Chapter no.

EXECUTIVE SUMMERY

EXECUTIVE SUMMARY
Nielson ORG-MARG which is pioneer in the field of market research undertook this project TO
STUDY TO ANALYZE MARKET TRENDS AND OPPORTUNITIES FOR ENERGY DRINK.
The main objective was to find out the level of awareness about energy drinks in the market and
examine consumer perception towards energy drinks.
As a category, energy drinks in India is expected to double in size segment to its 1000cr over next two
years from 500 cr in 2009 as host national and international players venture into the country. An
indicator is the rate at which it is growing 50% to 55% annually according to experts, leaving little
room for doubt that potential for the segment exists in India. There is scope for high growth potential in
this market
Which is why from multinationals such as Coca-Cola and PepsiCo to local players such as Mumbaibased Goldwin (makers of Cloud9), quite a few have been rushing to make their presence felt in the
segment, in recent years. For companies such as Coca-Cola, this is the second shot at the category,
which it first entered in the 1990s, with a drink called Shock. Now it is Burn that they have launched.
But it has quite a few rivals to contend with.
The key ones include Red Bull, Cloud9, Sobe (from PepsiCo) and Power horse. Whats more? A new
player is set to join this growing list, say industry insiders. Its called SJ XXX, promoted by the JMJ
group, a diversified Indian conglomerate, which is into manufacturing, healthcare, hospitality etc.
The objectives of this report are to identify how the Energy Drink market is segmented according to
demographic, geographic, psychographic and behavioral variables. The Energy Drink industry which is
dominated by Red Bull Energy drinks is the fastest growing category in the soft drink market.Red Bull
is the market leader in energy drinks and Cloud 9 is doing good recently in the market but has fallen
behind and needs to adopt new and exciting marketing techniques to appeal to the younger
demographic also selected SJ XXX which is very newly introduced brand
The Executive Summary outlines the main findings of the report (market size, market shares and
market forecasts). This report will give u a detailed insight about market size, market share, market
forecasts and market trends in energy drinks segment.

THE NIELSON ORG-MARG, PUNE is located in pune, and duration of project is of 2 months.
This survey would help company to find out preferences and choices of consumer about energy drinks
and also to find out the level of awareness about energy drinks in the market.
The primary information regarding prices, quality of products, availability of product in store etc was
collected by direct survey of respondent.
Research instrument was chosen was questionnaire which was easy to fill and most of questions were
closed & open ended. Numbers of respondents were 50.
After seeing all the observation & finding were helpful in preparing conclusion that people are aware
about energy drink but not prefers energy drink as their regular drink when they go out. Reasons are
like price, taste, not up to what they have positioned. Suggestion for the improvements also, Red Bull
being the no.1 brand worldwide has the maximum market share and cloud9 and other brands are having
very less market share.
To increase the awareness among the consumers the companies should deploy new means for
advertising and promotions. Sponsoring sports events and internet marketing are some of the
recommended media, as youth is more exposed to these media.
My suggestion is to produce the product as per customers requirement and should be middle price
range because now awareness about energy drink is there but people think thrice before spend Rs 90 on
250ml bottle .
All the relevant charts, graphics & analysis of survey have been put in the project to make it more
understandable & meaningful.

Chapter no.2

OBJECTIVES & SCOPE

OF THE PROJECT

2. OBJECTIVES & SCOPE OF THE PROJECT

Project Title A Study to analyze market trends and opportunities for energy drinks

OBJECTIVES
PRIMARY OBJECTIVES

To find out the trends and opportunities for energy drink in market.

To find out level of awareness about energy drinks in the market

Examine consumer perception towards energy drinks.

SECONDARY OBJECTIVES

To find out preferences and choices of consumer about energy drinks

To find out factors affecting sales of energy drinks

To find out the effective advertising media

Need for the study:

To understand the marketing strategy of energy drinks manufactures and try to position the new
industry of energy drinks

For the companies it is important because they can use different marketing strategy and apply
them to market for future growth of company

This study would provide the primary cause for the low market share of other energy drinks in
the city Pune

Scope of the study:

5

Importance of beverages in India

Entry of foreign brands in India
Current trend in youth culture
This study will provide us data and information about energy drink and its competitors position

in the market and this will help us to analyze the market potential and consumer needs.
As energy drinks market is at nascent stage, a detailed insight and extensive research is required
to understand the market better. Energy drinks market is expected to be doubled in next two
years.

Chapter no.3

COMPANY PROFILE

Company profile
GLOBAL INDUSTRY OVERVIEW

Energy drinks is an industry emerging really fast from few years. These drinks have ingredients such as
caffeine & taurine which help to increase concentration, endurance, alertness & reaction. This kind of
drinks are not only designed for sport persons ,it can be used from everyone who wants to get stimulate
& energies mind & body . Different type energy drinks Tea, Coffee. One new section introduced
recently where energy drinks are mixed with alcohol resulting in new products or cocktails. Energy
drinks are beverages non alcohol drink which contain legal stimulants, vitamins, and minerals,
including caffeine, guarana, and taurine, various forms of ginseng, maltodextrin, carnitine, creatine, and
ginkgobiloba. Some may contain high levels of sugar or glucose. It may well have come from
Scotlandinthe form of Iron-Bru, first produced in the form of "IronBrew" in 1901.
In Japan, the energy drink phenomenon dates at least as far back as the early1960s, with the release of
the Lipovitan..
In UK, Lucozade Energy was originally introduced in 1929 as a hospital drink for "aiding the
recovery;"in the early 1980s, it was promoted as an energy drink for "replenishing lost energy."In 1995,
PepsiCo launched Josta, the first energy drink introduced by a major US beverage Company
In Europe, energy drinks were pioneered by Mr. DietrichMateschitz, an Austrian entrepreneur who
developed Red Bull based on the Thai drink KratingDaeng, itself based on Lipovitan. RedBull was
introduced to the US in 1997 and is the dominant brand there, with a market share of approximately
47%.By the year 2001; the US energy drink market had grown to nearly 8per year in retail sales. Over
the last 5 years, it grew an average of over 50% per year, total 80millon over $3 billion in
2005.Diet energy drinks are growing at nearly twice that rate within the category, as are 16-ounce sized
energy drinks. It is estimated to hit nearly 4 billion in 2006, and both Goldman Sachs and Mintel
predict that the energy drink market will hit $10 billion by 2010. Major players such as Pepsi, CocaCola, Molson, and Labatt have tried to match the small companies innovative and different approach,
with marginal success. Energy drinks have also become popular as mixers. Many malt beverages such
as Sparks,3sum and Max capitalized on the effects of caffeine while drinking alcohol.
Globally it is estimated to be a $ 9-billion segment, which is expected to become $14 billion by2012.
Today there are many international brands doing business in different countries which includes brands
like RockStar, RedBull,

Burn, Monster, Full

Trotle,Nos,Battery,Sting,Rage, SJ

XXX,

RiIt,

BooKoo, Crunk, Hype, Blast, Lightning Bolt, Hooah!,

Xenerg,Duff,QF,Tiger,VonDutch,Race,Tab, MG
Puma,Shark, SoBe, Pussy, XL, Cloud 9, Power Horse, etc

INDIAN INDUSTRY OVERVIEW

Energy drink industry in India is growing with very convincing speed. It can be said that the foundation
pillars of this industry was put forth by Red Bull. It entered the Indian market sometimes back in the
year 2003 and since then the energy drink market took its way. Energy drink market was of Rs.100 Cr.
till 2005 but it gained acceleration from then on and the energy drink market in India is growing rapidly
above 50%. As a category, energy drinks in India is expected to double in size segment to its 1000cr
over next two years from 500 cr in 2009 as host national and international players venture into the
country. An indicator is the rate at which it is growing 50% to 55% annually according to experts,
leaving little room for doubt that potential for the segment exists in India. There is scope for high
growth potential in this market
The energy drinks market in India is expected to double in sie till the end of 2010 as a host national and
international players venture into the segment. The market for such drinks is expected to double in size
to Rs.1, 000 Cr.from Rs.500 Cr. presently. Energy drinks in India till a year back were dominated by
players such as Bullet, Cloud 9 and Red Bull among others has suddenly spruced. Sales, however,
started picking up post the entry of established players such as Pepsi, Amway and the latest entry of
Coca Cola & GT&T in this segment has shown the market potential of the Energy Drink segment.
Pepsi has been marketing its energy drink SoBe since November 2008, while Amway XL
has been around since September 2009, Red Bull and Power Horse, who have been around for some
years now, perhaps were the only existing players to be marketing such products aggressively.
It is believed that the fun drinks such as colas segment has declined by 5% since 2007. With the
positive changes in the perception of health and fitness in India, the industry foresees a huge potential
for supplementary drinks like the Energy Drinks.
Amway sells health drinks under the Amway XL label which comes in 2 flavors Citrus
Blast and Tropical Blast, priced at Rs.450 for a pack of 6. The energy drink segment is the fastest
growing segment in the ready to drink category. The reason being India has a youth centric population
and we are urbanizing very fast. Players are taking to unique marketing strategies to expand the
market for energy drinks in India.
Red Bull, for instance, started free sampling at schools and colleges before launching their Product.
Even after the launch, the free sampling continues to enhance brand recall. They do free sampling
at colleges.
There are many companies who entered into this energy drink segment after RedBull. Some
Of them are Power Horse, Burn (Coca Cola), Cloud 9, SJ XXX (JMJ launched this year).
Among these brands RedBull holds the market share of about 83%, followed by Power Horse
with 9%, Cloud 9 and rest by other brands including SJ XXX,Burn,SoBe,etc
9

Energy Drink Brands in INDIA

Sr.No

Company

Brands

Price(Rs)

RedBull (Austria)

RedBull

250ml- Rs 90

Spitz KG company
PowerHorse
(Imported
by
Maluram
Enterprises for distribution)

250ml-Rs 96

Coca-cola

Burn

250ml- Rs 85

PepsiCo

SoBe

250ml-Rs 75

SJ-XXX
(promoted by the JMJ group)

250ml- Rs85

X35 ltd (uk Based Company)

XXX
(Xperience
Xtreme
Xcitement)
X35

VKG Management (p) Ltd

(Importer of Fighter)

Fighter

250ml-Rs 75

R.M.Indian liqueur

Xtazy

350ml- Rs 85

Goldwin HealthCare Pvt ltd

Cloud9

250ml- Rs90

250ml- Rs 50

Energy Drink Brands in INDIA

10

11

1. Fighter
2. RedBull
3.SoBe (PepsiCo)
7.Burn (Coca-Cola) 8.Xtazy 9.POWERHORSE

4. X35

5.Cloud9

6.XXX Energy Drink

AC Nielsen company profile

The Nielsen Company (erstwhile ACNielsen) was established in the United States in 1923 by Arthur
C. Nielsen, Sr., one of the founders of the modern marketing research industry. Among many
innovations in consumer-focused marketing and media research, Mr. Nielsen was responsible for
creating a unique retail-measurement technique that gave clients the first reliable, objective
information about competitive performance and the impact of their marketing and sales programs on
revenues and profits. Nielsen information gave practical meaning to the concept of market share and
made it one of the critical measures of corporate performance. Mr. Nielsen also founded the business
known today as Nielsen Media Research, the global leader in television audience measurement and
other media research Services.

ACNielsen opened its first international office in the UK in 1939 and, after World War II,
progressively expanded its operations in Western Europe, Australia and Japan.

In India the company is better known as ACNielsen-ORG-MARG Pvt. Ltd. MARG (Marketing and
Advertising Research Group) started in 1983 is primarily into Customized Research Services (CRS).
ORG (Operations and Research group) that was started by Sarabhai Group in 1962 were into Retail
Measurement Services (RMS). In 1994, ORG and MARG decided to merge and it became ORGMARG Pvt Ltd. It gave 26% stake to the Dutch company VNU. In 2001, ACNielsen became part of
VNU, a world leader in marketing information, media measurement and information and business
media and that is where the name comes ACNielsen-ORG-MARG Pvt Ltd.
12

In 2003, VNU announced a new organizational structure for VNU Marketing Information (MI), its
largest business group, to address evolving client needs and to create an enhanced platform for
accelerated growth.

In 2005, VNU attempted to expand into healthcare and pharmaceutical information by acquiring IMS
Health. Although the merger was terminated in the face of shareholder opposition, the two companies
agreed to work together to develop new capabilities.

In 2006, VNU was acquired and taken private by a consortium of six private equity firms. In 2007,
VNU changed its name to The Nielsen Company. This new identity emphasizes its best known brand
name and underscores its commitment to create an integrated, streamlined global organization.

NIELSEN REACH
Nielsen today has its presence over 108 countries with 17 countries in Asia Pacific itself. Nielsen is
divided broadly into 3 main divisions.
Client Solution (CS)
Data Acquisition (DA)
Global operations. (GO)
Data Acquisition and Global Operations comes under Global Structure headed by Michael Habib who
sits in New York.
1. CLIENT SOLUTION TEAM:
This team actually interacts with the Client, takes an idea of the Client, briefing is done and then briefs
the Client about what is Our plan of action.

13

2. DATA ACQUISITION TEAM:

a. PMT (Project Management Team) b. Line management team
PMT (Project Management Team) - This team is alignment with CS team
LINE MANAGEMENT TEAM- Data collection exercise is done by the Line Management Team that
gives report to CS team
CS TEAM: CS team will do the top line presentation to the Client. All the reviews are sent to the LMT
that again gets the final data which is again sent to the CS team. The CS team will then give the final
presentation to the client
3. GLOBAL OPERATION TEAM (GO)
Only the analysis part is done and then the final presentation with findings is given to the CS team that
will finally give that presentation to the Client. The turnaround time is 3 to 4 days.

BUSINESS
Nielsen tailors research solutions to individual client needs. For common research needs Nielsen has a
suite of internationally recognized proprietary research products and methodologies providing powerful
comparative and normative data.
Other research requirements are idiosyncratic and depend on a particular organizations
prerogative and strategic goals. In this case specific, ad hoc research may be necessary, designed to
address a particular market issue or set of issues. Often a combination of the two is necessary.
All Nielsen research is conducted and delivered by a team of research and client service
professionals with specialized industry, business issue or methodological expertise. Aside from
providing market data, Nielsen endeavors to add value to clients business by translating the data into
actionable market and business insights.

WHAT A C Nielsen DO?

14

AC Nielson offers an integrated suite of market information gathered from a wide range of sources,
advanced information management tools, sophisticated analytical systems and methodologies, and
dedicated professional client service to help their clients to find the best paths to growth.
Clients work with Nielsen services to:

Measure their market performance

Analyze market dynamics

Diagnose and solve marketing and sales problems, and

Identify and capture growth opportunities

Nielsen people work closely with their clients to help them choose the right set of
information and services and use it to make the best possible decisions.
MARKET MEASUREMENT
Nielsens major market-measurement services provide comprehensive coverage of:
Sales to consumers of fast-moving consumer packaged goods, gathered at the point of sale in retail
stores of all types and sizes. These retail measurement services provide clients with essential facts on
how their products are performing compared with their competitors, and on trends and changes in
market conditions and sales results. They also provide critical information on the use of promotional
activities at the retail level, such as special displays or pricing, and on distribution and stock conditions
in retail stores.
Purchases by consumers of packaged goods and other products, gathered through participating panels
of consumer households and through customized studies. These consumer panel and consumer research
services provide a foundation for understanding and analyzing consumers motivations, attitudes,
behavior, shopping patterns and demographic characteristics.

Analytical Tools and Services Nielsen offer a wide range of software and professional services that
enable clients to receive, select and evaluate our market-measurement information, integrate it with
their own data and third-party information, and apply it to specific business issues and situations.
15

Clients can view and analyze information from many perspectives, such as by specific product
categories, by geographic area or by retail channel. Nielsen also organize and present information to
suit the specific needs of many individuals in manufacturing, service and retail organizations, including
general managers, marketing professionals, sales professionals, purchases, merchandisers and category
managers.
DIAIGNOSTIC SERVISES
Nielsens consumer panel and consumer research services provide clients with many opportunities and
techniques to examine trends and understand the impact of the market forces that influence consumers
purchasing decisions. Consumer panels link purchasing information to demographics and provide a
controlled

environment

for

examining

motivational

factors.

Nielsens analytical and modeling services provide clients with a range of options to evaluate and
understand why marketing campaigns succeed or fail, and to address specific future marketing
opportunities and issues, such as promotion optimization, pricing, consumer targeting and marketing
mix optimization
In many markets, Nielsen offers a suite of consumer-focused consumer research techniques and
services that address clients unique and specific marketing and sales issues.
OPPORTINUTY IDENTIFICATION
While Nielsens major clients all share a common focus on consumers; each individual client has its
own distinct set of business characteristics and marketing and sales concerns. Our information and
services are designed to help each client identify and act upon unique growth opportunities. Using a
structured and disciplined approach to building and managing long-term relationships, our people work
in close partnership with their clients to understand their strategies and business objectives. To design
the right suite of Nielsen services that fits their needs. To agree on clear and measurable business
objectives and to measure the results and clients return on their investment.
GLOBAL PRESENSE:
Nielsens operations span more than 100 countries. Headquartered in New York, our major regional
business centers are located in Schaumburg, Illinois; Wavre, Belgium; Hong Kong; Sydney, Australia;
Buenos Aires, Argentina; and Nicosia, Cyprus.
The Nielsen Code
16

Arthur C. Nielsen, Sr.

Chairman, A. C. Nielsen Company, 1931
In 1931, Arthur C. Nielsen, Sr., wrote the Nielsen Code, defining the principles that would guide
Nielsen to global leadership in marketing research. The Code remains relevant today and continues to
guide our business.
Impartiality
Be influenced by nothing but your clients' interests. Tell them the truth.
Thoroughness
Accept business only at a price permitting thoroughness. Then do a thorough job, regardless of cost to
us.
Accuracy
Watch every detail that affects the accuracy of your work.
Integrity
Keep the problems of clients and prospects confidential. Divulge information only with their consent.
Economy
Employ every economy consistent with thoroughness, accuracy and reliability.
Price
Quote prices that will yield a fair profit. Never change your price unless warranted by a change in
specifications.
Delivery
Give your clients the earliest delivery consistent with quality - whatever the inconvenience to us.
Service
Leave no stone unturned to help your clients realize maximum profits from their investment.

SOLUTIONS BY NIELSEN:
17

By Business Issue
Clients work with our services on a daily basis to make fundamental, fact-based decisions about
core business activities.
Brand Dynamics

New Product Introductions

Category Dynamics
Competition/Competitive

Pricing

Analysis
Consumer Loyalty

Product Opportunities
Promotion Efficiency/Effectiveness

Distribution

Retail Performance

Market Dynamics

Understanding the Consumer

New Brand Launch

1. New product launch- When launching a new product, it is not enough to understand how the
product is performing. It is crucial to know who is buying, where the volume is being sourced,
and whether the product is attracting new or existing category buyers. Developing new products
requires effective ways to minimize risk and maximize gain. New ideas need to be thoroughly
tested and evaluated to reduce risks and helps fine-tune the marketing mix before launch
2. Understanding the Consumer - Understanding human needs is critical for effective targeted
marketing. However, these needs are not always easily detectable. People are not fully aware of
their own underlying motivations or of the forces that determine their own behavior. In fact, we
often mislead ourselves when we attempt to explain our behavior in our desire to act as rational
human beings. Sometime we do not want to admit or even realize the real reason for our
behavior because it is, more often than not, irrational.

3. Promotion Efficiency and Effectiveness - For many companies, promotion costs are their
biggest single area of expenditure, and understanding the impact and worth of that spend is of
critical importance. The scale of promotional spend often means that even marginal gains in
efficiency will have a significant affect on the bottom line. Nielsen promotions models use
weekly scanning data to evaluate the impact of different promotional tactics. Other information

18

sources such as Nielsen | Homes can consumer purchasing information and manufacturer
profitability measures can also be incorporated.
4. Retail Performance :
Formulating effective sales and marketing strategies
A thorough understanding of your retail performance, and how it compares to your competitors, is vital
for formulating an effective sales and marketing strategy. At the very least, you need to be able to
answer the following questions:

What is the size of your category and how is it changing?

What are your strengths and weaknesses within individual retail chains?

How are your brands performing in relation to your competitors? How does this differ by retail
chain?

What are the key causal factors affecting your performance?

What are the overall trends in the marketplace in terms of segments, pack size and flavours?

How can you use this information to exploit market opportunities and counter threats?

Industry Expertise
Whatever your business needs, Nielsen professionals have the knowledge and expertise across a variety
of industry sectors, built over more than 80 years addressing clients' business issues and delivering
consumer insights to support our clients' growth.

Advertising

Automotive

Consumer Package Goods

Financial Services

19

Government & Social

Retailing

Telecommunications

Travel & Tourism

COMPITITORS OF THE NIELSEN:

TOP 9 MARKET RESEARCH FIRMS IN WORLD
Rank

Company

Sales in 2009
Growth in %
(million USD)

1
2
3
4
5
6
7

Nielsen Company
Kantar Group
IMS Health Inc.
GfK AG
Ipsos
Synovate
IRI

5,000.0
2,000
1,958.6
1,397.3
1,077.0
739.6
665.0

2.6
2.5
8.9
5.4
6.5
9.5
6.6

Westat

425.8

0.8

Arbitron

400.0

5.9

Nielsens comprehensive coverage permits management to examine key business trends by product,
category, store, chain, or market for one brand or an entire competitive set. From viewing an executive
summary to drilling down through a robust database to the desired level of detail, executives can make
strategic decisions based on accurate, timely information.

SWOT ANALYSIS OF COMPANY:

20

1. Strength:

Number one market research company in the world

Joint venture with MNC

70% Market share in market research

Commitment to security

Friendly relationship with Client

Mostly clients are the large companies of India

Gained experience because of market leader

Client trust on the secrecy of data

Occupied important location and building

Trend setter of marketing research

21

2. Weakness:

Higher prices for the clients

Extra burden of work

Bureaucratic style of management

Shortage of place

3. Opportunities:

More fields for specialization

Increasing awareness for marketing research in every field

Better methods for market research

Cost effective methods from merger with national organization

Demand will greater than supply

More clients participation

Growing competition in the market

Media rating television index great market for growth

4. Threats:

Employee turnover

22

Research department in advertising agencies

Government regulations

Increased competition in marketing research

Establishment on in-house research departments

Privacy of data

Chapter no.4

23

THEORETICAL
BACKGROUND

24

THEORETICAL 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.

MARKET SIZE:
Market size is the measure of the total value or volume of a particular product sold in a particular
length of time. In our case it is the total amount of the market covered by a title in the last whole year.
The aim of the report is to tell how much of the product was consumed in the country discussed by
value and by volume.

MARKET SEGMENTATION:
Dividing market into smaller groups of buyer with distinct needs, characteristics or behaviors who
requesting mixes. Company identifies different ways to segment the market and develop profiles of the
resulting market segment
Four major segmentation bases for consumer markets will be:

Geographic segmentation
Demographic segmentation
Psycho-graphic segmentation
Behavioral segmentation

a. Geographic segmentation: subdividing ng markets into segments based on locations, regions,

countries, cities, and towns where pee and work is Graphic segmentation.
b. Demographic segmentation: Most common characteristic for segmenting, it include age,
gender, family life cycle , income and education.
25

c. Psycho graphic segmentation: T his segmentation divides buyers into different groups based
on social class, life cycle or personality characteristic .people in the same demographic group
can have different psycho graphic makeup..So psycho graphic segmentation helps the marketer
in examining attributes relate to how a person thinks, feels, and behaves.
d. Behavioral segmentation: it divides buyers o groups based on their knowledge, attitudes, uses
or responses to a product.
TARGETING: Selecting one or more segment & delivering product to provide there requirement
POSITIONING: Create distinct image of product/ service brand or organization in the mind of
customer . it is relative competitive comparison their product occupies in a given market as perceived
by the target market . e.g. Tide (mehkati safedi ) conveys 2 benefits
PRODUCT LIFE CYCLE: The stages of a product goes through from its introduction , to its growth
and maturity to its eventual decline and death ( withdrawal from the market or deletion from the
companies offerings ) , includes
-

Introduction stage
Growth stage
Maturity stage
Decline stage

PRODUCT/MAEKET EXPANSION GRID= A Portfolio planning tool for identifying company

growth opportunities through market penetration, market developments, product development, or
diversification.
Existing products

new products

Market penetration{EM}

Product

Market

{EM}
Diversification {NM}

development

development{NM}
EM= Existing Market , NM= New Market
a. Market penetration: :-A strategy for company growth by increasing sales of current products
to current market segments without changing the product.
b. Market development :-A strategy for company growth by identifying and developing new
market segments for current company products.
26

c. Product development:- A strategy for company growth by offering modified or new products
to currents market segments.
d. Diversification: a strategy for company growth through starting up or acquiring businesses outside the companys current products and markets.
NEW PRODUCT DEVELOPMENT: The Development of original products, product improvement,
product modification, and new brands through the firms own R & D efforts.
MARKET SHARE:
Market Share is the share of each competitor in the market place and can be expressed in value or
volume terms.
Market Share by Volume - each competitors share of the total Market Volume
Market Share by Value - each competitors share of the total Market Value
DISTRIBUTION:
This measure of the market relates to the different distribution channels to market for each product. The
distribution channels
Example:
-

level

level

level

level

FORECASTS:
All market forecasts are based on statistical forecasting techniques based on historic performance
(linear extrapolation of the market size, based on the five-year historical growth). These statistical tools
are supplemented with qualitative parameters such as: industry expectation/opinion. Socio-economic
drivers, new product development, technological advances, expected levels of market saturation etc.
Please find below an explanation of general terms used throughout reports:
27

Market Value = All market values are expressed at either retail selling prices (RSP) or other measures
as specified in the reports.
Market Volume = All market volumes are expressed in the unit relevant to the market researched (i.e.
kg, liters etc.)

28

Chapter no.5

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY

5.1) what is research?

29

Research in common parlance refers to a search for knowledge. Research is an Endeavour to discover
answers to problems (intellectual and practical) through the application of scientific method to the
knowable universe.
It comprises defining and re-defining problems, formulating hypothesis or suggested solutions,
collecting, organizing and evaluating data, making deductions and making conclusions and at last,
carefully testing the conclusions to determine whether they fit the formulated hypothesis.
Clifford Woody defines research as, the process which includes defining and re-defining problems,
formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making
deductions and reaching conclusions and at last carefully testing the conclusions to determine whether
they fit the formulating hypothesis.

RESEARCH OBJECTIVE :
The main objective of the research was to determine the impact of sale and promotion offer on the
buying behavior of the consumer of energy drinks. Information based on previous information is
research.

Research is the search or find out new information based on previous information.
Research is a scientific and systematic search for pertinent information on a specific topic.
Research is a careful investigation or inquiry especially through search for new facts in any
branch of knowledge.

Research comprises defining and redefining problems, formulating hypothesis or suggested solutions:
collecting, organizing and evaluating data; making deductions and reaching conclusions; and last
carefully testing the conclusions to determine whether they fit the formulating hypothesis

5.2) Different sources and methods of data collection

30

Data for my study is collected by the Primary data.

PRIMARY DATA
Primary data is data collected from field research. Primary data was collected by means of personal
interview. tools of data collection in my study are
1. Questionnaire 2. Interview

Questionnaire:-

It is one of the important sources of collecting information. A list of questions are prepared for the
specific subject as the name indicates there is a set of selected question whose answer the investigator
seeks from respondents in order to get knowledge about the matter. Structured questionnaire is prepared
with the data concern and guidance of the management of company. The same questionnaire was used
for the entire consumer.

Interview:-

The interview method of collecting data involves collecting presentation of oral, verbal stimulus

and

reply in terms of oral and verbal responses .it is one of the best methods of investigation and the
investigator gets direct contact to get accurate information.

Method varies from person to person. It depends on our aim and objective.
Based on some selective question. Ask a particular person about a particular subject.

SECONDARY DATA :
Secondary data refers to data collected from books and articles. The secondary data are those which
already have been published earlier in Journal or Paper or Thesis or Books or Report, newspaper etc i.e.
any form of publication.

5.3) Sample Design

31

Sample Unit: Individual

Place: Pune
Type of Sampling :
Convenience sampling is used for this study. Convenience sampling is used in exploratory research
where the researcher is interested in getting an inexpensive Approximation of the truth. As the name
implies, the sample is selected because they are convenient. This non probability method is often used
during preliminary research efforts to get a gross estimate of the results, without incurring the cost or
time required to select a random sample.
Sample size :50 + 10 (retailer)
5.4) STATISTICAL TOOLS:

Pie chart
This is very useful diagram to represent data, which are divided into a number of
Categories. The diagram bar chart can make comparison among the various Components
or between a part and a whole of data

Bar chart
As the name implies, It consist of a number of whispered bar, which originated from a common
base line and are equal widths, the lengths of the bars are proportional to the value they
represent.

32

Chapter no.6

DATA ANALYSIS

A) Graphical analysis of consumers perception towards energy drinks:

The analysis and interpretation is based on the data collected through questionnaire.

33

7.1 No. of respondents, who are actually aware about energy drinks, in percentage out of total 50
respondents:

Table no. 1
Response

No. Of Respondents

Percentage

Aware

42

86%

Not

14%

aware

Not tried; 36%

Tried
Not tried
Tried; 64%

Analysis:
From the above figure it can be interpreted that only 86% of the consumers know the presence of
energy drinks in the market and 14% of the consumers had never heard of it before. From the above
analysis it can interpreted that majority of consumers have heard about energy drinks

7.2 Below mentioned is the no. of respondents, who have actually tasted energy drinks, in percentage
out of total 50 respondents:

Table No. 2
34

Sr. no

No. Of Respondents

Percentage

Tried

32

64%

Not

18

36%

50

100%

tried
Total

No.

18; 36%

Tried
32; 64%

Not tried

Analysis:
From the above figure it can be interpreted that 64% of the previous respondents have said they have
tasted energy drinks and 36% of the respondents said that they had heard about it but not tasted yet.
Majority of consumers they tested energy drinks.

7.3 How often do you prefer energy drinks?

Table no. 3

35

Options

Respondents

More than once a

Percentage

0%

week
1-2 times a month

12%

Rare

25

59%

Never

12

29%

How often do you drink ?

12; 29%

5; 12%

More than once a week

1-2 times a month
rare
Never

25; 60%

Analysis:
From the above figure it can be interpreted that out of 42 aware people of energy drink , 61%% prefer
to drink energy drinks rarely, 29% aware about energy drink but never tried .
From this we can make out that comparatively this consumption level is far too less than soft drinks.

7.4Where do you buy energy drinks?

36

Table no. 4
Sr. no

No.

Of

Respondents
Local shops

18

Night clubs

10

Multiplexes

Total

32

Series 1
20
18

18

16
14
12

Series 1

10

10
8
6

4
2
0
local shops

clubs

Multiplexes

Analysis:
From the graph we can interpret that majority of consumers consume energy drinks at local shops and
night clubs because energy drinks are considered to be good mixers with alcohols. Moreover large
amount of energy drinks are sold at local shops

37

7.5 What are the factors you dont consume energy drinks?
Table no. 5
Options

Respondents

Percentage

High prize

18

52%
29%

Taste

10
0%

Packaging

Caffeine contents

14%

unavailability

5%

factors you dont drink energy drinks

6; 14%

2; 5%

High prize
Taste
22; 52%

12; 29%

packaging
Caffeine contents
unavailability

Analysis:
Above question was asked to the consumers who were aware about energy drinks but did not consume
it. Majority ( 52%) of them answered that due to comparatively high prices of energy drinks they prefer
other soft drinks over energy drinks. 29% of them avoid energy drinks because of Taste .8% of them
avoid energy drinks because of caffeine contents.

38

7.6 Brand Awareness:

Table no. 6.
Sr. no

No. Of Respondents

RedBull

42 / 42

Cloud9

32 / 42

Others

2 / 42

Brand Awareness
45

42

40
35

32

30
Advertising Awareness

25
20
15
10
5

0
Redbull

Cloud9

Others

Analysis:
Above graph tells us that Red Bull enjoys the highest top of the mind awareness. And 32 / 42 of the
total respondents have Cloud 9 as TOMA. Whereas, top of the mind awareness for others (Sobe, burn,
XXX) is almost negligible.

39

7.7 Advertising Awareness:

Table no. 7
Sr. no

No. Of Respondents

RedBull

42 / 42

Cloud9

32 / 42

Others

2 / 42

Advertising Awareness
3%
Redbull
42%

55%

Cloud9
Others

Analysis:
From the graph we can clearly state that Red Bull promotes itself effectively. Recently Red Bull has
come up with an ad campaign it gives you wings which clicked very well among youth. Consumers
actually are able to recall the ads more over Red Bull does promotion by sponsoring sports events; it
also uses outdoor media effectively for promotion. This is why the advertisement awareness for red bull
among energy drink consumer is so high. On the other hand cloud 9 is only focusing on outdoor media
advertisements; its ad awareness level is less. Others like sobe, Burn, XXX etc advertisement
awareness level is pretty low.

40

7.8 Brand consumption:

Table no. 8
Sr. no

No. Of Respondents

Percentage

RedBull

24

75%

Cloud9

25%

Brand consumption

25%

RedBull
cloud9

75%

Analysis:
From the findings we can says that RedBull is king in market with largest market share 75% and cloud
9 has market share of 25% only even they have good brand awareness recently after world cup.

41

7.9 Which drink you normally consume (particularly when you are out)?
Table no. 9
Options

Respondents Percentage

Tea

25

50%

Juices

05

10%

Alcohol

05

10%

Soft drink

15

30%

Which drink you normally consume

Tea
Juices

30%

Alcohol
50%

Soft Drink

10%
10%

Analysis:
The above pie chart depicts that energy drink has long way to go as it has many substitutes. Traditional
drinks and soft drinks still continue to dominate; each of them has 50% and 30% shares respectively in

42

Indian beverage market. Energy drinks on the other hand is catching up slowly, because of high cost
and taste is not suitable to Indian consumer

7.10 What will attract you to try a/an (new) energy drink?
Table no. 10

Chart Title
35%
30%
25%
20%

influence level

32%

15%

26%

10%
13%

5%
0%

3%

2%

9%

11%

4%

Analysis:
From the analysis we come to know that price and taste plays big role to purchase of energy drink.
RedBull 250ml = Rs 90, so middle class n higher middleclass people always thinks twice before
purchase. Recommendations by friends and peer group also influence people to buy it.
Even advertising & promotions also played role to taste / buy it.

43

7.11 Internet services and social networks uses (once a week):

Table no. 11

No. of user

8%

facebook

8%
31%

12%

gooogle
youtube
orkut

19%

30; 23%

tweeter
yahoo

Analysis:
The above question was introduced in questionnaire in order to understand the usage and popularity of
commonly used internet websites. We found that Facebook, Google search, Gmail are largely used sites
with large usage rate which is followed by, YouTube, orkut yahoo, twitter, respectively. Trend of youth
is more to use of social network sites, so we can use this data to online advertising and Brand
awareness.

44

7.12 Demographics:
Table no. 12
Sr. no

Response

Male

40

Female

10

Gender of respondant
45
40
35
30

Gender of respondant

25
20
15
10
5
0
Male

Female

Analysis:
As the sample size for this research was 50. Out of 50 individuals 40 were males and 10 were females.
It has been observed that males are more intended towards energy drinks consumption. A few females
seemed to aware of energy drink but they avoid energy drinks .

45

B) Graphical analysis of retailers perception towards energy drinks:

The analysis and interpretation is based on the data collected through questionnaire
Q1 Are you aware of energy drink?
Response
s
Yes

Respondent
s
9

Percentage

NO

10%

90%

Awareness
10%
Yes
NO

90%

Analysis:
From the above figure it can be interpreted that 90% of the retailers know the presence of energy drinks
in the market and 10% of the retailers had never heard of it before. From the above analysis it can
interpreted that majority of retailers have heard about energy drinks.

Q2. Do you keep Energy drink in your shop?

Response
s
Yes

Respondent
s
6

Percentage
60%
46

NO

40%

Q3. Which age group of customer buys this product from your shop?
Age G

Percentage

16-20

17%

20-25

50%

25-30

33%

Different age group of regular customer

17%
33%

16-20
20-25
25-30
50%

Analysis:
From the above figure it can be interpreted that most of the customers are from age group of 20-25 and
25-30 year old.

47

Q5. In future will you keep energy drink on the shelves of your shop?
Response
s
Yes

Respondent
s
3

Percentage

NO

25%

75%

Will you stock this product in future

25%
yes
no
75%

Analysis:

48

From the above figure it can be interpreted that those retailer are currently aware of Energy drinks
products like RedBull, Cloud9 etc. Because currently trend of youth is changing from soft drinks to
Different energy drinks so Retailers also are positive to keep Energy drinks in Shop.

Chapter no.7

FINDINGS

49

FINDINGS:

Red Bull being the no.1 brand worldwide has the maximum market share.
In the cities like Pune consumers are mostly modern, young, Adventurous, ready to spend quite
sum of amount and full of excitement. This is what needed by the energy drink makers to

launch their brands in such cities.

The energy drinks are mostly sold by local shops and Night clubs.
Therefore there are limitations to certain areas where these brands are not familiar to the

customers.
Whenever there is any occasion where the consumer wants to buy the energy drink, the first

name comes in his/her mind is Red Bull.

Retailers data showed that the perception of retailers towards energy drink is pretty positive

and energy drinks altogether have good future of success in this market.
Overall it is clear that the consumers from Pune have shown low response for other Energy

drink.
The consumers here are mostly not aware of SJ XXX, Sobe, Burn brand, resulting in low sales.
On the other hand majority of the consumers think that Energy Drinks are good for health but

are highly priced too.

Most of the retailers viewed other brands as a not a good selling brand because very less no. of

consumers are actually aware of this brand.

So only few retailers agreed to keep it.
After comparing the above mentioned 3 brands on Energy Drinks it is clear that RedBull holds
the maximum stake in the market share, followed by Cloud 9 and then SJXXX with very slow

progress due to number of reasons

We can say the awareness level among consumers for energy drinks is good
Unlike soft drinks energy drink are not available in each and every corner of the city
Consumers do not consume energy drinks as frequently as soft drinks
Consumers prefer energy drinks as a style statement and most often they use it as a mixer in
alcohol.

Price has been rated the most important product attributes by the customer. Price point is the
final factor which either makes or breaks a sale. Product and Pricing go hand in hand; the price
should be apt to the product attributes. The most important factor for low sales of energy drinks
is its high price. Energy drinks are priced high compared to other beverages available in the
market.
50

Tin cans are most preferred containers for energy drinks

Red Bull has high top of the mind awareness.
Energy drinks are mostly preferred by the people with reasonably high income or youth that

gets a good pocket money

We found that Facebook, Google search, Gmail are largely used sites with large usage rate
which is followed by, YouTube, orkut, yahoo, twitter, respectively. Trend of youth is more to

use of social network sites, so we can use this data to online advertising and Brand awareness.
It has been observed that males are more intended towards energy drinks consumption. A few
females seemed to aware of energy drink but they avoid energy drinks but some of them used it

as substitute for alcohol.

From the above analysis it can interpreted that majority of retailers have heard about energy

drinks.
From th e retailers feedbackt it can be interpreted that most of the customers are from age group

of 20-25 and 25-30 year old.

From the above figure it can be interpreted that those retailer are currently aware of Energy
drinks products like RedBull, Cloud9 etc. Because currently trend of youth is changing from
soft drinks to Different energy drinks so Retailers also are positive to keep Energy drinks in

Shop.
Out of 4/10 retailer those dont sale energy drink ,are ready to keep this product in future.

51

Chapter no.8

RECOMMENDATION

RECOMMENDATION:

Most of the consumers stated that price is the main factor for not preferring energy drinks. So
the companies should try to curb down on the price in order to attract more customers
52

In order to make the product available in every nook and corner, the companies should opt for

intensive distribution strategy

To increase the awareness among the consumers the companies should deploy new means for
advertising and promotions. Sponsoring sports events and internet marketing are some of the

recommended media, as youth is more exposed to these media.

Companies should come up with more flavors and variants of the products as youth prefer

variety and innovative products

Some of the consumers are concerned about the health hazards of energy drinks so the products

should be positioned as health hazard free drinks

Companies are required to follow an integrated marketing communication approach for building

an effective awareness among the potential consumers.

Companies which are not doing good enough needs to personally contact with retailers who

help in knowing the activities of the distributors as well as help in Promoting the business.
Companies should focus its attention to the untapped market where it can considerably increase

its market share.

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, advertise more to support sale of retailers.
The attention should 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.

Margin to retailers should be taken care of and may be possible ought to be increased without

increasing the overall price.

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.

Trend of youth is more to use of social network sites, so we can use this data to online

advertising and Brand awareness.

Manufacturer should reach to maximum retailers to increase there sell in the designated market
area.

53

Chapter no.9

LIMITATIONS

LIMITATIONS:

54

 The project study carried out and the information collected to some extent is based on the
information given by the people and hence it is based on what they feel, and may not
necessarily exist.

Time limitation the research was done over a period of three weeks

Geographic Limitations

Every individual has a unique idea, preference and perception, thus the opinions cannot be
generalized.

Budget constraints

55

Chapter no.10

CONCLUSION

CONCLUSION
TREND IN THE INDIAN ENERGY DRINK MARKET: The explosion of energy shots proves that
this niche market boom is expected to build over a period of time. In 2008, sales of this specific sector

56

of the market continue to grow. The extreme energy per shot with 5-Hour Energy leading the pack in
sales and popularity.
HEATING UP OF CONSUMPTION: A few years ago red Bull was the only know energy drink in
India but in last few years have seen multiple brand launches in the category. Cloud 9 was the first
Indian energy drink, XXX was launched in 2009, Coca-cola launched Burn in 2010. In 2011, Red Bull
Company is market leader and is closely associated with energy drinks Coca-cola Burn, Goldwin
Healthcare Pvt Cloud9, JMJ Group XXX.
1. The target buyers for energy drinks continue to be the young and working Indian population.
They are often associated with partying and essential for leading an active lifestyle in middle of
tiring and stressful work life.
2. Energy drinks are urban phenomena and supermarkets are the primary channels of their sales.
Apart from retail sales, energy drinks are sold in bars and pubs along with alcohol.
Trends show that awareness about energy dink is increasing and target customer are ready to pay
prize for them prize / taste doesnt matter but energy from it matters lot .It is saw the emergence of
energy powders and tablets marketed as the more convenient and portable form of energy for athletes
and people on the go. I think In a country where everyone grows up drinking tea that's high in
caffeine, taking to energy drinks is an easy and exciting transition,"

THE FUTURE OF THE ENERGY DRINK MARKET:

As a category, energy drinks in India is

expected to double in size segment to its 1000cr over next two years from 500 cr in 2009 as host
national and international players venture into the country. An indicator is the rate at which it is
growing 50% to 55% annually according to experts, leaving little room for doubt that potential for
the segment exists in India. There is scope for high growth potential in this market

OPPORTUNITIES IN THE ENERGY DRINK MARKET:

57

Though dominated by Red Bull, there exists opportunities in Indian energy drinks market by using
innovative business models:

Point of sale: Traditionally energy drinks are sold through supermarkets, but another channel
can be collaborating with cafes, restaurants, sports centre, fitness centers, etc. for both
promotion and sales

Price points: All energy drinks in India are very expensive as compared to carbonated drinks
and juices, thus limiting their market. Cost reduction can open up the market; one such
innovation is tried by Hector Beverages (their product Frissia) where they plan to provide
energy drinks at affordable prices (as less as one-fourth prices of large players).

Retailer have positive approach to keep this product on the shelves, those who havent this product on
the shelves are ready if they get good margin on because trend is changing, sale increased.

58

Chapter no.11

BIBLOGRAPHY

BIBLOGRAPHY

59

Web reference:

http://www.energyvault.com
http://www.redbull.com
http://www.cloud9.com
http://www.leammarketing.com
http://www.theydeserveit.com
http://www.energydrinks.bfxmedia.com
http://www.lifestyle.iloveindia.com
http://www.citeman.com/market-size-for-energy-drinks

http://www.foodindustryindia.com

Books:

Philip Kotler, Marketing Management, Millennium Edition, Prentice Hall Publications.

William Zikmund, Business Research Methodology, 9th Edition.

Dennis Adcock, Ray Brad field (1995) marketing principles and practices Second Edition,
Pitman Publishing.

GS BERI MARKET RESEARCH Third edition

60

Chapter no.12

ANNEXURE

A. ANNEXURE: To Consumer
QUESTIONNAIRE:
Respondents

name:

________________________________________________City:____________
61

Respondents email-id:_______________________________________________
Interceptors name: ________________________________________________ Date:

/ /

Q1. Are you aware about energy drinks?

Yes (continue)

No (terminate the interview)

Q2. How often do you drink energy drinks?

1
2
3
4

More than once a week

Once a week
1-3 times a month
Less than once a month

Never (go to Q7)

Q3. Where do you buy energy drinks?

1

local shops

Restaurants

Canteens

Night clubs

Multiplexes/malls

Others______________

Q4.On what occasions do you use energy drinks?

1

At parties

Before deadlines, exams etc.

At work

While having fast food

While hanging out

62

While doing sports

No need for special occasions

Others_______________

Q5. What brand you enjoy drinking most?

1. Sobe
2. Burn
3. Cloud 9
4. Red bull
5. Bullet
6. XXX
7. XL
8. Shark
9. X35
10. Power horse
11. Others_______________

Q6. How satisfied are you with your energy drink of choice?
Very unsatisfied

very satisfied

Q7. (Ask only if coded never in Q2.) What are the factors you dont drink energy drinks?
1. High price
2. Taste
3. Packaging

63

4. Caffeine contents
5. Health issues
6. Unavailability
7. Others___________

Q8. What container would you prefer for energy drink?

1.

Tin can

Glass bottle

Plastic bottle

Tetra pack

Q9. Please evaluate your energy drink of choice: (dont ask if coded never in Q2)
(Very poor) 1

5 (excellent)

Taste

Price

Packaging

Flavors

Advertising

Availability

Brand image

Energy boost

64

Q10. Brand awareness:

Aware 1st Aware

1stfavorite 2nd favorite recommend

others
Sobe

Burn

Cloud 9

Red bull

10

10

10

10

10

XXX
XL
X35
Power horse
Others_________
None

65

Q11. Brand consumption (dont ask if coded never in Q2.):

Consumed

Most often

cosider

regularly
Sobe

Burn

Cloud 9

Red bull

XXX

XL

X35

Power horse

Others___________

None

10

10

10

Q12. Brand prompted advertising awareness:

Sobe

Ad

News

magaz

aware

paper

ines

TV

theatres

hoardin

interne

Cant

gs

recall

66

Burn

Cloud 9

Red bull

10

10

10

10

10

10

10

10

Bullet
XXX
XL
X35
Power horse
Others_________

Q13. Which drinks do you normally consume (Particularly when you are out)? Note first five ranks:
consume

rank

Tea

__

Coffee

__

Juices

__

67

Nimbupani

__

Soft drinks

__

Health drinks

__

Lassi

__

Alcoholic drinks

__

Energy drinks

__

Others__________

10

__

Q14. What will attract you to try a/an (new) energy drink?
1. Brand
2. Price
3. Packaging
4. Energy boost
5. Good taste
6. Flavors
7. Nutrients (vitamins)
8. Low calories
9. Recommendation of friends
10. Advertisings and promotions
11. Celebrities
12. Others_______________
68

Q15. Life style questions:

Strongly

Disagree Neither

disagree

Agree

agree

nor

Strongl
y agree

disagree
I like to try new things

I like to socialize and party

I try to avoid social events

I usually stay up late

I go to bed early

I am very health conscious

I like to eat fast food

I like sports

I enjoy working out

Q16. How often are you involved in these activities?

Almost

At least At

everyday

once
week

a once
month

least Less

never

a than
once a
month

Reading newspaper

69

Reading magazines

Playing computer games

Listening to music

Using internet

Going to cinemas

Eating in restaurant or cafeteria

Going to the night clubs

Drinking alcohol

Smoking

Doing sports

Q17. Please tell me what internet services and social networks do you use at least once a week?
1. Orkut

6. Rediff

11. AOL

2. face book

7. YouTube

12.others__________

3. MySpace

8. Gmail

4. Twitter

9. Hotmail

5. Yahoo

10. MSN

Demographics:

70

Q. 18Record gender:

male

female

Q19. What is your age?

Q20. What is your occupation?
1

student

employed

unemployed

Q21. What is your highest level of education you have completed?

1

middle school

high school

university

post

graduate
Q22. What is your approximate monthly pocket money/ income amount?
1 pocket money___________

2.income_____________

Thank you

____________________
____________________
Respondents signature

71

B. Annexure :To retailer

Respondents name: ________________________________________________City:____________
Respondents email-id:_______________________________________________
Interceptors name: ________________________________________________ Date:

/ /

Questionnaire :( To Study analyze market trends and opportunities for energy drinks)
Q1 are you aware of energy drink?
1. Yes
2. No
Q2. Do you keep Energy drink in your shop? ( if answered NO ,go to Q 5)
1. Yes
2. No
Q3. Which age group of customer buys this product from your shop?
1.

16-20

2.

20-25

3.

25-30

4. Above 30
Q4. Which energy drinks do you sell in your shop?
1. RedBull
2. Cloudd9
3. Powerhorse

4 . Others

Q5. In future will you keep energy drink on the shelves of your shop?

72

1. Yes
2. No

73