Important

“Brand Promotion Of Tzinga Energy Drink”

Summer Internship Project Report

Submitted towards Partial

Fulfillment

of

Post Graduate Diploma in Management-MM

(Approved by AICTE, Govt. of India)

Academic Session

2010 – 2012

Submitted By:

Dheeraj Singh Somvanshi

Roll No – BM.010262

Under the Guidance of:

Industry Guide: Faculty Guide:

Mr. Harsingh sir prof Urvashi Makkar

Designation Designation: faculty

Hector Beverages Pvt. Ltd. IMS, Ghaziabad

INSTITUTE OF MANAGEMENT STUDIES

GHAZIABAD

A Project Report Of Summer Internship

Project on

“Brand Promotion Of Tzinga Energy Drink”

Submitted To: Submitted By:

Prof Urvashi Makk Dheeraj Singh Somvanshi

BM 010262

DECLARATION

I, Dheeraj Singh Somvanshi, BM-010262 here by declared that the work which is being

presented in the report etitled “Brand Promotion of Tzinga energy Drink” in partial

fulfillment of the requirement for the award of Post Graduate Diploma in Management

studies, Ghaziabad is an authentic record of our own work carried out during period from

April 2010 to july 2010 under the supervision of Mr. Harsingh (ASM) and Ms. UJwalla

(HR, Hector Gurgaon) and regular guidance by Prof. Urvashi Makkar (Faculty Mentor,

IMS Ghaziabad).

I have not submitted the matter presented in the report for the award of any other degree or

diploma of this or any other institute.

Date: July 15th , 2010 Dheeraj Singh Somvanshi

Place: Ghaziabad

PREFACE

The PGDM program is well structured and integrated course of business studies. The main objective

of practical training at PGDM level is to develop skill in student by supplement to the theoretical

study of business management in general. Industrial training helps to gain real life knowledge about

the industrial environment and business practices. The PGDM program provides student with a

fundamental knowledge of business and organizational functions and activities, as well as an

exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give us theoretical knowledge

of various subjects in the college but we are practically exposed of such subjects when we get the

training in the organization. It is only the training through which I come to know that what an

industry is and how it works. I can learn about various departmental operations being performed in

the industry, which would, in return, help me in the future when I will enter the practical field.

Training is an integral part of PGDM and each and every student has to undergo the training for 45

days in a company and then prepare a project report on the same after the completion of training.

During this whole training I got a lot of experience and came to know about the management

practices in real that how it differs from those of theoretical knowledge and the practically in the real

life.

In today’s globalize world, where cutthroat competition is prevailing in the market, theoretical

knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an

individual in his/her carrier activities and it is true that “Experience is the best teacher”

ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for Tzinga Energy drink, Hector

Beverages Pvt Ltd.It has been an enriching experience for me to undergo my summer training at

Hector Beverages, which would not have possible without the goodwill and support of the people

around. As a student of INSTITUTE OF MANAGENENT STUDIES, GHAZIABAD, I would like to

express my sincere thanks to all those who helped me during my practical training program.

Words are insufficient to express my gratitude toward Mr. Harsingh sir (A.S.M.), (Mentor/Project

Guide) , Miss. Ujwalla Maam (H.R.) and Dr. Urvasi Makkar for their timely contribution in

completion of my project.

My heartfelt thanks go to all who helped me to gain knowledge about the actual working and the

processes involved in various departments.

However, I accept the sole responsibility for any possible error of omission and would be extremely

grateful to the readers of this project report if they bring such mistakes to my notice.

Thanking You

Dheeraj Singh Somvanshi

Enrollment BM-010262

IMS,Ghaziabad

CERTIFICATE

I, Dheeraj Singh Somvanshi, BM-010262 here by declared that the work which is being

presented in the report etitled “Brand Promotion of Tzinga energy Drink” in partial

fulfillment of the requirement for the award of Post Graduate Diploma in Management

studies, Ghaziabad is an authentic record of our own work carried out during period from

April 2010 to july 2010 under the supervision of Mr. Harsingh (ASM) and Ms. UJwalla

(HR, Hector Gurgaon) and regular guidance by Prof. Urvashi Makkar (Faculty Mentor,

IMS Ghaziabad).

We have not submitted the matter presented in the report for the award of any other degree or

diploma of this or any other institute.

This is to certify that the above statement made by the candidate are correct to the best of my

knowledge.

Dr. Urvashi Makkar

(Project Guide)

IMS, Ghaziabad

TABLE OF CONTENT

CHAPTER NO TITLE PAGE NO

CHAPTER 1 EXECUTIVE SYNOPSIS

INTRODUCTION

OBJECTIVE OF STUDY

NEED OF STUDY

SCOPE OF STUDY

CHAPTER 2 COMPANY PROFILE

INDUSTRY PROFILE

LITERATURE REVIEW

CHAPTER 3 RESERCH METHODOLOGY

CHAPTER 4 DATA ANALYSIS

CHAPTER 5 FINIDINGS

RECOMMENDATION

CONCLUSION

QUESTIONNAIRE

BIBLIOGRAPHY

APPENDIX

LIST OF FIGURES

Figures:

o Fig.1

o Fig.2

o Fig.3

o Fig.4

o Fig.5

o Fig.6

o Fig.7

o Fig.8

o Fig.9

o Fig.10

Pie Charts:

o Fig.11

o Fig.12

o Fig.13

o Fig.14

o Fig.15

o Fig.16

o Fig.17

o Fig.18

o Fig.19

o Fig.20

o Fig.21

o Fig.22

o Fig.23

o Fig.24

o Fig.25

o Fig.26

o Fig.27

o Fig.28

CHAPTER 1

EXECUTIVE SYNOPSIS

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, associating with leading companies and personalities. 

I, Dheeraj Singh Somvanshi felt privileged to be a part of Institute Of Management Studies,

Ghaziabad. I did my summer training program in Tzinga Energy drinks holdings Hector Beverages

Pvt India Ltd a FMCG Sector company in Gurgaon. My project title is “Brand Promotion of Tzinga

Energy Drink”.The Project basic objective was make awareness of product along with analyzes the

awareness of product for retailer and customer.

The project begins with an introduction of Energy drinks and research of market demand, market

leader and product awareness to retailer and consumer. In this project I surveyed in areas of Sales in

retail outlets of Noida,Gr.Noida and asked selected questions to the outlet owners who were either

not selling Tzinga energy drink or selling in very less quantity. We did some research through

questionnaire, to know the consumer perception and brand awareness.

Further in the report we have defined the way we have chosen to work for the brand and mentioned

certain recommendations for the brand and the company, for improving the brand image in the

market.

We started by understanding, what kind of a market does Tzinga share and what is its posiotin in the

market.This is not useful to understand how the product is defind in the market but is useful to

understand the competition in the market.

Further in the report we would be discussing about the product and its features, also what marketing

measures have been taken to make it a unique brand identity in the market, which includes

packaging, logo, etc..Then,we would be discussing about the product positioning and the

segmentation in the market, along with the problems being faced by Tzinga today.

Out of my project I learnt these things:

When a company is new in market, it really need to make investment to make a valuable brand in

image in eyes of customers.so our main motive was to make aware the people about this product

either by free sampling, by sponsoring events in colleges, by talking people, by social networking

sites etc.

Since from the first day, we had started free sampling from GNIT Gr. Noida and since it is a new

product so we heard different words from different people. But when a new product get introduced in

the market, it usually happens with every new one because everybody is not aware about the new

product.

Since it is an energy drink, so we visited gyms, sports complex, colleges etc to make aware all the

youngsters about this because mostly this age segment prefer energy drinks most.

So we started by focusing college students, since Gr. Noida is full of the no. of colleges so its easy to

work over there because you will get no. of people at same place so its easy to create awareness

either by performing any activity like sampling, sponsoring, feedback, roleplay etc…

We had also done sales promotion by providing pamplets, demo packs, etc to the retailers to create

visibility.

A Company should understand the expectations of people, If one wants to grow in FMCG sector one

should keep the following factors in mind that the products are easily available to the consumers,

competitive services should be provided to the retailers, the price of the product should be low and

last but not the least the visibility and the most important things are promotional strategy should be

such that it hits people’s mind that create a loyal brand image

PRMOTIONAL ACTIVITIES PERFORMED

Fig.1

INTRODUCTION

The beverage offerings in the developed world are so much 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 noted) sweetened fizzy water.

Hector Beverage Pvt Ltd. is here to bridge the gap, to challenge 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. 

Hector is a beverage company with a twist. Now that does not really mean that Hector’s products

have a dash of lemon (some of them, in the future may indeed but that's well besides the point). The

twist is that Hector’s beverages are meaningful.

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- that’s it, so simple- just healthy, tasty

drinks, no celebrities, no Santa Claus, no bells, no whistles.

I feel, its important to share with all, why they call themselves Hector Beverages. The latter part

(Beverages i.e.) is self explanatory so I will resist giving a spiel about that. 

The first bit, however, is not so self-explanatory. The reason, in as few words as possible, is that they

really dig Hector, the character as written by Homer in the Iliad. The Prince of Troy was noble, and

seemed to know that his good is in the greater common good. He was as much of a skeptic of the

existing order as he could have been given the times. He was able bodied and as fine a fighter as they

come but in one-on-one combat he was pretty much the underdog when he walked out of the gates of

Troy to take on Achilles. But he did walk-out leaving behind the safety and comfort of his kingdom

and took on a fairly odds-against challenge. Where we believe is going to be a departure in our case

is that we know of the Achilles' heel.

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 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.

Product Categories

Carbonated Drinks Fruit Drinks Functional Drinks

Pepsi

Coke

Thumps Up

Mirinda

Sprite

7UP

Fanta

Limca

Mountain Dew

Appy Fizz

Maaza

Real

Tropicana

Safal

Del Monte

Frooti

Appy

Red Bull

Gatorade

Lucozade

Tzinga

Cloud 9

XXX

28 BLACK

Amway XL

Fig.2

Hector recently launced a new product in Energy drink Segment Called “Tzinga”, the new

sensational energy drink, is now all set to take Delhi Region by storm.

Recently, they launced the product in ncr region and used good tactics of promotion, sponsoring

events by providing free samples over there, to create awareness.

The Energy Drinks Segment is a 500 crore market today. And it is expected to reach 30% market

share by 2010. Tapping this potential segment is a new energy drink, Tzinga Energy Drink that

comes from the house of Hector. It is being launched with the objective of providing an alternative

energy drink to the consumer and is extremely high on energy and high on life with a flavor of lemon

with mint.

Fig.3: Market Size of Sports and Energy Drink 2005-10

Fig.4: Market Size of Sports and Energy Drink 2010-15

The brand Tzinga energy drink comes in only one variant currently- lemon with mint. The USP of

“Tzinga” is that it is costs only Rs. 16 to the retailer and Rs. 20 to the consumer.

Retailers gets margin of Rs. 4 on single unit.

Consumer gets a product of Rs. 20 only which is very low in comparison to Red Bull, Cloud 9 and

other brand of this segment.

Infosys Technologies Ltd. Founder- chairman N.R. Narayan Murthy’s $129 million (around 500

crore) venture capital (VC) fund, catamaran investment Pvt. Ltd. , has invested in a 17- month –

old firm that seeks to sell a lemon-flavored energy drink that will compete with Red Bull.

Tzinga Energy Drink is filled and manufactured in Gurgaon and it is launched Delhi/ncr and

Bangalore. It is a premium brand with a national look to it and has already captured the imagination

of the youth. Suhas Mishra, (COO) ,Hector Beverages Pvt Ltd, aptly sums it up when he says, “My

product will speak for itself. And we have set very high targets and standards of excellence for

ourselves.” So, get ready to Experience the Extreme Excitement.

Hector Beverages manufactures and distributes a variety of products in the Delhi-NCR region mainly

in the functional beverages category:

1. BNatural – Fruit Juices in 200mL and 1 Litre packs manufactured by Balan Natural Foods

based in Bangalore

2. ProV – A vitamin water manufactured by Magnus Wellness

3. Frissia – A protein powder manufactured by Hector Beverages Pvt Ltd

4. Tzinga – An energy drink manufactured by Hector Beverages Pvt Ltd

Fig.5

TZINGA energy drinks contains :-

NUTRITIONAL INFORMATION (100 ML)

Energy 44 kcal

Carbohydrate 11g

Protein 0 g

Fat 0 g

INGREDIENTS

Water sugar lemon juice concentrate ,taurine, acidity, caffeine(0.03%) , ginseng extract , vitamin c

and guarana extract ,niacin ,pantothenic acid ,B6,inositol etc.

Tzinga Energy Drink was first launched in National Capital Region (NCR) and then in Bangalore in

the month of April. The product is gradually gaining acceptance of consumers and is now available

in more than 3000 outlets. In the next phase of growth later this year, the product will be launched in

Chennai, Mumbai, Hyderabad and Pune. Plans to introduce Tzinga in new flavors are also in

progress.

Ingredients of Energy Drinks:

TAURINE:

Taurine (C2 H7 N O3 S) is used famously

as an active ingredient in energy drinks. Taurine is

a nonessential sulfur-containing amino acid that

functions with glycine and gamma-aminobutyric

acid as a neuroinhibitory transmitter.

At times of extreme physical exertion, the body no

longer produces the required amounts of taurine,

and a relative deficiency results. Taurine acts as a

metabolic transmitter and additionally has a

detoxifying effect and strengthens cardiac

contractility. While taurine

does not have a genetic codon and is not

incorporated into proteins and enzymes, it does

play an important role in bile acid metabolism.

GUARANÁ :

Guaraná is an evergreen vine found growing in the wild basins of the Amazon rain forests. The

indigenous people of the Amazon rain forest have used crushed guaraná seed as a beverage and a

medicine. Guaraná was used to treat diarrhea, decrease fatigue, reduce hunger, and to help arthritis.

Guarana's active components are guaranine and the alkaloids theobromine and theophylline.

Guaranine is almost identical in chemical structure to caffeine and has many of the same effects.

Guaraná also contains tannins, which may account for its traditional use to treat diarrhea. Guaraná, in

combination with Asian ginseng and Siberian ginseng, is often used by athletes in an attempt to

produce an energizing effect.

C AFFEINE:

Caffeine (C8H10N4O2) is the common name for

trimethylxanthine. The chemical is also known as caffeine,

theine, mateine, guaranine, or methyltheobromine. Caffeine is

naturally produced by several plants, including coffee beans,

guarana, yerba mat , cacao beans, and tea. For the plants, caffeine

acts as a natural pesticide. It paralyzes and kills insects that

attempt to feed on the plants.

Caffeine intake has been demonstrated to reduce the risk of type II diabetes mellitus. In addition to

use as a stimulant and flavoring agent, caffeine is included in many over-the-counter headache

remedies.

GINSENG:

It is a perennial aromatic herb with a short underground stem (rhizome) associated with a fleshy

white root. Its root system consists of the primary root and its branches and of some adventitious

roots developed from the rhizome . The above ingredients are commonly available in all energy

drinks with variable compositions. They are considered and administered in globally accepted wide

range of energy drinks..

COMPETITOR OF TZINGA ENERGY DRINK:

The top competitors of TZINGA energy drink are-

Fig.6

RED BULL

Red Bull is an energy drink sold by the Austrian red Bull GmbH. It was created in 1987 by the

Austrian entrepreneur Dietrich Mateschitz and on market share, Red Bull is the most popular energy

drink in the world, with 3 billion cans sold each year. Dietrich Mateschitz was inspired by an already

existing drink called Krating daeng which he discovered in Thailand. He took this idea, and to suit

the tastes of Westerners, modified the ingredients, and founded Austrian red Bull GmbH in

partnership with Chaleo yoovidhya. Red Bull is sold in a tall and slim blue-silver can. Krating daeng

is sold in Thailand and in some parts of Asia in a wider gold can with the name of Krating daeng or

Red Bull Classic. Both are different products produced separately.

Their slogan is "Red Bull gives you wiiings", and the product is aggressively marketed through

advertising, tournament sponsorship (Red Bull Air Race, Red Bull Crashed Ice), sports team

ownerships (Red Bull Racing, Scuderia Toro Rosso, EC Red Bull Salzburg, FC Red Bull Salzburg,

Red Bull New York, RB Leipzig) and also celebrity endorsements are done.

MONSTER ENERGY DRINK

Monster Energy is marketed and distributed by Hansen natural , a NASDAQ listed company of

Corona ,California. Though it is not widely advertised in the media, Monster receives a large amount

of recognition from its sponsorship of various sporting events. Hansen Natural Corporation

announced a distribution agreement with Anheuser -busch in the U.S and Grupo Jumex in

Mexico .Hansen Natural Corporation announced a distribution deal with PepsiCo Canada in

February of 2007. Contracts with existing distributors were bought out in these markets. In Germany

Pepsi is the Producer and it is available there since summer/fall 2010. It is distributed in Australia by

Schweppes as Coca –cola Amatil manufactures Mother energy drink, which is an exclusive energy

drink sold only in Australia and New Zealand. Coca-Cola Enterprises announced in 2008 that they

would distribute Monster Energy, at about the time they were ceasing their distribution of Rockstar

energy.

BURN ENERGY DRINK

Burn is a high sugar, high caffeine content energy drink with a citrus flavor that comes in a 8.3

(250 ml) or 16.9 oz (500 ml) can. The drink is distributed in several countries by The Coca-cola

company.

Burn's involvement in extreme sports includes snowboarding, skiing and skateboarding, with events

sponsored across the world, but primarily in Europe. 2010 was the first year of the Burn River Jump

in Livigno.

GATORADE

Gatorade is a brand of sports drinks,protein beverages ,nutrition bars and other sports-related food

and beverage products. Gatorade is manufactured by Pepsico and distributed in over 80 countries.

The drink was first developed in 1965 by researcher at university of Florida as a means of

replenishing the fluid, carbohydrates and electrolytes that are excreted from the body during physical

exertion. Its name was derived from the school's sports teams, the gators.

ROCK STAR

Rockstar (branded ROCKST★R) is an energy drink created in 2001, With 14% of the US market in

2008, Rockstar is a leading energy drink brand. Rockstar is based in Las vegas. Rockstar Energy

Drink is available in fourteen different flavors, and in over twenty countries.

Founded in 1999 by Russell Weiner, Rockstar launched into the fastest-growing segment of the USA

beverage market, energy drinks. As well as featuring different ingredients, which it claimed were

"scientifically formulated to speed the recovery time of those who lead active and exhausting

lifestyles—from athletes to rock stars," .

MARKET SHARE OF ENERGY DRINK .

In the Energy Drink category Red Bull is the leader by a distance with 76% market share.

Fig.7 - Market Share by Retail Volume of Functional Beverages in India - 2010The current market penetration and consumer acceptance of energy drinks in India is quite low. A

recent study suggests that 74% of consumers surveyed do not consume energy drinks. Moreover,

only 9% of energy drink consumers are regular consumers. This suggests that in spite of the high

expected growth the energy drink market is poorly penetrated.

Analysis of energy drinks

Energy drinks as the name implies refers to energy boosting drinks that energize and refresh you. So

can guzzling a can of energy drink suddenly cause you to have superhuman strength? Well, energy

drinks contain mainly sugar, caffeine and other ingredients, which are believed to increase the

stamina and provide you energy. However it is important to note that unlike sports drinks, which

contain water and electrolytes, energy drinks "crash-and-burn" effect with the diuretic effect of

coffee leaving the body dehydrated.

It is surprising but energy drinks actually originated in Japan when a pharmaceutical company,

Taisho, released its Lipovitan D drink in 1962 which was designed to help employees work hard well

into the night. In America, the first energy drink was jolt cola which was manufactured in 1980's.

Since then the list of energy drinks have grown tremendously with new energy drink ingredients such

as ephedrine, taurine, ginseng, guarana seeds, amino acids, B vitamins and ginkgo biloba. Here is an

energy drink list along with the reviews of some popular brands.

SWOT ANALYSIS:

STRENGTHS-

1. The TZINGA is consists of Natural ingredients.

2. It has relatively lower pricing than comparison to the big rivals in the market.

3. TZINGA is a Non alcoholic beverage.

4. The Variety of flavours are to be launched soon.

WEAKNESS-

1.TZINGA is totally a newly launched energy drink so in the market there is a Low awareness about

the product.

2. The Low market share of TZINGA as it is a newly product in the market.

OPPORTUNITIES-

1. To grasp the market it has the gaming ventures option as fomulla car racing.

2. The company can give more emphasis of youth on health food as they are concerned abiut there

health.

3. It can increase brand name by consumer recognition through sponsorship of fashion shows and

college festivals.

THREATS-

1. The beverage industry is a lucrative market .

2. Many big players had already captured the market.

3. Easily entry of competitors in the market.

Market Leaders and Price & Product Analysis

Name - Red Bull

Price - $1.99 single

Size - 8.3 ounces

Cool Factor - Although it is one of the most expensive energy drinks on the market, Red Bull is by

far the most popular. In 2003, almost two billion cans were sold in over 120 countries, taking 70

percent market share of energy drinks.

Name - Vault

Price - $1.15

Size - 20 ounces

Cool Factor - This energy drink comes in a plastic bottle, making it look more like a soda. This look

helped to give Vault the slogan "Drinks like a soda, kicks like an energy drink." Vault contains many

of the same ingredients as Coco Cola's Surge, a highly caffeinated soda that was discontinued in

2002.

Name - Full Throttle

Price - $1.72

Size - 16 ounces

Cool Factor - As of June 2005, Full Throttle has 7.8 percent of the energy drink market share and is

available in 75 percent of convenience stores.

Name - Tab

Price - $1.76

Size - 10.5 ounces

Cool Factor - Tab is one of the only energy drinks that has a feminine appeal to it, with a pink can

and minimal calories.

Name - Rockstar

Price - $1.69

Size - 16 ounces

Cool Factor - This energy drink's can lists the names of "trendy cities" like Tokyo, Las Vegas and

Amsterdam.

Name - Lightning Bolt

Price - $1.00

Size - 16 ounces

Cool Factor - Made specially by Steven Seagal, this drink even has a quote from Seagal beneath the

label stating that his energy drink is one with "natural vitamins and exotic botanicals."

Name - Rip it

Price - $1.00

Size - 16 ounces

Cool Factor - Along with Lightning Bolt, Rip it is one of the cheapest energy drinks for the most

ounces. You can also buy other Rip it flavors like Lime Wrecker, Citrus X and Atomic Pom.

Name – Cloud 9

Price – Rs. 65

Size - 16 ounces

Cool Factor - Along with Lightning Bolt, cloud 9 is one of the energy drink in competition of

RedBull . You can also buy other cloud 9 in different flavours.

Effects of energy drinks:

The consumption and usage of energy drinks is on the rise, and in nearly every part of the world. The

reason? People have discovered that guzzling a can of Red Bull (or that of one of its numerous

competitors) suddenly awakens them from a tired slumber and energizes them like nothing else does.

A majority of these Red bull guzzlers happen to be youngsters, collegians, and even teenagers. Be it

a group of youngsters at an all-night dance party at the pub, or the overworked corporate community,

the consumer base for energy drinks is spread far and wide, and is only growing as we speak. For

those of you who didn't know, over a billion dollars of annual sales is what the energy drink industry

is worth, at the moment.

On a personal level, I too have had the chance to observe the effects of energy drinks on the human

body from close quarters. Being a performing artiste, I am almost always required to be on full alert

(in terms of energy and enthusiasm). At times, when you've had a long tiring day, it does help when a

couple of cans of a good energy drink instantly pump up your body's energy levels and make you

alive. (By the way, people from the event management industry literally survive on energy drinks, in

case you weren't aware of it). But are energy drinks all good and zero bad? Or are there any bad

effects of energy drinks on the human body.

OBJECTIVES

A Study on promotion tools and product awareness.

Study those outlets which are not promoting Tzinga energy drinks in the local area of Gr.

Noida.

To analyze the reasons of not selling Tzinga energy drink at retailer’s level.

To study the consumer perception.

To find out the ways to enhance the sale of Tzinga energy drink.

NEED FOR THE STUDY

Today costumers are facing a growing range of choice in the different brands of products and

services. They are making their choice on the basis of their perceptions of brand, quality service and

value.

The company has to adopt strategies to keep brand in consumer’s memory. Strong brand awareness

means easy acceptance of new products. An organization has to measure the level of awareness of

the potential customers and has to adopt different strategies to enhance the awareness level and to

identify the appropriate promotional tool.

Brand awareness is asset which brand managers create and enhance to build brand equity. It is

related to the nature and features of product. It leads to brand strength which is constituted by

measuring the variable like leadership, stability, Market, geographic, trend, support and protection

etc…

Creating brand awareness with the use of advertising, promotion event management etc… a different

brand has different kind of awareness which retains recognition.

Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions, motivation drives

and desire. Consumer feels more powerful when he uses the brand. Satisfactions or preference for a

brand shows how loyal the consumer is likely to be brand.

In today’s competitive business scenario where every companies product is competing with each

other retaining loyal customer is an essence for which increasing the level of brand awareness is very

vital. This study is not concerned only with brand awareness but deals also with other facts.

It includes a wide preview of

From where did the potential customers come to know about the product?

Which media is effective in communicating the message to the potential customers?

Did the potential customers feel that the brand is important to purchase?

Which attribute of the product drive the potential customer to prefer the particular

product?

Did the potential customers felt that the branded product matches their expectations?

How the brands influence the market?

What is the effect of the competitor’s product?

Are the potential customers satisfied with the brand, price, quality etc…?

SCOPE OF THE STUDY

The study helps to evaluate the promotional activities of energy drinks.

The study finds out which way of promotional efforts is required to get new customers in

entire Gr. Noida.

The study finds out the perceptions of retailer towards the new launch Tzinga energy drinks.

This study also helpful to identity specific choice of customers.

It will be useful in finding out the factor influencing the purchase intention of products.

The study will help the company to find the more reaching sources of awareness of the

advertisement.

CHAPTER 2

COMPANY PROFILE

Tzinga Energy is a sensational product by Hector Beverages Pvt. Ltd. It is a national brand

manufactured in gurgaon. It is being launched with the objective of providing an alternative energy

drink to the consumer and hence giving him a winder extremely high on energy and high on life.

The brand Tzinga energy comes in one variants currently - “Lemon with mint”

The USP of “Tzinga"is its pricing strategy i.e. 200 ml for Rs. 20 only.

Infosys Technologies Ltd. Founder- chairman N.R. Narayan Murthy’s $129 million (around 500

crore) venture capital (VC) fund, catamaran investment Pvt. Ltd. , has invested in a 17- month - old

firm that seeks to sell a lemon-flavoured energy drink that will compete with Red Bull.

Catamaran, along with Bangalore - based FootPrint ventures and four angel investors, has invested a

total of 6 crore in Gurgaon - based Hector Beverages Pvt. Ltd. Catamaran and FootPrint ventures

have invested 2.5 crore each in the company. The other investors contributed the rest.

The investment is catamaran’s first in a start up company. The VC firm has so far invested in

companies, including India’s biggest provider of small loans, SKS Microfinance Ltd. And education

services provider Manipal Universal Learning Pvt. Ltd.

“We will look at early,mezzamine and late-stage investments,” said catamaran’s investment head

Arjun Narayan.

“However, investing has to be a win-win situation for both investors and investees.Currently, we are

seeing those kinds of opportunities more in very early and very late stage, and not so much in

mezzanine.

When it comes to start-ups,what matters to catamaran is the market validation of the offering, team

strength and capital efficiency of the business model, Narayan said.

“There are some sectors we don’t invest (in) at an early stage because we are concerned about

achievability of scale and capital efficiency.” he said

Hector Beverages, which has created the lemon-based energy drink Tzinga, plans to utilize the funds

to expand production capacity and strengthen its distribution network.

The energy drink is being pitched in the same category as Red Bull, which is priced at 85 for a can of

250 millilitre (ml). Tzinga, on the other hand,will sell for 20 for a 200 ml pack, said Neeraj Kakkar,

chief executive and one of the three co-founders of the company.

“Earlier, functional beverages were negligible in the non-alcoholic,ready-to-drink segment; now,they

are 40% of the market,” Kakkar said, “our unique selling point is its Indian taste and affordable

prices.”

Functional beverages refer to non-alcoholic, ready-to-drink beverages that have ingredients such as

herbs or vitamins to provide extra health benefits.As a category, functional beverages include energy

drinks, sports and performance drinks, enhanced fruit drinks, and water.

Tzinga will be initially sold in New Delhi and its suburbs, and Bangalore, Where Hector Beverages

has set up a distribution network, said Kakkar.

CUSTOMER SERVICE DEPARTMENT

Customer Service is a support function to sales and marketing Department and is concerned with

effectively dealing with all customer complaints

This starts from:

Ensuring Receipt, Documentation and Follow Up of all complaints to be take care of within a

specified time in order to achieve the ensure Customer (retailer) distributor and consumer

Satisfaction. The Customer complains directly through phone or pager or through the sales team

visiting them. Types of Complaints handled are related to:

Consumer

Signage and Schemes

Supply and Service

Quality of Product

Cooling Equipment

MARKETING DEPARTMENT

Marketing department is mainly concerned with promoting "TOM" i.e.” Top of the Mind

Awareness for Tzinga as it is a consumer oriented organization. It performs the following functions

to build consumer and customer preference.

Signage: This includes putting up of glow gings, banners, wall paintings, hoardings, kiosks, etc.

Promotions: This includes ad campaigns, sales promotions, new packages and brand launches.

Events: This includes sponsoring events at national, state, district and city level e.g. sports

tournaments, rock shows Musical Nights, Dance competitions, School and college annual festivals

etc.

All these activities are carried out by the unit office with the help of guidelines issued by the team.

Marketing department at the Unit Office is headed by a Marketing Manager and has no. of

Marketing Executives. The marketing department co ordinates entire part of Gr. Noida mainly must

develop areas to implements the various marketing programs.

TARGET CUSTOMERS

The energy drink market is viral, thanks to youngsters, ravers, computer nerds, athletes and even

seniors who have discovered this new fast, cheap and legal way to get a buzz. People are pounding

them back like water for all sorts of reasons. For instance, athletic types down a can or two whenever

they need to improve their stamina on the courts, while older men are using them to enhance their

physical performance in the bedroom. Others want to be caught swallowing a can because of its

designer status. There is a ton of proof that energy drinks like Red Bull are big in celebrity circles.

As a result, the club-goers are paying twice as much to swill them like rock stars in nightclubs.

Who are the Customer of Energy Drinks:

Energy drinks are generally geared towards athletes, ravers, night clubbers, daredevils, shift workers,

executives, long-distance drivers and the hip-hop crowd. That means the energy drink market is

revving up everyone between the ages of 15 and 30 years old. However, on the flip side of the coin a

select niche of energy drinks is aimed at the health conscious. It seems they’ve cornered the market!

We all know how the younger generation flocks from new fad to new fad – especially when you

factor in a celebrity endorsement. This has many outsiders predicting that energy drinks will be

another flash in the pan, and something better and stronger will come along to grab their attention.

However, many energy drinks are actually older than the kids drinking them. In fact, some brands

have been waiting for their moment in the spotlight for over 20 years now. The energy drink market

is basking in popularity, as manufacturers race to find new ways to jolt the system with byproducts

like energy drink powders. The public is also doing its part as well. Ever since magazines began

featuring celebrities mixing their energy drinks with alcohol, alcoholic energy drinks have carved a

cool little niche for themselves in the club scene.

That’s why the marketing of these drinks is causing some concern in medical circles. If they’re not

being marketed to mix with your favorite brand of vodka, they’re being promoted to teens and kids

who aren’t sure how to read the labels properly. That’s why warnings are popping up and people are

being urged to read the labels on the cans. But really, who would think that a drink you buy legally at

the corner store, or even at a night club, would contain hazardous ingredients?

In reality, most energy drinks contain a combination of mind and body-altering ingredients – stuff

like caffeine, taurine, guarana, ginkgo, sugar, vitamins, inositol, carnitine, ginseng and milk thistle.

These ingredients affect people differently, depending on their health and if they have any underlying

conditions. For instance, while a healthy guy might feel a slight high after drinking a can, his buddy

with high blood pressure might sweat excessively, get the shakes and feel dizzy after the same

amount. Maybe it would be okay if people were just consuming one can a day, but when a raver

consumes 5 energy drinks in a row so he can dance all night and then collapses from dehydration,

studies need to be done to determine the exact highs and lows these drinks produce.

For the most part, the public is fine and dandy with drinking a can of instant party, but how many

cans until a person cross the line? If you want to find out exactly what’s in your energy drink all you

need to do is read the nutritional label. You also need to make sure you don’t overdo it and drink

more than the recommended amount because, like cigarettes and alcohol, energy drinks have been

shown to be addictive.

Market of Energy Drinks in India:

The food and beverage (F&B) market in India is worth $232 billion and it has experienced a

compounded annual growth rate (CAGR) of approximately 18% over the past few years. Despite the

size and growth of the industry, related sub sectors such as store-bought nonalcoholic beverages

remain underpenetrated, offering substantial growth opportunities to beverage companies and their

subsidiaries. This is due to a lack of overall consumption, a lack of routine daily consumption, poor

brand differentiation and ineffective or irrelevant product positioning

Fig.8

Boston Analytics has conducted a study of over 7,900 locals across 14 different cities in India on

carbonated beverage, fruit juice and energy or sports drinks product categories. Chart 1 shows a

snapshot of the study.

MARKET CHALLENGES

• Lack of consumption

Approximately 120 billion liters of nonalcoholic beverages are consumed by Indians every year, but

only 5% represent store-bought packaged beverages. Some 75% of the Indians surveyed said they

consume ‘less than one’ store-bought non-alcoholic beverage a day. They cite health concerns and a

preference for preparing their beverage according to their taste as reasons for not consuming store-

bought packaged beverages. Here are more reasons why they do not consume many store-bought

beverages:

• The three main reasons for low demand for carbonated beverages are health concerns, taste and the

lack of preferred flavors,

• Respondents said they do not like the taste of fruit drinks; the beverages are not available in their

preferred flavors and cite health concerns for low consumption, and

• Respondents find energy or sports drinks not easily available; the beverages are deemed

unaffordable and do not suit their taste.

• Lack of routine consumption

Routine consumption here is defined as a regular consumption of beverages at the same time each

day. In India, there is a lack of routine consumption for all product categories and approximately

60% of respondents said they consume a carbonated and/or fruit drink at “no fixed time” of the day.

About 9% of the respondents said they consume energy drinks routinely.

• Lack of brand differentiation

Brand differentiation is achieved when consumers are able to differentiate a product or a brand from

its competitors based on particular product attributes or services. Pepsi for example is differentiated

from Coca Cola because it achieved significantly higher consumer ratings for ‘taste’.There is

however little differentiation among brands in India’s carbonated beverages, fruit drinks and sports

or energy drinks sectors. In an analysis of several product attributes such as product taste and quality,

freshness, packaging, health benefits, brand image and promotions, non-alcoholic beverage brands

were found to share similar ratings. This indicates that there is no product leader based on brand

differentiation.

• Poor product positioning

Most brands in the store-bought non-alcoholic beverage market in India do not position themselves

based on attributes that respondents value. While respondents ranked “attractiveness of packaging”

as the second most important buying criteria for energy and sports drinks, none of the brands

available in the market received an average rating of above five on a scale of one to 10, with 10

being “excellent”.

While some of these attributes may require significant long term investments in product innovation

(such as creating healthful carbonated beverages), companies could work on areas that require a

relatively less expensive and shorter term investment (such as creating an attractive packaging).

• Meaningful brand differentiation and positioning

The study found that health concerns are a significant inhibitor of consuming store-bought non-

alcoholic beverages, as brands in various product categories received poor ratings in terms of their

health benefits. The average ratings for health benefits for each brand were lower than those for

product attributes such as taste, packaging and availability.

If a brand can differentiate itself from the others in terms of its perceived health benefits, it would

strengthen its existing consumer base and attract new ones. One company for example has

announced a soft drink to address anemia amongst the rural Indian females.

• Customer segmentation

Beverage companies need to categorize the diverse Indian consumer market and identify viable

growth segments. The highest penetration of store-bought non-alcoholic beverages can be found in

the larger metropolitan areas such as Delhi, Mumbai and Kolkata, where there is a high frequency of

consumption. Routine consumption is also found to be the highest in these cities.

The frequency of consumption across age and annual household income groups is reported to be the

highest for the group between 18 and 25 years old and those in the income bracket of 10.1-20 Lakhs

INR ($25,000-$50,000). Consumption is generally seen to directly increase with income (with the

exception of the highest income group) and decrease with age.

• Routes to market

About 90% of trade in India is considered “traditional” or managed via independent mom-and-pop

shops or grocers. Energy or sports drinks manufacturers in particular need to know how to navigate

the fragmented traditional trade/retail routes in the country in order to enable greater consumer

access to their products.

• Competitor analysis

Red Bull ---------------------------------------------------------- 50%

Hansen Natural--------------------------------------------------- 18%

Coca- Cola (Rock Star, Full Throttle)------------------------- 17%

Pepsi (Amp, No Fear)------------------------------------------- 10%

Others ------------------------------------------------------------ 5%

INDUSTRY PROFILE

Energy drinks are beverages which contain legal stimulants, vitamins, and minerals, including

caffeine, guarana, and taurine, various forms of ginseng, maltodextrin, carnitine, creatine, and ginkgo

biloba. Some may contain high levels of sugar or glucose.

It may well have come from Scotland in the form of Irn-Bru, first produced in the form of "Iron

Brew" in 1901. In Japan, the energy drink phenomenon dates at least as far back as the early 1960s,

with the release of the Lipovitan. Most such products in Japan bear little resemblance to soft drinks,

and are sold instead in small brown glass medicine bottles or cans styled to resemble such containers.

These "genki drinks", which are also produced in South Korea, are marketed primarily to the

salaryman set, to help them work long hours, or to stay awake on the late commute home.

In UK, Lucozade Energy was originally introduced in 1929 as a hospital drink for "aiding the

recovery;" in the early 1980s, it was promoted as an energy drink for "replenishing lost energy."

In 1995, PepsiCo launched Josta, the first energy drink introduced by a major US beverage company.

In Europe, energy drinks were pioneered by Dietrich Mateschitz, an Austrian entrepreneur who

developed Red Bull based on the Thai drink Krating Daeng, itself based on Lipovitan. Red Bull was

introduced to the US in 1997 and is the dominant brand there, with a market share of approximately

47%.

By the year 2001, the US energy drink market had grown to nearly 8 million per year in retail sales.

Over the last 5 years, it grew an average of over 50% per year, totaling over $3 billion in 2005. Diet

energy drinks are growing at nearly twice that rate within the category, as are 16-ounce sized energy

drinks. It is estimated to hit nearly 4 billion in 2006, and both Goldman Sachs and Mintel predict that

the energy drink market will hit $10 billion by 2010. Major players such as Pepsi, Coca-Cola,

Molson, and Labatt have tried to match the small companies' innovative and different approach, with

marginal success.

Energy drinks have also become popular as mixers. Many malt beverages such as Sparks, 3sum malt

beverage and Max capitalize on the effects of caffeine while drinking alcohol.

Energy drink industry in India is growing with very convincing speed. It can be said that the industry

was established by Red Bull. It entered the Indian market sometimes back in the year 2003 and since

then the energy drink market took its way.

Energy drink market was of Rs.100 Cr. till 2005 but it gained acceleration from then on and the

energy drink market in India is growing rapidly above 50%. It estimated that the metros are

populated by young, trend setting adults which are also the largest energy drink consuming markets

in India. Today it has a market potential of Rs.500 Cr. + in India.

There are many companies who entered into this energy drink segment after Red Bull. Some of them

are Power Horse, Burn (Coca Cola), Cloud 9, Tzinga (Hector Beverages Pvt. Ltd. – launched this

year). Among these brands Red Bull holds the market share of about 78%, followed by Power Horse

with 13% and Cloud 9 with 7% and rest by other brands including Burn & Tzinga. A new product is

launched in this segment by PepsiCo with the name SoBe.

The industry expects that the market will see a capital growth of Rs.500 Cr. i.e. the energy drink

market will be of Rs.1000 Cr. by the end of 2011.

Organizational Structure

Ownership Pattern

Departments:

Fig.9

LITERATURE REVIEW

Doing training was really an opportunity before me when I could convert my theoretical knowledge

into practical and of real world type. Fortunately, the company I got is a true follower of the various

principles of management and also is the FMCG industry. The working environment that I was being

provided was extraordinary and helped me a lot in delivering my work properly and with full potency

of mine. Any company can survive through the stiff competition of the market if its has brand loyal

customer. Today many major companies in the market has brand loyal customers and they adopt

many strategies to maintain and improve there branded equity. Without creating a proper Brand

awareness they cannot build brand image.

● Product availability where and when customers want them.

● Involves all activities from raw materials to finished products

Distribution (Place) Strategies

Distribution Objective

Minimize total distribution costs for a given service output

Determine the target segments and the best channels for each segment

Objectives may vary with product characteristics

e.g. perishables, bulky products, non-standard items, products requiring installation & maintenance

DISTRIBUTORS

Distributors are appointed agents of the company who make orders to the company by paying in

advance through drafts, stock the products in their godowns and supply them to outlets through

Manufacturers/products

Agents/brokers

Wholesalers/distributors

RetailersRetailers

Consumers and organizational end users

their fleet of delivery was and a team of salesmen and drivers. They are allowed to sell to

company's product to the retailers in a specified area. The company divides this area into routes.

Each route is covered by one unit i.e. one de livery van, one salesman one driver, one helper etc.

These units and godown are their main investment. Distributors have to invest in empty bottles and

crates too, so that they can maintain a specified quantity of reserve stock and facilitate the quick

rotation of glass crates.

The company evaluates its distributors at the end of the year and makes plans for the next year.

Company fixes the targets for each distributor according to market size, last year’s sales, potential

growth assumption based on deposit of empties and installation of coolers at outlets. Distributors

are awarded with a fair margin for their service. This margin could be increased for the sale above

the targets, company offers are met with distributors before appointing them. If distributor does not

agree with the conditions of these agreement company may reduce the area of distributor or may

even terminate the relationship.

Fig.10

A promotion plan outlines the promotional tools or tactics you plan to use to accomplish your

marketing objectives. To the new or inexperienced marketer, the promotion plan might be mistaken

Place

as the entire marketing plan because it outlines where the majority of the marketing budget will be

spent. It is, however, just one component of the marketing plan - there are additional strategy and

planning components described in a marketing plan.

You might choose to include the following components in your promotion plan:

Description (or listing) of the promotional tactics you plan to use.

Projected cost.

Explanation of how your promotion tactics will support your marketing objectives.

Description of promotional adjustments for cyclical businesses, if yours is indeed cyclical.

Laying the Groundwork for Effective Promotional Tactics

When you're deciding upon the best promotional strategy for reaching your target market, you need

to:

Do research

Keep your customer in mind

Be creative

CHAPTER 3

RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. One can also define research as a

scientific and systematic search for pertinent information on specific topic. In fact research is an art

of scientific topic. Some people consider research is a movement a movement from the known to

unknown. Research is an academic activity and as such the term should be used in a technical sense.

Research comprises defining and redefining problems, formulating hypothesis or suggested solutions

collecting organizing and evaluating data making deduction and reaching conclusion and at last

carefully testing the conclusion to determine whether they fit the formulating hypothesis. Social

science define the research as the manipulation of things concepts or symbols for purpose of

generalization to extend correct or verify the knowledge aids in an original contribution to existing

stock of knowledge making for its advancement. The systematic approach concerning generalization

and the formulation of the theory is also research.

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a manner

that aims to combine relevance to research purpose with economy in procedure. Here we have used

descriptive research design. Since the aim is to obtain complete and accurate information in the said

studies.

The process had to be started from the grass root level and it was very important to understand the

market for this FMCG product which is very fast in production distribution and consumption. The

entire process was more of a Descriptive Research type and incorporated a formal study of the

specific problems. The survey was conducted on the basis of promotion and awareness of Red Bull

and Tzinga energy drink, preference of energy drink and determine the target market in energy drink.

The data collected had to be systematically arranged analyzed and reported in a form congenial to

take on the spot decisions.

The entire set of various segments in the population comprises all the retail store and outlets each

retail store in the sampling frame constitute the sample unit in brief we can say overall sampling is

based on 50 outlets. Along with the sample also collected by population of 100 people of Gr. Noida

in local area to get the consumer awareness.

Sampling Design

A sample design is a definite plan for obtaining a sample from a given population. If it refers to the

technique or the procedure the researcher would adopt in selecting items for the sample. Sample

design may as well lay down the no of items to be included in the sample. The researcher must

prepare the sample design which should be reliable for research study.

A part from all that mapping is also being done which covered the entire area of operation. Mapping

is nothing but the detailed information about the all markets of Gr. Noida. In this we collected the

information about the no. of retailer are selling Energy drinks like Tzinga , Red Bull, Cloud 9, and

other’s in the market.

Name of Retailer

Market Name

Location

.

Sampling unit

Decision is taken after concerning the sampling unit, sampling unit is the target markets of Gr. Noida

here the selected sampling unit for study is outlet of energy drinks, mostly the college cantenes and

the college students.

Size of sample

CONSUMER BASE: 100 Consumers (75% Females, 25% Males)

RETAIL BASE: 50 Retailers (Constitute college cantenes, general stores, hospital cantenes etc.)

Data Collection

Collection of primary data

The task of data collection begins after a research problem has been defined. The primary data are

those data which are collected for first time and thus happen to be original in character.

We collected the primary data during the course of doing experiments. In given problem the

descriptive research is used so we can obtain primary data either through observation or through

direct communication with respondent or through personal interviews. For collecting primary data

we used observation method, interview method and interview through questionnaire.

Collection of secondary data

In the process of research to collect secondary data, it used several existing sources such as:

Company website

Business journals

Internet

Magazines

Research Instrument

The research instrument tool used over here is the questionnaire. I had to do a market research on the

brand awareness. I have taken a structured questionnaire in which there are 10 questions and all are

based on likert scale.This questionnaire helped me in finding the percentage of customers and retailer

perception about energy drinks. In quantitative marketing research the application of quantitative

research techniques is in the field of marketing. It has roots in both the positivist view of the world,

and the modern marketing viewpoint that marketing is an interactive process in which both the buyer

and seller reach a satisfying agreement.

In this survey the primary data is of at most importance. The customer’s face to face interaction

through questionnaire with their feedbacks is taken as the primary data. And the customers who are

the regular & irregular consume energy drinks in the twin cities respectively are taken as the

sampling units.

As a social research method, it typically involves the construction of questionnaires and scales.

People who respond (respondents) are asked to complete the survey. Marketers use the information

so obtained to understand the needs of individuals in the marketplace, and to create strategies and

marketing plans.

Statistical-tools

To analyze various statistical primary and secondary data. The statistical tools that I have taken are

as follows

Tabulation

Graph

Percentage

CHAPTER 4

DATA ANALYSIS

Project:

“Analysis of Brand Promotion of New Product Called Tzinga energy Drink”

Description:

The trainee was required to find out those areas and retailers which are either not selling know about

tzinga energy drink or selling in very less or big amount. Region for the project was Gr. Noida

region. This project was aimed at finding out the retailers, which were known about product and

selling competitor brands. It was also aimed at knowing the promotion behavior of outlets in the

region, their requirements from company and willingness to sell Tzinga energy drink .

Purpose:

Main purpose for this project was to make management make awareness and promote the product

and also know the further need of promotion and promotion tools in their region which were not

selling Tzinga. It was also to plan their new course of action keeping in mind the current market

position of its competitor as well as its own. This was viewing the market share of Red Bull in

comparison of Tzinga. This report gives information to management about the outlets uncovered by

Pepsi and their requirements to the company.

The marketing of its brand is still showing slow growth and not able to reach in every region and

promote and create an image in retailer mind to sell this product . Overall the market of Red bull

brand huge in comparison with Tzinga. There are very only few outlets which are selling Tzinga

Energy drink.

Details of the survey:

The trainee was required to visit all the outlets in the specified area of his distributor, which was told

to us by the CEO concerned. We were required to be given the route map of the specified area. The

area was to thoroughly survey without leaving any of the outlets.

Initially the survey was to start with the local retailers of the sales man of area. Two days had to be

devoted with the route vehicle and noting down the name of the outlets and other particulars where

ever their sales man visited the outlets. It was to get familiarized with the area. The next couple of

days had to be surveyed individually in the same area trying to find out those outlets in that area

which was not attended by sales man or attended. This was how the whole survey was to be

conducted.

The main aim of this survey was to find out those outlets which are either new or remain

unnoticed/unattended by sales man and also to get , are retailer know Tzinga and intended to buy or

not which are the places where Tzinga energy drinks were not reaching asking from retailers its

reason.

For Tzinga these outlets are going to be the main focus of the survey. It was to know the exact need

of promotion for Tzinga energy and getting about retailer perception and demand of tzinga energy

drinks by customer and its selling in that particular area . The trainee was required to collect the

following information from each outlet he surveyed.

Name of the outlets

Address of the outlets

Status of the outlet

Cooling Equipment

Sale of the outlet

Brands on sale

Requirement of outlet

Willingness to sale Tzinga energy drink.

Reason for anti Tzinga

Name of the outlets:

The trainee was to note down the name of the outlet visited.

Address of the outlet:

Complete address of the outlets was to be noted by the trainee.

Sale of the outlet:

Sale of the outlet was to be noted on per day basis.

Brands on sale:

Check out the brands available at the outlet.

Requirement of outlets:

Ask what the shopkeeper wants from the Company.

Willingness to sale Tzinga energy drink:

To know if shopkeeper want to sell Tzinga or not.

Reason for anti Tzinga energy drink:

To know why shopkeeper is not selling/selling less Tzinga.

Status of the outlet:

The status of the outlet was to be enquired of from the outlet owner and also by observation. Status

here meant the nature of the outlet.

This was to know whether the outlet sold only Tzinga, Red bull,cloud9 or all of these. It will help to

know the nature of market in that area.

Analysis in terms of consumers

Question 1. What is your age group ?

Fig.11

intrepretation- From above pie chart, it is clear that (20-25) yr age of customers generally prefer

to go for energy drink.

Question 2. Are you familiar with the TZinga brand ?

Fig.12

intrepretation- As from the above pie chart we can clearly notice the that out of total number of

respondent surveyed (ie 50) 74% of the respondends are aware with the brand which is available in

the market , and merly 26% are not familiar with the brand ,which shows that being a new brand in

market still tzinga is able to create it’s presence in the market . From the above pie chart we can also

conclude that product is rightly placed in the respective retail shops and hence is able to create it,s

visibility.

Question 3. I like the product Tzinga.

Fig.13

intrepretation- From the above pie chart we can see that out of total 100 respondents merely few

ie 32% only agreed that they like tzinga energy drink ,the above response shows that tzinga lack

somewhere in taste or lacks in creating brand awareness

Question 4. Tzinga need to promote the product to the customers.

Fig.14

intrepretation- From the above pie chart we can see that more than 70 % people do agree with the

statement that yes tzinga really need to promote the product more efficiently , although people are

aware about the product present in the market yet promotion activities are still need to be conducted

more efficiently.

Question 5. I like other energy drink like RedBull,Cloud9, etc.

Fig.15

intrepretation- From the above piechart we can see that out of total 100 respondants more than 65

% of the respondant agree to the statement that they like other brand such as redbull ,or cloud 9 more

than tzinga energy drink,therefore we can infer from such data that redbull ,or cloud 9 due to already

being established in the market is being preferred by more number of people than tzinga.

Question 6. Tzinga need to change its packeging.

Fig.16

intrepretation- From the above pie chart we can say that mojor part of the people do agree with

the statement that yes tzinga need to change with their packaging .

Question 7. Tzinga need to change its price.

Fig.17

intrepretation- From the above pie chart we can see that major proportion of the respondent do

not feel that tzinga need to change it’s price ,hence we can say that tzinga is very well placed in it,s

price

Question 8. Does Tzinga really energise you up and fulfill the requirement as

mentioned.

Fig.18

intrepretation- From the above pie chart, half of the respodent (around 60%) are agree, but rest of

them have their views, which should be taken in serious consideration by the company.

Question 9. Do you find Tzinga refreshing.

Fig.19

intrepretation- The purpose of the above question is to find out weather tzinga really fulfills it’s

basic requirement ,and from the above data received we can clearly infer that major proportion of the

respondent( ie more than 70%) do agree with the statement that tzinga really is refreshing . Hence we

can say that tzinga fulfills it,s basic requirement.

Question 10. Other products are much better in respect to effectiveness than

Tzinga.

Fig.20

intrepretation- From above pie chart, more than 65% are agree with that which means something

is really needed to be change to make the product satisfactory.

Question 11. Tzinga need to promote the product through poster, other print

medias and through various other Add campaign.

Fig.21

intrepretation- The purpose of the above question is to know that weather the promotional

activities done by the company are sufficient to create brand awareness or company should go for

other media selection or different kind of another promotional campaign to create more brand

awareness among the people ,and from the above pie chart we can analyze the company needs to opt

for different kind of promotional activities to create brand as buzz among the consumer,

Question 12. Tzinga need to introduce variety and flavor for the product.

Fig.22

intrepretation-From the above pie chart it is

Question 13. Stock of product to retailer.

Red bull 14 28%

Cloud 9 8 16%

Tzinga 18 36%

Other 10 20%

Fig. 23

Interpretation –

Question 14. Product Awareness of Tzinga energy drinks.

Yes 67 67%

NO 33 33%

Total 100 100%

Fig.24

Interpretation -

Question 15. Retailer interested to buy Tzinga energy drink.

Yes 19 39%

No 20 42%

Can’t say 9 19%

Total retailer 50 100%

Fig.25

Interpretation –

Question 16. Daily sale of Tzinga energy drink in particular outlet.

Average 35 70%

Good 10 20%

Very good 05 10%

Fig.26

Interpretation –

QUESTION 17. Reason of being anti Tzinga energy drink seller.

No Brand Awareness of Tzinga 22 44%

Tie up with Red Bull /other approached first 12 24%

Tzinga service not suits 11 22%

Schemes are not as good as others 5 10%

TOTAL 50 100%

Fig.27

Interpretation –

Question 18. Source of information to get about Tzinga energy drink.

Through sales man 32 64%

Advertisements 8 16%

Through another retailer 4 12%

Through customer 6 8%

Total 50 100%

Fig.28

Interpretation -

ANALYSIS:

From the analysis of the data collected we get the mixed reaction in terms of customer perception

and awareness of Tzinga energy drink in Gr. Noida, in some areas the people know very well about

this product but in some areas people haven’t heard this product name. The awareness level of other

drinks like pepsi, coke etc is very strong and capture more than 90% of total sell in Gr. Noida and

other are only 10%. In Energy drink brand Tzinga is new so still struggling to capture market and

create revenue.

There are some analyses made during the process:

Energy drinks business behavior is govern by brand loyalty so the availability of the right

brand at right place at right time is the key for winning consumer in Energy drink business

only some of the customers are brand preference.

The most important satisfying observation is that other than Red Bull such other energy

drinks companies such as monster, cloud9, and rock are still struggling as like Tzinga in spite

of having a long time to introduce in market of India.

The price of Cloud9 energy drink are more than the price of Tzinga energy drinks since they

are in same segment.

If we observe carefully by data so we can say that for consumer only Red bull is loyal Brand.

The energy drinks mainly consume by people if age 15- 30, and this kind of consumer mostly

prefer Brand to create an image among society and friend and also they prefer brand which

have a great celebrity. So Tzinga is on way to create brand image by doing free sampling and

by organising events.

Pub, night club, disco playing more important role to increase sells of product because mainly

youth purchase energy drink for night club to drink it with wine and energy drinks are more

costly than soft drink so mainly the youth who belong to high class society use to drink this

so tzinga should go for that.

Very few percent of youth read magazine and other mass of media like social networking

sites i.e. internet, from there they get about so the idea opt by Tzinga to introduce and launch

the product with full of glamour and rock and organizing event in colleges and helping to

increase awareness in mind of such customer .

After having a great expense on launching parties still its promotion strategy and tools are not

able to create awareness in target customer because of this most of customer haven’t heard

name of product .

The regular customer of drinking energy drinks is very few in Gr. Noida, only the people

who belong to good class or sports person use to drink energy drinks regularly except drink

most of customer drink occasionally or very lass in a week or month .

In case of creating Brand Awareness , we started by doing free samplings over the colleges,

by organising events….

We had organised football event in Galgotia College, and provided free samples to all

participants.

We organised free sampling in ITS College.

Organised farewell in IEC Gr. Noida.

By Putting pamplets in retail shops.

By creating visual aids, on the shops, walls..etc.

By awaring the retailer to put the product infront so that it is easily visible.

By making aware consumers about the product.

By asking them what they really want to see in new product.

SUGGESTIONS:

If proper attention is given then many of the shops in these areas have the capacity & will to

become the exclusive Tzinga outlets. In my View those shops which have a good regular sale

of 5 to 10 cases per day should be targeted to convert them in exclusive outlets.

The most important thing is visibility of the product, i.e., product should be visible on the

shop either by putting dummy on the desk or by placing the product infront.

Its necessary to tell the retailer to put the product infront so that it is easily visible.

Activating the shop is not a tuff task, main thing is to maintain the sale. Some retailers put the

product behind the other products in cold storage, due to that it is not visible from the front,

so it is important to aware them because for a new product visibility is important.

Lack of media adds, because generally people prefer to go for that, ex. Big Cola. No one seen

the product in the market but mostly have seen the advertisement.

By providing dummy to the retailers , so that they can put on the desk in front of the shop.

CHAPTER 5

FINDINGS AND RECOMMMANDATION

FINDINGS:

Survey of Anti Tzinga outlets shows that there are considerable no. of outlets which are not

selling Tzinga.

There are various reasons of anti Tzinga energy drinks behavior of retailers as:-

Large no. of retailers wants coolers.

Company does not provide schemes properly.

Company does not provide discount properly.

Some retailers are not satisfied with service and demand of Tzinga so they are selling other

energy drink or soft drinks.

Retailers need display & schemes so that they can increase the sale of Tzinga.

Retailers need the sign boards to attract customers.

The distribution is not so proper or we can say not satisfactory.

Many retailers have tie up with Red Bull, pepsi, etc but Hector company don’t approach them

at Right time.

In many area other drinks enjoying monopoly and somewhere Tzinga.

Retailers complain about lower margin on cold drinks due to rising electricity bills and other

expenses that are incurred.

Route agents and salesman do not cover their routes properly.

Some Outlets owners are very angry with the company’s performance due to the performance

of product, since hardly 20% ask by name to give this product as we have seen in “chilla

shoping somplex” infact retailer was not allowing us to do free sampling because it will

gonna effect the sale of other products.

Retailers generally ask to take product on credit because they are not sure.

RECOMMENDATION:

It should focus its attention to the untapped market where it can considerably increase its

market share.

CEO needs to personally contact with retailers who help in knowing the activities of the

distributors as well as help in Promoting the business.

Distributors and sales men should from time to time take the pain of finding out the

requirement of retailers and the problem they are facing.

There should attention be paid to the consumer Perception .

Tzinga energy should work hard more to increase its market share in some areas like gama

shops and jagatfarm cz it is a main market in Gr. Noida.

Advertisement and publicity in the untapped market by way of signage, racks,

paintings,banners, hoarding etc. should be expanded.

Margin to retailers should be taken care off and may be possible ought to be increased

without increasing the overall price.

Distributors should check the working of route agents or salesman on regular basis.

Shortages of the freeze and other cooling equipment during the summer season if possible

should be reduced. It communicates bad message among the retailers as well as the

consumers.

Merchandise should be installed against the sale performance of the outlets as well as the

need of the market.

Survey by the top officials should be made in the untapped areas to access the real situation

and should be done as a surprise visit instead of planned visit.

It should focus its attention to the untapped market where it can considerably increase its

market share.

CONCLUSION

Red Bull is superior brand than Tzinga, that’s why company need to promote it product in entire Ncr

and also in India. Except Bangalore the brand promotion lagging behind in other state of India such

Delhi,..Ncr. The popularity of Red Bull is far better than new launch Tzinga. Still it’s difficult to

predicate product future. Since other energy drinks are costly still consumer prefer to go for that by

their own because it makes their presence.

So in my terms, it will take time to make their own presence for Tzinga.

Conclusion has been drawn:-

Company should be opt new strategy to create brand awareness.

It must be advertise through Board, Hoardings and Banner in specific areas of Gr. Noida.

Company should be make good relation with retailer by providing them good services, margin

and sales tie-up.

To capture target Market Company should be opt new promotional tools in compare of its

competitor.

Still some sales men are doing good job but company needs more potential sales to reach every

retailers.

LIMITATIONS OF STUDY

It is well known fact that constraint and limitations are bound to be present in any study do this also

has some limitation as:-

The survey has been conducted only in the areas of Gr. Noida due to lack of brand awareness.

It is very difficult to make people understand the significance of conducting survey.

Lack of retailer’s interest to answer the questions is also an important limitation.

Lack of knowledge of area has affected the research.

The information given by the client may be false and biased.

Difficult to collect data to know consumer Perception.

Questionnaire

Q.1. What is your age group ?

a. Below 20 years

b. 20- 25 years

c. 25- 30 years

d. 30- 35 years

e. Above 35 years

Q.2. Are you familiar with the TZinga brand ? a. Yes b. No

Q.3. I like the product Tzinga.

SD D UD A SA

Q.4. Tzinga need to promote the product to the customers.

SD D UD A SA

Q.5. I like other energy drink like RedBull,Cloud9, etc.

SD D UD A SA

Q.6. Tzinga need to change its packeging.

SD D UD A SA

Q.7. Tzinga need to change its price.

SD D UD A SA

Q.8. Does Tzinga really energise you up and fulfill the requirement as mentioned.

SD D UD A SA

Q.9. Do you find Tzinga refreshing.

SD D UD A SA

Q.10. Other products are much better in respect to effectiveness than Tzinga.

SD D UD A SA

Q.11. Tzinga need to promote the product through poster, other print medias and through various

other Add campaign.

SD D UD A SA

Q.12. Tzinga need to introduce variety and flavor for the product.

SD D UD A SA

Q.13. Stock of product to retailer.

a. RedBull

b. Cloud 9

c. Tzinga

d. Other

Q.14. Product Awareness of Tzinga energy drinks.

a. Yes

b. No

Q.15. Retailer interested to buy Tzinga energy drink.

a. Yes

b. No

c. Can’t say

Q.16. Daily sale of Tzinga energy drink in particular outlet.

a. Average

b. Good

c. Very Good

Q 17. Reason of being anti Tzinga energy drink seller.

a. No Brand Awareness of Tzinga

b. Tie up with Red Bull /other approached first

c. Tzinga service not suits

d. Schemes are not as good as others

Q.18. Source of information to get about Tzinga energy drink.

a. Through Salesman

b. Advertisement

c. Another Retailer

d. Customer

Bibliography

Books

Philip Kotler (2009), PRINCIPLES OF MARKETING, 13th Edition, Pearson

Dennis Adcock, Ray Brad field (1995) MARKETING PRINCIPLES AND

PRACTICES 2nd Edition Pitman Publishing

E Jerome Mc Carthy (1987),BASIC MARKETING-A MANAGERIAL

Subhash C Jain (2007) 7th Edition,BASIC MARKETING ,Tata Mcgrill

Website

www.Energydrink.com

www.tzinga.in

www.12manage.com