Marketing of Boost: Project

Marketing Of Boost
PROJECT
CONTENTS
CHAPTER
CONTENTS
PAGE
INTRODUCTION
2-8
ESSENCE OF HEALTH DRINK
9-22
COMPANY PROFILE
23-33
PRODUCT PROFILE
34-45
A CASE STUDY OF C.M.B.

DISTRIBUTORS
46-51
MARKETING STRATEGY
52-65
CONSUMER SURVEY ANALYSIS
66-78
SUGGESTIONS AND CONCLUSIONS
79-82
ANNEXURES
83-87
QUESTIONNAIRE
BIBLIOGRAPHY
IDSG GOVT FIRST GRADE CHIKMAGALUR
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Marketing Of Boost
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.
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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.
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.
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Hence, health drinks replenish the deficient nutrients & Provides
us a complete food. In the presented fast progressing dynamic world, it
provides extra and smart nutrients for extra energy.
1.2. 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
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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.
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.
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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 closeended 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 companys agency in
Chikmagalur Town.
The data expressed above was collected through structured closeended questionnaire in course of interviewing through personal contacts.
Tools for data collection
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A questionnaire was designed to collect the data and the questions
relevant have been sequenced in such a way that they provide a free flow
of answers.
Ultimately to collect the primary data a detailed comprehensive &
structured schedule was framed as per the objectives of the study.
The schedule was a closed type consisting of multiple-choice
questions as the checklist type of questions so that several choices of
answers and in the some case, the respondents are required to manually
to express their view.
Plan of analysis
The entire questionnaire from the respondents was arranged & a
master chart was prepared from the master chart analysis& profiles of
respondents were chalked out by preparing table & group I.e. they were
analyzed with the help of statistical technique like averages percentage
etc, order to interpret the data and to draw conclusions.
Secondary data
Secondary data was collected from newspaper, health magazines,
books, periodical annual reports, industrial manual books etc.
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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
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2.5 NUTRITIONAL IMPORTANCE OF INGREDIENTS
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.
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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.
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.
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`
The ingredients that are added to these nourishing food drink are:
Milk solids, Malted barley, Malt extract, Sugar, Minerals &
Vitamins.
Nutrients acquired from these ingredients

1.Proteins.
2.Carbohydrates.
3.Fat.
4.Vitamins viz, 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.
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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.
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:
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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:
Animals sources Fish lever oil, milk, butter and egg.
Plant
sources
green
leafy
vegetables,
yellow
fruits,
and
vegetables.
Functions:
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
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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.
Beri Beri.
C) Vitamin B2 sources:
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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
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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Peripheral neuritis.
E) Vitamin B12 sources:
Meat, Fish, Egg, Milk and Cheese.
Functions:
Helps in synthesis of D.N.A.
Daily requirement:
One microgram.
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:
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40-60 micrograms.
Bleeding gums delayed wound-healing, anemia.
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 childrens
10 micro grams for pregnant women.
Rickets characterized by growth failure, osteomalacia mainly
during lactation and pregnancy.
G) Niacin:
Milk is poor source of Niacin vitamin.
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Source: Fish, poultry, legumes, groundnut.
Functions:
It is essential for metabolism of carbohydrates, fats.
It is essential for normal functioning.
Daily requirement:
6.6 mg/1000 kilocalories
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
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These are common in pregnancy and lactation.
3. MINERALS:
A) Calcium:
Sources: Cereals, green leafy vegetables.
Functions:
It is essential in formation of bones and teeth.
Daily requirement:
400-500mg of calcium.
B) Iron:
Sources: Cereals, green leafy vegetables, jaggery.
Functions:
It helps in maintaining body temperature.
Daily requirement:
Infants 0.7 mg
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Children 1mg
Adults 0.9 mg
Female: During menstruation time 2.8 mg.
Anemia.
C) Iodine:
It is an essential micronutrient.
Sources: Milk, meat, vegetables, cereals in small amount.
Functions:
It is essential for normal growth.
Daily requirement:
150mg/day.
Goiter, mental defect.
D) Zinc:
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Sources: Meat, milk, fish.
Functions:
Required for synthesis of insulin by pancreases.
Daily requirement:
5-10 mg
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.
Plant sources are rich in non-essential amino acids but essential
amino acids are less abundant.
Functions:
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Body building particularly in infants and children.
Repaid and maintenance of body tissues.
Daily requirement:
1gram per kg body weight for an Indian adult.
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:
Plant sources: Groundnut, cereals, pulses.
Animal sources: Ghee, butter, milk, cheese and eggs.
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Functions:
Food provides 9 calories of energy per gram.
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.
lactose sugar, which is a carbohydrate.
Milk solids contain
They are a good source of
calcium and contain almost all the minerals.

3. Malted barley:
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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
CARE
OF
GLAXO SMITHKLINE
CONSUMER
HEALTH
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 companys 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.
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Glaxo SmithKline Consumer Health Care Ltd is one of the largest
players in the health food drinks industry in India. The company, with
its manufacturing plants located in Nabha, Rajahmundry and Sonepat,
has a total workforce of over 2700 people, each driven by a spirit of
enterprise.
Its flagship product, Horlicks, is a highly respected brand, which is
over 100 years old in India. The company also manufactures and markets
Boost, Viva, Maltova, and Biscuits and in addition 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.
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An
Indian
associate
of
Glaxo
SmithKline
Company
has
concentrated in three business areas

a.
Consumer health care
b.
Clinical laboratories
c.
Pharmaceuticals.
All of which maintain leadership positions within their respective

industries. Glaxo 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.
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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:
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:
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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.
5. Provision for taxation:
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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
Mr. Praveen G.K.
Directors operations
Mr. Chakraborty
Director, Finance and IT
Mr. Ian Mcpherson
Mr. Kunal Kashyap
Mr. P. Dwarakanath
Mr. P. Murari
Mr. Lawrenece Calp
Mr. Subodh Bhargava
Mr. Nicholas J. Massey
Managing Director
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Balance sheet
Dec '
10
Dec '
09
Dec '
08
Dec '
07
42.06
42.06
42.06
Dec ' 06
Sources of funds
Owner's fund
Equity share
capital
42.06
42.06
Share
application
money
Preference
share capital
Reserves &
surplus
917.98
863.04
Secured loans
Unsecured
loans
Total
960.04
718.8
2
604.2
9
500.66
Loan funds
905.1
760.8
8
646.3
5
542.72
539.4
7
523.6
8
521.69
Uses of funds
Fixed assets
Gross block
598.96
558.48
Less :
revaluation
reserve
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Less :
accumulated
depreciation
396.71
364
329.2
4
297.6
5
270.32
226.0
2
251.36
17.31
6.53
297.8
4
219.68
Net block
202.25
194.48
210.2
3
Capital workin-progress
108.33
37.79
16.33
Investments
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
330.6
8
272.8
2
237.2
Total net
current assets
649.46
672.83
534.3
2
105.1
8
65.15
Miscellaneous
expenses not
written
Total
960.04
905.1
760.8
8
646.3
5
542.72
Notes:
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Book value of
unquoted
investments
Market value
of quoted
investments
Contingent
liabilities
335.09
59.92
72.85
7.03
3.86
Number of
equity
sharesoutstan
ding (Lacs)
420.56
420.56
420.5
6
420.5
6
420.56
297.8
4
219.68
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Profit loss account 2013

Dec '
10
Dec '
09
Dec '
08
Dec '
07
2,359.
45
1,976.
97
1,584.
33
1,307.
88
1,139.28
Material
consumed
866.86
715.78
587.62
444.27
386.13
Manufacturi
ng
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
Adminstrati
ve
expenses
111.95
110.99
91.52
72.88
66.5
Expenses
capitalised
Dec ' 06
Income
Operating
income
Expense
s
Cost of
sales
1,915.
74
1,611.
78
1,299.
12
1,046.
33
927.02
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
Operating
profit
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Financial
expenses
Depreciatio
n
2.6
4.27
6.97
4.61
3.53
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
0.02
0.03
Other non
cash
adjustment
s
0.59
2.61 -
Reported
net profit
300.14
232.78
188.33
162.68
126.93
Earnigs
before
appropriati
on
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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Marketing Of Boost
CHAPTER-4
PRODUCT
PROFILE
4.1 INTRODUCTION
4.2 NUTRITION FACTS
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Marketing Of Boost
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.
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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.

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.
PRODUCT DESCRIPTION:
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Marketing Of Boost
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 familys
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.
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Marketing Of Boost
Boost product:
Boost is a malt-based drink in chocolate flavor, with the brand
philosophy being to continuously innovate and pioneer changes in the
category.
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Marketing Of Boost
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Marketing Of Boost
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.
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Marketing Of Boost
This re-launch has helped boost capture the position of number
one brown health food drink in India.
To reach its audiences it has extended itself by evolving numerous

below-the-line initiatives. An extensive school contact programme covers
over 3,60.000 students each year across the country and the Boost
Cricket Cup encourages and identifies genuine cricketing talent amongst
kinds. It is platform that gives under-16 players an opportunity to show
their talent and gain confidence in playing cricket at national and
international levels. When the cup was launched in 2002, 113 schools
participated with Sachin Tendulkar and 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.
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Marketing Of Boost
At the same time boost is also playing the role of creating more
sophisticated business practices in product segment. It is working on
products with further valve addition, enlarging its presence in rural
markets, and developing a sizeable expert out of home consumption is
plank, another area where there appears to be bright prospects for the
brand.
Already, through vending machines at strategically located points

like institutions, a start has been made in this direction.
By now
combining nutrition and taste with convenience, the brand looks all set
to reach out to a wider group of consumers and a different range of usage
occasions all at once.
Promotion:
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Marketing Of Boost
Cricket has been the cornerstone of Boosts brand promotions.
This sport commands unique passion in India, among children in
particular.
Boosts 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 Indias most famous
cricket stars, particularly those with a humungous following among
children, have successively endorsed boost.
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Marketing Of Boost
Kapil Dev, who was the countrys 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 Indias opening duos has
continued beyond cricket and the cricket pitch or so it would seem when
viewing the commercials starring the two.
Brand values:
The personality of the boost brand is distinctly sporty and
energetic and everything from the tone of communication to packaging
is done to reflect this vibrant energy. Today, the colour red and Boost
is the secret of my energy have become synonymous with the brand.
Things you didnt know about boost:
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Marketing Of Boost
Boost has a household penetration of 40%, 45% in several cities
and towns in south India, the brands 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.
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
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Marketing 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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Marketing Of Boost
NUTRITION FACTS OF BOOST

50
50
50
50
50
50
50
50
50
50
50
45
PERCENTAGE
40
35
30
25
20
15
10
5
0
Vitamin B2
Vitamin
B12
Folic acid
Vitamin C
NUTRIENTS
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Marketing Of Boost
CHAPTER-5
A CASE STUDY OF
KHARIDHI
DISTRIBUTORS
CHIKMAGALUR
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Marketing Of Boost
CHAPTER-5
A CASE STUDY OF KHARIDHI

DISTRIBUTORS CHIKMAGALUR
5.1. INTRODUCTION:
A companys 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 companys 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:
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Marketing Of Boost
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.
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.
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Marketing Of Boost
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 .
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.
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Marketing Of Boost
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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Marketing Of Boost
ORGANIZATION OF KHARIDHI DISTRIBUTORS:
Different brands of Glaxo SmithKline Consumer Healthcare Ltd.,
handled by SRI RAMA. Distributors, Chikmagalur.
Product
Horlicks
Packing
kg, 1kg, 2kgs, 3kgs, jars,
kg, 1kg, 2kg, refill
Chocolate Horlicks
kg jar, kg refill
Junior Horlicks
kg jar, kg refill
Horlicks biscuits
100gms, 200gm, pack with elaichi

flavor, 100gms, 200gms, plain
Boost
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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Marketing Of Boost
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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Marketing Of Boost
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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Marketing Of Boost
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:
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Marketing Of Boost
Marketing strategy is blending of combination of four elements
namely, product, price, place and promotion.
Marketing strategy is an important tool used by marketing manager
to design the process. Marketing in an organization. It is a plan design
to analyses the marketing problems.
It is a comprehensive term and includes all resources and a set of
activities necessary to direct and facilities the flow of goods and services
from producer to consumers.
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.
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Prof. Philip Kotler says, marketing is the analysis, planning,
implementation and control of programs designed to bring desired
exchanges with target audiences for the purpose of personal and mutual
gain. It relies heavily on the adaptation and co-ordination of product,
price, promotion and place for achieving response.
A strategy is what you are going to do a marketing strategy is the
link between a product and the market. It is translated into an action
plan through the tools of marketing management. These tools together
called marketing strategy.
Marketing mix:
Marketing mix is the combination of four elements namely product,
price physical distribution (place) and promotion.
According to Prof. Kelly and Leser, marketing strategy is composed
of a large battery of devices which might be employed to induce
consumers to buy a particular product.
Nature of marketing strategy:
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Marketing Of Boost
Marketing strategy is a dynamic process it changes in needs of the
customers. Marketing strategy is a difficult task as it involving the
blending of decision in 4 different areas of marketing i.e., the product,
price, promotion and place.
Basic objectives of marketing strategy:
The basic objective of marketing strategy is to satisfy the needs of
the customers in the most economical manner. The emphasis of
marketing strategy is on how to satisfy the needs of the customers
effectively.
Marketing strategy:
Marketing strategy is to total and unbeatable instrumental or a
plan shaped and designed specifically for attaining the marketing
objectives of a firm. A marketing mission and objectives tell us to where
we want to go and marketing strategy provides us with the grand design
for reaching out these.
6.3. MARKETING MIX STRATEGY OF BOOST PRODUCTS:
1)
Production strategy:
Product:
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Marketing Of Boost
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,
informations 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.
Product design:
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Marketing Of Boost
The marketing starts with designing the product in a way, which is
required, by the target consumers product design is an important factor
in sale of many products. Product designed properly enhance their utility,
attractiveness, safety and appear, good design, therefore increase sales
volume minimizes service and reduces transportation charges.
Product package:
Packaging is the general group of activities in designing the
containers or wrappers for products.
A good packages protects the
products provides conveniences increase. Economy and communicates.

It makes possible easy brand identification, prevents, substitution and
short weight and an element of advertising and sales promotion.
Package protect the products against deterioration preserve
freshness and flavor, insure against evaporation losses and physical
change due to climate conditions, diminishes loss from handling. It
provides greater consistence to both the consumer and dealers.
Functions of package:
a)
To assemble and arrange the contents in the desired form.
b)
To identify the product and carry brand name.
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Marketing Of Boost
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 companys 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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Marketing Of Boost
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
companys 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
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Marketing Of Boost
2)
Target share of the market
3)
Competitive reactions
4)
Other parts of marketing mix, i.e., product distribution channel

and promotion.
The price of the product based on different method:

1.
2.
Method based on cost:

a)
Cost plus method
b)
Marginal cost price policy
c)
No cost profit policy
d)
Rate of return pricing policy.
Method based on market conditions.

a)
Skimming the cream policy
b)
Penetration pricing policy
c)
Leadership pricing policy
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Marketing Of Boost
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
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
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Marketing Of Boost
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:
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
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Marketing Of Boost
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:
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.
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Marketing Of Boost
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 nonpersons presentation and promotion of goods, services, or idea.
Advertising is informative and educative to consumer. The effect of
advertising is more of indirect nature than direct. But it is very helpful in
creating brand image.
Sales promotion:
Sales promotion is refused to activities, which stimulate consumer
purchasing and effectiveness. Sales promotion effects are usually short
term and therefore are used to achieve short term objectives like
branding boosting sales, test marketing image building etc.
Public relations:
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Marketing Of Boost
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
administration staff and general public.
customers,
shareholders
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.
Importance of physical distribution mix:
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Marketing Of Boost
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.
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Marketing Of Boost
Distribution strategy adopted by Glaxo SmithKline Consumer
Healthcare Limited:
The company recognizes distribution as an integral post of its
management function. The management feels that it faces a number of
intimate problems and dilemas.
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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Marketing Of Boost
CHAPTER-7
CONSUMER
SURVEY
ANALYSIS
N
7.1. INTRODUCTION
7.2. CONSUMER SURVEY ANALYSIS
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Marketing Of Boost
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 consumers response towards their products that decides the gain or
loss of the company.
Hence, marketers 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.
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Marketing Of Boost
To sketch out the customers 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.
7.2. CONSUMER SURVEY ANALYSIS:

TABLE-1: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
AGE GORUP (IN YEARS)
Age group (in years)
No. Of
respondents
Percentage (%)
5-10
10-15
12
24
15-20
16
20 and above
30
60
Total
50
100
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Marketing Of Boost
CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE
GORUP
60
60
50
E40
G
A
T30
N
E
C20
R
E
P
10
24
16
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.
SEX
Sex
No. Of
respondents
Percentage (%)
Male
29
58
Female
21
42
Total
50
100
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Marketing Of Boost
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.

MONTHLY INCOME (Rs.)
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Marketing Of Boost
Monthly income (Rs.)
No. Of
respondents
Percentage (%)
Below 5000
12
5000-10000
12
24
10000-15000
13
26
15000 and above
19
38
Total
50
100
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Marketing Of Boost
CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS OF MONTHLY
INCOME
38
40
35
26
PERCENTAGE
30
24
25
20
15
12
10
5
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 1000015000, 38% of respondents are in the monthly income of 15000 and
above.
HEALTH DRINK BRANDS
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Marketing Of Boost
Brands
No. Of
respondents
Percentage (%)
Boost
36
72
Complan
Maltova
Horlicks
Bournvita
12
Others
Total
50
100
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Marketing Of Boost
CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS OF HEALTH DRINK
BRANDS
80
72
70
PERCENTAGE
60
50
40
30
20
12
6
10
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.
USING PERIOD OF BOOST HEALTH DRINK
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Marketing Of Boost
Years
No. Of
respondents
Percentage (%)
Below 1 year
1-2
16
2-3
18
3 and above
30
60
Total
50
100
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Marketing Of Boost
CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS OF USING PERIOD OF
BOOST HEALTH DRINK
60
60
PERCENTAGE
50
40
20
18
16
30
6
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.
SOURCES INFLUENCED TO CONSUME THE PRODUCT
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Marketing Of Boost
Sources
No. Of
respondents
Percentage (%)
Friends
21
42
Retailers
Neighbour
Advertisement
25
50
Others
Total
50
100
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Marketing Of Boost
CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
SOURCES INFLUENCED TO CONSUME THE PRODUCT
2%
42%
50%
4%
Friends
Retailers
Advertisement
Others
2%
Neighbour
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.
FACTORS CONSIDERED WHILE PURCAHSING BOOST
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Marketing Of Boost
Factors
No. Of
respondents
Percentage (%)
Taste
42
84
Flavor
16
Price
Packing
Total
50
100
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Marketing Of Boost
CHART SHOWING CLASSIFICATION OF RESPONDENTS ON THE
BASIS OF FACTORS CONSIDERED WHILE PURCAHSING BOOST
90
84
80
PERCENTAGE
70
60
50
40
30
16
20
10
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.

DURATION OF PURCHASE OF THE HEALTH DRINK
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Marketing Of Boost
Duration
No. Of
respondents
Percentage (%)
Occasionally
10
Frequently
12
Fortnightly
Monthly
36
72
Total
50
100
Page 93
Marketing Of Boost
BASIS OF DURATION OF PURCHASE OF THE HEALTH DRINK
72
Monthly
Fortnightly
12
Frequently
10
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.
TASTE SATISIFED BY THE CUSTOMERS
Page 94
Marketing Of Boost
Taste of Boost
No. Of
respondents
Percentage (%)
Good
13
26
Better
16
Best
10
20
Excellent
19
38
Total
50
100
Page 95
Marketing Of Boost
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.
OPINION ABOUT THE PRICE OF BOOST
Price factor
No. Of
respondents
Percentage (%)
Costly
Moderate
33
66
Economical
14
28
Total
50
100
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Marketing Of Boost
THE BASIS OF OPINION ABOUT THE PRICE OF BOOST
66
70
60
PERCENTAGE
50
40
28
30
20
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.

SATISFACTION TOWARDS QUALITY OF BOOST
Page 97
Marketing Of Boost
Satisfaction
No. Of
respondents
Percentage (%)
Satisfied
50
100
Not satisfied
Total
50
100

THE BASIS OF SATISFACTION TOWARDS QUALITY OF BOOST
100
100
90
PERCENTGE
80
70
60
50
40
0
30
20
10
0
Satisfied
Not satisfied
From the above table it is clear that, 100% of respondents were

satisfied towards quality of boost.
Page 98
Marketing Of Boost
CHAPTER-8
SUGGESTIONS
AND
CONCLUSION
8.1. SUGGESTIONS
8.2. CONCLUSIONS
Page 99
Marketing Of Boost
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.
Page 100
Marketing Of Boost
Word of mouth public Town through friends and relatives is also an

effective
medium
information.
of
communication
for
conveying
product
This can be made possible by building up a good
company image by producing good quality products and also easy

and timely availability of the products.
Effective conveyance of product information by door-to-door

advertisement with free samples will promote the sales to the
maximum extent.
Advertising of the product is to be done in the form of wall posters,

pamphlets etc., which also help in increasing product awareness.
Discount schemes are to be operated in greater frequency.
Reduction of price should not be the cause for reduction in the

quality and flavor of the product.
An effective distribution system and readily availability of the

product has to be maintained in the long term.
The promotional materials designed for shop display should be

really eye catching and effective.
Page 101
Marketing Of Boost
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.
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.
Page 102
Marketing Of Boost
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.
Page 103
Marketing Of Boost
CHAPTER -8
ANNEXURE
Page 104
Marketing Of Boost
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
Page 105
Marketing Of Boost
1.
Name:
____________________________________________
2.
Address:
____________________________________________
____________________________________________
Contact No.
3.
4.
_________________________________
Age group in years

a) 5-10
b) 10-15
b) 15-20
d) 20 and above
Sex
a) Male
5.
b) Female
Marital status
a) Married
b) Unmarried
6.
Occupation: _______________________________________________
7.
Monthly income (Rs.)
Page 106
Marketing Of Boost
8.
9.
10.
a) Below 5000
b) 5000-10000
c) 10000-20000
d) 20000 and above
Are you taking the health drink, which of the following

a) Boost
d) Horlicks
b) Complan
e) Bournivta
c) Maltova
f) Others _____________________
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
Who influenced you to consume this product?

a) Friends
b) Retailers
c) Neighbors
d) Advertisement
d) Others _______________________________________
11.
12.
13.
What factors do you consider while purchasing Boost

a) Taste
b) Flavor
c) Price
d) Packing
How often do you purchase?

a) Occasionally
b) Frequently
c) Fortnightly
d) Monthly
What is your opinion about the price of Boost

a) Costly
b) Moderate
c) Economical
14.
How is the taste of Boost?
Page 107
Marketing 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
16.
b) No
Any suggestions about Boost.

__________________________________________________________________
Date:
Place:
Signature
Thank you for your kind cooperation
Page 108
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

Marketing of Boost: Project

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Marketing Of Boost

ESSENCE OF HEALTH DRINK

A CASE STUDY OF C.M.B.

CONSUMER SURVEY ANALYSIS

SUGGESTIONS AND CONCLUSIONS

IDSG GOVT FIRST GRADE CHIKMAGALUR

IDSG GOVT FIRST GRADE CHIKMAGALUR

It should be lived with a purpose,

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

IDSG GOVT FIRST GRADE CHIKMAGALUR

For a middle-class family, it is difficult to

IDSG GOVT FIRST GRADE CHIKMAGALUR

1.2. SCOPE OF THE STUDY

Advantage is a commercial Town with a population of more than

To know the problem of the product.

To understand the consumers preference

My project is restricted to consumers of Chikmagalur Town only.

1.3. OBJECTIVES OF THE STUDY

IDSG GOVT FIRST GRADE CHIKMAGALUR

To analyze the working capital management and financial

To know about the customer satisfaction towards the service.

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

Accounting system adopted by management.

To give suggestions in marketing of health drinks to the energy

To study the market share of Boost.

To know the sales position of the product in Chikmagalur

To study the consumer awareness the different brands of

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

To know the brand loyalty among the consumers.

IDSG GOVT FIRST GRADE CHIKMAGALUR

To know whether the company image acts as an influence on

IDSG GOVT FIRST GRADE CHIKMAGALUR

IDSG GOVT FIRST GRADE CHIKMAGALUR

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

This project work limited to the regular function of company

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

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

The data collected from the questionnaire will be made on the

The study restricted Chikmagalur Town only. This study is based

IDSG GOVT FIRST GRADE CHIKMAGALUR

IDSG GOVT FIRST GRADE CHIKMAGALUR

ESSENCE OF HEALTH DRINK

with the necessary nutritional constituents derived from natural food

IDSG GOVT FIRST GRADE CHIKMAGALUR

Nutrients acquired from these ingredients

IDSG GOVT FIRST GRADE CHIKMAGALUR

Person to person varying of tastes.

Season changes of food grains grown.

Non-availability of food grains due to famine, heavy rain etc.

Hike in food grain prices sometimes.

Some Indian families overcoming all these difficulties try to

Micro Nutrients, viz., minerals and vitamins.

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

IDSG GOVT FIRST GRADE CHIKMAGALUR

Helps in maintenance of normal vision.

It is essential for skeletal growth

It is required for the normal functioning of epithelium.

It provides protection against cancer.

It is essential for utilization of carbohydrates.

It helps in release of energy from food.

IDSG GOVT FIRST GRADE CHIKMAGALUR

It has a role in cellular oxidation.

Synthesis of enzymes required for energy metabolism.