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1 TABLE OF CONTENT CHAPTE R NO TITLE PAG E NO CHAPTER 1 INTRODUCTION 1 1.1 General Introduction 1 1.2 Company Profile 6 1.3 Need of study 14 1.4 Scope of study 15 CHAPTER 2 REVIEW OF LITERATURE 16 CHAPTER 3 RESEARCH METHADOLOGY 20 Research Approach 22 Research Instruments 21 Contact Method 22 Research Plan 23 CHAPTER 4 DATA ANALYSIS & INTERPRETATION 25 CHAPTER 5 CONCLUSIONS 50 CHAPTER 6 RECOMMENDATION&LIMITATIONS 52

Ankit Final Project

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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 to have superhuman strength? Well energy drinks contain mainly, caffeine and other ingredients which are believed to increase the stamina and provide you energy. However it is important to note that unlike sports which contains water and electrolytes, energy drinks cash and burn effect with the diuretic effect of coffee leaving the body dehydrated. Energy drinks are canned or bottled beverages sold in convenience stores, grocery stores, and bars and nightclubs (in mixed drinks). Most energy drinks are carbonated drinks that contain large amounts of caffeine and sugar with additional ingredients, such as B vitamins, amino acids (e.g. taurine), and herbal stimulants such as gaurana. Energy drinks gives you extra burst of energy. As it turns out, most of energy comes out from two main ingredients: sugar and Caffeine. A typical energy drink contain up to 80 milligrams of caffeine (about the same amount as a cup of coffee). Energy drinks are beverages whose producers advertise that they boost energy. These advertisements usually not emphasize energy derived from the sugar they contain. But rather increased energy release due to variety of stimulants and vitamins. Energy drink slogans are as different as the drink themselves, but they all work to appeal to the ideal consumer crowd. Energy drinks, unlike the other beverages are traditionally marketed to a very small, specific consumer group. For example some energy drink brand focus on extreme sports enthusiasts, other cater to students and their energy needs, and still others try to attract the video game crowd. Top energy brands are Red Bull in first place, followed by Rockstar and Monster. The target market for energy drinks is mostly male teenagers and young adults. Energy drinks generally contain methylxanthines (including caffeine), B vitamins, and herbs. Other commonly used ingredients are carbonated water, gaurana, yerba mate, acai, and taurine., plus various form of ginseng, maltodextrin, inositol, carnitine, creatine, glucoronolactine, and ginkgo biloba. Some contain high levels of sugar, and many brands


offer artificially sweetened diet versions. A common ingredient of most energy drinks is caffeine (often in form of gaurana and yerba mate). Caffeine is stimulant that is found in coffee and tea. Energy drinks contain about three times the amount of caffeine in cola.

INGREDIENTS OF ENERGY DRINKHere are some of the ingredients you may find in popular energy drinks and what they do in body: Ephedrine A stimulant that works on central nervous system. It is common

ingredient in weight loss products and decongestants, but there have been concerns about its effect on heart. Taurine A natural amino acid produced by body that helps regulate heart beat muscle contractions. Many health experts arent sure what effect it has as a drink additive (and the rumor that taurine comes from bull testicles are false. Brazil. Carnitine An amino acid that plays role in fatty acid metabolism. Creatine An organic acid that helps supply energy from muscle contractions. Inositol A member of vitamin B complex (not the vitamin itself, because human Ginkgo Biloba Made from seeds of gingko biloba tree, thought to enhance Ginseng A root believed by some to have several medicinal properties, B-vitamins A group of vitamins that convert sugar to energy and improve

including reducing stress and boosting energy levels.

muscle tone. Gaurana Seed- A stimulant that comes from small shrub native Venezuela and

body can synthesize it) that helps relay messages within cells in the body.




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 drink was jolt cola which was manufactured in 1980s. Jolt Cola was released in 1980s. It was not an energy drink but high caffeine, high sugar brand of cola. It was more of a caffeinated drink than an energy drink.

EFFECT OF ENERGY DRINKSThe consumption and usage of energy drinks is on rise, and in nearly all part of the world. People have discovered that guzzling a can of Red Bull (or that of one of its numerous competitors) suddenly awakens them from tired slumber and energizes them like nothing else does. A majority of these energy drinks guzzlers happens to be youngsters, collegians, and even teenagers. Be it a group of youngsters 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 did not know, over a billion dollars of sales is what the energy drink industry is worth, at the moment. On a personal level I too have a chance to observe the effects of energy on the human body from close quarters. At times, when you have made a long tiring day, it helps when a couple of cans of energy drink instantly pumps up your bodys energy levels and makes you alive. (By the way, people from event management industry literally survive on energy drinks, in case you were not aware of it). But are energy drinks all good and zero bad? Or are there any bad effects of energy drinks on human body.



Name Red Bull Price Rs 85 Size 300 ml

Name Cloud 9 Price- Rs 60 Size 300 ml

Name - XXX Price Rs 60 Size 300 ml

Name Power horse Price Rs 50 Size 300 ml

Name TZINGA Price Rs 20 Size 200 ml


Types of Beverages

1. Milk 2. Hot Beverages 3. Juices 4. Energy drinks 5. Soft Drinks

1. Wine 2. Beer 3. Distilled Spirits



Structure of Hector



H.R Manager Company History

Sales Manager

Marketing Manager

I.T Manager

Hector Beverages is a Philadelphia based company and is focusing on Indian Consumer. Hector Beverages is the new name for the beverages market but it has come with the genuine product for the Indian people which they need for their daily life. Hector Beverages came in to the Indian market on October 2009 with a mission , to give Indian people Healthy and Tasty drink for their daily routine through their product. As, there are many beverages offerings in the developed world are a lot better than those in the developing world. The product which they are offering to the Indian consumer is Frissia (Protein Drink). It is well- researched protein deficiency even amongst affluent Indians and the product, jointly developed with Solae LLC ( a DuPont venture and the worlds leading protein research company), uses the best natural identical flavors:1. Chocolate 2. Vanilla Making it a sensational combination of natural goodness, cutting- edge science and great taste. Mr. Neeraj Dakar, the CEO Hector Beverages completed his MBA from MDI


Gurgaon in 1998 and worked with coke for many years, and came with the idea of Frissia in 2009 with a mission to give Indian people a healthiest drink with great taste Mr. Suhas the COO of Hector Beverages private Ltd Company, completed his MBA from IIM Calcutta in 2003 and he also worked in coke, Suhas came with marketing idea of Frissia in India and trying to give Frissia as the top position in protein drink market. Protein is what makes our body, skin, hair, nails and helps many other things, if it is taken in everyday diet and in proper quantity, which is possible made by Frissia. Therefore it is shown as Healthiest Snack in the world. OWNERSHIP PATTERN Hector Beverages is a private limited company; there are three partners in the company Mr. Neeraj Kakkar, Mr. James and Mr. Suhas.

Private Limited Company (with three partners)

Mr. Neeraj Kakkar (CEO)

Mr. James

Mr. Suhas (COO)


DepartmentDepartment of Hector Beverages has been divided into four parts, they are as follows:-






PRODUCTSFrissia, the protein drink product of Hector Beverages, which is one the finest protein drink for any age group. It completes 20% of daily protein requirement in per serve. It is finest protein drink, jointly developed with Solae LLC ( a DuPont venture and worlds leading protein research company), uses best natural identical flavors. Chocolate form Firmenich SA. Vanilla from Gaviudan SA.

They both makes sensational combination of natural goodness, cutting- edge science and great taste. Nutritional Highlights of Frissia per serving (125 ml). As per reference daily intake:20% daily protein requirement is fulfilled. 10% of daily calcium requirement is fulfilled.


Hector Beverages, a pioneer in the Indian Functional Beverages Industry, recently announced the launch of their newest product- Tzinga Energy Drink on 13 May 2011.Tzinga is made with a powerful blend of ingredients to avoid those energy slumps we know all too well and keep mind and body performing at their best. Tzinga Energy drink is available in Noida, Bangalore and NCR region only.

Ingredients of Tzinga Energy Drink1. Ginseng

An adaptogenic herb, is known to increase energy, has some anti-fatigue components, and supposedly relives stress and increase memory. Right now its suspected that Ginseng helps stimulate the hypothalamic and pituitary glands, which then secrete something called adrenal corticotropic hormone. With a name like that, it cant possibly be bad. Ginseng is nothing thats naturally created by our body, so having this in your drink will certainly wont hurt. 200mg/day seems to be the standard dose, but you can safely take up to 2700mg.Rare side effects such as diarrhea and headache have been reported. 2. Sugars Glucose is the bodys preferred fuel. Thats why you get hyper with a lot of sugar. Energy drinks contain a ton of sugar. Its a carbohydrate and a lot of exercise regiments suggest a good dose of carbs for workouts lasting more than one hour. However, to much sugar intake has been linked in diabetes. 3. Guarana

Guarana comes from plants in South America. Amazonians have used it for a long time to increase alertness and energy. Its more dense in caffeine than coffee beans(3-4% v/s 1-2%). Its not just called caffeine because it contains a couple other things: Theo bromine and Theophylline. Theyre found in coffees and teas, and are known stimulants. Marketing will sometimes call this one Guaranine, as if its something different.




The Lemon is both a small evergreen tree native to Asia, and the trees oval yellow fruit is culinary and no culinary purposes throughout the world- primarily for its juice, though the pulp and rind (zest) are also used, mainly in cooking and baking. Lemon juice is about 5% to 65(approximately 0.3 m) citric acid, which gives lemons a sour taste, and a pH of 2-3.



Mint leaves are the leaves that grow on any type of plant in the Menthol group, including peppermint, spearmint, rosemary, Thyme, Oregano, Pennyroyal, Forest mint and apple mint. All of the mint species are strongly scented herbaceous plants that, when crushed, release concentrated oils.


Green is not just the colour For sure the first time you saw Tzinga you wondered: "What's with the [pick word from this list: cool, funky, weird, beautiful] packaging?" So here's the deal--we picked this packaging for Tzinga because: 1 It looks fabulous and totally stands out from the clutter on the store shelf 2 It allows us to give our customers great value for money 3 Its a good choice for the environment "Whoa, whoa, whoa" you say--you weren't prepared for that last one...But its true. Basically, flexible packaging is made from such a small amount of material that the environmental impacts associated with making it is substantially lower than the alternatives. Consider for a second--a Tzinga package is less than half the weight of a plastic bottle of the same size, right? Think about the energy it takes to manufacture and transport that material, the CO2 associated with those processes, and the weight of what eventually ends up getting discarded. The world is better off if we just use less material to begin with. "But hold on," you say, "this can't be environmentally friendly--its made of plastic!" (and you use an emphasis on the last word like its pure evil) "Why not use glass? Its re-usable, you know." Guys please, put your thinking caps on--how is glass made? By melting sand at thousands of degrees...how much energy do you think that uses? Plus a glass bottle needs almost 30x as much material to do the same job...all that trucking around of tons of material used just for packaging...yikes. We'll admit that detailed comparison of environmental impacts is PhD-level stuff--but it doesn't take a genius to see that this one is so lopsided its not even a fair fight. If you're into that PhD level stuff, check out this research...it'll blow your mind.


Brand AwarenessBrand power is partly measured by Brand awareness. A brand with no awareness is just something stuck on a product, meaningless and speechless. The purpose of investing in advertising is to reveal the meaning of the brand and convey it to the largest number of people: they should thus feel tempted to try the product being presented by the brand. Three types of awareness are usually distinguished: Top of mind awareness measures whether the brand is the first to come to the mind of people who are interviewed on the brands of a given product category Unaided awareness measures the brands impact, ie to what extent it is spontaneously associated with a given product category Aided awareness consists is asking the target audience if they have already heard of certain brands or if they have at least heard their names. Creating Brand awareness means increasing the familiarity of the brand through repeated exposure, although this is generally more effective for brand recognition than for brand recall. Anything that causes consumers to experience a brand name, symbol, logo, character, packaging, or slogan- including advertising and promotion, sponsorship and event marketing, publicity and public relations and outdoor advertising can increase familiarity and awareness of that brand element. And the more elements marketers can reinforce usually the better. Brand awareness is related to the strength of the brand node or trace in memory, as reflected by consumers ability to recall or recognize the brand under different conditions. Brand awareness has depth and breadth. Its depth describes the likelihood that consumers can recognize or recall the brand. Breadth describes the variety of purchase and consumption situations in which the brand comes to the mind.


THEORETICAL FRAMEWORK Customers are engaged in the activities every day beverage industry is facing challenges to determine exactly what customers needs and to find different ways to meet those needs as efficiently as possible. Marketing is therefore regarded as the bridge between what the drinks deliver and what the consumers wants. Company would surely have benefit if they could recognize what customers need is.


Objective: To find out the suitable customer segments for TZINGA Energy Drink. To choose the target segment for promoting the sales of drink. To design an effective advertising &promotion campaign to popularize the drink

in the target segment.

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 consumers 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 todays 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.


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

Create awareness about TZINGA energy drink.

Scope of this 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 area. The study finds out the perceptions of retailer towards the new launch Tzinga

energy drink. This study also helpful to identify 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.



Heckman M.A. Sherry K., E. Gonzalez De (2010 APRIL29), Energy Drinks: An Assessment of Their Market Size, Consumer Demographics, Ingredient Profile, Functionality, and regulations in the United States

The consumption of energy drinks is rapidly increasing, as demonstrated by their large market growth. The targeted demographic group is teenagers, young adults, and 18 to 34 y old; although expansion into nontraditional market is also occurring. It is claimed that energy drinks can offer an increased energy boost related to their ingredient profile of caffeine, taurine, herbal extracts and vitamins. Research suggests that energy drink formulations, in addition to increasing energy utilization, may also improve mood, enhance physical endurance, reduce mental fatigue, and increase reaction time. However, in most cases, the corresponding mechanism of action is not clear. In addition, concerns have been raised over their safety with a currently weak regulatory environment; efforts need to be made to ensure consumer safety. The object of this article is to review current U.S. energy drink market with emphasis on its market size, target demographic, active ingredients, potential benefits, safety and regulations. Energy drinks fall into the category of functional beverages, which also encompasses sports and nutraceutical drinks. Sports drinks are designed to be consumed before or during exercise to prevent dehydration, supply carbohydrates, provide electrolytes and typically do not contain caffeine( nutraceutical beverages, on the other hand, are designed to promote and enhance health, usually containing bioactive compounds such as concentrated extracts from teas, fruits, and vegetables or herbs. The target market for energy drinks is broadening as new products are developed in an effort to reach niche submarkets and differentiate themselves from their competition.


Ansoto87 (2008 SEPTEMBER 20), Energy drinks

The use of energy drinks in United States has increased more than the controversial consumption of regular sodas. According to Coca Cola Executives, profits from energy products since 2005 through 2008 will total $ 210 million for regular soft drinks, $130 million for bottled water and 290 million for sports drinks (Warner). So what it is about this drink that makes them more popular than our pure and vital water? The answer is very simple; our hectic lifestyles. Today society is filled with exhaustion and high stress levels; many people rely on energy drinks to give them that second wind, which helps them stay awake through a test, and even revive them for a party. According to Simmons Research, thirty-one percent of teenagers in the United States say they drink energy drinks on regular basis. People us energy drinks to boost their energy so they can be able to perform better, but because energy drinks contain the ingredients that harm the human body they should be banned all over the world. There are some factors that increase the popularity of energy drinks. For example the easy to grab structure in which they are packed. The small container makes it quick to drink down, and the smaller scale gives impression that the contents are more concentrated, which attracts the customer even more. The color of energy drinks is another reason for their popularity; a combination of bright and vivid colors such as acidic green and yellows, black and red suggest a sense of energy and high performance. The mystery flavors in energy drinks are another reason why these drinks are consumed in excess. Compared to a typical juice offering, there is a little or nothing about energy drink packaging to tell the consumer what the product tastes like. Instead the graphic emphasis is more on the consumers sensibilities and attitude than flavor or thirst.


Brain (2004 November 23), Energy Drinks: Ingredients & dangers

Since the 1990s, energy drinks have gone from being the latest craze and fad to a permanent fixture in our culture. Given the various seemingly exotic ingredients, heres a general introduction to the various energy drink dangers and advantages. I wont go into great biological detail since you could probably write a book about the energy drink craze. Instead Ill provide you with some information that should let you be a more informed consumer when it comes to energy drinks. What are Energy drinks? An energy drink is the beverage that contains some form of legal stimulant and/ or vitamins which are meant to give consumers a short term boost in energy. The Magical Ingredients In general these drinks have one thing in common. They all contain a lot of sugar and/ or caffeine. These cold be considered the active Ingredients. So before you are bragging about how powerful a certain drink was and how its natural ingredients helped you wake up in the morning or dance all night, consider that you probably go for more sugar rush than anything else. Energy Dinks & Marketing The thing about energy drinks is that they are marketed as being all-natural energy boosters loaded with exotic ingredients that popular culture believes to be healthy. Energy drinks are generally marketed towards crowds, especially those who go to raves. People are buying energy drinks in record numbers, even at an incredible $ 2-3 for a can smaller than an average soft drink can. Note that Red Bull energy drinks energy leads the way. While Red Bull may have lame TV commercials, energy drinks tend to have cool logo colors and fonts, modern cans or bottle shapes, and a high energy feels surrounding them. Its marketing companys dream comes true!


Weinstein Mindy (2010 April 30) Energy Drinks Dominate the Functional Beverage Market in the U.S. Since being introduced in United States in 1997, the energy drink market is the fastest growing segment in the beverage industry, and it has grown into multi-billion dollars business. A new article Comprehensive Reviews in Food science and Food Safety looks at the rapid growth of U.S energy drink market and how energy drinks are marketed to target demographics, such as young adults. The article also reviews the active ingredients in energy drinks, potential benefits, safety, and regulations. Energy drinks refer to beverages that contain caffeine in combination with other presumed energy enhancing ingredients such as taurine, herbal extracts and B vitamins. They fall into the functional beverages category, which includes sports and nutraceutical drinks. In the United States, energy drinks hold 62 percent of the functional beverages market, and their market share continues to grow. The majority of energy drinks are targeted at teenagers and 18 to 34 year old adults due to their on-the-go lifestyle and receptiveness to product marketing. There are conflicting results concerning the positive effects of the energy drinks on physiological and cognitive performance. Studies shoe consumption of particular energy drinks as beneficial in improving aerobic endurance an anaerobic performance. However, several studies have looked at the association between energy drink consumption and problematic behavior. A recent study found a positive correlation between drink consumption and increased risk- taking behavior.


2009, Are energy drinks a health risk?

Energy drinks should be taken into moderation to avoid the negative side effects of caffeine withdraw. Consuming abundant amounts of caffeine daily affects the body by creating an unhealthy dependency. The amount of caffeine that needed daily to produce a dependency is labeled at 100 mg a day. Most energy drinks have equal or double that amount in just 16oz can. Energy drinks are just like any other addictive substances, once you are hooked the levels of tolerance for caffeine increases making it more difficult to maintain the high rush. Long extended periods of time without caffeine in a persons system, provided by energy drinks cause them to exhibit caffeine withdrawal symptoms. Young adults will experience headache which are mild to extreme causes, which have been linked to death. Pother symptoms that may arise include but are not limited to fatigue, drowsiness, dysphonic mood, difficulty concentrating depression, irritability, nausea, and muscle aches. Young adults need to inform on these subjects so they can make smarter choice about their health. This paper first describes the mass appeal of energy drinks to students and then examines the history of energy drinks since the introduction of popular energy drinks, Red Bull, in 1997. The major issues examined in this paper are whether or not the negative health risks associated with energy drinks make it worth the advantages that students used them for. The paper lastly discusses how the energy drink companies have grown in recent years and discuss the future of students and energy drink


Chapter 3

RESEARCH METHADOLOGYThe research methodology includes various techniques used at a regular basis in the field of marketing. Various research methods are used to determine the position, awareness, effort put into brands success. The project was to involve a detail study of market based on consumers and retailers. The markets available for the study were the bakery shops, restaurants and kirana shops. For estimating the market potential and our brands market share different methods of primary data collection were employed in the form of questionnaire, structured and unstructured interviews and methods for establishing facts about building marketing in for packaging margins etc. were used. Further to accommodate the additional factors such as competitors presence in the market, seasonal factors and promotional costs etc. while calculating market potential were taken care of. An inter brand comparison as well as a brand awareness study was also carried out. When sorted and used properly, the data collected in the field can form the backbone of later marketing campaigns.

RESEARCH APPROACH There are different research approaches and the research instruments that were employed during the research work. The common research approach for collecting the primary data are observations and surveys. In this case, a general survey to gain knowledge about the market, commonly known as the pilot survey was and undertaken where particularly information was gathered.


RESEARCH INSTRUMENTS:Marketing researchers have a choice of two main research instruments in collecting primary data questionnaire and mechanical devices. Mechanical devices are used frequently in marketing research. Mechanical devices hold no relevance for this study and thus only questionnaire was used. In this case too, questionnaire method was followed to collect primary date with respect to the project which was finally implemented after pre testing closed end, multiple choice questions were followed after pre testing and two different type of questionnaires were used (for details see appendix) closed end multiple choice questions were used so that minimum time of consumers / respondents is consumed.



The research methods used in this survey and market research are among each of these:

1] Questionnaire 2] Direct Interview 3] Data collection 4] Competitors market analysis

Questionnaire includes certain questions to know the perception of the consumers and the retailers. Their view towards the energy drinks. This will give a lead to the company towards knowing the consumers and retailers needs. Direct interview is being carried out to meet personally all the retailers and the potential consumers and get their feedback about the product. The research data is collected and analyzed area wise. The data includes the feedback about the product and even competitors product. With the above data the competitors market position is being analyzed. To carry out a successful


research there should be some good research method/s which will provide the idea of progressing towards the success of the product/s you are/want to promote as the best alternative among the available brands.

. HOW IT WAS DONE 1. Research problem for the present study

To determine the market share of various Energy Drinks in DELHI and NCR region.Also to find out the retailers & consumers perception towards Energy Drink.To search for the various methods to boost the sales of TZINGA as well as doing brand awareness for the same.


The research/ survey plan

The research plan is designed for gathering the needed information. Designing research plan calls for definitions on the information (data) sources, research approach, research instruments, sampling plan and contact method.

First our group of 6 members got divided into sub group of 2 members. Every group has to visit retail shops as customers for TZINGA energy drink. Immediately after 5 minutes the next group follows up as the surveyor from the company. With this strategy most of the data were collected.

To distribute free samples of TZINGA energy drink at corporate offices and to the customers visiting the retail shops of Delhi and NCR region.


Data source


The plan calls for gathering both the secondary and primary data. Secondary data already exists, having been collected for some other purpose, while primary data consists of original information collected for the specific purpose.

Primary data: In order to know the perception, preference and liking of the customers / consumers visiting various retail shops all these persons are also interviewed to know their feelings and attitudes about the facilities (margins, discount) and the services (promotional and other benefits) that the company people provide them.

Secondary data: for the project were collected from: Various publications on related subject. Research papers & Websites

Research plan:1. Area:

Since my research was pertaining to energy drinks in retail counters, malls, restaurants & market of Delhi, Noida & Ghaziabad. Therefore all the composite shops were included in the area of my research. 2. Sample size:

There are about 36 shops including bakeries, restaurants & kirana shops and 100consumers in the different areas.



I visited at least twice every counter of the respective areas. My respondents were the owner of the shops or manager of the restaurants as well as the main focus was on the consumers of Energy Drink.


Method of collection:For the collection of the data I adopted questionnaire method. For the purpose I had made a set of questionnaire and went to the respondents with that. My research was related to competitive analysis of Energy drink market and also to make effective marketing plan for TZINGA. There were at some places a lot of problems in collection of data, therefore instead of questionnaire I adopted interview method so that I could make my respondents feel easy.




1.) How many retailers are selling energy drink?Does the retailer sales energy drink Cumulative Frequency Valid yes used to sell planning to sell Total 31 2 3 36 Percent 86.1 5.6 8.3 100.0 Valid Percent 86.1 5.6 8.3 100.0 100.0 Percent 86.1

Table 1

Figure 1


2.) What does the retailers think about energy drinks are doing great business? Table 2what does the retailer think energy drink are doing great business Cumulative Frequency Valid yes no Total 24 12 36 Percent 66.7 33.3 100.0 Valid Percent 66.7 33.3 100.0 Percent 66.7 100.0

Figure 2


3.) Which energy drink is mostly preferred by consumers? Table3retailer told that energy drink mostly preferred by consumers Cumulative Frequency Valid NO response Red bull XXX power horse Total 5 18 11 2 36 Percent 13.9 50.0 30.6 5.6 100.0 Valid Percent 13.9 50.0 30.6 5.6 100.0 Percent 13.9 63.9 94.4 100.0



4.) How many retailers know about TZINGA energy drink? Table 4does the retailer know about tzinga energy drink Cumulative Frequency Valid yes no Total 29 7 36 Percent 80.6 19.4 100.0 Valid Percent 80.6 19.4 100.0 Percent 80.6 100.0

Figure 4


5.) How much the retailers are satisfied with the promotional activities of TZINGA? Table 5retailers are satisfied with promotional activities of tzinga Cumulative Frequency Valid full satisfied satisfied neither satisfied nor dissatisfied dissatisfied full satisfied Total 9 12 5 9 1 36 Percent 25.0 33.3 13.9 25.0 2.8 100.0 Valid Percent 25.0 33.3 13.9 25.0 2.8 100.0 Percent 25.0 58.3 72.2 97.2 100.0



6.) What does the retailer thinks that the more activities /schemes are needed to attract the customers? Table 6retailers think more activities/schemes needed to be done to attract customers Cumulative Frequency Valid yes no can't say Total 24 11 1 36 Percent 66.7 30.6 2.8 100.0 Valid Percent 66.7 30.6 2.8 100.0 Percent 66.7 97.2 100.0



7.) How many retailers advice for work on advertisement for TZINGA energy drink? Table 7how many retailer advice for work on advertisements for TZINGA Cumulative Frequency Valid yes no Total 21 15 36 Percent 58.3 41.7 100.0 Valid Percent 58.3 41.7 100.0 Percent 58.3 100.0

Figure 7


8.) How many retailers advice TZINGA energy drink for improvement in packaging? Table 8how many retailer advice packaging for TZINGA Cumulative Frequency Valid yes no Total 31 5 36 Percent 86.1 13.9 100.0 Valid Percent 86.1 13.9 100.0 Percent 86.1 100.0

Figure 8



9.) How many consumers are aware of any energy drink which gives them energy in quenching their thrust? Table 9Respondents aware of any energy drinks which help them in quenching their thrust Cumulative Frequency Valid yes no Total 45 25 70 Percent 64.3 35.7 100.0 Valid Percent 64.3 35.7 100.0 Percent 64.3 100.0

Figure 9


10.) Which energy drink are you aware of: Table10if they are aware then energy drink they specify is Cumulative Frequency Valid cloud9 powerhorse Redbull Tzinga Xxx Total 25 1 2 30 6 6 70 Percent 35.7 1.4 2.9 42.9 8.6 8.6 100.0 Valid Percent 35.7 1.4 2.9 42.9 8.6 8.6 100.0 Percent 35.7 37.1 40.0 82.9 91.4 100.0

Figure 10


11.) Do you associate energy drink with any specific requirement? Table11Respondents associate energy drink with Frequency Valid Replacement for soft drink ideal drink to replenish when they are tired Ideal drink to take after a workout Total Missing Total System 6 57 13 70 8.6 81.4 18.6 100.0 10.5 100.0 100.0 21 30 Percent 30.0 42.9 Valid Percent 36.8 52.6 Cumulative Percent 36.8 89.5

Figure 11


12.) What are the first preferences of consumers in case of energy drinks? Table 12Respondents first preference for energy drink Frequency Valid cloud9 Power horse Red bull Tzinga Xxx Total 25 1 2 29 7 6 70 Percent 35.7 1.4 2.9 41.4 10.0 8.6 100.0 Valid Percent 35.7 1.4 2.9 41.4 10.0 8.6 100.0 Cumulative Percent 35.7 37.1 40.0 81.4 91.4 100.0

Figure 12


13.) What are the reasons for their above preference? Table 13Reason for the above preference Frequency Valid brand image celebrity endorsement Attractive price attractive packaging Recommended by friends and family any other Total Missing Total System 1 45 25 70 1.4 64.3 35.7 100.0 2.2 100.0 100.0 16 10 9 7 2 Percent 22.9 14.3 12.9 10.0 2.9 Valid Percent 35.6 22.2 20.0 15.6 4.4 Cumulative Percent 35.6 57.8 77.8 93.3 97.8

Figure 13

40 14.) Rank giving by customers to energy drink on the basis of price?

Table14Rank your preference for the energy drink on price Frequency Valid very poor 2 3 excellent 5 Total Missing Total System 9 23 8 4 1 45 25 70 Percent 12.9 32.9 11.4 5.7 1.4 64.3 35.7 100.0 Valid Percent 20.0 51.1 17.8 8.9 2.2 100.0 Cumulative Percent 20.0 71.1 88.9 97.8 100.0

Figure 14


15.) What is the most preferred mode of packing of energy drink? Table 15the most preferred mode of packing of energy drink by the respondents Frequency Valid can glass bottle pouch Total Missing Total System 33 13 5 51 19 70 Percent 47.1 18.6 7.1 72.9 27.1 100.0 Valid Percent 64.7 25.5 9.8 100.0 Cumulative Percent 64.7 90.2 100.0

Figure 15


16.) How much the customers can spend on drinks in month? Table 16What is the monthly expense on above drink Cumulative Frequency Valid Less than 100 100-300 above 300 Total Missing Total System 1 28 39 68 2 70 Percent 1.4 40.0 55.7 97.1 2.9 100.0 Valid Percent 1.5 41.2 57.4 100.0 Percent 1.5 42.6 100.0

Figure 16


17.) How many consumers know about TZINGA energy drink?

Table 17Respondents know about Tzinga Cumulative Frequency Valid yes no Total 41 29 70 Percent 58.6 41.4 100.0 Valid Percent 58.6 41.4 100.0 Percent 58.6 100.0

Figure 17


18.) How did the consumer come to know about TZINGA energy drink?Table 18if yes they know then how they come to know about it Frequency Valid display at retail outlets Recommended by friends and family promotion schemes and free samples Total Missing Total System 40 30 70 57.1 42.9 100.0 100.0 20 28.6 50.0 100.0 8 12 Percent 11.4 17.1 Valid Percent 20.0 30.0 Cumulative Percent 20.0 50.0

Figure 18


19.) Ranking of TZINGA on the basis of taste: Table 19if respondents have tasted tzinga then rank for its taste

Frequency Valid very poor 2 3 4 Excellent Total Missing Total System 1 4 12 16 6 39 31 70

Percent 1.4 5.7 17.1 22.9 8.6 55.7 44.3 100.0

Valid Percent 2.6 10.3 30.8 41.0 15.4 100.0

Cumulative Percent 2.6 12.8 43.6 84.6 100.0

Figure 19


20.) Rank the TZINGA on the basis of price: Table 20if respondents have tasted tzinga then rank for its price Cumulative Frequency Valid 2 3 4 Excellent Total Missing Total System 1 6 18 14 39 31 70 Percent 1.4 8.6 25.7 20.0 55.7 44.3 100.0 Valid Percent 2.6 15.4 46.2 35.9 100.0 Percent 2.6 17.9 64.1 100.0

Figure 20


21.) Rank TZINGA energy drink on bases of packaging: Table 21if respondents have tasted tzinga then rank for its packaging Cumulative Frequency Valid very poor 2 3 4 Total Missing Total System 14 12 9 4 39 31 70 Percent 20.0 17.1 12.9 5.7 55.7 44.3 100.0 Valid Percent 35.9 30.8 23.1 10.3 100.0 Percent 35.9 66.7 89.7 100.0

Figure 21

48 22.) Rank TZINGA energy drink on the basis of energetic feeling after drinking: Table22if respondents have tasted tzinga then rank for its energetic feeling after drinking Frequency Valid very poor 2 3 4 Excellent Total Missing Total System 2 5 14 13 5 39 31 70 Percent 2.9 7.1 20.0 18.6 7.1 55.7 44.3 100.0 Valid Percent 5.1 12.8 35.9 33.3 12.8 100.0 Cumulative Percent 5.1 17.9 53.8 87.2 100.0

Figure 22


23.) What would make TZINGA as their favourite energy drink?Table 14Respondents think that TZINGA would become favorite because of Cumulative Frequency Valid better taste reduced price better availability in retail outlets Total Missing Total System 39 31 70 55.7 44.3 100.0 100.0 15 19 5 Percent 21.4 27.1 7.1 Valid Percent 38.5 48.7 12.8 Percent 38.5 87.2 100.0

Figure 23






CHAPTER 5 CONCLUSIONObjectives wise Conclusions

1. To find out the suitable customer segments for TZINGA Energy drink. The total analysis shows that Energy Drink industries have good future growth. Tzinga Energy Drink is having a consistent growth rate since its introduction. In Delhi NCR consumers are mostly modern, young, adventurous, ready to spend quite sum of amount and full of excitement. This is what needed by the energy drink makers to launch their brands in the market. The main age group which is mostly interested in energy drink is 18-35 yrs.

2. To choose the target segment for promoting the sales of drink. Consumers want to know more about these drinks, which shows a positive attitude of the consumers towards energy drinks. The energy drink is mostly sold by bakeries and juice shops. Retailers are not satisfied with the brand handling of TZINGA by the company. The consumers here are mostly not aware of this brand, resulting in low sales. Most of consumer prefers carbonated drink over energy drinks. So only few retailers agreed to keep or sell TZINGA energy drink.


3. To design an effective advertising & promotional campaign to popularize the drink in the target segment. Consumers prefer celebrity endorsement as the promotional tool for energy drinks. Free sampling of energy drink in school colleges & public places is needed for promotion of Tzinga. With the help of social networks company can attract new customers and retailers.(as with the help of face book I had able to get aware my 70 friends about tzinga and they like the taste of tzinga. Company should do advertising in newspapers and magazines for promotion of TZINGA.

Other Conclusions Red bull being the no.1 brand worldwide has the maximum market share. Whenever there is any occasion where the consumer wants to buy energy drink, the first name comes in his/her mind is Red bull Consumers and retailers are not satisfied with the packaging. The main reason for preferring Tzinga is reduced price.


Chapter 6 Recommendations & Limitations

Recommendations The company should first do some promotional activities to make the people of Noida aware of their brands presence in the market. Sales personal are not able to explain properly about the product or any further information asked by the retailers.so they should trained first and then can be sent to the market. Lack of motivation among the employee is one of the reasons for its slow progress. There should be proper arrangements of motivational activities in the office. Company should prefer some advertisement or some celebrity endorsement to attract new consumers. The company should apply pull strategy to capture the market rather than push strategy as it is following now. Company should work on packaging as the retailers and consumers are not happy with the packaging. Company should launch new flavors in market to compete with other brands. Company should launch TZINGA in big size (tetra pack), so that it can compete with other brands in size also.


LIMITATIONSIt is well known fact that constraint and limitations are bound to be present in any study so this study also has some limitation as:

The survey has been conducted only in few areas of Delhi and NCR region due to lack of brand awareness. It is very difficult to make people understand the significance of conducting survey. Difficult to collect data to know consumer Perception Some customers were not co-operative. The information given by the client may be false and biased. Lack of retailers interest to answer the questions is also an important limitation. Lack of knowledge of area has affected the research.The survey was conducted for kirana shops and Bakeries only.



Books Philip Kotler (2009), PRINCIPLES OF MARKETING, 13th Edition, Pearson Dennis Adcock, Ray Brad field (1995) MARKETING PRINCIPLES AND PRACTICES 2nd Edition Pitman Publishing

Websites: 1] http://www.tzinga.in 2] http://www.learnmarketing.com 3] http://onlinelibrary.wiley.com/doi/10.1111/j.15414337.2010.00111.x/citedby


5]http://en.wikipedia.org/wiki/Energy_drink 6] http://www.energyfiend.com/energy-drink-ingredients




Questionnaire for consumers

Q1 Do you drink soft drink? Yes No If yes, which is your favorite drink? o Coke o Pepsi o Juice o Any other please specify Q2 Are you aware of any energy drink which gives you energy in quenching your thrust? Yes No

If yes, which energy drink are you aware of: .. Q3 What will you prefer? Energy drink Soft drink

Q4 What is your average monthly expenses on soft drink or energy drink?ENERGY DRINK Less than Rs 100 Rs 100-300 Above 300 SOFT DRINK Less than Rs 100 Rs 100-300 Above 300


Q5 Do you associate energy drink with any specific requirement? Suggest. Replacement for soft drink Ideal drink to replenish when you are tired/exhausted Ideal drink to take after a work out

Q6 If you take energy drink which is your favourite energy drink in order of preference: 1) 2) 3) Q7 What is the reason for above preference? Brand image Celebrity endorsement Attractive price Attractive packaging Recommended by friends & family Any other please specify

Q8Please evaluate your most favourite energy drink on following parameters? Very poor Taste Price Packaging Energetic feeling after taking the drink





Q9What is your most preferred mode of packing of an energy drink? Can Glass Bottle Pouch

Q10 Do you know about energy drink TZINGA? Yes No

If yes, how did you come to know about TZINGA? o Display at retail outlets o Recommended by family or friends o Promotion Schemes: Free samples Q11 If you have tasted TZINGA, what is your feedback on following parameters? Very poor Taste Price Packaging Energetic feeling after taking the drink 2 3 4 Excellent

Q12 What would make TZINGA your most favourite Energy Drink? Name: Better Taste Reduced price Better visibility on outlets Any other Email-ID:


Address: Gender: Male, Female Age: Below 18 18-25 26-40 Above 40

Tell No:

Occupation: Salaried Self employed Student


Questionnaire for Retailers

Name STORE ADDRESS AGE: Q1. Do you know about Energy Drink? o Yes o No Q2. Do you sell Energy Drink? o Yes o No o Used to sell o Planning to sell Q3. Do you think Energy Drinks are doing great business? o Yes o No o Cant say


Q4. Do you know about TZINGA Energy drink?


o Yes o No If yes then are you satisfied with the promotional activities done by TZINGA Energy Drink? o Fully satisfied o Satisfied o Neither satisfied nor dissatisfied o Dissatisfied o Fully dissatisfied Q5. Do you think more activities/schemes are needed to be done to attract customers? o Yes o No o Cant say Q6. Which all energy drinks you are selling? o Red bull o Xxx o Cloud9 o Power horse o Any other (please specify) Q7. Which energy drink is/are mostly preferred by consumers? o Red bull o Xxx o Cloud 9 o Power horse o Tzinga o Any other (please specify)

Q8. Which activities do you think can boost up the sales of energy drinks?


o Celebrity endorsement o Advertisement o Free sampling o Reduced prices o Others(please specify)

Q9. What advice would you like to give for TZINGA? o Enhanced taste o Packaging o Work on Advertisements o Any other please specify Q10. Do you think that the price of TZINGA is justified? Yes No