Alcoholic Beverage and Energy Drink Essay

The chief(prenominal) objective of browbeat soak up Pvt ltd is to capture the food commercialise and positioned the defect in the chief of the guest. The main targeted nodes be college students,sports individual. Since the drunkenness sepa localize is a diversified segment . The competition is uplifted school and there argon many an(prenominal) more supreme markingmarks and it is difficult for a spic-and-span shuffling to capture the market. ACKNOWLEDGEMENT No task whatever big or small cease be spotless withtaboo proper guidance and encouragement. It gives us a massive pleasure to our deep sense of gratitude and reverence to every person who created a congenial atmosphere for successful completion of this project.In doing this project, I deliver been extremely privileged to receive support from a large number of knowledgeable people. I am deeply obligated(predicate) to Mr Neeraj Kakkar ( chief executive officer), Mr James Paul Nattal (CFO), Mr Suhas Mis ra (COO), Miss Ujwala Mishra (HR EXECUTIVE ) Mr Gaurav Sharma (Area manager) for giving me the opportunity to brook my project in their esteemed organization and for giving their measurely suggestions & invaluable guidance. I would equal to express our gratitude and profound thanks to Mr Pravat Shrivastsv (Senior coordinator), Miss Shilpa Puri (Faculty), planetary Management Center, New Delhi for his valuable sustained, guidance, invaluable suggestions and constant encouragement without which it would non arrest a bun in the oven been possible for us to complete this project.TABLE OF CONTENTS number Page no. Cover page Title page enfranchisement Acknowledgement Preface List of figures List of control panels Executive Summary 7 Introduction of Report 9 Company Profile 11 belles-lettres Review 18 Objectives 19 Research Methodology 20 Findings & AnalysisConclusion 3435 Recommendations 36 Limitations 37 Biblography 38 Annexture 39 LISTS OF FIGURES List of mannequi ns List of evades Page No pattern 1Pie graph for gender table 1 22 persona 2 barricado graph for coming crossways an animation drink shelve 2 23 exercise3 occlude graph for prescribed curstomer Table 3 24 Figure4 Bar chart for tasting animation drink Table 4 25 Figure 5 Bar chart for tasting Tzinga Table 5 26 Figure 6 Bar chart for smart aw atomic number 18ness some Tzinga Table 6 27 Figure7 Bar chart for rating Tzinga flaviur Table 7 28 Figure8 Bar chart for tzinga providing advantage Table 8 29 Figure9 Bar chart of tzinga in any separate flavour Table 9 30 Figure10Bar chart for rating Tzinga symmetry to determine Table 10 31 Figure 11Bar chart for comparision of Tzinga to opposite drinks Table11 32 . EXECUTIVE SUMMARY push around Beverages subscribe tos late experience to the Indian consumer. The company fill utilise some natuaral herbs which is inviolable for human salubriousness that emerges from scientific observation/ analysis of personality and cr eates tasty beverages, associating with leading companies and personalities. Cases in point is the initial deputeTzinga, lemon yellow and run into mollify with graphic herbs Gaurana and Zingsing. This produce has a delicious sample of lemon mint with inseparable herbs Isolate with . Natural herbs atomic number 18 used to susstitute the amount of caffeine which is ruinous to health .Its unique hold mekes it different than any other ability drink. And it has low amount of calories lowest calories. It is perfect for hard working days. They scram these extremely meaningful outputs which atomic number 18 going to give them a emulous advantage over other products. entranceway The present instauration is fast moving world people are very busy and do non bring in time to take proper meal and consume mostly junk food which are high in calorie content and bad for health. it results in many different problem.Due to high intake of junk foods and low consumption of high nu trient cheer food people are suffering from more and more alments. in order to stay healthy and fit ,people should take proper nutritionary content food. So ballyrag Beverage know launched late push button drink which has completely new odour like lemon and mint which is completely drink from other enrgy drink. intimidate is mainly targeting college students and office employees. So Hector is conducting many promotional activities to create an awareness So the main objective of Hector Beverage is to Create brand awareness for Tzinga.INTRODUCTION OF PROJECT Beverage industry is one of the fast growing industries in India . it can be divided into two sections i. e. carbonated and non-carbonated. the carbonated drinks that can be further classified into cola, lemon orange, mango and apple segments. selling includes all the activities like promotion, distribution, advertising etc. To fulfill all the segments of consumers. marketing is to a fault to convert social needs into pr ofitable opportunities. So this matter provides all the essentials to theoretical knowledge with practical knowledge and to inculcate the efficiency.It is also requirement for the company to improve their service and product quality for achieving their crowning(prenominal) finish. Beverages can be classified into 2 types ALCHOHOLIC BEVERAGE An inebriantic drinkic beverage is a drink containingethanol, commonly known as alcohol. Alcoholic beverages are divided into three general classes beers wines, and spirits. Alcohol is a psychoactive medicate that has a depressanteffect. A high blood alcohol content is normally con attitudered to be legal drunkenness because it reduces attentionand slows reaction speed. Alcohol can be addictive, and the state of addictionto alcohol is known as alcoholism.The production and consumption of alcohol occurs in most cultures of the world, from hunter-gatherer peoples to nation-states. Alcoholic beverages are often an important fracture of social scourts in these cultures. In many cultures, drinkingplays a significant spot in social interaction mainly because of alcohols neurological effects. NONALCHOLIC BEVERAGE A non-alcoholic beverage is a beveragethat contains less than 0. 5% alcohol by volume. Non-alcoholic versions of somealcoholic beverages, such as non-alcoholic beer (near beer) and cocktails(mocktails), are widely operational where alcoholic beverages are sold.alcoholic wine undergo an alcohol-removal performance that may leave alone a small amount of alcohol. Because of this, some states stir legal restrictions on non-alcoholic beer and wine. ORGANIZATION PROFILE HECTOR BEVERAGES The beverage offerings in the developed world are so practically better than those in the developing world. Beverages in the US and europium are an important delivery mechanism for nutrients (macro, like protein and micro- vitamins and minerals) while in the developing countries they are little more than (as we have noned) swee tened fizzy water.Hector Beverage Pvt Ltd. is here to bridge the gap, to challenge the beverage major(ip)s and their attempts to maintain the stance quo which they have been doing for all the age they have been in business organization. The beverage game is bound to change, for the better and Hector intends to be the people doing it Hector is a beverage company with a twist. Now that does not authoritatively mean that Hectors products have a bankrupt of lemon (some of them, in the future mayindeed but thats well too the point).The twist is that Hectors beverages are meaningful. Hector beverages believes, and believe with a voltaic pile of intensity, that beverages have to be more than fizzy, sweetened/ flavored water. Worldwide beverages contribute a lot to the consumers health- delivering macro- nutrients (protein) and micro (vitamins and minerals) and there is no reason why that should not be the slipperiness in the developing world. Well, no reason aside from the fact th at the beverage giants have a vested interest in sustaining the status quo as that keeps cost down.Hector beverages is the new kid on the engine block that aims to take on the beverage majors by offering real value to the consumer- thats it, so simple- just healthy, tasty drinks, no celebrities, no Santa Claus, no bells, no whistles. Hector associates itself with this story. As it is a very small player, new one also, in an industry which is so dominated by major players like blast and Pepsi, it unsounded believes that it go out survive and win customers. Hector knows of what are the fundamental shortcomings of the existing beverage players- their inertia, and smugness and their commitment to status quo.So, Hector Beverages work out that this Hector Vs Achilles will also be a strife of historic proportions, albeit with a significantly different outcome MISSION Hectors kick statement is as follows 3 our mission is to serve people by Quality, Healthy and tasty protein drink. VI SION Hectors vision is to capture Delhi and NCR market by providing quality, healthy and tasty protein drink at a suitable terms to keep people healthy and fit. VALUES We thought about this and opinionated to have this section not because every company seems to have something slightly rich to say on its determine.We realized that this is the beginning of differentiation and our values to us are just some of the fundamental things that excite us. As some poet, forgotten cruelly by literature essential have aptly noted with more self-serving nonsense we will not bore further thee but, instead, just spread out for your reading pleasure our values three. 1. Audacity For obvious reasons. a new business is anyway tough. The fact that we would be taking on the Beverage Behemoths makes it even more exciting. We love studying big and are in it because we pauperization to ask the big boys to bring it on 2. Rooting for the underdog The underdog cant but try harder.As the bona-fide under dog in the beverage market we have a vested interest in rooting for the underdog. 3. Integrity All irreverence aside, we are committed to the greater common good and unwaveringly so. smart set HIGHLIGHTS The firm has started its operation to fulfill the need of the market segment that still have not been fulfilling properly. Hector Beverages brings healthy, tasty beverages to the Indian consumer. The company strives to bring the best for human health that emerges from scientific observation/ analysis of nature and creates tasty beverages,associatingwithleadingcompaniesandpersonalities.Cases in point are the first two launches Frissia (TM) drinking chocolate Protein Drink and Frissia(TM) Vanilla Protein Drink. These products are a delicious rifle of soybean Protein Isolate with lifelike identical chocolate or vanilla flavor for really busy people. Soys benefits for health are well recorded but a significant barrier to adoption has been its shrilly after taste that we have take n care of in this blend. Its as good as any chocolate/ vanilla stuff that the consumer may consider. And, at the lowest calories/ gram of complete protein its perfect for work-days spent in meetings and working on laptops/ blackberries.Hector also brings about a genuinely new approach to market- dropping political correctness for an honest colloquy with consumers in all interactions. In short, we have these extremely meaningful products and are going to talk quite straight to our consumers. These are exciting times for Hector- do get in touch if you find all this fire and want to be a part of Hector, in any capacity. Hector Beverages, a pioneer in the Indian Functional Beverages industry, recently inform the launch of their newest product Tzinga Energy Drink.Tzinga is made with a powerful blend of ingredients to avoid those brawniness slumps we know all too well, and keep mind and body performing at their best. * Unlike existing nix drinks, Tzinga tastes great and is availal able for the very reasonable MRP of Rs 20. * Tzinga comes in a case with 12 pieces * Tzinga will be available at 2,000 shops around Delhi NCR starting April 7th, and is scheduled to launch in Bangalore by the end of April. INGREDIANTS * Tzinga consists of lemon and mint. * withal certain natural herbs like GUARANA and GYNSING (which are South American herbs) NUTRITIONAL INFORMATION(per 100ml)Water, sugar , lemon juice concentrate 0. 75% Caffeine 0. 03% Energy 44kcal Carbohydrate 11g Protein 0g dilate 0g 1. TARGET MARKET * Above 18 years * College students * Office employes * Sports person * Fitness freaks person RECOMMENDATIONS * non applicable for Children below 18 * Also not applicable for pregnant women and lactating women * Not recommended for diabetic patients * Not more than 2 packs should be consumed in a day relegate MEMBERS CEO PROFILE Mr Neeraj Kakkar- His corporate career started after he completed his MBA from MDI, Gurgaon in 1998. He worked with Union Carbide and l ater Wipro sooner joining.Coke in 2001. He had an amazing run with Coke- the kind that becomes a part of incorporated Folklore, with the high point being his time in Bangalore when he seemed to have settled the much-touted Cola battle conclusively. In 2008, he headed to Wharton to do a second MBA and is now in the thick of the action as CEO of Hector Beverages Private Limited, India CFO PROFILE Mr James Paul Nattal- James, Wharton alumni with Hector. afterward his Chemical Engineering from Brigham University, he worked with Dow Chemicals for six years and is what many watchword a packaging geek- so for him the form is the substance, the medium is the content.His packaging expertness ensures that when you buy our products, most of your money is not going to the packaging, as it does in the case of all other beverage companies. He is responsible for having created a number of food and beverage packaging concepts crossways the United States and Europe and heads the product develop ment blend for us. COO PROFILE Mr Suhas Misra Suhas did his MBA from IIM Calcutta (Class of 2003) and joined Coke from campus. He had the kind of start that, again, Corporate Folklore, would describe as sensational- with galactic growth rates being registered in rural Rajasthan.In 2005 he moved to Nokia, before, in 2006, starting ChannelPlay- Indias first integrated gross gross sales Process revealsourcing company (www. channelplay. biz) and now is the COO of Hector Beverages Private Limited. Competators- Since the Beverage industry is a big diversified segment. There are many potential backbreaking competators in this segment. Various beverage like milk, tea, coffee, beer, whisky, protein drink, zip fastener drinks, soft drinks etc are all competitors for each other Tzinga with its unique flavor can create a niche in the market.Tzinga is the only efficacy drink which have used natural herbs. but the real competator of Tzinga is rosy grunter . Red strapper have been domin ating the energy drink market since 6 yrs. To name a few potential competitors, the leading beverage manufacturing companies in India are Coca-cola, Pepsi-co, UB group, Hindustan Unilever Limited, Tata tea, Dabur foods, , Nestle India, Sula wines, CCD, LITERATURE REVIEW A traditional definition of a brand was the name, associated with one or more items in the product line, that is used to identify the source of character of the item(s) (Kotler 2000, p.396).The American selling Association (AMA) definition of a brand is a name, term, sign, symbol, or institution, or a combination of them, intended to identify the goods and services of one vender or group of sellers and to differentiate them from those of competitors (p. 404). Within this view, as Keller (2003a) says, technically speaking, then, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand (p. 3). He recognizes, however, that brands today are much more than that.As can be seen, according to these definitions brands had a simple and clear functions identifiers. Before the shift in focus towards brands and the brand building process, brands were just another step in the whole process of marketing to sell products. For a long time, the brand has been treated in an off- hand fashion as a part of the product (Urde 1999, p. 119). Kotler (2000) mentions stigmatisation as a major issue in product outline (p. 404). As the brand was only part of the product, the communication strategy worked towards exposing the brand and creating brand image.Aaker and Joachimsthaler (2000) mention that within the traditional branding seat the goal was to build brand image a tactical element that drives short-term results. Kapferer (1997) mentioned that the brand is a sign -therefore external- whose function is to disclose the hidden qualities of the product which are inaccessible to contact (p. 28). The brand served to identify a product and to distinguish it from the comp etition. The challenge today is to create a plastered and classifiable image (Kohli and Thakor 1997, p. 208).Concerning the brand management process as related to the function of a brand as an identifier, Aaker and Joachmisthaler (2000) discuss the traditional branding model where a brand management team was responsible for creating and coordinating the brands management program. In this situation, the brand manager was not high in the companys hierarchy his focus was the short-term pecuniary results of single brands and single products in single markets. The basic objective was the coordination with the manufacturing and sales discussion sections in order to solve any problem concerning sales and market share.With this strategy the responsibility of the brand was solely the concern of the marketing department (Davis 2002). In general, most companies thought that foc exploitation on the latest and great advertising campaign meant focusing on the brand (Davis and Dunn 2002). The model itself was tactical and reactive rather than strategic and visionary (Aaker and Joachimsthaler 2000). The brand was always referred to as a series of tactics and never like strategy (Davis and Dunn 2002). OBJECTIVES * Maintaining positive, strong growth each year not withstanding seasonal sales pattern. * attain a comprehensive output in market penetration.* Increase customer satisfaction simultaneously. * A double to triple digit growth for the first five years. * Maintain a significant research and development cypher to enhance future. * Product developments. * To take in fresh minds as interns and enduring recruits to lead the organization to a greater development path. RESEARCH methodology Descriptive strategy is used since we have to collect the primary imformation from Tzinga customer. A descriptive research intends to present facts concerning the nature and status of a situation, as it exists at the time of the study. Sample Design a).Sample Unit A business organiza tion whether it is a mall, college canteen, shops is considered as one entity and would be considered as a 1 sample unit. b)Sample Size- A survey was conducted where try out and sales were taking place. A sample size of 100 is taken. c)Sampling Technique- Sampling proficiency here used is non-probability simple random sampling. We considered it as area sampling since the research is focus onto a particular area. We will be using the NON COMPARATIVE scaling technique and will be using the LIKERT plateful in which 5options will be given ranging from potently disagree to strongly agree. d)Sampling Area .The area which was taken was South Delhi where I focused on shops and college. Data Collection a)Sources Primary data collection method is used as data was collected directly from responded by questionnaire. questionaire were both control surface and closed . And ranking method is used to measure the degree of bargain and disagreement. b)Tools- Various statistical tools like pie -chart, is used to represent the data and present them DATA ANALYSIS Q1. . gender a) priapic b) Fe anthropoid Frequency pct Valid Male 48 60. 0 Fe priapic 32 40. 0 Total 80 100. 0 FIGURE 1 Analysis-This shows that manlike samples are more than young-bearing(prenominal) sample.Q2. Did you taste any energy drink before? (a) Yes (b) No Table 2 sex action mechanism * Did you tatse Tzinga before? Crosstabulation counting Did you tatse Tzinga before? Total YES NO sex Male 23 25 48 Female 14 18 32 Total 37 43 80 Figure 2 Analysis-This was a comparative study done between male and female. Out of total 48 samples of male 23 have tasted tzinga and 25 have not tasted it. also in the case of female out of 32 ,14 have tasted Tzinga and 18 have not tasted Tzinga. Q3. Where did you come across an energy drink? (a)Television (b)Newspaper (c)Magazine (d)Promotion event Table 3. Where did you come across an energy drink Total Television Newspaper Magazine promotional Event Gend er Male 24 3 3 18 48 Female 19 2 0 11 32 Total 43 5 3 29 80 Figure 3 Analysis-Again in the case of 48 respondent ,24 male responded have come to notice about energy drink through television,3 through newspaper,3magazine,18 through promotional event Q4. Which energy drink did you taste ? (a)Red bull (b)XXX (c) Clould 9 (d)Barn Table 4Gender * Which energy drink do you taste Crosstabulation count on Which energy drink do you taste Total Red Bull XXX Cloud 9 Barn .Gender Male 24 10 8 6 48 Female 11 9 9 3 32 Total 35 19 17 9 80 Figure 4 ANALYSIS Out of 48 males 24 have take Redbull,10xxx,8 clould9barn. And in the case of female side 11 have taken Red bull,9xxx9 clould 9 nad 3 barn. Q5. Are you a regular consumer of energy drink? (a)yes (b)no Table 5 Gender * Are you a regular consumer of energy drink? Crosstabulation look at Are you a regular consumer of energy drink? Total YES NO Gender Male 16 32 48 Female 11 21 32 Total 27 53 80 Figure 5 ANALYSIS Out of 48 males,16 are regular consumer of energy drink and 32 are not regular consumer.And in the case of female out of 32 ,11 are regular consumer and 21 are not regular consumer. Q6. Have you tasted tzinga, the new launch ever? (a)yes (b)no Table 6 Gender * Have you tasted Tzinga the new launch ever Crosstabulation tally Have you tasted Tzinga the new launch ever Total YES NO Gender Male 17 31 48 Female 12 20 32 Total 29 51 80 Figure 6 ANALYSIS Out of 48 responded 17 have tasted tzinga before and 31 have not heard about Tzinga. And out of 32 females 12 have tasted Tzinga before and 20 have not. Q7. When did you first hear about tzinga? (a)promotion (b)friend(c)salesman Table 7 Gender * When did you first hear about Tzinga Crosstabulation debate When did you first hear about Tzinga Total Promotion Friend Salesman Gender Male 30 13 5 48 Female 18 13 1 32 Total 48 26 6 80 Figure 7 ANALYSIS Out of 48 male responded,30 have heard about Tzinga thrugh promotion activities,13 through friend and 5 through salesmamAnd in the case of 32 female responded 18 have heard about Tzinga though promotion 13 through friend. Q8. How much would you rate the flavour of Tzinga? (a). pure (b). unattackable (c). Average (d). piteous (e). very(prenominal) brusque.Table 8Gender * How much do you rate the flavour of Tzinga Crosstabulation How much do you rate the flavour of Tzinga Total Excellent uncorrupted Average Gender Male 3 32 13 48 Female 3 23 6 32 Total 6 55 19 80 Figure 8 ANALYSIS Out of 48 male responded,3 of them think that the flavor of Tzinga is excellent ,and 32 of them rate Tzinga as good ,and 13 of them average. In the case of female responded 6 of them think that it is excellenet ,23 are good and 6 average. 9. Would you say the design of the product Tzinga provides it an advantage when it comes to undercover work the eye of the customer? If Yes How well?(a) Excellent (b) Good (c) Average Table 9 would you say the design of the product catch the eye of the cu stomer Total Excellent Good Average Gender Male 2 30 16 48 Female 2 24 6 32 Total 4 54 22 80 Figure 9 ANALYSIS Out of 48 male responded 2 think that the design is excellent,30 think that it is good 16 think that it is average in the case of emale respondent 2 think that it is excellent,24 think that it is good and 6 think that it is average. Q10. How much would you rate the value aspect accordance to its price? (a) Excellent (b) Good (c) Average (d) Poor (e) Very low Table 10Gender * Value of the aspect according to price Crosstabulation Count Value of the aspect according to price Total Excellent Good Average Gender Male 4 39 5 48 Female 4 21 7 32 Total 8 60 12 80 Figure 10 ANALYSIS Out of 48 male responded think that it ha excellent quality accordance to its price,39 think that it is good according to its priceand 5 that it is average according to its price. IN the case of females 4 think that it is excellent ,21 think that it is good and 7 think that it is average. Q11 . How would you rate tzinga in comparision to other energy drinks? (a). Excellent (b). Good (c). Acverage.(d). Poor (e). Very poor Table 11 Gender * compute Tzinga with respect to other energy drinks Crosstabulation Count Rate Tzinga with respect to other energy drinks Total Excellent Good Average Gender Male 2 26 20 48 Female 2 9 21 32 Total 4 35 41 80 Figure 11 ANALYSIS According to the samples 2 people think that Tzinga is excellent ,26 think that it is good and 20 are average. And in the female segment 2 think that it is excellent ,9 think that it is good and 21 think that it is average. FINDINGS From the following project we can draw inference that Tzinga is new to the marketand is being like by the people .People prefer this drink due to its unique flavor and intensity. Thought people are not that much aware of the product male are more uncovered towards the product and have showed positive response towards it. CONCLUSION * The Tzinga is more liked by the youngsters o f age group (21-25). * Tzinga is liked by the customers fundamentally its design , price and taste. * The promotional activity is not liked by the customers. So they are not attracted too much towards this new brand. * The opinion does not vary as per the Genders of the customers. * The variation of taste and price will hazard the preference of Tzinga.* The opinion of Tzinga is same for all age groups of people basically about the promotional activities. RECOMMENDATION * Television advertisement and promotional activities must be put up. * The distribution channel should be made strong. * various diversified flavor must be introduced in the market. * Tzinga should be introduced in other parts of Indian Market. LIMITATIONS 1. The should be different flavours ,the lemon taste are not liked by many people. 2. Due to strong brand positioning by Red bull,it will take time for Tzinga to get established. 3. The availability of Tzinga is limited,it is not available in every store .4. As z inger is a new brand,it suffers from identity crises BIBLIOGRAPHY 1. Malhotra, Naresh K. Marketing research and use orientation, (2010), Prentice Hall, New Delhi, Vol. 5, pp. 613-623, pp. 468. 2. Kotler, Philip and Armstrong, Gary, Principles of marketing, Pearson Publication.REFERENCES * http//en. wikipedia. org/wiki/Promotion_(marketing) * http//hectorbeverages. com/about_us * http//hectorbeverages. com/hectors_values * http//hectorbeverages. com/home * http//hectorbeverages. com/homers_hector * http//www. adams-graphic-design-advertising-agency. com/point-of-purchase. html * http//www.aistriss. jp/old/lca/ci/activity/project/sc/report/030319_document/S2-1-Mont. pdf * http//www. eurelectric. org/Download/Download. aspx? DocumentID=2965 ANNEXTURE QUESTIONAIRE Name- Phone number- 1. Gender a)Male b)Female 2. Did you taste any energy drink before? (a)yes (b)no 3.Where did you come across an energy drink? (a)Television (b)Newspaper (c)Magazine (d)Promotion event 4. Which energy drink did you taste ? (a)Red bull (b)XXX (c) Clould 9 (d)Barn 5. Are you a regular consumer of energy drink? (a)yes (b)no 6. Have you tasted tzinga, the new launch ever? (a)yes (b)no 7. When did you first hear about tzinga?(a)promotion (b)friend (c)salesman 8. How much would you rate the flavour of Tzinga? (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor 9. Would you say the design of the product Tzinga provides it an advantage when it comes to catching the eye of the customer? If Yes How well? (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor 10. How much would you rate the value aspect accordance to its price? (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor 11. How would you rate tzinga in comparison to other energy drinks? (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor.