Alcoholic Beverage and Energy Drink Essay

The main target of bullyrag Beverage Pvt ltd is to capture the market and positioned the blot in the mind of the customer. The main targeted customers be college students,sports person. Since the crapulence segment is a diversified segment . The competition is laid-back and there atomic sum up 18 m both to a greater extent supreme cracks and it is difficult for a radical stigmatise to capture the market. ACKNOWLEDGEMENT No task whatsoever big or minor(ip) locoweed be completed without proper guidance and encouragement. It gives us a great pleasure to our deep sense of gratitude and reverence to e very(prenominal) person who created a congenial aviation for successful completion of this project.In doing this project, I acquit been extremely privileged to receive support from a large number of knowledgeable people. I am deeply indebted to Mr Neeraj Kakkar (CEO), Mr James capital of Minnesota Nattal (CFO), Mr Suhas Misra ( murmur), fall behind Ujwala Mishra (HR EXECUTIV E ) Mr Gaurav Sharma (Area manager) for giving me the opportunity to undergo my project in their esteemed organization and for giving their seasonably suggestions & valuable guidance. I would like to express our gratitude and profound thanks to Mr Pravat Shrivastsv (Senior coordinator), Miss Shilpa Puri (Faculty), International Management Center, tonic Delhi for his valuable sustained, guidance, invaluable suggestions and constant encouragement without which it would not sacrifice been possible for us to complete this project. circuit card OF CONTENTS Topic Page no. Cover page Title page Certificate acknowledgement Preface List of figures List of Tables Executive Summary 7 Introduction of Report 9 keep follow Profile 11 Literature Review 18 Objectives 19 Research Methodology 20 Findings & AnalysisConclusion 3435 Recommendations 36 Limitations 37 Biblographical recordy 38 Annexture 39 LISTS OF FIGURES List of ciphers List of Tables Page No var. 1Pie graph for gender Table 1 22 augur 2 bill graph for coming crosswise an dynamism potable Table 2 23 infix3 stripe graph for regular curstomer Table 3 24 Figure4 Bar map for tasting talent deglutition Table 4 25 Figure 5 Bar chart for tasting Tzinga Table 5 26 Figure 6 Bar chart for clean aw arness close Tzinga Table 6 27 Figure7 Bar chart for grade Tzinga flaviur Table 7 28 Figure8 Bar chart for tzinga providing vantage Table 8 29 Figure9 Bar chart of tzinga in any new(prenominal) ser rambled wrack Table 9 30 Figure10Bar chart for rating Tzinga accordance to price Table 10 31 Figure 11Bar chart for comparision of Tzinga to other drinkables Table11 32 . EXECUTIVE SUMMARY Hector Beverages brings new experience to the Indian consumer. The federation lay down apply some natuaral herbs which is bang-up for human health that emerges from scientific observation/ analysis of nature and creates appetising crapulences, associating with hotshoting companies and personalities. Cases in point is the set-back launchTzinga, lemon and mint flavor with infixed herbs Gaurana and Zingsing. This return has a delicious predilection of lemon mint with natural herbs Isolate with . Natural herbs be employ to susstitute the amount of caffeine which is injurious to health .Its unique audition mekes it distinguishable than any other postal code drink. And it has low amount of calories lowest calories. It is perfect for hard working days. They get under ones skin these extremely meaningful harvest-festivals which be spill to give them a competitive advantage over other harvests. INTRODUCTION The present ground is tight moving world people are very busy and do not fox time to take proper meal and consume mostly junk food which are high in calorie content and bad for health. it results in many different problem.Due to high uptake of junk foods and low consumption of high nutrient value food people are hurt from more and more alments. in order to stay healthy a nd fit ,people should take proper nutritional content food. So Hector Beverage consent launched new energy drink which has completely new flavor like lemon and mint which is completely drink from other enrgy drink. Hector is mainly targeting college students and attitude employees. So Hector is conducting many promotional activities to create an awareness So the main objective of Hector Beverage is to Create strike out awareness for Tzinga.INTRODUCTION OF PROJECT Beverage industry is one of the fast growing industries in India . it bathroom be divided into two sections i. e. carbonated and non-carbonated. the carbonated drinks that can be further classified into cola, lemon orange, mango and apple segments. Marketing includes all the activities like promotion, scattering, advertising and so forth To fulfill all the segments of consumers. Marketing is also to convert social needs into profitable opportunities. So this melodic theme provides all the essentials to theoretical kno wledge with practical knowledge and to inculcate the efficiency.It is also requirement for the company to better their service and product quality for achieving their ultimate goal. Beverages can be classified into 2 types ALCHOHOLIC BEVERAGE An deluge swallow is a drink containingethanol, commonly known as alcoholic drink. Alcoholic beverages are divided into trine general classes beers wines, and spirits. Alcohol is a psychoactive drug that has a depressanteffect. A high blood alcohol content is usually considered to be legal drunkenness because it reduces attentionand slows reaction speed. Alcohol can be addictive, and the severalize of addictionto alcohol is known as alcoholism.The production and consumption of alcohol occurs in most cultures of the world, from hunter-gatherer peoples to nation-states. Alcoholic beverages are often an important part of social pillow slips in these cultures. In many cultures, drinkingplays a significant usage in social interaction mainl y because of alcohols neurological effects. NONALCHOLIC BEVERAGE A non-alcoholic beverage is a beveragethat contains less than 0. 5% alcohol by volume. Non-alcoholic versions of somealcoholic beverages, such as non-alcoholic beer (near beer) and cocktails(mocktails), are wide available where alcoholic beverages are sold.alcoholic wine undergo an alcohol-removal process that may leave a small amount of alcohol. Because of this, some states name legal restrictions on non-alcoholic beer and wine. ORGANIZATION PROFILE HECTOR BEVERAGES The beverage offerings in the developed world are so some(prenominal) better than those in the developing world. Beverages in the US and Europe are an important delivery mechanism for nutrients (macro, like protein and micro- vitamins and minerals) while in the developing countries they are little more than (as we have noted) sweetened fizzy water.Hector Beverage Pvt Ltd. is here to bridge the gap, to scrap the beverage majors and their attempts to mai ntain the precondition quo which they have been doing for all the years they have been in line. The beverage game is bound to change, for the better and Hector intends to be the people doing it Hector is a beverage company with a twist. Now that does not really mean that Hectors products have a dash of lemon (some of them, in the future mayindeed but thats well besides the point).The twist is that Hectors beverages are meaningful. Hector beverages believes, and believe with a lot of intensity, that beverages have to be more than fizzy, sweetened/ flavored water. Worldwide beverages contribute a lot to the consumers health- delivering macro- nutrients (protein) and micro (vitamins and minerals) and there is no reason why that should not be the example in the developing world. Well, no reason apart from the fact that the beverage giants have a vested affaire in sustaining the status quo as that keeps cost down.Hector beverages is the new kid on the block that aims to take on the b everage majors by offering real value to the consumer- thats it, so simple- just healthy, tasty drinks, no celebrities, no Santa Claus, no bells, no whistles. Hector associates itself with this story. As it is a very small player, new one also, in an industry which is so dominated by major players like Coke and Pepsi, it still believes that it pull up stakes lead and win customers. Hector knows of what are the profound shortcomings of the existing beverage players- their inertia, and smugness and their commitment to status quo.So, Hector Beverages animadvert that this Hector Vs Achilles entrust also be a contest of historic proportions, albeit with a significantly different outcome MISSION Hectors mission statement is as follows 3 our mission is to serve people by Quality, Healthy and tasty protein drink. VISION Hectors vision is to capture Delhi and NCR market by providing quality, healthy and tasty protein drink at a suitable price to keep people healthy and fit. VALUES We th ought slightly this and decided to have this section not because every company seems to have something reasonably rich to grade on its values.We realized that this is the beginning of differentiation and our values to us are just some of the fundamental things that excite us. As some poet, forgotten cruelly by literature must have aptly noted with more self-serving nonsense we will not bore further thee but, instead, just opening out for your reading pleasure our values three. 1. Audacity For obvious reasons. a new business is anyway tough. The fact that we would be taking on the Beverage Behemoths makes it even more exciting. We love opinion big and are in it because we want to ask the big boys to bring it on 2. Rooting for the underdog The underdog cant but try harder.As the bona-fide underdog in the beverage market we have a vested interest in rooting for the underdog. 3. Integrity All irreverence aside, we are committed to the greater common good and unwaveringly so. COMPANY HIGHLIGHTS The firm has started its operation to fulfill the need of the market segment that still have not been fulfilling properly. Hector Beverages brings healthy, tasty beverages to the Indian consumer. The company strives to bring the best for human health that emerges from scientific observation/ analysis of nature and creates tasty beverages,associatingwithleadingcompaniesandpersonalities.Cases in point are the prototypal two launches Frissia (TM) deep brown Protein Drink and Frissia(TM) Vanilla Protein Drink. These products are a delicious blend of Soy Protein Isolate with natural selfsame(a) chocolate or vanilla flavor for really busy people. Soys benefits for health are well recorded but a significant barrier to adoption has been its bitter after gustatory sensation that we have taken care of in this blend. Its as good as any chocolate/ vanilla stuff that the consumer may consider. And, at the lowest calories/ gram of complete protein its perfect for work-days spent in meetings and working on laptops/ blackberries.Hector also brings about a genuinely new approach to market- dropping policy-making correctness for an honest communication with consumers in all interactions. In short, we have these extremely meaningful products and are going to talk quite straight to our consumers. These are exciting times for Hector- do get in touch if you find all this interesting and want to be a part of Hector, in any capacity. Hector Beverages, a pioneer in the Indian Functional Beverages industry, recently announced the launch of their newest product Tzinga Energy Drink.Tzinga is made with a powerful blend of ingredients to avoid those energy slumps we know all excessively well, and keep mind and body performing at their best. * Unlike existing energy drinks, Tzinga renders great and is availalable for the very reasonable MRP of Rs 20. * Tzinga comes in a case with 12 pieces * Tzinga will be available at 2,000 stores close to Delhi NCR showtime April 7t h, and is scheduled to launch in Bangalore by the end of April. INGREDIANTS * Tzinga consists of lemon and mint. * Also certain natural herbs like GUARANA and GYNSING (which are southwestern American herbs) NUTRITIONAL INFORMATION(per 100ml)Water, sugar , lemon juice concentrate 0. 75% Caffeine 0. 03% Energy 44kcal Carbohydrate 11g Protein 0g Fat 0g 1. TARGET MARKET * Above 18 years * College students * portion employes * Sports person * Fitness freaks person RECOMMENDATIONS * Not relevant for Children below 18 * Also not applicable for pregnant women and lactating women * Not recommended for diabetic patients * Not more than 2 packs should be consumed in a day FOUNDER MEMBERS CEO PROFILE Mr Neeraj Kakkar- His corporate career started after he completed his MBA from MDI, Gurgaon in 1998. He worked with Union Carbide and later Wipro before joining.Coke in 2001. He had an amazing run with Coke- the variant that becomes a part of Corporate Folklore, with the high point being his ti me in Bangalore when he seemed to have settled the much-touted Cola battle conclusively. In 2008, he headed to Wharton to do a second MBA and is now in the thick of the action as CEO of Hector Beverages confidential Limited, India CFO PROFILE Mr James Paul Nattal- James, Wharton alumni with Hector. After his Chemical Engineering from Brigham University, he worked with Dow Chemicals for six years and is what many call a promotional material geek- so for him the form is the substance, the medium is the content.His packaging expertise ensures that when you buy our products, most of your money is not going to the packaging, as it does in the case of all other beverage companies. He is responsible for having created a number of food and beverage packaging concepts across the United States and Europe and heads the product development function for us. COO PROFILE Mr Suhas Misra Suhas did his MBA from IIM Calcutta (Class of 2003) and joined Coke from campus. He had the kind of start that, again, Corporate Folklore, would describe as sensational- with astronomic growth rates being registered in rural Rajasthan.In 2005 he moved to Nokia, before, in 2006, starting ChannelPlay- Indias first integrated Sales Process Outsourcing company (www. channelplay. biz) and now is the COO of Hector Beverages Private Limited. Competators- Since the Beverage industry is a big diversified segment. There are many potential warm competators in this segment. Various beverage like milk, tea, coffee, beer, whisky, protein drink, energy drinks, soft drinks etc are all competitors for each other Tzinga with its unique flavor can create a niche in the market.Tzinga is the only energy drink which have utilise natural herbs. but the real competator of Tzinga is Red Bull . Redbull have been dominating the energy drink market since 6 yrs. To name a few potential competitors, the leading beverage manufacturing companies in India are Coca-cola, Pepsi-co, UB group, Hindustan Unilever Limited, Tat a tea, Dabur foods, , Nestle India, Sula wines, CCD, LITERATURE REVIEW A traditional definition of a punctuate was the name, associated with one or more items in the product line, that is used to identify the source of character of the item(s) (Kotler 2000, p.396).The American Marketing Association (AMA) definition of a brand is a name, term, sign, symbol, or design, or a conclave of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors (p. 404). Within this view, as Keller (2003a) says, technically speaking, then, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand (p. 3). He recognizes, however, that brands today are much more than that.As can be seen, according to these definitions brands had a simple and clear functions identifiers. Before the shift in focus towards brands and the brand building process, brands were just another step in the who le process of marketing to sell products. For a long time, the brand has been treated in an off- hand fashion as a part of the product (Urde 1999, p. 119). Kotler (2000) mentions brand as a major issue in product schema (p. 404). As the brand was only part of the product, the communication strategy worked towards exposing the brand and creating brand image.Aaker and Joachimsthaler (2000) mention that within the traditional branding model the goal was to build brand image a tactical element that drives short-term results. Kapferer (1997) mentioned that the brand is a sign -therefore external- whose function is to disclose the hidden qualities of the product which are inaccessible to contact (p. 28). The brand served to identify a product and to distinguish it from the competition. The challenge today is to create a strong and characteristic image (Kohli and Thakor 1997, p. 208).Concerning the brand management process as related to the function of a brand as an identifier, Aaker a nd Joachmisthaler (2000) discuss the traditional branding model where a brand management team was responsible for creating and arrange the brands management program. In this situation, the brand manager was not high in the companys hierarchy his focus was the short-term financial results of single brands and single products in single markets. The fundamental objective was the coordination with the manufacturing and sales departments in order to solve any problem concerning sales and market share.With this strategy the responsibility of the brand was solely the concern of the marketing department (Davis 2002). In general, most companies thought that focusing on the latest and greatest advertising campaign meant focusing on the brand (Davis and Dunn 2002). The model itself was tactical and reactive rather than strategic and visionary (Aaker and Joachimsthaler 2000). The brand was always referred to as a series of tactical maneuver and never like strategy (Davis and Dunn 2002). OB JECTIVES * Maintaining positive, strong growth each year not withstanding seasonal sales pattern. * Achieve a comprehensive output in market penetration.* Increase customer satisfaction simultaneously. * A double to triple digit growth for the first five years. * Maintain a significant look for and development budget to enhance future. * Product developments. * To take in fresh minds as interns and permanent recruits to lead the organization to a greater development path. RESEARCH METHODOLOGY Descriptive strategy is used since we have to collect the primary imformation from Tzinga customer. A descriptive research intends to present facts concerning the nature and status of a situation, as it exists at the time of the study. Sample Design a).Sample Unit A business organization whether it is a mall, college canteen, shops is considered as one entity and would be considered as a 1 sample unit. b)Sample Size- A survey was conducted where take in and sales were taking place. A sample s ize of 100 is taken. c)Sampling Technique- Sampling technique here used is non-probability simple random sampling. We considered it as area sampling since the research is focus onto a particular area. We will be using the NON COMPARATIVE scaling technique and will be using the LIKERT scale in which 5options will be given ranging from strongly disagree to strongly agree. d)Sampling Area .The area which was taken was South Delhi where I focused on shops and college. Data Collection a)Sources Primary data collection method acting is used as data was collected directly from responded through questionnaire. questionaire were both open and closed . And ranking method is used to measure the degree of agreement and disagreement. b)Tools- Various statistical tools like pie-chart, is used to represent the data and interpret them DATA ANALYSIS Q1. . sex a) mannish b) distaff Frequency Percent Valid mannish 48 60. 0 Fe masculine 32 40. 0 list 80 100. 0 FIGURE 1 Analysis-This shows t hat male samples are more than young-bearing(prenominal) person sample.Q2. Did you taste any energy drink before? (a) Yes (b) No Table 2 sexual activity * Did you tatse Tzinga before? Crosstabulation deem Did you tatse Tzinga before? sum of money YES NO Gender Male 23 25 48 effeminate 14 18 32 match 37 43 80 Figure 2 Analysis-This was a comparative study done between male and female. Out of total 48 samples of male 23 have tasted tzinga and 25 have not tasted it. also in the case of female out of 32 ,14 have tasted Tzinga and 18 have not tasted Tzinga. Q3. Where did you come across an energy drink? (a)Television (b) newspaper publisher (c)Magazine (d)Promotion event Table 3. Where did you come across an energy drink Total Television Newspaper Magazine Promotional Event Gender Male 24 3 3 18 48 Female 19 2 0 11 32 Total 43 5 3 29 80 Figure 3 Analysis-Again in the case of 48 respondent ,24 male responded have come to notice about energy drink through television,3 thr ough newspaper,3magazine,18 through promotional event Q4. Which energy drink did you taste ? (a)Red bull (b)XXX (c) Clould 9 (d)Barn Table 4Gender * Which energy drink do you taste Crosstabulation Count Which energy drink do you taste Total Red Bull XXX debauch 9 Barn .Gender Male 24 10 8 6 48 Female 11 9 9 3 32 Total 35 19 17 9 80 Figure 4 ANALYSIS Out of 48 males 24 have take Redbull,10xxx,8 clould9barn. And in the case of female side 11 have taken Red bull,9xxx9 clould 9 nad 3 barn. Q5. Are you a regular consumer of energy drink? (a)yes (b)no Table 5 Gender * Are you a regular consumer of energy drink? Crosstabulation Count Are you a regular consumer of energy drink? Total YES NO Gender Male 16 32 48 Female 11 21 32 Total 27 53 80 Figure 5 ANALYSIS Out of 48 males,16 are regular consumer of energy drink and 32 are not regular consumer.And in the case of female out of 32 ,11 are regular consumer and 21 are not regular consumer. Q6. fox you tasted tzinga, the new laun ch ever? (a)yes (b)no Table 6 Gender * Have you tasted Tzinga the new launch ever Crosstabulation Count Have you tasted Tzinga the new launch ever Total YES NO Gender Male 17 31 48 Female 12 20 32 Total 29 51 80 Figure 6 ANALYSIS Out of 48 responded 17 have tasted tzinga before and 31 have not heard about Tzinga. And out of 32 females 12 have tasted Tzinga before and 20 have not. Q7. When did you first hear about tzinga? (a)promotion (b)friend(c)salesman Table 7 Gender * When did you first hear about Tzinga Crosstabulation Count When did you first hear about Tzinga Total Promotion Friend Salesman Gender Male 30 13 5 48 Female 18 13 1 32 Total 48 26 6 80 Figure 7 ANALYSIS Out of 48 male responded,30 have heard about Tzinga thrugh promotion activities,13 through friend and 5 through salesmamAnd in the case of 32 female responded 18 have heard about Tzinga though promotion 13 through friend. Q8. How much would you rate the touch of Tzinga? (a). nice (b). Good (c). Average (d). despicable (e). really piteous.Table 8Gender * How much do you rate the flavour of Tzinga Crosstabulation How much do you rate the flavour of Tzinga Total Excellent Good Average Gender Male 3 32 13 48 Female 3 23 6 32 Total 6 55 19 80 Figure 8 ANALYSIS Out of 48 male responded,3 of them think that the flavor of Tzinga is excellent ,and 32 of them rate Tzinga as good ,and 13 of them average. In the case of female responded 6 of them think that it is excellenet ,23 are good and 6 average. 9. Would you say the design of the product Tzinga provides it an advantage when it comes to detective work the eye of the customer? If Yes How well?(a) Excellent (b) Good (c) Average Table 9 would you say the design of the product catch the eye of the customer Total Excellent Good Average Gender Male 2 30 16 48 Female 2 24 6 32 Total 4 54 22 80 Figure 9 ANALYSIS Out of 48 male responded 2 think that the design is excellent,30 think that it is good 16 think that it is average in the case of emale respondent 2 think that it is excellent,24 think that it is good and 6 think that it is average. Q10. How much would you rate the value prospect accordance to its price? (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor Table 10Gender * Value of the aspect according to price Crosstabulation Count Value of the aspect according to price Total Excellent Good Average Gender Male 4 39 5 48 Female 4 21 7 32 Total 8 60 12 80 Figure 10 ANALYSIS Out of 48 male responded think that it ha excellent quality accordance to its price,39 think that it is good according to its priceand 5 that it is average according to its price. IN the case of females 4 think that it is excellent ,21 think that it is good and 7 think that it is average. Q11. How would you rate tzinga in comparision to other energy drinks? (a). Excellent (b). Good (c). Acverage.(d). Poor (e). Very poor Table 11 Gender * Rate Tzinga with respect to other energy drinks Crosstabulation Count Rate Tzinga with respect to other energy drinks Total Excellent Good Average Gender Male 2 26 20 48 Female 2 9 21 32 Total 4 35 41 80 Figure 11 ANALYSIS According to the samples 2 people think that Tzinga is excellent ,26 think that it is good and 20 are average. And in the female segment 2 think that it is excellent ,9 think that it is good and 21 think that it is average. FINDINGS From the following project we can draw inference that Tzinga is new to the marketand is being liked by the people .People prefer this drink due to its unique flavor and intensity. Thought people are not that much aware of the product male are more exposed towards the product and have showed positive response towards it. CONCLUSION * The Tzinga is more liked by the youngsters of age group (21-25). * Tzinga is liked by the customers essentially its design , price and taste. * The promotional activity is not liked by the customers. So they are not attracted too much towards this new brand. * The opinion doe s not vary as per the Genders of the customers. * The variation of taste and price will affect the preference of Tzinga.* The opinion of Tzinga is same for all age groups of people basically about the promotional activities. RECOMMENDATION * Television advertisement and promotional activities must be put up. * The distribution channel should be made strong. * Different diversified flavor must be introduced in the market. * Tzinga should be introduced in other parts of Indian Market. LIMITATIONS 1. The should be different flavours ,the lemon taste are not liked by many people. 2. Due to strong brand positioning by Red bull,it will take time for Tzinga to get established. 3. The availability of Tzinga is limited,it is not available in every store .4. As zinger is a new brand,it suffers from identity crises BIBLIOGRAPHY 1. Malhotra, Naresh K. Marketing research and applied orientation, (2010), Prentice Hall, New Delhi, Vol. 5, pp. 613-623, pp. 468. 2. Kotler, Philip and Armstrong, Gary , Principles of marketing, Pearson Publication.REFERENCES * http//en. wikipedia. org/wiki/Promotion_(marketing) * http//hectorbeverages. com/about_us * http//hectorbeverages. com/hectors_values * http//hectorbeverages. com/home * http//hectorbeverages. com/homers_hector * http//www. adams-graphic-design-advertising-agency. com/point-of-purchase. hypertext mark-up language * http//www.aistriss. jp/old/lca/ci/activity/project/sc/report/030319_document/S2-1-Mont. pdf * http//www. eurelectric. org/Download/Download. aspx? DocumentID=2965 ANNEXTURE QUESTIONAIRE Name- Phone number- 1. Gender a)Male b)Female 2. Did you taste any energy drink before? (a)yes (b)no 3.Where did you come across an energy drink? (a)Television (b)Newspaper (c)Magazine (d)Promotion event 4. Which energy drink did you taste ? (a)Red bull (b)XXX (c) Clould 9 (d)Barn 5. Are you a regular consumer of energy drink? (a)yes (b)no 6. Have you tasted tzinga, the new launch ever? (a)yes (b)no 7. When did you first hear abo ut tzinga?(a)promotion (b)friend (c)salesman 8. How much would you rate the flavour of Tzinga? (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor 9. Would you say the design of the product Tzinga provides it an advantage when it comes to catching the eye of the customer? If Yes How well? (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor 10. How much would you rate the value aspect accordance to its price? (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor 11. How would you rate tzinga in comparison to other energy drinks? (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor.