INTRODUCTION

INTRODUCTION

The Great Family Nourishing Health drink

Horlicks is the leading Health Food Drink in India and as the 'Most Trusted Drinks

Brand' (Economics Times Survey, 2004) in India. Horlicks enjoys more than half of the

Health Food Drink market.

Although it has been a popular brand in the Indian market since the 1930s, Horlicks

underwent a revamp in 2003 to further increase its relevance. The modern & contemporary

Horlicks offers 'pleasurable nourishment' with a delicious range of flavors including Vanilla,

Toffee, Elaichi and Chocolate.

Horlicks is made from wheat, milk and malted barley. Horlicks is widely known as an

easy to prepare malted food drink. It is fortified with iron and eight essential vitamins with

twice as much as calcium in fresh milk. Horlicks is still the world's most widely consumed

malted milk product. For over 50 years, generations after generations of children wakeup to a

mug of Horlicks prepared by mothers in their own special way, yet providing the same

nourishing goodness unrivaled by any competitive products.

Horlicks is a nourishing malted food drink which combines the wholesome goodness

of malted barley, wheat and dairy ingredients. The malting of barley through the natural

process of germination releases enzymes. These enzymes break down complex carbohydrates

to simple sugars that are easily assimilated by the body, making Horlicks easily digestible.

Horlicks drinks provide a modicum of vitamins A, C, D, B12, plus calcium, iron,

thiamin, riboflavin, niacin, folate, and dietary fiber. As fresh milk.

With revitalized packaging synergistic with the new brand personality, it is a favorite

with both mothers for its nourishment and kids for its great taste and variety.

Horlicks is sold in a number of countries across the

world. In different countries, the product has

different formulations in order to cater to varying

consumer segments and serve different consumer

needs.

In India, the Horlicks available has been

scientifically developed and specifically caters to

the nutritional needs of the Indian diet. It helps meet

the requirements of essential nutrients in children,

such as iron and vitamins that aid iron absorption.

From the available data, it has been seen that

children in India are not getting enough of these

vitamins and minerals from their daily diet.

Research shows that these nutrients are very

important for school age children for their attention,

concentration and memory as well as their physical performance and growth. Thus, Horlicks

is a beneficial supplement for children to aid not only their growth, but also enhanced

attention and concentration. In fact, we have established this through a large clinical trial

among school going children.

INDUSTRY PROFILE

INDUSTRY PROFILE

The health drink is oral liquids which are classified as elixirs or limonades and so on,

which are peculiar to Japan and differ from other liquids to glass a dose of drug. It has mainly

been divided into two classes by glassed volume (dosage) in the bottle. One class is the drink

tonic which is the capacity of 100 ml and another is the mini-drink tonic which is 50 ml and

less. In addition, oral liquid glassed with an ampule is called the ampule tonic. Such drugs

were thought to appear after World War II and have been widely known since 1960.

However, tonics which had consisted of recipies like the present health drink were shown to

exist before World War II. Thus, it was considerable that such prescription formulas were

also applied to the ampule tonic and drink tonic. On the other hand, one of the important

problems with health drugs was how to make their taking easy in its development. Further, it

was necessary to add to acid antiseptic and high content of sugar etc., because the liquids

generally had been putrescible. It might be one of the reason for their appearances that it was

allowed to produced a liquid which was stabler and made its taking easier to be released from

the above limit by the introduction of a dose-glassed liquid.

In 1960, the Ampule tonic quickly became popular and the drink tonic followed. It

was probably caused by changes on the standard and style of living involved the

enhancements of the labor time, purchasing power and sense on the health and active

propaganda of the manufacturers. In this way, the market has satisfactorily expanded.

However, because such medicines liked beverages appeared, it was difficult to distinguish

their differences since 1965. Therefore, the Ministry of Health and Welfare has performed

some administrative guidances.

In 1978, it regulated new approval of the production of 100 ml drink tonics, which led

to the appearance of the mini-drink tonic. Its market rapidly expanded since 1985.

In 1991, its scale reached about 200 billion yen on both drink tonics and the sale

volume was 20% at drug stores in Japan. The health drink is supporting the economic

foundation of drug stores at present.

In 1873 James Horlick, a pharmacist with his brother William established a company

J & W Horlicks in Chicago, USA to manufacture a “malted milk drink” , which claimed to

promote sleep.

In 1883 they got patent for this product. Horlicks was thus the first invented to

substitute milk baby food. In 1890 the product was imported to the United Kingdom and later

a factory was established in slough, Berkshire, England.

Horlicks became popular during the world wars 1 and 2. The drink became popular at

home and the battle front. In world war two, Horlicks tablets were sold as a candy, used as an

energy booster by US, UK and other soldiers.

Coming to India, Horlicks bottles were imported and sold.This was during 1930 ‘s . In

the latter part of 1958, a plant was set up, and was named Hindustan milk food manufactures.

After this the company was acquired by Beecham which later became Smithkline Beecham

and finally became Glaxo SmithKline Beecham Consumer Health care ltd.

The company believed in Growth through innovation. Previously Horlicks was

imported but as the demands exceeded they set up 2 production units in India to fulfill the

demands of the Indian population. This came as a solution to Indian market as a health drink.

Then Horlicks entered the biscuit market and later in 1995 they came up with Junior orlicks

as a baby food supplement. Viva and Maltova were acquired by the company in 200 and

2001 that increased the product range.

Women’s Horlicks came into picture initially nursing mothers and then to catering

specific needs of women. Horlicks adopted certain strategies to deal with competitors and

came up with attractive packaging and various flavours.

Horlicks conducted clinical trials and campaigned “Taller Stronger Sharper”. Horlicks

segmented the market to increase its market share. Horlicks focused on children to encash

their increasing population. Then it launched Horlicks Lite which is specially formulated

keeping in mind nutritional needs of adults and also for use by people with diabetes.

Horlicks also entered the instant noodle market with Foodles and Nutribar came as a

energy bar focused on the young generation, these two products were focused as a healthy

solution to the existing fad market (plain maggi and energy bars). Recently Chill Dood is

launched in the instant milk shake focused on children.

COMPANY

PROFILE

COMPANY PROFILE

Glaxo Welcome:

Further information: Glaxo Wellcome and List of pharmaceutical companies

Burroughs Wellcome & Company was founded in 1880

in London by the American pharmacists Henry

Wellcome and Silas Burroughs. The Wellcome Tropical

Research Laboratories opened in 1902. In 1959 the

Wellcome Company bought Cooper, McDougall &

Robertson Inc. to become more active in animal health.[9]

The Wellcome Company production centre was moved

from New York to North Carolina in 1970, and the

following year another research centre was built.

Glaxo was founded in Bunnythorpe, New Zealand, in 1904. It was originally a baby food

manufacturer processing milk into a baby food of the same name: the product was sold under

the slogan "Glaxo builds bonny babies" from 1908. Still visible on the main street of

Bunnythorpe is a dairy factory (factory for drying and processing cows' milk into powder)

with the original Glaxo logo clearly visible; it is now a car repair shop.

Glaxo became Glaxo Laboratories and opened new units in London in 1935. Glaxo

Laboratories bought two companies, Joseph Nathan and Allen & Hanburys in 1947 and 1958

respectively. After the company bought Meyer Laboratories

in 1978, it started to play an important role in the US market.

In 1983 the American arm, Glaxo Inc., moved to Research

Triangle Park (US headquarters/research) and Zebulon (US

manufacturing) in North Carolina. Burroughs Wellcome and

Glaxo merged in 1995 to form Glaxo Wellcome, which

opened its Medicine Research Centre that year in Stevenage,

England. Three years later Glaxo Wellcome bought Polfa

Poznan Company in Poland.[9]

SmithKline Beecham

In 1843 Thomas Beecham launched his Beecham's Pills

laxative in England giving birth to the Beecham Group.[9]

Beecham opened its first factory in St Helens, Lancashire, England, for rapid production of

The historic Glaxo factory in Bunnythorpe, New Zealand

Beecham's Clock Tower, constructed in 1877 as part of the Beecham factory in St Helens

medicines in 1859. The original factory was closed in 1994 and passed to the local college for

re-development. By the 1960s Beecham was extensively involved in pharmaceuticals.

In 1830 John K. Smith opened its first pharmacy in Philadelphia. In 1865 Mahlon Kline

joined the business, which 10 years later became Smith, Kline & Co. In 1891 it merged with

French, Richard and Company. It changed its name to Smith Kline & French Laboratories in

1929 as it focused more on research. Years later Smith Kline & French Laboratories opened a

new laboratory in Philadelphia; it then bought Norden Laboratories, a business doing

research into animal health. Smith Kline & French Laboratories bought Recherche et

Industrie Thérapeutiques (Belgium) in 1963 to focus on vaccines. The company started to

expand globally, buying seven laboratories in Canada and the US in 1969. In 1982 it bought

Allergan, a manufacturer of eye and skincare products. The company merged with Beckman

Inc. later that year and changed its name to SmithKline Beckman.[9]

In 1988 SmithKline Beckman bought its biggest competitor, International Clinical

Laboratories, and in 1989 merged with Beecham to form SmithKline Beecham plc. The

headquarters of the company was moved to England. To expand research and development in

the US, SmithKline Beecham bought a new research center in 1995. Another new research

centre at New Frontiers Science Park in Harlow, England, was opened in 1997.[9]

Glaxo Wellcome and SmithKline Beecham announced their intention to merge on 17 January

2000. The merger was completed in December that year, forming GlaxoSmithKline (GSK)

GSK in India:

Established in the year 1924 in India GlaxoSmithKline Pharmaceuticals Ltd. (GSK Rx India)

is one of the oldest pharmaceuticals company and employs over 3500 people. Globally, we

are a £ 26.4 billion, leading, research-based healthcare and pharmaceutical company. In

India, we are one of the market leaders with a turnover of Rs. 3021 crore and a share of

4.2%*. At GSK, our mission is to improve the quality of life by enabling people to do more,

feel better and live longer. This mission drives us to make a real difference to the lives of

millions of people with our commitment to effective healthcare solutions.

The GSK India product portfolio includes prescription medicines and vaccines. Our

prescription medicines range across therapeutic areas such as anti-infectives, dermatology,

gynaecology, diabetes, oncology, cardiovascular disease and respiratory diseases. The

company is the market leader in most of the therapeutic categories in which it operates. GSK

also offers a range of vaccines, for the prevention of hepatitis A, hepatitis B, invasive disease

caused by H, influenzae, chickenpox, diphtheria, pertussis, tetanus, rotavirus, cervical cancer,

streptococcus pneumonia and others.

With opportunities in India opening up, GSK India is aligning itself with the parent company

in areas such as clinical trials, clinical data management, global pack management, sourcing

raw material and support for business processes including analytics.

GSK's best-in-class field force, backed by a nation-wide network of stockists, ensures that the

Company's products are readily available across the nation. GSK has two manufacturing units

in India, located at Nashik and Thane as well as a clinical development centre in Bangalore.

The state of art plant at Nashik makes formulations while bulk drugs and the active

pharmaceutical ingredients are manufactured at Thane.

Being a leader brings responsibility towards the communities in which we operate. At GSK,

we have a Corporate Social Responsibility program that works towards fulfilling basic

healthcare, education and other developmental needs of the underserved population. With this

dedication and commitment, we believe that the world will be better, healthier and happier.

GSK is committed to developing new and effective healthcare solutions. The values on which

the group was founded have always inspired growth and will continue to do so in times to

come.

Mission of the Company:

Our global quest is to improve the quality of human life by enabling people to do more, feel

better and live longer.

We at GSK dedicate ourselves to delivering innovative products that help millions of people

around the world live longer, healthier and happier lives.

Vision:

We want to become the indisputable leader in our industry - not simply in terms of size, but

in how we use that size to achieve our mission and improve the quality of human life.

Becoming the indisputable leader in our industry means conquering the challenges that face

us as an industry, and as a global society.

GSK - A Flashback

1865 : William and James Horlicks started the company1875 : Business moved to Racine, Wisconsin for its supply of spring water1883 : William was given a US patent for Horlicks being the first Malted milk drinks mixing powder1906 : Factory constructed at slough UK 1909 : Horlicks became popular in north pole and south pole expeditions as a

Provision 1921 : Death of James led the company to split, William having the Americas

And the sons of James the rest of the world1931 : “Night Starvation” was a story developed to promote Horlicks as a

bed time drink 1945 : Company acquired by British Horlicks business1952 : Horlicks was said to cure gastric ulcers and some forms of diabetes1960 : Factory established in Punjab to make Horlicks from Buffalo Milk1968 : Factory built in Bangladesh and Pakistan to satisfy local demand1975 : factory built in Andhra Pradesh2000 : Glaxo and Smithkline merger2011:

Most Respected Company Award - Business World

Launches Votrient™ indicated for the treatment of advanced renal cell carcinoma (RCC)

Launches Revolade™ indicated for the treatment of thrombocytopenia (reduced platelet

count) in adults with the blood disorder chronic immune (idiopathic) thrombocytopenic

purpura (ITP)

Vaccine Market Company of the Year award - Frost & Sullivan

Special Commendation - Good Corporate Citizen Award 2011 - Bombay Chamber of

Commerce

Pharma / Life - Science Supply Chain Excellence Award presented at the 5 th Express,

Logistics and Supply Chain Conclave

Unveils Synflorix - a vaccine against invasive pneumococcal disease

2012:

Launches Altargo™ used to treat bacterial infections affecting small areas of skin

Introduces Volibris (Ambrisentan), a non-sulphonamide class endothelin receptor antagonist

(ERA) used to treat pulmonary arterial hypertension (PAH) indicated for WHO Functional

Class II & III patients in India. Volibris® is a trademark of GlaxoSmithKline. Ambrisentan

has been licensed to GlaxoSmithKline by Gilead Sciences Inc.

GSK India named as India's most admired company in Pharmaceutical space by HAY Group

and Fortune Magazine.

Awarded the Paediatrician's Award for the Best Vaccine Company of the Year by Frost &

Sullivan.

Received the Dr. H. R. Nanji Memorial Marketing Excellence Award for CCM in the

'Existing Pharmaceuticals Product' category from OPPI (Organisation of Pharmaceutical

Producers of India)

2013:

Fourth CII National HR Excellence Award 2013 for 'Significant achievement in HR

Excellence'

GSK India named as one of 'India's Most Admired Companies' by Fortune India & HAY

Group

Business Today survey in partnership with PeopleStrong HR Services named GSK India as

one of the 'Best Companies to work for'

Our Products:

Our products

The GSK India product portfolio includes prescription medicines and vaccines. Our

prescription medicines range across therapeutic areas such as anti-infectives, dermatology,

gynaecology, diabetes, cardiovascular disease respiratory diseases and consumer healthcare-

health drinks.

The company GSK has a separate branch over consumer health care – health drinks products

named GSK Consumer health care. The product range of GSK Consumer Health care is:

Product range:

Nutritional and OTC

Nutritional:

Horlicks Horlicks Ninja Junior Horlicks Mother's

Horlicks Horlicks Lite Horlicks

Biscuits Boost Maltova Viva

Over the Counter (OTC):Crocin

Crocin AdvanceCrocin Pain ReliefCrocin Cold and Flu

Eno

Eno is available in Orange, Masaumbi, Lemon, Guava, Regular flavours in both sachets and

bottles.

Iodex

Iodex® Double Power

Iodex® Headfast

Iodex® Ultra Gel

PODUCT

PROFILE

PODUCT PROFILE

Facts about horlics:

Horlicks was first invented to substitute milk as baby food

The brand has been endorsed by Amitabh Bachchan on the radio(1960-70), Moon

Moon Sen and her daughters Raima and Riya (1980s) and Vishwanathan Anand

In India, over 2 billion cups of Horlicks are drunk every year!

Biggest market is India

6th most trusted brand in India (AC Nelson)

Most trusted health drink brand (Economic Times 04)

More than 50% market share in health drink market

Horlicks contains a wide range of vitamins and minerals. Dr Frankie Phillips - an independent Nutrition Consultant and Registered Dietician - gives you the good news about how these vitamins and minerals are essential for wellbeing.We all need a variety of essential vitamins and minerals to carry out important roles to keep us well. Let's look to see what some of these vitamins and minerals are needed for:VitaminsVitamin A helps keep skin healthy; helps the immune system to function; important

for healthy eyes and normal vision.

Thiamin (B1) helps to release energy from food; required for helping the nervous system

and heart to work efficiently.

Riboflavin (B2) necessary for keeping skin and blood healthy; helps to release energy from

food.

Niacin needed for healthy nerves; helps to release energy from food.

Vitamin B6 keeps nerves and the immune system healthy; keeps red blood cells

healthy / reduce tiredness and fatigue.

Vitamin B12 vital for healthy nerves and red blood cells.

Folic Acid helps the body to make healthy new cells; important for healthy blood;

important during pregnancy.

Biotin helps to release energy from food; helps to keep skin healthy.

Pantothenic Acid helps to release energy from food.

Vitamin C an antioxidant which helps to protect the body's cells; contributes to

healthy skin; helps the body to absorb iron.

Vitamin D vital for healthy muscles and a healthy immune system; important for

helping you to absorb calcium to build and healthy bones and teeth.

Vitamin E acts as an antioxidant to protect body cells.

MineralsIron needed to produce healthy red blood cells. Iron helps prevent anaemia

and the feeling of tiredness.

Zinc important for carbohydrate metabolism and protein synthesis; required

for healthy skin and in wound healing.

Calcium essential for healthy bones and teeth.

Horlicks Range of Flavours are listed as fallows;

Horlicks Junior

The early years are vital for a child`s physical and mental development. As a parent, you

would naturally be keen to ensure that your child gets the best nutrition possible for his

optimal growth.

Nutritional requirements vary according to age. Toddlers are fussy eaters, which

may lead to gaps in nutrition. Preschoolers, on

the other hand, tend to have a busy schedule, and need

adequate nutrition to keep them going through the day. It

is therefore important to manage the different nutritional

needs of your child according to his age.

To bridge gaps in nutrition and aid your child`s overall

development, it may be important to include a nutritional supplement or beverage such as

Junior Horlicks as part of the daily diet. Junior Horlicks provides

tailor-made nutrition for children, and is available as a two- stage

product:

Junior Horlicks 1-2-3: An easy to digest*

drink for the fussy toddler at home

(*Junior Horlicks is partially pre-

digested, which helps make it easy to

digest)

Junior Horlicks 4-5-6 with Growth Boosters^, Power Vitamins# and Smart Nutrients$: A

nutrition packed health food drink for an active preschooler

Growth Boosters are: protein, calcium, vitamin D, vitamin K and magnesium that are known

to promote physical growth.

# Power Vitamins include vitamins B1, B2, B6 and niacin that play a role in release of

energy.

$ Smart Nutrients include: iron, iodine, DHA, choline, vitamin C and folic acid that are

known to be essential for brain development and functioning.

 

Mother's Horlicks

Mother's Horlicks, launched in 1997, is a superior nutritional supplement with 26 vital

nutrients that is scientifically designed keeping the nutritional needs of the pregnant and

breast feeding women in mind. An attempt to enhance nutritional superiority saw the launch

of its new variant in May 2004 - Mother's Horlicks fortified with DHA.

This unique formulation has an essential fatty acid called docosahexaenoic acid

or DHA from a vegetarian source. Numerous studies have suggested that

DHA helps in brain development of the child during pregnancy and the first

few years of life. It is important to note that in infants, breast milk is the only

source of DHA.

In addition to DHA, Mother's Horlicks supplies the recommended quantity

of ideal quality proteins [with 100% amino acid score]. Mother's Horlicks, in three serves [6

scoops], provides 100% of the Recommended Dietary Allowance* [RDA] for iron, folate,

calcium, vitamins C, B2, B6 and B12 - nutrients that are essential for blood and bone health.

Mother's Horlicks is also rich in antioxidants [vitamins A, E, selenium, zinc and copper]

essential during pregnancy and lactation.

70 % of an adult’s brain is formed before birth

DHA is required for development of brain, eyes and nerves

DHA is not easily available from average Indian diet

Moreover, Mother's Horlicks has been manufactured through a natural process of malting or

germination that helps to produce enzymes which in turn helps to breakdown complex

starches and proteins into simpler molecules making it easy to digest.

Available in all leading chemist outlets in packs of 500 g (Rs. 200 only) and 200 g (Rs. 100

only), Mother Horlicks has best value for money and is the leading nutritional supplement for

pregnant and breast feeding women. After all, every mother has a right to healthy babies!!

Lite Horlicks

Lite Horlicks is a HFD specially designed to suit the nutritional needs of adults. Packed with

23 vital nutrients, including high quality protein and antioxidants, Lite Horlicks provides

strength and stamina by maintaining and repairing damaged body cells. In addition to this,

Lite Horlicks has no added sugar and no fats.

Lite Horlicks was launched in 2005, and holds the distinction of being the only nutritional

drink which is endorsed by diabetes India as being suitable for people with diabetes.

Lite Horlicks is available in two flavors - Original Malt and Badam.

Contains:

New Lite Horlicks with zero added sugar* and zero cholesterol##

Contains 26 vital nutrients

Has high fibre

Is low fat

Has essential antioxidants

Talk to your doctor today!

No added Sucrose

Lite Horlicks is so far the only nutritional products to be endorsed

and certified by Diabetes India*.

*Diabetes India is the largest body of practicing diabetologists, physicians, medical specialist

and researchers interested in the study of diabetes.

Horlicks Biscuits

'With the Power of Calcium!'

Horlicks Biscuits has been growing in popularity ever since it was launched in 1992.

Extending the benefits of Horlicks to 'solid' nourishment, Horlicks Biscuits is a favourite

among parents and children. Each pack contains the 'Power of Calcium' providing 100%

RDA of calcium (as per Codex Ailementarius Commission of 1995).

Horlicks Biscuits are available in two flavours - Standard & Elaichi - and

live up to the Horlicks promise of 'great taste' and 'nourishment'.

LITERATURE

REIVEW

LITERATURE REIVEW

The origin of Marketing is quite interesting when men started producing the goods he

used for himself when the surplus quantity he produced that time he called other persons

those who wanted that specified goods. The above situation lead to exchange sytem generally

called as “Barter System” slowly industrial revolution took place and goods were produced in

bulk. At the time human being wanted it exchange goods in terms of money.

CONSUMER PREFERENCE

Marketing is concerned with the task of Buying and Selling. The target of the

marketers is to mae the availability of the product to the consumers. Consumers are the

person who buys goods and services for their own purpose use directly or indirectly. The

preferences have been given to the consumers by the marketers. To know the preferences of

the consumers the marketers should study the behaviour of the consumers and the factors

influencing them to behave in the particular manner.

The consumers pass through many stages in purchasing. The first stage starts when

the consumer recognizes a problem of need that is need recognition, after the need is

recognized consumers search for the various sources of information. When the information is

found consumer will evaluate the alternatives available to him and then the consuer makes

the decision to purchase.

Consumer orientation stems from the company’s adoption and implementation of the

marketing concept a philosophy of every business unit, which has triple implications the

namely:

The victory of any business unit rests on consumers who are willing to accept and

pay for the products are services.

The firm must be aware of what the market wants well in advance of production and

Consumer wants must be monitored continuously for assured success over

competitors.

The Consumer are the orbiters of fortune in business in highly competitive economic

system, the success, survival and growth of firms warrants accurate knowledge about-the

consumer behavior hoe, why, where, what, when they buy? Understanding consumer is the

crucial task of every marketing manager.

Definition:

Professor Walter C.G and Professor Paul G.W. it is “The process whereby individuals

decide whether, what, when, where, how and from whom to purchase goods and services”.

CONSUMER BEHAVIOUR:

It is important for a marketer to understand on these variables so as to know why

consumer behavior behave in the manner does.

Objectives:

Consumers and their buying roles a model of consumer behavior and major influencing

factors are:

Socio – Cultural factors – Culture, Reference groups and Family.

Psychological factors – perception, Learning, Motivation, Perception and Self-Concepts and

Attitudes.

Characteristics Affecting Consumer Behavior

a. Cultural Factors

Culture:

The set of basic values, perceptions, wants and behaviors learned by a member

of society from family and other important institutions.

Sub-culture:

A group of people with shared value systems based on common life

experiences and situations.

b. Social Class

Groups:

Two or more people when interact to accomplish individual or mutual goals.

Family:

A family is a group of two or more people related by blood, marriage, or

adoption living together in a household

Roles and Status:

A role consists of the activities people are expected to perform according to

the persons around them e.g. daughter, husband, brand manager etc.

c. Personal Factors

Age and life-cycle stage

Occupation

Economic situations

Life Style 

Personality and self-concept

d. Psychological factor

A person’s distinguishing a psychological characteristic that leads to relatively consistent and

lasting responses to his or her own environment.

Motivation:

Motivation is a need that is sufficiently pressing to direct the person to seek

satisfaction of the need.

Perception:

The processes by which people select, organize, and interpret information to

form a meaningful picture of the world.

Learning: Changes in an individual’s behavior arising from experience.

Belief and attitudes:

Belief is a descriptive thought that a person holds about something and

Attitudes is a person’s consistently favorable or unfavorable evaluations, feelings, and

expressions toward an object or idea.

Types of Buying Behavior

Complex Buying Behavior:

Complex buying behavior is where the individual purchases a high value brand and

seeks a lot of information before the purchase is made.

Dissonance-Reducing Buyer Behavior:

Dissonance reducing buying behavior is when buyer is highly involved with the

purchase of the product, because the purchase is expensive or infrequent. There is little

difference between existing brands an example would be buying a diamond chain, there is

perceived little difference between existing diamond brand manufacturers.

Habitual Buying Behavior:

Habitual buying behavior is where the individual buys a product out of habit e.g. a

daily newspaper, sugar or salt.

Variety-Seeking Buying Behavior:

Variety seeking buying behavior is where the individual likes to shop around and

experiment with different products.

STEPS IN CONSUMER BUYING PROCESS

The following are the fine steps generally followed by the consumer while

buying a product.

1. Need Recognition:

Need recognition is the awareness of the want or a desire or a consumption problem

without which satisfaction the consumer feels restless and tension-charged.

2. Information Search:

Consumer interest is indicated in the consumer’s willingness to seek further

information about the product or service. Since there are varieties of products and he seeks to

have maximum satisfaction, he searches relevant information.

3. Evaluation and intention:

The evaluation stages of mental trail of the product or service.

4. Purchase Decision:

A decision to purchase in lays consumer’s commitment for a product or a service.

Practically, it is the last stage in the buying process because, it completes the exchange

process.

5. Post-Purchasing Reaction:

The post-purchase experience may be set of positive or negative dealings. Positive

feelings or service will result in repeat sales or at least recommending the product or service

creating anxiety and doubt.

OBJECTIVES

RESEARCH METHODOLOGY

LIMITATIONS

OBJECTIVES

1. To find the share of Horlicks in the market.

2. To know the consumer perception regarding the price of Horlicks.

3. To know about the consumer view regarding the packing, availability, advertisements

and promotional activities of Horlicks.

4. To find out the level of satisfaction of the consumer after using Horlicks.

5. To know the best media of advertisements according to the consumer.

6. To find out the factors which influence the consumer.

7. To find out consumer opinion regarding the quality of Horlicks.

RESEARCH METHODOLOGY

In the present study the required data was collected using random sample method, care

was taken to sec that the selected sample is a small specimen (or) an isolated part of the whole

population representation us general objectives.

Data source:

Primary data collection is more costly but the data is usually more relevant to the issue at

hand. The normal procedure is to interview some people individually (or) in groups.

Approach:

Selection of the respondents was done on the basis of random sampling method. This

method was adapted because of the flexibility. The survey was done through questionnaire. The

sample size selected is 100.

For systematic collections of primary data, closed ended questionnaire was used. The

questionnaires were distributed to the selected customers dwelling in different areas of Kurnool

City.

PRIMARY DATA

The questionnaire consists of 16 questions relating to various aspects of the study.

The first part of the questionnaire was mainly prepare to get the personal details of the

customers & their extent of brand awareness. And the later part of the questionnaire was

prepared to identify the consumer’s preference towards the health drink Horlicks of price,

quality, range, advertisement, brand name etc.

The last part of the questionnaire was prepared such that the consumers were

encouraged to give their valuable suggestions.

SECONDARY DATA

Data pertaining the company is collected from the company’s status report. The

company’s profile gives a detailed report of the past records of the organization. The data

collection both from primary & secondary sources is tabulated and presented in a systematic

from prior to classification and interpretation.

LIMITATIONS

1. The survey was limited to Kurnool city only.

2. Due to shortage of time the survey was limited 100 consumers only and analysis is made

overall on their response basis.

3. The study is based on the response of the respondents and is assumed that they are honest

in their response.

DATA ANALYSIS

AND

INTERPRETATION

CONSUMER PREFERENCE TOWARDS VARIOUS BRAND OF

HEALTH DRINKS

Brand No. of consumers Percentage

Horlicks 56 56%

Bournvita 20 20%

Maltova 14 14%

Complan 10 10%

Total 100 100%

No. of consumers surveyed : 100

Source : Primary Data (Questionnaire)

Interpretation:

Horlicks is used by most of the consumers surveyed. There is an

improvement in the usages of bournvita by people when compared to 2 to 3 years

back where Bournvita and Boost were leading market and others Milo, Moltova,

Viva, etc.

1. CONSUMER PREFERENCE TOWARDS VARIOUS

BRANDS OF HEALTH DRINKS

Horlicks Bournvita Maltova Complan0%

10%

20%

30%

40%

50%

60% 56%

20%

14%10%

Brand used my respondents

Percentage

2. ASPECT THAT CONSUMES LOOKS IN THE

PRODUCT

Aspect No. of consumers Percentage

Quality 56 56%

Price benefit 12 12%

Brand image 22 22%

Ads 10 10%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

Consumer looks for health factor while purchasing the health drinks. This is

evident when observed that 56% of the consumers buying behavior is based on the

quality.

However brand image and price also influence consumer purchase

decision-making process.

2. ASPECT THAT CONSUMER LIIKS IN THE PRODUCT

56%

12%

22%

10%

Aspect of consumer while purchasingQuality Price benefit Brand image Ads

3. PERIOD OF USING A PARTICULAR BRAND

PERIOD No. of consumers Percentage

<1 year 12 12%

2-3 year 34 34%

>3 year 54 54%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

Consumers are loyal to their present brands.

This is clear from the above table 54 out of 100 consumers are using the brand

more than 3 years. Brand shifting is minimum in health drinks.

3. PERIOD OF USING A PARTICULAR BRAND

<1 year 2-3 year >3 year0%

10%

20%

30%

40%

50%

60%

12%

34%

54%

Period of usage

Percentage

4. QUALITY OF PURCHASE OF HEALTH DRINKS

QUANTITY No. of consumers Percentage

200grms 28 28%

500grms 52 52%

1kg 20 20%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

28%consumers are interested to buy 200grms, 52% of consumers are

interested in 500grms and remaining 20% of consumers are interested to buy 1 kg.

4. QUALITY OF PURCHASE OF HEALTH DRINKS

200grms 500grms 1kg0%

10%

20%

30%

40%

50%

60%

28%

52%

20%

Quantity purchased by respondents

Percentage

5. MODE OF AWARENESS OF Horlicks

Mode No. of consumers Percentage

Dealers 20 20%

Friends & relatives 30 30%

Ads 40 40%

Others 10 10%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

Advertisements, friends and relatives play vital role. In creating awareness

regarding Horlicks. Dealers and other plays a part of role in awareness of

Horlicks.

5. MODE OF AWARENESS OF HORLICKS

Dealers Friends & relatives Ads Others0%

5%

10%

15%

20%

25%

30%

35%

40%

20%

30%

40%

10%

Mode of awareness

Percentage

6. CUSTOMER SATISFACTION AFTER USING THE PRODUCT

Mode No. of consumers Percentage

Excellent 28 28%

Good 60 60%

Satisfactory 12 12%

Poor 0 0%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

60% of consumer’s satisfaction is good, 28% excellent and remaining

12% are satisfactory with the health drinks.

6. CUSTOMER SATISFACTION AFTER USING THE PRODUCT

28

60

12

Satisfaction level

ExcellentGoodSatisfactoryPoor

7. EFFECTIVENESS OF ADVERTISEMENTS OF HORLICKS

Effectively No. of consumers Percentage

Very impressive 20 20%

Nice 58 58%

Reasonable 14 14%

Not effective 8 8%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

58% of consumers feel Horlicks advertisements to be nice and 20%

are very much impressed. Thus Horlicks advertisements are to be still improve to

impress and induce consumers.

7. EFFECTIVENESS OF ADS OF HORLICKS

Very impressive Nice Reasonable Not effective0%

10%

20%

30%

40%

50%

60%

20%

58%

14%

8%

Effectiveness of Horlicks Advertisements

Percentage

8. AVAILABILITY OF THE PRODUCT

MODE No. on consumers Percentage

Very comfortable 76 76%

Satisfactory 24 24%

Poor 0 0%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

76% of consumers fee very comfortable on the availability of the

product, 24% feel satisfactory.

8. AVAILABILITY OF THE PRODUCT

Very comfortable Satisfactory Poor0%

10%

20%

30%

40%

50%

60%

70%

80%76%

24%

0%

Availability of Product

Percentage

9. PRICE PERCEPTION OF CONSUMER TOWARDS THE PRODUCT

Perception No. of consumers Percentage

Very high 6 6%

High 16 16%

Reasonable 68 68%

Less 10 10%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

Price perception toward the product represent that 68% of consumers feel

reasonable, 16% feel high, 6% feel very high and remaining 10% feel less.

9. PRICE PERCEPTION OF CONSUMER TOWARDS THE PRODUCT

Horlicks Bournvita Maltova Complan0

10

20

30

40

50

6056

20

1410

Price perception

10. TYPE OF PACK CONSUMERS PREFER

Type of pack No. of consumers percentage

Jar 66 66%

Refill 26 26%

Sachet 8 8%

Total 100 100%

No. of consumers surveyed: 100

Source : primary data (Questionnaire)

Interpretation:

Most of the consumers prefer jars, and 26% of people prefer refill remaining 8% prefer sachet.

10 TYPE OF PACK CONSUMERS PREFER

66%

26%

8%

Type of pack purchased

JarRefillSachet

FINDINGS

FINDINGS

Advertisements of Horlicks are influencing the purchase decision of people.

It is found that majority of the respondents are satisfied by using Horlicks by this

survey.

It is also found that the taste and quality to be enhanced. Many of the consumers want

to introduce much more flavors regarding Horlicks.

From the study it is found Some customers wish to have Horlicks in sachet and Refill

Pack in less price.

Some of the respondents feel that the price of the product could be reduced as it it not

suitable to the product.

SUGGESSTIONS

SUGGESSTIONS

Promotional activities should be taken to introduce flavors. Horlicks should be

introduced in trail packs.

Advertisements to be made much more impressive to with stand in the market by other

competitive Health Drinks.

Middle class people are unable to afford the product because it is costly so Horlicks

should be provided in refill packs at low price.

Brand image has to enhance to with stand the market situations and its competitors.

It should be increase quantity rather than improvement in package.

QUESTIONNAIRE

BIBLIOGRAPHY

QUESTIONNAIRE

I _________________ of final B.B.M conducting a survey on ‘’Customer Preference

towards Horlicks’’ as a partial fulfillment of my curriculum, would seek your valuable

ideas .so, I request you to provide the relevant information.

NAME : AGE :

GENDER : OCCUPATION :

1 Name the health drinks which you are aware of? [ ]

a)Bournvita b)Complan c)Horlicks d)Maltova

2. Out of the above health drinks which one do you prefer? [ ]

3. What factors do you considered while purchasing health drink [ ]

a)Quality b)Price c)Brand image d)advertisement

4. How are you aware of this Drink [ ]

a)Advertisements b)Friends c)Dealers d)Relatives

5. How long have you been using this particular Brand? [ ]

a)<1 year b)2-3 years c)more than 3 years

6. Why do you prefer this particular health Drink? [ ]

a) Quality b) Taste c) Price d) Packing

7. How do your perceive the price of Horlicks? [ ]

a)Very High b)High c)Reasonable d)Less

8. How do you feel the availability of horlicks? [ ]

a)Very Comfortable b)Satisfactory c)Poor

9. How do perceive the quality of Horlicks? [ ]

a)Excellent b)Good c)Satisfactory d)Poor

10. How do you fee regarding the ads of Horlicks? [ ]

a)Very Impressive b)Nice c)Reasonable

11. In what Quantities do you buy? [ ]

a)50gms b)200gms c)500gms

12. Which type of pack do you prefer? [ ]

a)Jar b)Refill c)Sachet

13. Would you like to shift from the brand to a new health drink?

Yes/No

14. Which one would you prefer? …………………….

15. Please give your valuable suggestions if any:

___________________________________________________________

___________________________________________________________

Thank you

BIBLIOGRAPHY

MARKETING MANAGEMENT - C.N.SONATAKI

CONSUMER BEHAVIOUR - SUJA.R.NAIR

WEBSITES - www.gsk.com

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