...MARKET SHARE OF “HEALTH DRINKS” SUBMITTED CHIRAG G PATEL AS PART FULFILLMENT OF B.B.A. (3RD YEAR) APRIL, 2010 C O N T E N T S |Chapter No. |Title |Page No. | | |Declaration |3 | | |Guide Certificate |4 | | |Acknowledgement |5 | | | | | | | | | | | | | | | | | |I |Executive Summary |6-7 | | | | | | ...
Words: 6833 - Pages: 28
...Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sells one product: an energy drink containing taurine (an amino acid) that’s sold in a slim, silver-colored 8.3-ounce can. The drink has been an enormous hit with the company’s target youth segment around the globe. For the year 2001, Red Bull boasted sales of $51 million in the United States alone and captured 70% of the energy-drink market worldwide. From Stanford University in California to the beaches of Australia and Thailand, Red Bull has managed to maintain its hip, cool image, with virtually no mass-market advertising. However, today, due to certain health issues and the growth in competitors in the market, several doubts and issues have come across for Red Bull such as Whether Red Bull is able to maintain its lead and its point of differences or the brand may simply lost its edge and become “slate”, Whether the concern of health and bloggers might have a huge negative impact on Red Bull, Whether Red Bull’s target audience move on as it ages is an issue due to its limited product line, and so on. The matter of maintain a company lead in the market is always present as same as for its point of differences in products. In the case of Red Bull, according to recent records of energy drinks product companies in 2015, Red Bull owned 60% to 70% market shares which means globally Red Bull is one of top brands, establishing over 167 countries with approximately 5 million cans selling per year in...
Words: 3396 - Pages: 14
...1022114684 | | | Date of submission: 16/03/2014 14 march, 2014 Md. Atikur Rahman Lecturer, Department of Management, Faculty of Business Studies, University of Chittagong Subject: Submission of report of establishes Mango Juice Industry. Dear Sir, It is a great piece of pleasure for us to make this Report. This work is encouraged to make the students’ knowledge about Project. We have tried to give our best concentration and knowledge in preparing this Project Report. We have tried to give our heart-best potential in preparing this Report. Thank you very much for giving us the opportunity to explore this type of Project which gives us many experience on different task. The Project Report is presented here in and we hope you will find everything in order. In case of any type of problem to understand any part of this Project, please ask us. We will try our best and be at your convenience. Sincerely Yours, Mir Md. Belal Sifuddin Ahmed Nishat Yesmin Sonia Irin julekha Kuhinoor Akther Joyasree Ghosh Table of Contents Project name4 Project summery4 Objective of the study………………………………………………………………………………………………………………………4 Mission and vision4 Budget 5 Mode of activities5 testing6 Competitors outlook…………………………………………………………………………………………………………………………7 SWOT analysis………………………………………………………………………………………………………………………………..8 Market opportunities……………………………………………………………………………………………………………………..8 Our...
Words: 2427 - Pages: 10
...*******This is what I turned in. Please take into account the professor comments when you analyse the case. Good luck!****** Pepsi Refresh Project Case Analysis Problem Definition Should Pepsi continue the Pepsi Refresh Project? If so, how should the marketing strategy and execution be changed to use the project’s success to drive Pepsi sales? Decision Alternatives ( add a bit more detail with each alternative) 1. Discontinue the Pepsi Refresh Project and use the funds for advertising again. 2. Continue the project as it was originally intended. 3. Continue the project with less commitment and a different purpose. Background Pepsi brand originated in 1898 as a hand mixed carbonated drink sold at a pharmacy in North Carolina. It is a division of PepsiCo, a global brand that sells snack foods, beverages, and food brands. Valued at over $14 billion, PepsiCo is ranked 23rd on the Interbrand best global brands list. The Pepsi brand includes Pepsi, Diet Pepsi and Pepsi Max. Pepsi brand is positioned as the drink for the young and the young at heart. The senior marketing director and the head of the Pepsi Refresh Project, Ana Maria Irazabal says, “Pepsi’s DNA has always been, “Spirit of the challenger, celebration of next generation, and of optimism & things young at heart.”” Pepsi has always positioned its drink for the young and young at heart and has featured artists, models, sports figures, and the like in their advertising to promote this message...
Words: 2855 - Pages: 12
...Marketing Mix for ‘FACTOR W’ – A health drink for women Project report submitted for partial fulfilment of the Marketing Management (MK-101) course work under Prof. Krishanu Rakshit Submitted by Section A Group: 2 Table of Contents Introduction | 3 | Scope, Definition and Analysis | 4 | Scope of project | 4 | Details of questionnaire | 5 | S-T-P analysis | 6 | Competitor analysis | 10 | Recommendations and Discussion | 12 | 4Ps: Product | 12 | 4Ps: Price | 13 | 4Ps: Place | 13 | 4Ps: Promotion | 15 | Conclusion | 17 | Introduction As people are becoming more health-conscious, supplementing dietary needs with health drinks has become the norm. Hence, there is a large scope of health drinks business in the present world. There are various big brands in this business area, for example, Bournvita, Horlicks, Complan, Boost etc. These brands have to innovate continuously in terms of their marketing mix (product, price, place and promotion) to sustain their businesses and to grow their market share. The importance of each marketing mix in respect of health drinks has been stated as follows: * Product The health drink should have such ingredients that are the potential requirements of a particular market segment. For example, health drinks for children should be rich in calcium as calcium is necessary for the development...
Words: 3758 - Pages: 16
...and Social Responsibility of Caffeine-Alcohol Drinks Introduction The subject of this paper being presented is a specific review of how Phusion Projects, maker of the Four Loko alcoholic drink, acted between 2005 and 2010 in regards to their operation within the caffeinated alcoholic drink market. The paper will review the FTC and FDA legal issues specific to 2010 that were filed against Phusion Projects. There will be 3 different ethical theories used to determine how the company morally acted in their choices. The ethical theories that will be used are Utilitarian, Kantian, and Machiavellian views. Finally, we will review how Phusion Projects handled their social responsibilities. We will be limiting the focus of the paper to the decision to operate within the caffeinated alcohol energy drinks and the marketing decisions made by Phusion Projects. Their actions were important because they forced the government to ban the niche market they had worked so hard to operate within. To better understand the case we have included this brief overview of the market and specifics to Phusion Projects and the Four Loko product. Phusion Projects was formed in 2005 by a group of 4 friends. They chose to enter the alcohol energy drink market based on current drinking trends at that time. Red Bull and vodka was very popular and a new market introduction from Sparks in 2002 had a growing market. Phusion Projects introduced a similar beverage with a slightly different...
Words: 7038 - Pages: 29
...Collection Method 5 Sampling Techniques 5 Task1-B 6 Secondary Research Plan 6 Size of the market & Market structure 6 Competitors and their market share 7 Task 2 8 Summary of Collected Data and research findings 8 Data analysis 9 Study of correlation 9 Task 3 10 Report to senior manager 10 Health and wellness issues in the beverage industry 11 Task 4 14 Project Plan for the development of a new product 14 Resource Allocation 15 Project Costing 15 Business Analysis on the projected revenue and cash flow 16 Conclusion 17 References 17 Appendix 18 Introduction Star Bottling and packaging company is a medium sized business which is working for years in the UK market. Recently Star has decided to follow the diversification growth strategy by introducing a new product in a new market. The opportunity exists outside the current market. The beverage industry of UK is highly attractive and Star is planning to launch new drinks in the UK market. As the coordinator of the new product development it is important to analyze the customer profile and the customer preference and the consumer buying behavior and attitude about the soft drinks. This report focuses on data collection about the UK beverage industry, the current trends in the market, the major competitors and the size and...
Words: 3983 - Pages: 16
...Business research methods Project ON Health Food Drinks Table of Contents 1. Problem Definition…………………………………………………………………....4 1. Background……………………………………………………………………4 2. Statement………………………………………………………………...........4 2. Literature Review………………………………………………………......................5 3. Approach to the problem……………………………………………………........ …11 4. Research design...........................................................................................................13 1. Preliminary investigation…………………………………………………….14 2. Collection of Quantitative Data……………………………………………...14 1. Measurement and Scaling Procedures 2. Questionnaire Design 3. Survey 3. Sampling Process………………………………………………….................15 1. Target population 2. Sample Size 3. Sampling technique 5. Fieldwork………………….…………………………………………………………15 6. Data Interpretation and analysis ……………………………………………………..16 1. Data Analysis Plan…………….……………………………………………16 2. Methodology………………………………………………………………..18 3. Analysis and Interpretation………….......………………………………… 19 7. Results ……………………………………………………………………………….28 8. Limitations and caveats ………………………….…………………………………..29 9. Exhibits………………………………………………………………………………31 10. References……………………………………………………………………………54 List of Exhibits Exhibit 1: T-test on the influencing factors ……………………………………………..31 Exhibit...
Words: 2385 - Pages: 10
...Business research methods Project ON Health Food Drinks Table of Contents 1. Problem Definition…………………………………………………………………....4 1. Background……………………………………………………………………4 2. Statement………………………………………………………………...........4 2. Literature Review………………………………………………………......................5 3. Approach to the problem……………………………………………………........ …11 4. Research design...........................................................................................................13 1. Preliminary investigation…………………………………………………….14 2. Collection of Quantitative Data……………………………………………...14 1. Measurement and Scaling Procedures 2. Questionnaire Design 3. Survey 3. Sampling Process………………………………………………….................15 1. Target population 2. Sample Size 3. Sampling technique 5. Fieldwork………………….…………………………………………………………15 6. Data Interpretation and analysis ……………………………………………………..16 1. Data Analysis Plan…………….……………………………………………16 2. Methodology………………………………………………………………..18 3. Analysis and Interpretation………….......………………………………… 19 7. Results ……………………………………………………………………………….28 8. Limitations and caveats ………………………….…………………………………..29 9. Exhibits………………………………………………………………………………31 10. References……………………………………………………………………………54 List of Exhibits Exhibit 1: T-test on the influencing factors ……………………………………………..31 Exhibit...
Words: 2385 - Pages: 10
...Barrow May 10,2000 Econ 312; Prof, Wolaver Academic Effects of Alcohol Consumption Introduction: In recent years, college students are consuming alcohol at increasing rates. According to the Harvard School of Public Health CoUege Alcohol Study (1999), 44% of the students surveyed were binge drinkers and 23 % were frequent binge drinkers. Binge drinkers are often associated with a higher probability of experiencing alcohol-related problems such as violence, car accidents, injuries and the tendency to disregard academic responsibilities. Much research has been conducted concerning alcohol consumption and its effects on academics in higher education institutions. In our study, we would like to filrther investigate this issue and apply it to Bucknell University. There is a widely accepted conception of Bucknell students' drinking behavior as excessive and dangerous. The Bucknell community, including administration and staff, believe that Bucknell students have a serious problem with alcohol abuse, especially binge drinking. We believe that heavy alcohol consumption can lead to a decrease in class attendance; lower achievement on projects and tests; and inability to concentrate on class material. We intend to uncover the relationship between Bucknell students' alcohol consumption and academics. In addition, we would like to investigate whether more difficult academic toads are associated with lower alcohol consumption...
Words: 2979 - Pages: 12
...The purpose of this essay is review the strategies that are aimed at either preventing obesity or decreasing the burden of health related issues caused by obesity that currently exists within Australia. Obesity is identified as one of the Australia’s National Health Priority areas. Globally obesity ranks as the fifth leading cause of mortality. Obesity is also a major contributor to the burden of diabetes at 44%, ischaemic heart disease at 23% and around 7 to 41% for certain cancers.1 In this essay I will be focusing on childhood obesity, where it is estimated that in 2010, 43 million children under the age of 5 years will be categorised as being overweight or obese.1 Queensland unfortunately has the highest rate of obesity within Australia at around 18.5% of the population. Of which 19 to 24% of Australian school age children are overweight or obese.2 Whilst researching this issue I came across Bowen Athletics Club who investigated the influence of improving food choices in their canteen had on their members. Many of their strategies incorporated initiatives that had been tabled within the Eat Well Queensland project, which looked at Social Determinants of health, productivity and cooperation from local and state governments and non-government agencies. I will then conclude that based on evidenced sourced that the actions and strategies that the Bowen Athletics Club used seemed sufficient enough in changing attitudes and behaviours of it’s members. Obesity is caused by an...
Words: 3407 - Pages: 14
...Introduction *Scope of project *Objective of project 2. CHAPTER ± II * Company profile *Industry profile *Beverage preparation section *Sidel section *Marketing strategy *Marketing Mix 3.CHAPTER ± III *Research Methodology 4.CHAPTER ± IV *Marketing survey & Data Analysis 5. CHAPTER ± IV *SWOT Analysis *Recommendations *Suggestion 6.CONCLUSION 7.LIMITATION 8.BIBLIOGRAPHY 9.QUESTIONNAIRE [pic] [pic] [pic] CHAPTER-I INTRODUCTION A soft drink is a beverage, often carbonated, that does not contain alcohol. (Carbonated soft drinks are more commonly known as soda,pop, tonic,or soda pop in parts of the United States and Canada, or fizzy drinks in the U.K.; sometimes called minerals in Ireland) The name "soft drink" specifies a lack of alcohol by the way of contrast to the term "hard drink". The term "drink", while nominally neutral, often carries connotations of alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit punch are among the most common types of soft drinks, while hot chocolate,hot tea, coffe, milk,tap water, alcohol, and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non- caloric sweeteners SCOPE OF PROJECT 1. Detailed study...
Words: 6101 - Pages: 25
...the Americas; Caribbean; Pacific Rim; Far East; Middle East; Indian sub-continent; Africa; Australia Characteristics: conventional menu structures eg starters, main courses, sweets, regional and cultural variations; sequencing of courses/dishes; why do people eat what they eat Trends: recipe development; dietary/special requirements; health issues eg lifestyle, balanced diet, anaphylactic shock; fusion with different cuisines; changes in customer demand; changes in menu structure; religion https://www.blogger.com/blogger.g?blogID=5649485182751853952#editor/target=post;postID=6161545265251223374 LO2 Understand the multicultural nature of food and drink in society Multicultural: historical and geographical influences eg European, Asian, Pacific Rim, the Americas Food: current trends; association and relationship with drink; branded foods and food businesses Drink: current trends; alcoholic eg beers, lagers, ciders, wines, spirits, liqueurs; non-alcoholic eg soft drinks, bottled water; tea/speciality tea; coffee eg cappuccino, espresso, mocha, latte; service procedures and techniques; trends eg designer waters, branded alcohol drinks, energy drinks LO3 Be able to use food preparation and cooking knowledge and skills to prepare dishes from different world regions in a professional, safe and hygienic manner Preparation: time planning; food orders; selecting and using appropriate equipment; commodities and methods; food safety Cooking: methods; processing; timing; quality;...
Words: 874 - Pages: 4
... Ryan Nguyen South University Final Project Week 3 Assignment 1 Introduction The present paper is in relation to the marketing of the health drinks in the market. In the present situation, the marketing manager of the organization has been told to be responsible for launching a new product called V Fusion + Energy. This is an energy drink. The organizational Vice President Beverage Marketing is of the opinion that, as various people look forward to have higher level of energy in them, the market is definitely the one which can be exploited by the organization as 2 out of 3 people wish that they had more energy. There are around 40% of the consumers who do not look forward to take the energy drinks due to the fact that, they believe that, energy drinks are not healthy for them. In relation to the present paper, various things regarding the marketing research shall be taken into consideration. Macro Environmental Factors The present organization is in the beverage industry. It is important for the organization to make sure that, it considers the macro environmental factors to the highest possible level (Burrow, 2011). Regarding the present situation, there are two major macro environmental factors which are required to be taken into account by the organization. The first factor is the competition in the market. There are various organizations in the market which are selling the health drinks to the consumers. For dealing with this...
Words: 1439 - Pages: 6
...of consuming energy drinks Woodbury University ISC-TELP program 03/24/2011 Nowadays energy drinks become more and more popular, especially among young people. They drink it because it helps to get rid of fatigue and sleepiness. It is also tasty like any carbonated beverage, what makes it more popular. And influence of advertisement is also high. But people do not care about negative effects of energy drinks such as different diseases and sleeping problems. The only one positive thing is filling the body up with energy. First of all, consuming energy drinks may cause many diseases. One of them is headache. I felt it from my own experience and it was really awful. The second is gastritis. The person can get it because of gases and concentrates which this beverage contains. But this fact does not make people stop to consume it. One more the most dangerous treat is possibility of getting heart diseases. It may become the reason of death, so it is very important to think before drinking any energy beverage. Secondly, consuming energy drinks may cause problems with sleeping, what is also dangerous. If person does not sleep enough he can get stressed and not concentrated. As a consequence may be a resonant problems with studying or important activities. Finally, energy drinks have one positive side. It is giving more energy. It can be very useful during exams or working on important project. Human's body gets additional...
Words: 310 - Pages: 2
