Consumer

awareness and Brand Promotion: Tzinga Energy Drink

Summer Internship Project Report Submitted towards Partial fulfillment of Post Graduate Diploma In Management (Approved by AICTE, Govt. of India) Academic Session 2010-2012

Submitted By:
Shaumya Koner Roll No. BM010141

Under the Guidance of: Industry Guide

Name: Ms. Ujwala Mishra

Faculty Guide
Name: Dr. Urvashi Makkar Designation: Prof. of marketing IMS, Ghaziabad

Designation: Associate Manager-HR Name of Company: Hector Beverages

Preface
Hector Beverage Pvt. Ltd. is here to bridge the gap, to challenge the beverage majors and their attempts to maintain the status quo, which they have been doing for all the years they have been in business. The ultimate objective of Hector Beverages Pvt. Ltd is related to market penetration for Tzinga and subsequently capturing the market share & mind share of the consumers. In this case, the consumers are the students and they are to be targeted by the Tzinga energy drink. The major problem faced by us while its promotion were the availability of various beverages and drinks like milk, tea, coffee, beer, whisky, protein drink, energy drinks, soft drinks in the market. We were not able to place it in the market initially due to number of brands available and another problem was the different types of customers, which were not interested in our product.

Acknowledgement
Summer Internship is a nurturing period, which is indispensable for the joining any company. On the voyage of learning I came across many hurdles but each hurdle was a good experience for me. At each step of my training, my mentor gave me full support, which helped me in carrying positive attitude whenever I faced any problem. Firstly, I take this opportunity to thank I express my gratitude to Mr. Har Singh and Miss Ujwala Mishra for guiding me. At the same time I am indebted to Dr. Urvashi Makkar [Institution Mentor] for giving time-to-time suggestion and her valuable guidance, co-operation, inspiration and keen supervision to project. I wish to convey my special thanks to Mr. Neeraj Kakkar(CEO at Hector Beverages), Mr. Suhas Misra(COO, Hector Beverages), and all employees who have helped me directly or indirectly in my difficulties at Hector Beverages Pvt. ltd., Area Office, Gurgaon who have been a constant source of inspiration and encouragement to me. I wish to express my deepest and most sincere thanks to my Faculty Guide and mentor. Last but not the least I would like to thank my fellow management trainees from IMS, Ghaziabad. By interacting with them, I was able to generate more meaningful ideas that have enabled me to further complete this project successfully.

- Shaumya Koner

Table of Contents
Preface Acknowledgement

S.No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.

Topic

Page No. 6 7 9 11 13 14 20 21 22 23 23 24 26 30 31 33 53 55 56 57

Executive synopsis

Introduction of the company About Tzinga

Energy Drink Market Market Structure C Analysis

Porters five forces analysis

Needs, Wants & Demand- Analyzed Needs SWOT Analysis

Ansoffs Product Market Expansion Grid BCG Matrix

Segmentation, Target and Positioning Marketing Action Program Objective of Project

Research Methodology Findings and Analysis

Conclusions and Recommendations Limitations Bibliography Annexure

List of Tables/ Graphs/ Figures

S.No.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.

List of Figures
Figure 1. Nutritional information of Tzinga Figure 2. Energy Drink Market Share (India ) Figure 3. SWOT Analysis of Tzinga Figure 4.Ansoff Matrix Figure 5. BCG Matrix

Page No.
10 12 22 23 23 24 33 34 35 36 37 40 43 46 47 48 49 50 51 52

Figure 6. Segmentation of Tzinga

Figure 7(a). Awareness about Energy Drinks Figure 7(b). Energy Drinks tasted before.

Figure 7(c). Consumption of energy drinks

Figure 7(d). Energy drinks are better than cold drinks Figure 7(e). Taste of Tzinga Figure 7(f). Packaging of Tzinga

Figure 7(g). Tzinga tastes better than other energy drinks Figure 7(h). People buy again

Figure 7(i). Recommend Tzinga to friends. Figure 7(j). Satisfaction with the price of Tzinga Figure 8(a). Face problem in getting delivery Figure 8(b). Satisfied with the margin

Figure 8(c). Satisfied with the promotional activity of Tzinga Figure 8(d). Satisfied with the sell of Tzinga

Executive Synopsis

The purpose this report is to summarize my internship project for my evaluation. This project was done at Hector Beverages private ltd. and was done nearly for two-month duration at their Gurgaon office. This report based on direct marketing and Market Research of Hector Beverages and my objective is to share my practical experience and professional life, which I got during the internship period. This report is a brief description and summary of word, which I had done during my internship period in Hector Beverages Private Ltd. Gurgaon. The internship program provides me the great opportunity of being exposed to actual business, dealing and opportunity of professional insight, which help me in future. It was a great experience for me to work in this organization. My theoretical knowledge about my subject becomes stronger after working practical. During the internship I use to go gym, retail outlets and colleges to tell about the product and also make sampling over there, I use to give questionnaires to be filled by the customers and distributers for my market research of protein drink. I learned many tips of direct marketing and also learned how to present your self in front of Customer. In this report I had detailed company analysis and target market. These are also correlated with the concept taught in 1st year of PGDM the project given and work done had been explained in the report later. The final result, conclusion, and expectation have been mentioned at the end of the report.

Introduction of Hector

Infosys Technologies Ltd. Founder- chairman N.R. Narayan Murthys $129 million (around 500 crores) venture capital (VC) fund, catamaran investment Pvt. Ltd., has invested in a 17- month - old firm that seeks to sell a lemon-flavoured energy drink that will compete with Red Bull. Catamaran, along with Bangalore - based Footprint ventures and four angel investors, has invested a total of 6 crores in Gurgaon - based Hector Beverages Pvt. Ltd. Catamaran and Footprint ventures have invested 2.5 crores each in the company. The other investors contributed the rest. The investment is catamarans first in a start up company. The VC firm has so far invested in companies, including Indias biggest provider of small loans, SKS Microfinance Ltd. And education services provider Manipal Universal Learning Pvt. Ltd. We will look at early, mezzanine and late-stage investments, said catamarans investment head Arjun Narayan. However, investing has to be a win-win situation for both investors and investees. Currently, we are seeing those kinds of opportunities more in very early and very late stage, and not so much in mezzanine. When it comes to start-ups, what matters to catamaran is the market validation of the offering, team strength and capital efficiency of the business model, Narayan said.

There are some sectors we dont invest (in) at an early stage because we are concerned about achievability of scale and capital efficiency, he said

 Hector Beverages, which has created the lemon-based energy drink Tzinga, plans to utilize the funds to expand production capacity and strengthen its distribution network. The energy drink is being pitched in the same category as Red Bull, which is priced at 85 for a can of 250 milliliter (ml). Tzinga, on the other hand, will sell for 20 for a 200 ml pack, said Neeraj Kakkar, chief executive and one of the three co-founders of the company. Earlier, functional beverages were negligible in the non-alcoholic, ready-to-drink segment; now, they are 40% of the market, Kakkar said, our unique selling point is its Indian taste and affordable prices. Functional beverages refer to non-alcoholic, ready-to-drink beverages that have ingredients such as herbs or vitamins to provide extra health benefits. As a category, functional beverages include energy drinks, sports and performance drinks, enhanced fruit drinks, and water. Tzinga will be initially sold in New Delhi and its suburbs, and Bangalore, Where Hector Beverages has set up a distribution network, said Kakkar.

About Tzinga
Tzinga is the energy drink that is launched by Hector Beverages Pvt. Ltd. in India. Tzinga is different from its other competitors as it is made of natural ingredients. As we know that the energy drink market in India is not so developed. But now many new brands of energy drinks are launched in India. Tzinga is one of the brands, which is launched in India. Tzinga has been launched in India keep in mind the taste and the price. Vision of Tzinga has always been to provide India with drinks that give the consumers the desired energy boost, yet are completely healthy and have no side effects associated with other drinks. Before entering into the market, Tzinga management did a thorough study of the energy drink and cola market in India. The study revealed that foreign players mainly dominated the market and the ingredients used in most of the popular drinks were harmful to the human body. Hector Beverages Pvt. Ltd. uses natural ingredient in manufacturing Tzinga. Tzinga contains Water, Sugar, Lemon Juice, Taurine, Caffeine, Vitamin C, Inositol, Ginseng Extract, D-Glucoronolactone, and Guarana Extract. Tzinga is available in lemon mint flavor. Teenager and college students are core target market segments for the manufacturers and consist of the core age group of 12 to 35. Tzinga has been launched in Delhi-NCR and Bangalore. Hectors vision is to capture Delhi and NCR market by providing quality, healthy and tasty drink at a suitable price. Hector Beverages is only using Sampling as a promotion tool to promote Tzinga.

 Nutritional information of Tzinga per 100 gm. Energy Carbohydrate Protein Fat 44 kcl 11.5 g 0g 0g

Figure 1. Nutritional information of Tzinga

Contains Added Flavors No preservatives No carbonation

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Energy Drink market

Background
Energy drinks are non-alcoholic beverages, which are intended to provide a quick burst of high energy to the consumer. These may be prepared with a composition of methylxanthines, caffeine, natural flavors, some herbal components or specific vitamins including Vitamins B. They may also contain taurine, guarana, maltodextrin, ginseng, carnitine, inositol, glucuronolactone, creatine and ginkgobiloba. Most products include artificial sugar. The primary active component is generally caffeine. Japan and Thailand have a longer history of energy drinks and the use of caffeine has been a key ingredient in those countries. Energy drinks acting as an alternative to coffee were first introduced in Europe. The market received a significant boost when Red Bull entered the US market in 1997. After this successful market introduction, various beverage companies including Coca-Cola and Pepsi entered the market. Austria-based Red Bull remains the market leader though with an approximate market share of 65%. According to Beverage Marketing, the growth rate of this industry had been doubling every since the late 90s. The current U.S. domestic market may be approximately $6 billion, expected to grow to an estimated US $8 billion by 2012. According to the market research firm, Datamonitor Plc., the market for energy drinks in India was estimated at Rs. 499.2 crore in the year 2008, still at a young stage when compared with carbonated drinks, which was valued at Rs. 6,027.9 crore. Between 2002 and 2007, the market for energy drinks in India grew at about 50% a year. In contrast to that, growth of carbonated drinks in India observed a slowdown by 0.5% during the same period. With an increasing number of modern retail stores, the energy drinks market is expected to reach Rs 1,100 crores by the end of 2010.

This decrease in the carbonated drinks market and the high growth of the energy drink market can be attributed to the positive changes in the perception of health and fitness among the Indian youth. The industry foresees a huge potential for Energy Drinks. The energy drink segment is the fastest growing segment in the ready to drink

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 category, reason being that India has a youth centric population and the fast urbanization. Players such as Rhino s Bullet, Cloud 9 and Red Bull, dominated energy drinks in India till a year back. Sales started picking up post the entry of established players such as Pepsi, Amway and the latest entry of Coca Cola & GT&T has shown the market potential of the Energy Drink market in India. Market players in this product category are adopting unique marketing strategies like free sampling at schools and colleges before launching their products, sponsoring major sporting events and fashion shows. These promotions enhance the brand recall. Brands in the Energy Drink market are Red Bull, Cloud 9, SJ XXX, Power Horse, and Rock star, Burn, SoBe and Amway.

Rock Star, 4%

SoBe, 0.6% Burn, 1% Tzinga, 0.4%

Power House, 2% Monster, 4% XXX, 3% Red Bull Cloud 9 XXX Cloud 9, 23% Red Bull, 62% Monster Power House Rock Star Burn SoBe Tzinga

Figure 2. Energy Drink Market Share (India )

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Market Structure
The primary consumers of this industry are under 35 years of age and are predominantly male. Teenager and college students are core target market segments for the manufacturers and consist of the core age group of 12 to 30. A recent survey estimates that around 35% percent of energy drink consumers are above 35 years old. Furthermore energy drinks with high sugar levels are more popular among children and women, while energy drinks with strong taste and flavor are more preferred by male consumers. Recent studies also indicated that 65% of the energy drinks market consists of male consumers. There are several types of energy drinks products. Different varieties of tea and coffee along with green tea form one group. Second are traditional energy drinks such as Red Bull and others. In emerging market, however, several producers have introduced new products. Combining energy drinks with alcohol has resulted in new products including Hair of the Dog. Mixing energy drinks with smart drinks has also created new brand names such as NOS.

Industry Definitions
Added sugars - sugars and syrups to be added to foodstuffs in the process of preparation. The composition of this added sugar is artificial, not naturally produced. Antioxidants - chemical composites which defend the body from cell loss by retaining oxidation Certified organic - certified by the U.S. Department of Agriculture that the firms goods meet distinct organic standards.

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Situation Analysis
C Analysis
1. Company
Hector Beverages is a Philadelphia based company and is focusing on Indian Consumer. Hector Beverages is the new name for the Beverages market but it has come with the genuine product for the Indian people, which they need for their daily life. Hector Beverages came into the Indian market on October 2009 with a mission, to give Indian people Healthy and Tasty drink for there daily routine through there product. As, there are many beverages offerings in the developed world are a lot better than those in the developing world. Mr. Neeraj Kakkar the CEO of Hector beverages, completed his MBA from MDI Gurgaon in 1998 and worked with coke for many year, and came with the idea of Tzinga in 2010 with a mission to give Indian people Healthiest drink with great taste. Mr. Suhas the COO of Hector Beverages private limited company completed his MBA from IIM Calcutta in 2003 and he also worked in coke, Suhas came with the Marketing idea of Tzinga in India and trying to give Tzinga as the top position in energy drink market.

Product line
The companys flagship beverage brand, Tzinga, is one of the new players in Energy drinks segment. Tzinga is available in lemon mint flavor.

Technology and experience

Tzinga is manufactured using cutting edge technology and plethora of ingenious solutions and indigenous know-how. Initially, the product is manufactured in Gurgaon. Tzinga attempts to achieve the exact balance of energy and health through the perfect combination of naturally occurring, energy rich resources with high-tech manufacturing techniques.

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Goals
In the future, Tzinga aims to consolidate and grow its Indian presence all the while expanding into the overseas market. The name Tzinga, itself gives a prelude to the ambitions of the company. The aim is also to use the profits from these ventures to contribute towards invigorating the economy of India. Tzinga wants Indians to support and be part of this initiative to energize and empower Indias people, its economy, and the thereby India as a whole.

2.Collaborators
Hector Beverages has an experienced and dedicated distribution team across the Delhi & NCR, which monitors market segments like malls, multiplexes, retail, restaurants, discotheques, gym, cafes and college canteens. Each tie-up is supported with Promotional & Merchandising Materials, loyalty programmes and consumer offers etc.

3.Customers
Consumers of energy drinks are in the age group 18-35. Most of consumers are college students and middle aged working class. With rapid urbanization and increase in purchasing power of people the demand has increased significantly. Growing middle class is around 350 million. Consumers also include females and young people who do not drink alcohol. For health conscious people who are averse to alcohol, energy drinks are the perfect substitutes. Consumer profile include college-goers who feel need to stay up late nights during exams, working class professionals who need extra boosts of energy and athletes who need energy after exhaustive field activities. For the purpose of this project, we conducted a survey to find out the drinking habits of various people. Majority of respondents were in the 23-26 years of age category and were predominantly males. The most extensive usage of energy drinks was revealed to be one during nightouts or during weekend parties. Taste and recommendations from friends surfaced as major factors for trying out a new energy drink. Also, people perceived Tzinga as an energy drink and not as any alcoholic drink or a soft drink.

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4.Competitors
Red Bull Energy Drink
Red Bull operates within the energy drinks sector of the beverages market. The product is an example of a 'functional' drink. Functional foods respond to consumer interest in well being and performance. The major multinational soft drinks companies are investing in the area of functional drinks, developing their own brands and buying up existing ones. This is seen as being important, given that their traditional soft drinks markets are at the maturity stage in many countries. For these multinationals, new functional drinks offer opportunities for renewed business growth.

Red Bull Positioning

General positioning strategy the brand was positioned as something that, "revitalized body and mind." It was also intended that Red Bull be drunk whenever consumers needed a lift, whether it was morning, noon or night. This broad positioning was designed to enable growth into a variety of market segments. Red Bull's advertising did not specify any consumption occasions, which further facilitated an elastic positioning"

Positioning through pricing strategy

In every market, Red Bull set a price at least 10 percent greater than the most expensive competitor in order to maintain a "best of class" positioning. The 250mL can of Red Bull cost up to 300 percent more per ounce than traditional soft drinks.

Market share
Since its launch, the brand has managed to dominate the Indian market with more than 60 % market share.

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Strengths
Market leadership within the energy drinks market, it is the industry leader throughout the world. Marketing efforts- many promotions and well targeted campaigns and sponsorship e.g. F1 helps to expand Red Bull Brand and increase customer brand awareness and recall. Strong, fresh and fashionable brand identity.

Weakness
Above average prices Reliant on small product base the company only markets one branded product, RedBull Energy Drink (along with a sugar free variety). Lack of patent on its recipe means anyone can copy it.

XXX Energy Drink

It is a premium brand targeting the niche market of youths and trendy consumers with high income. Entering India with a bang as the primary sponsor for the Kolkata Knight Riders (KKR) in the DLF IPL T20 cricket tournament, it was launched with the objective of providing an alternative energy drink to the consumer and hence giving him a winder extremely high on energy and high on life. The brand XXX energy comes in two variants currentlyREJUVE and NICOFIX. The USP of NICOFIX" is that it is formulated with NPR which reduces the Nicotine urge and REJUVE" is an exciting energy drink specially formulated to suit India taste buds." REJUVE rejuvenates the mind and body and enhances your immunity, thus increasing stamina. Both the cans are very competitively priced at Rs.75/- for 250 ml.

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Monster energy drink

Depicted by a logo of three claws, Monster energy drink is distributed by distributed by Hansen Natural Corporation, Corona California. With ingredients like guarana, caffeine and glucose, monster artificially stimulates energy. With a fairly tolerable taste, this energy drink sparks one up and packs quite a vicious punch. Though Monster Energy is not widely advertised in the media it receives a large amount of recognition from its sponsorship of various sporting events.

Full Throttle
Produced by the Coco Cola company, Full Throttle debuted in late 2004. This energy drink contains ingredients such as carbonated water, high fructose corn syrup and/or sucrose, citric acid, natural and artificial flavors, sodium citrate, sodium benzoate (to protect taste), d-ribose, caffeine, acacia, niacinamide (vitamin B3), calcium pantothenate, (vitamin B5), glycerol ester of wood rosin, yellow 5, pyridoxine hydrochloride (vitamin B6), Cyanocobalamin (vitamin B12). Available in great flavors like citrus, full throttle energy drink has great flavors.

5.Climate (context)
Political and Legal Factors: In India, there are no standards for energy drinks under PFA Act, 1954. The standards of carbonated water under PFA Rules, 1955 specify the maximum limits of caffeine of 200ppm, which subsequently on recommendations by Central Committee on Food Standards were reduced to maximum level of 145ppm. Food Safety and Standards Authority constituted an expert group to examine the scientific literature and global position on use of caffeine and non-carbonated beverages and their labeling and to recommend the limit of caffeine in energy drinks and non-carbonated beverages under Food Regulations. The Group was also asked to suggest whether any standards need to be laid down for energy drinks keeping in view the assessment of risk. It made the observation that Caffeine is not an additive but a chemical with addictive property. Caffeine up to 200 ppm is added as a flavoring agent but above 200 ppm it is a functional ingredient. The functionality of caffeine at 18

 320 ppm needs to be ascertained along with justification for fixing a cut-off limit at 320ppm.

Economic Factors: Economic factor affects the purchasing power of potential

customers and firms cost of capital. The following are the examples of factors in macro-economy: economic growth, interest rates, exchange rates, and inflation rate. The inflation rate in India was last reported at 13.73 percent in June of 2010. The economy is not much developed and wide variations among states and regions within states are there due to which we might have to make different promotional strategies.

Socio- Cultural Factors: The key emerging health concerns amongst Indians
include diseases of the heart and digestive system, obesity, bone and joint pain, depression and anxiety, lack of energy and stamina and sleeplessness. The growing awareness amongst Indian consumers regarding several ingredients and their associated health benefits is making them more inclined to use nutritional information very often to make product choices. Hence there is a demand for food and beverages with health claims.

Technological Factors: The technological factors can lower barriers to entry,

reduce the minimum efficient production levels and influence outsourcing decisions. Some of the technological factors include: R&D activity, automation, rate of technological change, technology incentives. Cloud 9 is manufactured by Goldwin Healthcare Pvt. Ltd, the specialists in the manufacture of 100% Natural Lifestyle Energy Drinks and Caffeine-Free Cola, using its cutting edge technology and plethora of ingenious solutions and indigenous know-how. Hence, company is highly advanced in development of product, R&D and machinery.

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Porters Five Forces Analysis

Threat of new Entrants High
As energy drink market is growing very rapidly new entrants are eying this market. Big soft drinks brands like Coca Cola and Pepsi already have plans to launch energy drinks in Indian market. Since cost of entering in this market is not very high new companies can easily enter in this market.

Bargaining power of Buyers- High

Bargaining power of buyers is high because of availability of many similar products.

Bargaining Power of suppliers-Low

Suppliers have low bargaining power because constituents of energy drinks are easily available and any company may produce them easily.

Current rivals in Industry-High

There are already many brands in the market. Red bull is a very strong brand capturing a major share of market. Big companies are coming up different products. There are many players in the market.

Pressure due to substitutes High

Pressure due to substitutes is high because there are many alternate products in the market. Soft drinks, fruit juices, sodas and various caffeinated products are available in the market. Consumers have many choices to fulfill their need of caffeine or energy.

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Needs, Wants & Demands Analyzed Needs

1. Tzinga Energy Drink satisfies three primary needs:
Physical needs
When college-goers and working class professionals who feel need to stay up late nights during exams and work, this need is satisfied by Tzinga, which perfectly matches with their tagline, Those who dont want to sleep

Social needs
A social need for example is where, humans have a social need for belonging and this need is satisfied by belonging to a group. A group could be people with the same interests such as extreme sports. Red Bull associates itself with energy, danger and youth culture, and markets its product through its sponsorship of youth culture and extreme sports events. Consumers who drink Tzinga are automatically introduced to the Tzinga culture, and their social need is then satisfied, again matches with other punch line Get high every time you drink

Individual needs
An individual may have a need for concentration or self-expression and this could be inhibited by fatigue or weariness. Tzinga could satisfy this need by energizing and stimulating the mind. For example, if he/she is fatigued, a university student may experience the inability to retain knowledge and therefore an inability to express him/herself.

2. Wants
A want can be defined as, the form taken by human needs as they are shaped by culture and individual personality Extreme athletes want to accelerate their performance and to revive themselves quickly after each event and Tzinga satisfies this want. Tzinga promotes its consumption to increase physical endurance, improve concentration and reaction speed, improve vigilance and stimulate metabolism 21

 through natural stimulants.

3. Demands
Demands are human wants backed up by buying power and given their resources, people demand products with benefits that add up to the most satisfaction. Demand for a product, is both willingness and an ability to pay for the product that will satisfy a particular want. Tzinga is arguably one of the expensive drinks on the market, a bottle of Coke generally costs around Rs.10 for 300ml whereas a smaller 200ml doypack of Tzinga is sold at Rs.20. Consumers are willing to pay the higher price for Tzinga because it satisfies their needs and wants, it also delivers on its promise to Drink and Discover.

SWOT Analysis
Strength
Indian product. Natural ingredients. Focus on Health. Non-alcoholic.

Weakness
Low awareness. Low market share.

No prior expertise.

Opportunities
Fruit juices. Gaming ventures. Consumer recognition through Sponsorship of fashion shows and college festivals.

Threats
Lucrative market. Many big players. Easy entry in the market.

More emphasis of youth on health

food.
Figure 3. SWOT Analysis of Tzinga

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Ansoffs Product Market Expansion Grid

Current Product Current Market New Market
Market Penetration Strategy Market-Development Strategy
Figure 4.Ansoff Matrix

New Product
Product-Development Strategy Diversification Strategy

Tzinga is a product that is totally new to the market. There already exists a market for energy drinks. Also, since the energy drinks market is very well defined and has limited scope in terms of broadening, we are looking at the Current Market instead of a new one. Thus, adopting a Market Penetration Strategy seems to be most appropriate, within which, our aim will be to maximize market share. Aggressively marketing and advertising the product to make the target segment aware of the value propositions on offer can do this.

B C G Matrix
The relative position of

Tzinga Energy Drink in the market dominated by Red Bull is quite low and the potential for market growth is very high. Thus Tzinga falls in the question marks quadrant, where it has high potential to increase market share and move to the stars quadrant, and eventually to cash cows where the market growth will slow down. Also it is to be noted that if Tzinga does not succeed in becoming a market leader, then there is a possibility that after years of cash consumption it will degenerate into dogs when the market 23
Figure 5. BCG Matrix

 growth will decline.

Segmentation, Target and Positioning

1. Segmentation
Below shown is a map showing the various factors taken into consideration while the segmentation takes place.

Demographic Analysis
Age Gender Income

Psychographic Analysis
Features: Taste, caffeine content etc. Attitudes to Social change: e.g. conservation, upmarket

Behavioral Analysis
Occasions User Status: eg Regular, first timers etc. User Rate: Regular, Heavy etc Loyality Status: hard core loyalist, switchers.

Geographic Analysis
Metros, major cities and towns

Figure 6. Segmentation of Tzinga

Accordingly, based on the above factors and the responses from a survey conducted on Tzinga, the following 4 segments were identified:

College students
Comprising of an age-spectrum ranging from teenagers to Post Graduates, this segment witnesses a variety of constituent individuals in terms of energy, purchasing power, preferences, vulnerability to alcoholic beverages. This group has taken up to snacking as a way of life as they keep missing regular meals due to erratic schedules. Energy Drinks are perceived to be something above soft drinks but not alcohol, hence a cult among this group. Besides, studying late nights, energy drinks have gained popularity among them.

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Working Professionals
These represent the young working population, mainly the employees of MNCs and BPOs. This group has resorted to energy drinks for chilling out on weekends after a long hectic weekend for a change, or when meeting colleagues or friends at place. Working long for hours, creates distress, monotony and fatigue, leading to burnout. Energy drinks serve as energy boosters and hence an obvious choice for them in the short run.

Health Conscious people/ Sportsmen

This group has seen a rise in the past decade. More and more people are turning health conscious and hence choose their diet selectively. They mostly join fitness programmes i.e. physical workout, aerobics etc. or jog regularly as they are confined in their jobs, hence they want to work out. Another category is that of sportsmen, who constantly thrive on energy drinks to get instant kick helping them maintain high energy levels.

Socialites / Party Animals

Socialites are mostly in a habit of paying regular visits to pubs, discotheques and parties. Hence Energy drinks are a normal part of consumption habits of such consumers. Besides, energy drinks act as an apt alternative to alcoholic beverages, while in socializing a group, where in the socialite prefers not drink, as mostly is the case with females. Besides, Energy drinks mixed with alcohol, serves as a perfect combo during parties.

2. Target
Tzinga is targeted at the youth population in the age group of 18 to 35 years. This age group consists of working professionals and students. The young working professionals of India face high stress levels at their work places, which causes physical as well as mental exhaustion. Todays students also lead a stressful and hectic life. These working professionals and college students are the target segment for Tzinga energy drink. As many as 64% of the youth feel that alcohol consumption is not at all acceptable. This segment of the youth population is also being targeted. Being health conscious 25

 this segment of the youth population might be a potential market for Tzinga.

3. Positioning
The product is a non-alcoholic healthy energy drink with natural sources of caffeine and is targeted primarily at youngsters in urban areas. Although the target age group is 18 to 35 year olds, currently the product has a greater appeal to the younger end of the group. The name Tzinga gives preludes to the ambitions of the company, as it plans to surpass all its earlier successes and aim for higher and bigger goals in the future. The name also signifies a light, happy and elevated state of mind which is exhilarating, alertness backed with stamina and concentration, in which the consumer finds himself after having Tzinga energy drinks, yet it is not intoxicating. The high in Tzinga comes from its natural energy boosters: Lemon Juice, Taurine, Caffeine, Vitamin C, Inositol, Ginseng Extract, D-Glucoronolactone, and Guarana Extract that safeguard health. As the market has been dominated by foreign brands, Tzinga energy drinks indigenous origins can act as the differentiating factor. Likely to be more popular among the youth in the urban centers of the country like Delhi, NCR & Bangalore it should be perceived as a funky, cool and in-tune with any age group, yet healthy drink, unlike its competitors. Besides, the advertisements should claim that Tzinga Energy Drink can boost physical activity and alertness. It should be projected as a great solution to today's stressful and hectic lifestyle.

Marketing Action Program

Marketing Mix
Product Strategy
Tzinga is a healthy energy drink, fortified with essential nutrients and herbs that help boost up anyone with a full in their energy and focus. Tzinga is a healthy and tasty alternative to a high sugar soda or energy drink. Also a good alternative to coffee and expensive espresso drinks. With a proprietary blend of herbs that contain a mix of Lemon Juice, Taurine, Caffeine, Vitamin C, Inositol, Ginseng Extract, DGlucoronolactone, and Guarana Extract that give this healthy energy drink its blast of natural energy needed to keep drinkers gain back their spunk. Tzinga comes in a convenient 200 ml doypack, which is the perfect size to throw in a purse, backpack, 26

 gym bag, or brief case.

Price Strategy
Tzinga currently provides competitive price of Rs. 20. We would like to see the company branch out and start selling bulk packs in convenience stores, and vending machines like its major competitor and market leader Red Bull does. They provide a bulk pack of four cans in Rs. 275. We would like to keep a competitive price of Rs. 240 per case that contains 12 doypacks as respondents gave the choice in survey.

Promotion Strategy
Once everyone in your town finds out you have an Energy Drink youll be the most popular game in town. It is the case with Tzinga. They get calls from newspapers, magazines, radio stations and various event heads, all looking for advertising. Not to mention all the requests for sponsorship they get. But they dont do a thing until they know how much theyll get for their investment in promotions. They dont spend anything without distribution; dont spend a dime without knowing their Return On Investment.

They dont fall into the Energy Drink Promotion Trap. They follow No promotion without distribution. They do promotion to get the product on the shelves or because they already have product on the shelves. They use promotions as The Deal; giving sampling or other events to their distributors or retailers when they buy Tzinga. Being startups they arent paying for Celebrity advertisement and various medias like Television and Radio. Till now Tzinga is promoted through free sampling. Sampling is differing from other modes of advertisement. In this way of promotion, final or ready product is put into the hands of end user directly rather than making it popular through advertisements and then distributing it through proper channel. Unlike in other ways of advertising, customers are not required to pay any price for getting the product through sampling. For example, for reading an advertisement in newspaper, a person has to first pay for it. Since no money is involved, customers are 27

 found keen to use the product. They consider it as a gift. If they like the product, they dont mind buying another from the market. Not all companies are found interested in sampling of their products. However, consumer product companies do come out with sampling of new products for their promotion. Companies doing sampling believe that it helps them in making a longterm relationship with the customer, who would continue to use the product in future. Sampling must be seen as an effective way of promoting a product and increasing its sales. Results are seen very fast in this way of promotion. Either the user would like the product or would dislike it. But company can know the reaction, at least, in no time. In other forms of advertising, there is long period of wait, after which, results appear. Main drawback due to which companies are not resorting to sampling is the cost. As samples are distributed without any price, companies have to bear the cost of manufacturing of product. Sometimes, extra cost on samples occurs due to special packing, distribution etc. Cost of sample can be recovered only when product becomes a hit and people start using it in good numbers. Possibility of it is good if product really has some good features and is different from others available in the market. As an internee our job was to make Tzinga visible. We distributed free samples at the shops that already have Tzinga in their shelves. So we were making customers aware of product. Sometimes we went to shops (those who didnt had our product) for Sampling, each time consumers liked our product and we got orders placed. During the whole process we took feedbacks from all consumers and recorded their contact info. We had questionnaire for the purpose. Both questionnaire and consumer details are mentioned at the end of this report.

Therefore, Sampling helps Tzinga in many ways It spreads Word of mouth and creates awareness. It makes product visible and increases sales. It doesnt require huge amount of money. Consumers reaction can be known easily and accurately. 28

 Since it is free consumers take interest in it.

Sampling is generally recommended for the products that are new and which cannot be described efficiently through other ways of advertising.

Distribution Strategy
Tzinga is available at Departmental stores, Bakeries, cigarette Shops, colleges, malls. Broadly, it is available at shops with beverages in it. Tzinga is available at more than 2,000 stores around Delhi NCR. It was launched in Bangalore on April 7th. It is soon to be launched at Chennai, Mumbai, Hyderabad and Pune.

Channels of Distribution
As of now Tzinga is only available to the customer by buying through retailers directly. They want to make Tzinga available to everyday customers. They can enter into contracts with Food Bazar, Spencers daily, Reliance Fresh, etc.; for distribution purposes. The next goal would be to have Cloud 9 available in outlets and retail stores in other countries. Currently Cloud 9 is transported through general mailing companies. In the next few years we would like Cloud 9 to have its own distribution Centre with its own delivery trucks. Tzinga is produced in its own plant at Gurgaon. From there it goes to Distributors and then to retail shops.

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Objective of Project
The objective of our project is as follows: To educate the youths about the requirements of energy in our body. To communicate to them the ways in which Hectors Tzinga can help them. To organize an interactive event, which will be fun for, students and youths beneficial for hector. To place Tzinga in selected educational institutes, MNCs and shops and observe the response. To take in fresh minds as interns and learn the marketing principles and interacts with people. A study on promotion tools and product awareness.

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Research Methodology
Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company. Most large companies have their own marketing research departments, which often play crucial roles within the organization. Yet, marketing research is not limited to large companies with big budgets and marketing research departments.

Research Objective
The research is focused on customers attitude towards energy drinks and their reaction about Tzinga. Objective of research is to generate meaningful information, which will help the organization in taking effective decisions. It will benefit the organization, as it will throw light on customers perception about energy drinks, changes to be made in packaging and availability of the product.

a. Data Sources
Primary Data is collected for the research project. Since Tzinga is launched recently. Therefore, there is no Secondary Data available.

b. Research Design
Target Population i. Age: 12-35 years ii. Occupation: Students and working Professionals and middle-aged men/women. iii. Location: Delhi and NCR.

c. Research Design
i. Exploratory research: Pilot studies ii. Type of research used for the project: Causal research iii. Sample Size: 100 respondents(consumers) and 9 respondents(retailers) iv. Basic research: Survey method v. Research Frame: Company provides list of retail outlets and colleges in Ghaziabad.

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d. Data Collection
i. Source: Consumers and retailers ii. Tool: Self - administered Questionnaires

e. Data Analysis
i. Statistical Tools: Pie chart Bar graph Chi-square test

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Findings and Analysis From Consumers

(Ghaziabad Region)
Q.1. Which of these Energy Drinks are you already aware of? OPTION RED BULL TZINGA CLOUD 9 BURN DATA 77 53 42 13 PERCENTAGE 77% 53% 42% 13%

80% 70% 60% 50% 40% 30% 20% 10% 0%

77%

53% 42%

13%

Red Bull

Tzinga

Cloud 9

Burn

Figure 7(a). Awareness about Energy Drinks

77% of total respondents were already aware of Red Bull, 53% were aware of Tzinga. On hearing of energy drink first thing they speak out is Red Bull. The company spends huge amounts on Promotion and Advertising. Tzinga doesnt spend on advertising. It only promotes through Sampling. And they are getting success in their mission. People are becoming aware of Tzinga. Cloud 9 is also becoming successful in creating awareness.

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 Q.2. Which of these Energy Drinks have you tasted before? OPTION RED BULL TZINGA CLOUD 9 BURN DATA 35 39 17 8 PERCENTAGE 35% 39% 17% 8%

39% 40% 35% 30% 25% 20% 15% 10% 5% 0% Red bull Tzinga Cloud 9 Burn 8% 17% 35%

Figure 7(b). Energy Drinks tasted before.

39% of respondents have tasted Tzinga. While only 35% have tasted Red Bull. Reasons for this are Sampling is done on large scale in the area we surveyed. Tzinga costs only Rs 20.

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 Q.3.How often do you consume energy drinks?

OPTION DAILY 2-5 TIMES A WEEK ONCE IN A WEEK ONCE IN A MONTH NEVER

DATA 1 2 10 25 62

PERCENTAGE 1% 2% 10% 25% 62%

DEGREE 3.6 7.2 36 90 223.2

Daily 2-5 times a week 1% 2%

Once in a week 10%

Daily Never 62% Once in a month 25% 2-5 times a week Once in a week Once in a month Never

Figure 7(c). Consumption of energy drinks

62% of the correspondents had never tasted any energy drink before. This shows that though people are aware about energy drinks then also they dont give it a try. Reasons that respondents told us were They thought it to be very costly. Some respondents assumed it to be an alcoholic drink.

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 Q.4. Energy drinks are better than cold drinks? OPTION STRONGLY AGREE AGREE DISAGREE STRONGLY DISAGREE NEITHER AGREE NOR DISAGREE DATA 10 30 36 9 15 PERCENTAGE 10% 30% 36% 9% 15% DEGREE 36 108 129.6 32.4 54

NEITHER AGREE NOR DISAGREE 15% STRONGLY DISAGREE 9%

STRONGLY AGREE 10%

STRONGLY AGREE AGREE DISAGREE STRONGLY DISAGREE NEITHER AGREE NOR DISAGREE

AGREE 30% DISAGREE 36%

Figure 7(d). Energy drinks are better than cold drinks

36% found Cold drinks better than Energy drinks. This is because they are more fond of t cold drinks because the market of cold drink was established long ago. Market for soft drinks in India is greater than Energy drink market. But 30% respondents found Energy Drinks better than Cold Drink. 15% respondents never tasted any energy drinks, so they didnt give judgment.

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 Q.5. Tzinga tastes OPTION EXCELLENT VERY GOOD GOOD FAIR POOR DATA 0 6 59 25 10 PERCENTAGE 0% 6% 59% 25% 10% DEGREE 0 21.6 212.4 90 36

POOR 10% FAIR 25%

VERY GOOD EXCELLENT 6% 0%

EXCELLENT VERY GOOD GOOD 59% GOOD FAIR POOR

Figure 7(e). Taste of Tzinga

Taste plays an important role, in making the product successful. 90 out of 100 respondents likes taste of Tzinga, degree varies. 59 respondents found taste of Tzinga Good. 25 respondents found taste of Tzinga Fair. 06 respondents found taste of Tzinga Very Good. 10 respondents found its taste Poor. Asking them reason for not liking. Most of them didnt like Lemon Flavor drinks.

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Taste * gender
of their gender.

Crosstab

H0: Consumers opinion about taste of Tzinga is independent H1: Consumers opinion aobut taste of Tzinga is dependent of their gender

gender male taste very good good fair poor Total 6 59 13 0 78 female 0 0 12 10 22 Total 6 59 25 10 100

Chi-Square Tests Asymp. Sig. (2sided) 3 3 1 .000 .000 .000

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 63.636a 70.764 56.720 100

df

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 Chi-Square Tests Asymp. Sig. (2sided) 3 3 1 .000 .000 .000

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 63.636a 70.764 56.720 100

df

a. 3 cells (37.5%) have expected count less than 5. The minimum expected count is 1.32.

INTERPRETATION: since here the p value is coming out to be lower than the significant level 0.05 so we reject the null hypothesis here. Respondents like taste of Tzinga independent of their gender. We assumed female respondents would like it because of its lemon flavor but it turned out opposite, Large part of female respondents found its taste fair while most of the males found its taste good.

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 Q.6. Packing of Tzinga is OPTION EXCELLENT VERY GOOD GOOD FAIR POOR DATA 2 10 45 35 8 PERCENTAGE 2% 10% 45% 35% 8% DEGREE 7.2 36 162 126 28.8

POOR EXCELLENT 8% 2%

VERY GOOD 10% EXCELLENT VERY GOOD GOOD 45% GOOD FAIR POOR

FAIR 35%

Figure 7(f). Packaging of Tzinga

02% of respondents found packing of Tzinga Excellent. 10% of respondents found it Very Good. 45% of respondents found it Good. 30% of respondents found it Fair. 8% found it Poor. This is because they wanted it to be packed in Can or Glass bottles.

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Packing * gender
of their gender.

Crosstab

H0: Consumers opinion about packaging of Tzinga is independent H1: Consumers opinion about packaging of Tzinga is dependent of their gender.

gender male packing excellent very good good fair poor Total 2 10 45 21 0 78 female 0 0 0 14 8 22 Total 2 10 45 35 8 100

Chi-Square Tests Asymp. Sig. (2sided) 4 4 1 .000 .000 .000

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 51.049a 58.271 38.661 100

df

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 Chi-Square Tests Asymp. Sig. (2sided) 4 4 1 .000 .000 .000

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 51.049a 58.271 38.661 100

df

a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is .44.

INTERPRETATION: since here the p value is coming out to be lower than the significant level 0.05 so we reject the null hypothesis here. So, consumers opinion about packaging of Tzinga depends upon gender of consumer. Most of our respondents were male and they had their views about packaging of Tzinga. Girls were few in numbers and they didnt find packaging very attractive.

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 Q.7. Tzinga tastes better than other energy drinks OPTION DATA STRONGLY AGREE 5 AGREE 18 DISAGREE 27 STRONGLY DISAGREE 12 NEITHER AGREE NOR DISAGREE 38 PERCENTAGE 5% 18% 27% 12% 38% DEGREE 18 64.8 97.2 43.2 136.8

NEITHER AGREE NOR DISAGREE 38%

STRONGLY AGREE 5% AGREE 18% DISAGREE 27%

STRONGLY AGREE AGREE DISAGREE STRONGLY DISAGREE

STRONGLY DISAGREE 12%

NEITHER AGREE NOR DISAGREE

Figure 7(g). Tzinga tastes better than other energy drinks

Tzinga tastes very different than other energy drinks. 38% respondents were not much exposed to taste of Tzinga or other energy drinks. So, they neither agree nor disagree. 27% respondents disagreed about the taste of Tzinga 12% respondent strongly disagree about the taste of Tzinga as compare to other energy drinks. 18% respondents found taste of Tzinga better than other drinks.

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Taste superiority * gender

Crosstab

H0: Consumers prefer taste of Tzinga independent of their gender. H1: Consumers prefer taste of Tzinga dependent of their gender.

gender male Taste superiority strongly agree agree disagree strongly disagree neither agree nor disagree Total 5 18 27 12 16 78 female 0 0 0 0 22 22 Total 5 18 27 12 38 100

Chi-Square Tests Asymp. Sig. (2sided) 4 4 1 .000 .000 .000

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 46.019a 53.654 32.969 100

df

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 Chi-Square Tests Asymp. Sig. (2sided) 4 4 1 .000 .000 .000

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 46.019a 53.654 32.969 100

df

a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is 1.10.

INTERPRETATION: since here the p value is coming out to be lower than the significant level 0.05 so we reject the null hypothesis here. So, consumers prefer Tzinga over other drinks depending on their respective gender. For most of the girls Tzinga was first energy drink they ever tasted. Many respondents never tasted any other drink. So, they couldnt judge whether Tzinga tastes better than other drinks or not. While some respondents who already tasted other drinks were able to judge.

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 Q.8. Would you buy it again? OPTION DEFINITELY BUY PROBABLY BUY PROBABLY NOT BUY DEFINITELY NOT BUY NOT SURE DATA 2 45 28 21 4 PERCENTAGE 2% 45% 28% 21% 4% DEGREE 7.2 162 100.8 75.6 14.4

DEFINITELY NOT BUY 21%

NOT SURE 4%

DEFINITELY BUY 2%

DEFINITELY BUY PROBABLY NOT BUY 28% PROBABLY BUY 45% PROBABLY BUY PROBABLY NOT BUY DEFINITELY NOT BUY NOT SURE

Figure 7(h). People buy again

45% of the sample population will probably buy it. 28% of the total population will probably not buy it. 21% of respondents will definitely not buy it because some didnt like its Taste. Some didnt like its Packaging. Some didnt find it better than other energy drinks.

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 Q.9. Would you recommend Tzinga to your friends? OPTION YES NO DATA 66 34 PERCENTAGE 66% 34% DEGREE 237.6 122.4

NO 34%

YES 66%

YES NO

Figure 7(i). Recommend Tzinga to friends.

This is one important question to ask to customers. It helped us finding whether consumers will spread word of mouth about product. 66% of respondents who tasted Tzinga will recommend it to others. 34% of respondents didnt want to recommend it to others. Because they did not like the product.

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 Q.10. Are you satisfied with the price of Tzinga? OPTION YES NO DATA 62 38 PERCENTAGE 62% 38% DEGREE 223.2 136.8

NO 38%

YES 62%

YES NO

Figure 7(j). Satisfaction with the price of Tzinga

Tzinga has a competitive advantage regarding price as compare to other energy drinks. So, we asked respondents whether they are satisfied with the price of product. 62% of respondents replied positive. They were satisfied with price. 38% of respondents didnt think so.

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Findings And Analysis From Retailers (Ghaziabad region)

Q.1 Do you face any problem in getting delivery?
OPTION Yes No Sometimes DATA 2 4 3 PERCENTAGE 22.2% 44.4% 33.3% DEGREE 80 160 120

Sometimes 33%

Yes 22% Yes No 45% No Sometimes

Figure 8(a). Face problem in getting delivery

As per the research, 45% of the retailers in Ghaziabad where Tzinga is available are satisfied with, getting the delivery on time. 33%+22%=55% retailers face problem in getting the delivery. Reason could be the availability of product. Less effective supply chain.

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Q.2 Are you satisfied with the Margin?

OPTION YES NO DATA 4 5 PERCENTAGE 44% 56% DEGREE 160 200

NO 56%

YES 44% Figure 8(b). Satisfied with the margin

YES NO

Every businessman is concern about his profit margin. 44% of the retailers are satisfied with the profit margin of Tzinga. Tzinga give 20% margin to the retailers. 56% are not satisfied with the profit margin, because they said company like Pepsi gives them 25% margin.

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Q.3. Are you satisfied with the promotional activity of Tzinga?

OPTION YES NO DATA 7 2 PERCENTAGE 77.8% 22.2% DEGREE 280 80

NO 22%

YES 78% YES NO

Figure 8(c). Satisfied with the promotional activity of Tzinga

Promotional activities play a vital role in creating awareness about the product and increasing the sales. 78% of the respondents are satisfied with the promotional activities of Tzinga. 22% are not satisfied reason could be: free sampling affects their sale of other drinks.

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Q.4. Are you satisfied with the sell of Tzinga as a new product?
OPTION YES NO DATA 3 6 PERCENTAGE 33.3% 66.7% DEGREE 120 240

YES 33%

NO 67%

Figure 8(d). Satisfied with the sell of Tzinga

YES NO

33% of the retailers are satisfied with the sale of Tzinga because its a new product, different taste and competitive advantage in pricing. 67% are not satisfied. Reason could be: consumers are not aware of the product, Energy drink market in Ghaziabad is not so developed. Customers usually go for soft drink because it cost less than energy drink.

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Conclusion
People are not aware of energy drinks. Tzinga is doing well in its initial phase. They arent advertising. Promotion is done only through sampling. Its main competitor is Red Bull, which is market leader. Tzinga has competitive advantage over other energy drinks because of its low cost and packaging. Energy drink market is increasing at fast pace and attracting giants like coke and Pepsi. People are still not attracted to energy drinks as much, as they are attracted to other beverages, mainly soft drinks. Many still believe energy drinks to be alcoholic. In college canteens, students don't consume it because of its functions rather they use it for status quo. People are getting more health conscious and this is a thing to be happy about for Tzinga. People who are aware of energy drinks and their prices, dont cherish upon knowing low price of Tzinga rather they start asking questions like Other drinks costs so high, how come this drink costs only 20 bucks. Sometimes they doubt product quality. Tzinga is creating awareness in its initial phase and fortunately it has succeeded in doing so. No wonder if Tzinga becomes a big name in energy drinks market.

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Recommendations
It should focus its attention to the untapped market where it can considerably increase its market share. CEO needs to personally contact with retailers who help in knowing the activities of the distributors as well as help in promoting the business. There should attention be paid to the consumer Perception. Advertisement and publicity in the untapped market by way of signage, racks, paintings, banners, hoarding etc. should be expanded. Distributors and sales men should from time to time take the pain of finding out the requirement of retailers and the problem they are facing. Margin to retailers should be taken care off and may be possible ought to be increased without increasing the overall price. Distributors should check the working of route agents or salesman on regular basis. Shortages of the freeze and other cooling equipment during the summer season if possible should be reduced. It communicates bad message among the retailers as well as the consumers. Merchandise should be installed against the sale performance of the outlets as well as the need of the market.

Survey by the top officials should be made in the untapped areas to access the
real situation and should be done as a surprise visit instead of planned visit.

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Limitations
While making this report I faced several problems like There was no secondary data available easily. Respondents manipulate data by not telling truth. Ample of amount of time is spent on surveys and making report. Retailers dont corporate easily. Facts and figures of organization arent revealed.

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Bibliography
i) http://www.energydrinkmarket.net/ ii) http://researchwikis.com/Energy_Drinks_Market iii)http://www.oppapers.com/essays/Launch-Of-A-New-Energy-

Drink/588874

iv)http://www.fruitjuicenow.com/ourblog/blog/2010/02/09/energy-

drink-reviews-for-monavie-energy-emv-emv-preferred-over- competitors/
v) www.tzinga.in vi) www.scribd.com/doc/.../Project-Report-on-Cloud-9-Energy-Drink

vii) www.hectorbeverages.com
viii) http://www.scribd.com/doc/35062068/Hector-Ppt

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Annexure
Questionnaire
Dear Respondent, This is a survey about recently launched energy drink Tzinga by Hector Beverages; so kindly furnish the correct information. The information given will only be utilized for the research purpose only and not any other purpose.

Name: ________________________________________________ Age: ________ years Gender:

Male

Female

Q.1. Which of these Energy Drinks are you already aware of?

Red Bull Cloud 9 Red Bull Cloud 9

Q.3.How often do you consume energy drinks? a) Daily c) Once in a week e) Never Q.4. Energy drinks are better than cold drinks? a) Strongly Agree c) Disagree e) Neither Agree nor disagree

Tzinga
Burn

Q.2. Which of these Energy Drinks have you tasted before?

Tzinga
Burn

b) 2-5 times a week d) Once in a month

b) Agree d) Strongly Disagree

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 Q.5. Tzinga tastes a) Excellent c) Good e) Poor Q.6. Packing of Tzinga is a) Excellent c) Good e) Poor Q.7. Tzinga tastes better than other energy drinks a) Strongly Agree c) Disagree e) Neither Agree nor Disagree Q.8. Would you buy it again? a) Definitely buy c) Probably not buy e) Not sure Q.9. Would you recommend Tzinga to your friends? a) Yes Q.10. Are you satisfied with the price of Tzinga? a) Yes Q.11. What is your Opinion about Tzinga? ___________________________________________________________ ___________________________________________________________ ___________________________________________________________ ___________________________________________________________ ___________________________________________________________ b) No b) No b) Probably buy d) Definitely not buy b) Agree d) Strongly Disagree b) Very good d) Fair b) Very good d) Fair

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Annexure-2
Outlet Name: ________________________________________________ Address:____________________________ Contact No.______________ Do you face any problem in getting delivery? a). Yes c). Sometimes b). No

Are you satisfied with the Margin? a). Yes b). No

Are you satisfied with the promotional activity of Tzinga? a) Yes b). No

Are you satisfied with the sell of Tzinga as a new product? a). Yes b). No

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