Alcoholic Beverage and Energy Drink Essay Example for Free

Alcoholic Beverage and Energy Drink EssayThe main objective of Hector Beverage Pvt ltd is to ache down the grocery store and positioned the disfigurement in the mind of the customer. The main targeted customers atomic number 18 college students,sports person. Since the crapulence segment is a alter segment . The competition is high and there be many more supreme faults and it is difficult for a impertinent filth to capture the market. ACKNOWLEDGEMENT No task whatever big or teeny-weeny offer be completed without graceful guidance and encouragement. It gives us a great 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 flip been extremely privileged to receive support from a large number of versed people. I am deeply indebted to Mr Neeraj Kakkar (CEO), Mr pack Paul Nattal (CFO), Mr Suhas Misra (COO), Miss Ujwala Mishra (HR EXECUTIVE ) Mr Gaura v Sharma (Area manager) for giving me the opportunity to undergo my project in their esteemed government and for giving their timely suggestions valuable guidance. I would like to express our gratitude and profound thanks to Mr Pravat Shrivastsv (Senior coordinator), Miss Shilpa Puri (Faculty), International Management Center, New Delhi for his valuable sustained, guidance, invaluable suggestions and continual encouragement without which it would non call for been possible for us to complete this project.TABLE OF CONTENTS Topic Page no. Cover page Title page Certificate Acknowledgement Preface List of figures List of circuit cards Executive Summary 7 Introduction of Report 9 Company Profile 11 literary works Review 18 Objectives 19 Research Methodology 20 Findings AnalysisConclusion 3435 Recommendations 36 Limitations 37 Biblography 38 Annexture 39 LISTS OF FIGURES List of frame of references List of Tables Page No consider 1Pie graph for gender Table 1 22 toke n 2Bar graph for coming across an energy inebriety Table 2 23 go through3Bar graph for regular curstomer Table 3 24 Figure4 Bar chart for tasting energy fox Table 4 25 Figure 5 Bar chart for tasting Tzinga Table 5 26 Figure 6 Bar chart for new sensory faculty about 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 accordance to price Table 10 31 Figure 11Bar chart for comparision of Tzinga to some other crispens Table11 32 . EXECUTIVE SUMMARY Hector Beverages brings new experience to the Indian consumer. The company go for used some natuaral herbs which is good for human wellness that emerges from scientific observation/ analysis of nature and creates tasty beverages, associating with leading companies and personalities. Cases in post is the first launchTzinga, rat and mint flavor with nat ural herbs Gaurana and Zingsing. This proceeds has a delicious examine of lemon mint with natural herbs Isolate with . infixed herbs ar used to susstitute the amount of caffeine which is injurious to health .Its unique taste mekes it different than any other energy drink. And it has low amount of calories net calories. It is perfect for hard working days. They have these extremely meaningful productions which ar going to give them a competitive advantage over other products. ingress The present world is fast moving world people are very busy and do non have time to consume proper meal and consume approximatelyly junk food which are high in calorie content and bad for health. it results in many different problem. c everyable to high intake of junk foods and low consumption of high nutrient value food people are suffering from more and more alments. in order to stay healthy and fit ,people should take proper nutritional content food. So Hector Beverage have launched new en ergy drink which has completely new flavor like lemon and mint which is completely drink from other enrgy drink. Hector 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 persistence 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. Marketing includes all the activities like promotion, distribution, advertising etc. To fulfill all the segments of consumers. Marketing is also to convert social needs into economic opportunities. So this topic 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 flavor for achieving their ultimate goal. Beverages can be classified into 2 types ALCHOHOLIC BEVERAGE An alcoholic 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 drug that has a depressanteffect. A high blood alcohol content is usually considered to be sanctioned d servekenness 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 part of social events in these cultures. In many cultures, drinkingplays a significant role in social fundamental interaction mainly because of alcohols neurological effects. NONALCHOLIC BEVERAGE A non-alcoholic beverage is a beveragethat contains less than 0. 5% a lcohol by volume. Non-alcoholic versions of somealcoholic beverages, such as non-alcoholic beer (near beer) and cocktails(mocktails), are widely available where alcoholic beverages are sold.alcoholic wine undergo an alcohol-removal process that may leave a small amount of alcohol. Because of this, some states have legal restrictions on non-alcoholic beer and wine. ORGANIZATION indite HECTOR BEVERAGES The beverage offerings in the developed world are so some(prenominal) better than those in the developing world. Beverages in the US and Europe 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 celebrated) sweeten fizzy water.Hector Beverage Pvt Ltd. is here to bridge the gap, to quarrel the beverage majors and their attempts to maintain the status quo which they have been doing for all the years they have been in business. The beverage game is bound to cha nge, for the better and Hector intends to be the people doing it Hector is a beverage company with a twist. Now that does non in unfeignedity mean that Hectors products have a dash of lemon (some of them, in the future mayindeed but thats well besides the point).The twist is that Hectors beverages are meaningful. Hector beverages believes, and believe with a lot 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 incident in the developing world. Well, no reason apart from the fact that 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 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 persistence which is so dominated by major players like Coke and Pepsi, it still believes that it will 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 pursue back that this Hector Vs Achilles will also be a contest of historic proportions, albeit with a significantly different matter MISSION Hectors mission statement is as follows 3 our mission is to serve people by Quality, Healthy and tasty protein drink. VISION Hectors vision is to capture Delhi and NCR market by providing quality, healthy and tasty protein drink at a suitable price to keep people healthy and fit. VALUES We thought about this and determined to have this section not because every company seems to have something reasonably rich to say on its values.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 must 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 limpid 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 thinking big and are in it because we want to ask the big boys to bring it on 2. Rooting for the underdog The underdog cant but try harder.As the bona-fide underdog 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. confederation HIGHLIGHTS The firm has started its operation to fulfill the need of the market segment that still have not been fulfill ing properly. Hector Beverages brings healthy, tasty beverages to the Indian consumer. The company strives to bring the outstrip 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) Chocolate Protein Drink and Frissia(TM) vanilla extract Protein Drink. These products are a delicious blend of Soy Protein Isolate with natural 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 bitter after taste that we have taken 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 correc tness for an honest communication 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 interesting and want to be a part of Hector, in any capacity. Hector Beverages, a pioneer in the Indian Functional Beverages industry, recently announced the launch of their newest product Tzinga Energy Drink.Tzinga is made with a powerful blend of ingredients to avoid those energy slumps we know all too well, and keep mind and body performing at their best. * Unlike existing energy drinks, Tzinga tastes great and is availalable for the very reasonable MRP of Rs 20. * Tzinga comes in a exemplar with 12 pieces * Tzinga will be available at 2,000 stores 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. * Also current natural herbs like GU ARANA 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 spicy 0g 1. TARGET MARKET * Above 18 years * College students * Office employes * Sports person * Fitness freaks person RECOMMENDATIONS * Not 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 FOUNDER 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 later Wipro before joining.Coke in 2001. He had an amazing run with Coke- the kind that becomes a part of Corporate 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 thi ck of the action as CEO of Hector Beverages Private Limited, India CFO PROFILE Mr James Paul Nattal- James, Wharton alumni with Hector. After his Chemical Engineering from Brigham University, he worked with Dow Chemicals for six years and is what many call a encase geek- so for him the form is the substance, the medium is the content.His packaging expertise 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 across the United States and Europe and heads the product development function 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 astronomical egress rates being registered in rural Rajasthan.In 2005 he moved to Nokia, before, in 2006, starting ChannelPlay- Indias first integrated Sales Process appearsourcing company (www. channelplay. biz) and now is the COO of Hector Beverages Private Limited. Competators- Since the Beverage industry is a big modify segment. There are many potential strong competators in this segment. Various beverage like milk, tea, coffee, beer, whisky, protein drink, energy 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 energy drink which have used natural herbs. but the real competator of Tzinga is Red Bull . Redbull have been dominating 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 Marketing Association (AMA) definition of a brand is a name, term, sign, symbol, or design, or a conspiracy of them, intended to identify the goods and services of one seller 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 market 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 brandi ng as a major issue in product strategy (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 model 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 competition. The challenge today is to create a strong and distinctive 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 situati on, the brand manager was not high in the companys hierarchy his focus was the short-term financial results of single brands and single products in single markets. The staple fiber objective was the coordination with the manufacturing and sales departments 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 focusing on the latest and greatest 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. * Achieve a comprehensive output in market penetration.* Increase customer satisfaction simultan eously. * A double to triple digit growth for the first five years. * Maintain a significant research and development budget to enhance future. * Product developments. * To take in fresh minds as interns and permanent 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. have Design a).Sample Unit A business organization 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 technique here used is non-probability simple random consume. We considered it as area sampling since the research is focus onto a particular a rea. We will be using the NON COMPARATIVE scaling technique and will be using the LIKERT scale in which 5options will be given ranging from strongly disagree to strongly agree. d)Sampling Area .The area which was taken was South Delhi where I focused on shops and college. Data assemblage a)Sources Primary data collection method acting is used as data was collected directly from responded through questionnaire. questionaire were both open and closed . And ranking method is used to measure the degree of agreement and disagreement. b)Tools- Various statistical tools like pie-chart, is used to represent the data and interpret them DATA ANALYSIS Q1. . sex a) young-begetting(prenominal) b) Fe phallic Frequency Percent Valid masculine 48 60. 0 Female 32 40. 0 add up 80 100. 0 FIGURE 1 Analysis-This shows that male samples are more than female sample.Q2. Did you taste any energy drink before? (a) Yes (b) No Table 2 sexual activity * Did you tatse Tzinga before? Crosstabulation co unting Did you tatse Tzinga before? Total YES NO sex masculine 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 Gender anthropoid 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 Which ene rgy 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 Count 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. lead you tasted tzinga, the new launch ever? (a)yes (b)no Table 6 Gender * Have you tasted Tzinga the new launch ever Crosstabulation Count Have you tasted Tzinga the new launch ever Total YES NO Gender Male 17 31 48 Female 12 20 32 Total 29 51 8 0 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 Count 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). splendiferous (b). Good (c). Average (d). Poor (e). truly measly.Table 8Gender * How much do you rate the flavour of Tzinga Crosstabulation How much do you rate the flavour of Tzinga Total smooth Good 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 catching 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 customer 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 vista accordance to its price? (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor 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 * Rate 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 t hat 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 liked 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 exposed towards the product and have showed positive response towards it. CONCLUSION * The Tzinga is more liked by the youngsters of age group (21-25). * Tzinga is liked by the customers basically 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 credence does not vary as per the Genders of the customers. * The variation of taste and price will affect the preference of Tzinga.* The opinion of Tzinga is same for all age groups of people basically about the promotional activities. REC OMMENDATION * Television advertisement and promotional activities must be put up. * The distribution channel should be made strong. * Different 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 zinger is a new brand,it suffers from identity crises BIBLIOGRAPHY 1. Malhotra, Naresh K. Marketing research and applied 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. hypertext mark-up language * 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.