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1
According to Philip Kotler,
"Marketing Research is systematic problem analysis, model building
and fact finding for the purpose of important decision-making and control in
the marketing of goods and services".
2
Cool drinks are mixed with other ingredients in several contexts. In
Western countries, in bars and other places where alcohol is served (e.g.,
airplanes, restaurants and nightclubs) many mixed drinks are made by
blending a cool drink with hard liquor and serving the drink over ice. One
well-known example is the rum and coke, which may also contain lime juice.
At ice cream parlours and 1950s-themed diners, ice cream floats are often
sold. Two popular ice cream floats are the coke float and the root beer float,
which consist of a scoop of ice cream placed in a tall glass of the respectively
named cool drinks.
3
COMPANY PROFILE
The grandsons and great grandsons of the founders took active part in
the business of 'Kalimark' together and stretched their business all over
Tamilnadu. During the decade all the products of kalimark were sold in pet
bottles and all members have installed pet bottle machines in then factories,
and developed their own markets, to meet out the market demand. The two
families Shri.K.P.Rajendran and Shri.K.P.Dharmarajan son's took active part
in floating the new Private Limited Company 'Kalis Sparkling Water Pvt. Ltd.'
at Madurai.
There are Lakhs and Lakhs of satisfied customers who enjoy the Quality
and Taste every day, which is the main motto of 'Kalimark' and is to be
maintained in the years to come. A chance visit to a petty shop in affluent
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Besant Nagar, Chennai, brought 30-year-old Deepak Chander a portion of
unexpected joy recently. While waiting for his change, he spotted a bottle of
Kalimark Bovonto at the store. The tangy, grape-flavoured, light soda drink
has remained this foodie and poker enthusiast's favourite since he first tasted it
as a boy. "I was so excited to find it in the city. I love the flavour," he says.
"Though I've lived hi Chennai all along, my father's native place is
Kanchipuram. "We spent summer vacations there and die fridge would always
be stocked with Bovonto. I had not seen it in the city until now. Every time T
look at a bottle of Bovonto, my memories of the summer holidays come
flooding back," he adds with a laugh.
Sakthivel, Rajendran's eldest son, joined the firm at the Chennai unit in
1971 after completing his college education. His cousins, K.P.D. Rajendran
and K.P.D.Krishnamoorthy, began looking after the Tirunelveli and
Tiruchirappalli units in 1972 and 1973, respectively. Soundarapandian was in
charge of the unit at Kumbakonam while K.P.R. Nageswaran, Salcthivel's
brother, looked after the unit in Karaikudi.
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Name of the Founder : Mr. P.V.S.K. Palaniaappa Nadar
Mr. P.Unnamalai
Sons : Mr. K.P.Rajendran,
Mr. K.P.Dharmarajan,
Mr. K.P.Ganesan
Name of the Manufacturer : Kali Aerated Water Works
Place : Virudhunagar
Year : 1916
Presently Managed By : HI & IV Generation
7
PRODUCT PROFILE
The drink is mildly carbonated and has a tangy grape-cola taste. Kali
Mark is a regional-level player and is one of the very few indigenous cool-
drink manufacturers in India that survived the onslaught of take-overs by
multinational giants Pepsi and Coca Cola, during the mid-1990s. Other than
Bovonto, the company also used to produce cool drinks like Trio, Solo and
Frutang. The company still maintains a low profile in areas of marketing
advertising. It has a minimal online presence.
When Pepsi and Coke entered the market, they sold 300 ml bottles at Rs
5, while Bovonto sold for Rs 8. Kalimark maintained its price. Kalimark is an
Rs.100 crore brand now. Bovonto does not do much aggressive marketing;
they mostly rely on word of mouth. Kalirnark. Recently to increase then-
penetration they started to appear in TV shows. Bovonto presents a Tamil
mega serial (Nadhaswaram) in sun TV and a gaming show in Vijay TV. The
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parent company of Bovonto has manufacturing units in eight places in Tamil
Nadu The company lacks economy of scale, but the strengths of the company
include great product, a popular brand and strong distribution.
Bovonto, being Tamil Nadu's favourite drink has established its taste
and quality since a very long time. The drink gives a tangy grape cola taste
which is slightly carbonated. Unlike other sodas, Bovonto has mild ingredients
that makes the drink taste more delicious and less carbonated.
Nutrition Facts
Bovonto Serving Size : 1 Bottle
Calories : 64
Total Carbohydrates : 16g
Sugars : 16g
Requirement
200ml, 250ml, 300ml. 500ml, 1.5 Lts
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Products
Kalimark Frutang
250ml, 500ml, 1.5 Lts
Quench your thirst for taste by drinking Frutang made from ripe
mangoes. Fresh from the trees, the mango tasting non alcoholic drink
has its nature’s best handpicked mangoes added as one of the main
ingredient in Frutang. Prepared under highly hygienic conditions, this
drink sure satisfies the love for mangoes. Making it a perfect summer
drink, Frutang stands out to be one of the most selling Kalimark product
among people.
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OBJECTIVES OF THE STUDY
To study about the preferences and need the customer on the product of
advertisements.
13
RESEARCH METHODOLOGY
Scope
What aspects are to be covered in the research are to be highlighted in
brief in this section of methodology. A justification for limiting the research
work to these limits is to be provided in this section.
Research Design
It gives details about, the exploratory, explanatory or descriptive or
experimental nature of the research work. Why particular design is used and
what is its importance is also put in this section. According to David J. Luck a
research design is defined as, "A series of advanced decisions that taken
together, comprise a master plan or model for the conduct of an investigation".
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Primary Data
Primary data are obtained by a study specifically designed to fulfill the
data needs of the problem at hand, such data are original in character and arc
generated in large number of surveys conducted mostly by government and
also by some individual, institutions and research bodies.
Secondary Data
Data that are not originally collected but rather obtained from published
or unpublished sources are known as secondary data. The secondary data
constitute the chief materials on the basis of which statistical work is carry out
in many investigations.
Sampling Plan
Who is to be surveyed, how many are to be surveyed, how are they
selected and how are they reached. All these details are to be given in this
section "It is a small piece of the population obtained by a probability process
that mirrors, with known precision, the various patterns and bob-classes of the
population".
i. Sample Unit
I chose my sampling area at Chinnamanur Town for market survey of
the Bovonto cool drinks.
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DATA ANALYSIS AND INTERPRETATION
DATA INTERPRETATION
Interpretation refers to the task of drawing inference from the collected
facts. After an analytical our experimental study. For the survey the collected
data are analyzed and interpreted by the percentage analysis method. This
attempt to organize and summaries data in order to increase results.
No. Of Respondents
Percentage = ———————————— x 100
Total respondents
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DATA ANALYSIS AND INTERPRETATION
TABLE-1
No. of
S.No. Particulars Percentage
Respondents
1. Yes 90 90
2. No 10 10
17
CHART-1
100 90
90
80
70
60
50
40
30
20 10
10
0
Yes No
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TABLE-2
No. of
S.No. Particulars Percentage
Respondents
1 Bovonto 60 67
2 Fanta 10 11
3 Slice 10 11
4 Pepsi 10 11
Total 90 100
19
CHART-2
100
90
80
67
70
60
50
40
30
20 11 11 11
10
0
Bovonto Fanta Slice Pepsi
20
TABLE-3
2 Brand Name 15 25
3 Quality 10 16
4 Digestion 5 8
Total 60 100
Among 60 Respondents
50% of respondents prefer Bovonto for its Taste.
25% of respondents prefer Bovonto for its Brand Name.
16% of respondents prefer Bovonto for its Quality.
8% of respondents prefer Bovonto because it helps in digestion
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CHART-3
100
90
80
70
60
50
50
40
25
30
16
20
8
10
0
Taste Brand Name Quality Digestion
22
TABLE – 4
2 Friends 18 30
3 Magazine 10 16
Total 60 100
Among 60 Respondents
53% of respondents are gathering knowledge from TV Advertisement.
30% of respondents are gathering knowledge from Friends.
16% of respondents are gathering knowledge from Magazine.
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CHART – 4
KNOWLEDGE IN BOVONTO
100
90
80
70
60 53
50
40 30
30
16
20
10
0
TV Advertisement Friends Magazine
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TABLE-5
2 Bakery 12 20
3 Juice Shop 10 16
Total 60 100
Among 60 Respondents
63% of respondents purchase from Supermarket.
20% of respondents purchase from Bakery.
16% of respondents purchase from Juice Shop.
25
CHART-5
100
90
80
70 63
60
50
40
30 20
16
20
10
0
Supermarket Bakery Juice Shop
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TABLE-6
2 1 litre 28 46.66
Total 60 100
Among 60 Respondents
25% of respondents are purchase in 500ml for every time.
46.66% of respondents are purchase in 1 litre for every time.
28.33% of respondents are purchase in 1.5 Litre for every time.
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CHART-6
100
90
80
70
60
46.66
50
40
28.33
25
30
20
10
0
500ml 1 litre 1.5 litre
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TABLE-7
2 Better 10 16.66
3 Poor 10 16.66
Total 60 100
Among 60 Respondents
66.66% of respondents say that the Bovonto quality is excellent
16.66% of respondents say that the Bovonto quality is better.
16.66% of respondents say that the Bovonto quality is poor.
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CHART-7
BOVONTO
100
90
80
66.66
70
60
50
40
30
16.66 16.66
20
10
0
Excellent Better Poor
30
TABLE-8
2 Reasonable 40 66.66
3 Low 15 25
Total 60 100
Among 60 Respondents
8.33% of respondents say that the Bovonto price is high.
66.66% of respondents say that the Bovonto price is reasonable.
25% of respondents say that the Bovonto price is low.
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CHART-8
100
90
80
66.66
70
60
50
40
25
30
20
8.33
10
0
High Reasonable Low
32
TABLE-9
2 Medium 16 26
3 Slow 14 23
Total 60 100
Among 60 Respondents
50% of respondents' opinion about the market moving level is fast.
26% of respondents' opinion about the market moving level is Medium.
23% of respondents' opinion about the market moving level is slow.
33
CHART-9
POSITION OF BOVONTO
100
90
80
70
60
50
50
40
26
30 23
20
10
0
Fast Medium Slow
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TABLE-10
2 Festivals 7 11.66
3 Parties 5 8.33
Total 60 100
Among 60 Respondents
81.66% of respondents are consuming in summer time.
11.66% of respondents are consuming in festivals time.
8.33% of respondents are consuming in parties.
35
CHART-10
100
90 81.66
80
70
60
50
40
30
20 11.66
8.33
10
0
During Summer Festivals Parties
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TABLE-11
TOTAL 60 100
Among 60 Respondents
33% of respondents are using Bovonto for 1 year.
13.33% of respondents are using Bovonto from 1-2 years.
41.66% of respondents are using Bovonto from 2-3 years.
11.66% of respondents are using Bovonto above 3 years.
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CHART-11
100
90
80
70
60
50 41.66
40 33
30
20 13.33 11.66
10
0
Below 1 year 1-2 year 2-3 years Above 3 years
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TABLE-12
2 No 10 16.66
Total 60 100
39
CHART-12
100
83.77
90
80
70
60
50
40
30 16.66
20
10
0
Yes No
40
TABLE-13
2. No 50 83.33
Total 60 100
41
CHART - 13
100
83.33
90
80
70
60
50
40
30
16.66
20
10
0
Yes No
42
TABLE-14
No. of
S.No. Particulars Percentage
Respondents
1. Yes 50 83.33
2. No 10 16.66
Total 60 100
43
CHART-14
100
83.33
90
80
70
60
50
40
30 16.66
20
10
0
Yes No
44
TABLE-15
Total 60 100
Among 60 Respondents
41.66% of respondents expect the changes in packing.
36.66% of respondents expect the changes in extra quantity.
33.33% of respondents expect the changes in price offer.
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CHART - 15
100
90
80
70
60
50 41.66
36.66
33.33
40
30
20
10
0
Packing Extra Quantity Price Offer
46
TABLE-16
2. No 10 16.66
Total 60 100
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CHART-16
100
83.33
90
80
70
60
50
40
30 16.66
20
10
0
Yes No
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TABLE-17
1. Yes 50 83.33
2. No 10 16.66
Total 60 100
Among 60 Respondents
83.33% of the respondents arc fully satisfaction in this product.
16.66% of the respondents are not satisfaction in this product.
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CHART - 17
100
83.33
90
80
70
60
50
40
30 16.66
20
10
0
Yes No
50
TABLE-18
Total 60 100
Among 60 Respondents
41.66% of respondents are known the Fanta brand.
25% of respondents are known the Pepsi brand.
16.66% of respondents are known the Slice brand.
16.66% of respondents are known the Appy Fizz brand.
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TABLE-18
100
90
80
70
60
50 41.66
40
25
30
16.66 16.66
20
10
0
Fanta Pepsi Slice Appy Fizz
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FINDINGS
83.77% of the respondents say that Bovonto easily available in our area.
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SUGGESTIONS
A little more of local advertisement would increase the local sales for
Bovonto.
drinks.
purchase.
market.
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LIMITATIONS
This study was in the geographical area of Chinnamanur Town. So, this
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CONCLUSION
From the field survey, I came to know about the consumer's preference
and their needs of "Bovonto Cool Drinks". This survey method is the best
method for collecting information regarding the product and opinion of the
customers. Market survey is essential to start any business. So each and every
graduate should have thorough the knowledge about the market condition. I
have gained a broad knowledge during this survey. I hope this survey
experience will be a step to build up my carrier in future.
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BIBLIOGRAPHY
Websites:
www.kalimark.com
www.google.com
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A STUDY ON CONSUMER USAGE AND SATISFACTION
REGARDING BOVONTO COOL DRINKS IN CHINNAMAINUR
TOWN
Name: Age:
Address: Mob.:
QUESTIONNAIRE
a. Yes b. No
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9. What is your opinion about the market movement of Bovonto?
a. Yes b. No
13. Have you experienced any side effects while consuming Bovonto?
a. Yes b. No
a. Yes b. No
a. Yes b. No
a. Yes b. No
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