARIDHI
DISTRIBUTORS
CHIKMAGALUR

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CHAPTER-5

A CASE STUDY OF KHARIDHI

DISTRIBUTORS CHIKMAGALUR
5.1. INTRODUCTION:

A company’s goal can be achieved only when its products are

circulated to every nook and corner of the country, where there is a

demand. The company fulfills this demand by employing middlemen like

wholesalers, retailers, distributors etc.

Middlemen like the distributors play a vital role as they receive the

products from the company’s depot and distribute them to cover the

whole of the concerned area of marketing.

KHARIDHI DISTRIBUTORS is one such distributor whom we are

concerned with as they are the main distributor of the products of Glaxo

SmithKline Consumer Healthcare, to Chikmagalur.

A STUDY OF KHARIDHI DISTRIBUTORS:

KHARIDHI DISTRIBUTORS was established in the year 2004. The

proprietor, a single owner who manages the business, runs the agency.

The premises has got spacious are measuring 30x20” which is

sufficient for storing and marketing the products.

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This firm is the prime distributor of SmithKline Consumer

Healthcare products to Chikmagalur. It gets its stock from the

Chikmagalur depot.

The turnover of the agency is Rs.15,00.000/- every month and the

total expenditure of the agency every month is 2% of the turnover.

SYSTEM OF MARKETING OF KHARIDHI DISTRIBUTORS:

SRI RAMA distributor is situated in the central part of

Chikmagalur Town, thus making marketing of the products comfortable.

This agency has adopted door delivery method. It books the orders

from wholesalers and retailers and arranges for the immediate delivery of

the products to their doorstep.

The agency sells its products both on cash and credit basis. The

credit given on products is recovered within one week of the delivery of

products.

This agency is successful in fulfilling the demands of the

consumers in Chikmagalur .

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System of delivery:

The agency has appointed three salesmen and two delivery boys for

the delivery of the products to its customers. It is also has the facility of

vehicles that is an Omni van for the delivery of products to the spot.

It drives the entire area of coverage into sub areas in Chikmagalur,

covering them as per the schedule prepared for a week.

The agency cover 1000 outlets in Chikmagalur Town and 60

outlets.

P R O P R IE T O R

S a le s m e n - 3 A c c o u n ta n t - 1

D e liv e r y b o y s -2 D r iv e r - 1

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ORGANIZATION OF KHARIDHI DISTRIBUTORS:

Different brands of Glaxo SmithKline Consumer Healthcare Ltd.,

handled by SRI RAMA. Distributors, Chikmagalur.

Product Packing

Horlicks ½ kg, 1kg, 2kgs, 3kgs, jars,

½kg, 1kg, 2kg, refill

Chocolate Horlicks ½kg jar, ½kg refill

Junior Horlicks ½kg jar, ½kg refill

Horlicks biscuits 100gms, 200gm, pack with elaichi

flavor, 100gms, 200gms, plain

Boost ½ kg, 1kg, 2kgs, jars

Boost biscuit 15gms, 100gms, 200gms, pack

Crocin tablets A pack of 10 strips

Crocin syrup 200ml bottle

Aqua fresh toothpaste 5g, 100gm, 150gms

Crocin drops 15ml

Crocin DS 60ml

Crocin suspension 60ml

Eno R 100gm

Iodex B 50g

Iodex PC 10g

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COVERAGE AREAS:

Weeks Routes

Monday Vijayapura surrounds

Tuesday Bypass road

Wednesday Kote

Thursday MG and IG road

Friday City outlets

Saturday Jayanagara

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CHAPTER-6
MARKETING
STRATEGY
INTRODUCTION

MEANING AND DEFINITION OF MARKETING STRATEGY

MARKETING MIX STRATEGY OF BOOST PRODUCTS

A) PRODUCT STRATEGY

B) PRICE STRATEGY

C) PROMOTION STRATEGY

D) PLACE STRATEGY

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CHAPTER-6

MARKETING 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.

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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.

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.

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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”.

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:

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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 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.

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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.

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b) To identify the product and carry brand name.

c) To facilitate transporting, storing and warehousing handling.

d) To facilitate retailer function.

Branding policy:

Boost is one of the health drinks of Glaxo SmithKline 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:

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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 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

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

and promotion.

The price of the product based on different method:

1. 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.

Selling pricing policy:

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

pricing policy.

a) Selecting the pricing objectives

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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 SmithKline 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 SmithKline 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.

3. Promotion strategy:

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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, public Town and public relations. All these methods,

when planned and mixed in appropriate proportional yield excellent

results. The fair methods are briefly mentioned.

PubliTown:

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Publi Town is a sale and is any non-personal presentation of

goods, services or ideas to a group.

Publi Town 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.

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:

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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.

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 unsure smooth flow of goods and services they are

commonly called as distribution channels. Distribution includes

channels of distribution transpiration warehousing and inventory

control.

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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.

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:
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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-7
CONSUMER
SURVEY
ANALYSIS
7.1. INTRODUCTION
N
7.2. CONSUMER SURVEY ANALYSIS

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CHAPTER-7

CONSUMER 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 customer
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 SmithKline 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 Percentage (%)

respondents

5-10 - -

10-15 12 24

15-20 8 16

20 and above 30 60

Total 50 100

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CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE

GORUP

60
60

50

E40
G
A 24
T30
N
E 16
C20
R
E
P
10

0
10-15 15-20 20 and above
AGE IN YEARS

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.

TABLE-2: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

SEX

Sex No. Of Percentage (%)

respondents

Male 29 58

Female 21 42

Total 50 100

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CHART SHOWING CLASSIFICATION OF RESPONDENTS ON

THE BASIS OF SEX

42%

58%

Male Female

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

the remaining 42% of respondents are female.

TABLE-3: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

MONTHLY INCOME (Rs.)
Monthly income (Rs.) No. Of Percentage (%)
respondents
Below 5000 6 12
5000-10000 12 24
10000-15000 13 26
15000 and above 19 38
Total 50 100

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CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS OF MONTHLY

INCOME

38
40

35
26
30
24
PERCENTAGE

25

20
12
15

10

0
Below 5000 5000-10000 10000-15000 15000 and above

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.

TABLE-4: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

HEALTH DRINK BRANDS

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Brands No. Of Percentage (%)

respondents
Boost 36 72
Complan 3 6
Maltova 1 2
Horlicks 1 2
Bournvita 6 12
Others 3 6
Total 50 100

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CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS OF HEALTH DRINK

BRANDS

80 72
70

60
PERCENTAGE

50

40

30

20 12
10 6 6
2 2
0
Boost Complan Maltova Horlicks Bournvita Others

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.

TABLE-5: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

USING PERIOD OF BOOST HEALTH DRINK

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Years No. Of Percentage (%)

respondents

Below 1 year 3 6

1-2 8 16

2-3 9 18

3 and above 30 60

Total 50 100

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CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS OF USING PERIOD OF

BOOST HEALTH DRINK

60

60

50
PERCENTAGE

40
18
16
30
6
20

10

0
Below 1 year 1-2 2-3 3 and above

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.

TABLE-6: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

SOURCES INFLUENCED TO CONSUME THE PRODUCT

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Sources No. Of Percentage (%)

respondents

Friends 21 42

Retailers 1 2

Neighbour 2 4

Advertisement 25 50

Others 1 2

Total 50 100

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CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

SOURCES INFLUENCED TO CONSUME THE PRODUCT

2%

42%

50%

4% 2%

Friends Retailers Neighbour

Advertisement Others

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.

TABLE-7: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

FACTORS CONSIDERED WHILE PURCAHSING BOOST

Factors No. Of Percentage (%)

respondents

Taste 42 84

Flavor 8 16

Price - -

Packing - -

Total 50 100

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CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF FACTORS CONSIDERED WHILE PURCAHSING BOOST

90 84

80

70

60
PERCENTAGE

50

40

30
16
20

10
0 0
0
Taste Flavour Price Packing

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

considering taste, 16% of respondents are consider flavor.

TABLE-8: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

DURATION OF PURCHASE OF THE HEALTH DRINK

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Duration No. Of Percentage (%)

respondents

Occasionally 5 10

Frequently 6 12

Fortnightly 3 6

Monthly 36 72

Total 50 100

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CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF DURATION OF PURCHASE OF THE HEALTH DRINK

Monthly

72
Fortnightly 6

Frequently
10 12

Occasionally

0 10 20 30 40 50 60 70 80
PERCENTAGE

From the above table it is clear that, 10% of respondents are

purchase occasionally, 12% of respondents are purchase frequently, 6%

of respondents are purchase fortnightly, 72% of respondents are

purchase monthly.

TABLE-9: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

TASTE SATISIFED BY THE CUSTOMERS

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Taste of Boost No. Of Percentage (%)

respondents

Good 13 26

Better 8 16

Best 10 20

Excellent 19 38

Total 50 100

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CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF TASTE SATISIFED BY THE CUSTOMERS

Good
26%
Excellent
38%

Better
16%

Best
20%

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.

TABLE-10: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

OPINION ABOUT THE PRICE OF BOOST

Price factor No. Of Percentage (%)

respondents

Costly 3 6

Moderate 33 66

Economical 14 28

Total 50 100

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CHART SHOWING CLASSIFICATION OF RESPONDENTS ON

THE BASIS OF OPINION ABOUT THE PRICE OF BOOST

66
70

60

50
PERCENTAGE

40
28
30

20
6
10

0
Costly Moderate Economical

From the above table it is clear that, 6% of respondents found it is

costly, 66% of respondents found it as moderate, 28% of respondents

found it as economical.

TABLE-11: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

SATISFACTION TOWARDS QUALITY OF BOOST

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Satisfaction No. Of Percentage (%)

respondents

Satisfied 50 100

Not satisfied - -

Total 50 100

CHART SHOWING CLASSIFICATION OF RESPONDENTS ON

THE BASIS OF SATISFACTION TOWARDS QUALITY OF BOOST

100

100
90
80
70
PERCENTGE

60
50
40
30 0
20
10
0
Satisfied Not satisfied

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

satisfied towards quality of boost.

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CHAPTER-8
SUGGESTIONS
AND
CONCLUSION

8.1. SUGGESTIONS

8.2. CONCLUSIONS

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CHAPTER-8

SUGGESTIONS 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 public Town 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.

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 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

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.

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 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

SmithKline, 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 SmithKline (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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CHAPTER -8

ANNEXURE

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QUESTIONNAIRE

Dear Sir / Madam

I am Roopa M S student of Final year BBM at IDSG COLLEGE CHIKMAGALUR

the project chosen by me is a project report on “MARKETING OF BOOST

PRODUCTS IN CHIKMAGALUR TOWN” under the guidance of

MR. SUHAIL, Faculty Member of IDSG COLLEGE CHIKMAGALUR. I would be

greatly obliged if you would complete the following questionnaire.

Thanking you

yours sincerely,

Roopa M S

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1. Name: ____________________________________________

2. Address: ____________________________________________

____________________________________________

Contact No. _________________________________

3. Age group in years

a) 5-10 b) 10-15

b) 15-20 d) 20 and above

4. Sex

a) Male b) Female

5. Marital status

a) Married b) Unmarried

6. Occupation: _______________________________________________

7. Monthly income (Rs.)

a) Below 5000 b) 5000-10000

c) 10000-20000 d) 20000 and above

8. Are you taking the health drink, which of the following –

a) Boost d) Horlicks

b) Complan e) Bournivta

c) Maltova f) Others _____________________

9. Since how long you are using it?

a) Below 1 year b) 1 to 2 years

c) 2 to 3 years d) 3 and above

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10. Who influenced you to consume this product?

a) Friends b) Retailers
c) Neighbors d) Advertisement
d) Others _______________________________________
11. What factors do you consider while purchasing Boost
a) Taste b) Flavor
c) Price d) Packing
12. How often do you purchase?
a) Occasionally b) Frequently
c) Fortnightly d) Monthly
13. What is your opinion about the price of Boost
a) Costly b) Moderate
c) Economical
14. How is the taste of Boost?
a) Good b) Better
c) Excellent d) Best
e) Bad
15. Are you satisfied by the health drink used by you?
a) Yes b) No
16. Any suggestions about Boost.
__________________________________________________________________

Date:
Place: Signature

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Thank you for your kind co-

operation

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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