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Executive summary:

. Study of consumer preference of energy drink in the cold beverages sector

Targets of the marketing research are younger audience, mostly students, young
professionals, and people on-the-go. Energy drinks become significant in 199 !ith products like "ed #ull and similar products. $n %apan and &', energy drinks !ere kno!n for as far as the early 19()s and 19*9 respectively. Energy beverage industry targets to!ards those people !ho +eed some sort of energy boost Energy drink claims to be healthier beverage type this type of non-carbonated drink has shrunk carbonate soft drink market in a short period of time. Energy ,rink suddenly takes the market of beverage by storms.. Energy ,rinks-eneral $ntroduction This cro!d is a group e.cited by speed, energy, flash, and instant thrill. This may be the result that many energy drinks are sponsored or created by e.treme sports teams, stars, etc. the primary consumer group of energy drinks includes e.treme sports enthusiasts, young adults and teenagers.. /vervie! of Energy ,rink Target 0udience The popularity of energy drinks may have risen due to busier schedules and more complicated lives people are going through. 1ale teenagers and people in their *)s are most likely to believe in the fact that energy drinks !ill give them the boost they need.2. 0ttractive ,esigning and 3ackaging. 0vailable in various flavors. 4emon, 1ango, 1int, Te5uila sunrise Tasty. 1))6 fat free. +atural and 7ighly +utritional. 8ith caffeine, taurine.. 3roduct 9eatures Since our product already has many !ell set competitors in the market, !e have to make sure the public is !ell informed of our product. Thus !e plan to undertake as many as possible advertisement and promotion schemes possible. 0dvertisement and 3romotion schemes 8e !ill also sponsor various college events and festivals !here !e can distribute free samples. To promote the drink !e !ill give out 2) free samples outside colleges once a !eek for the first month. 9ree distribution of samples in colleges 8e !ill have tie ups !ith gyms to promote our product. 0ssociate !ith gyms. 8e !ill organi:e sport events like marathons, etc. !here !e can promote /rgani:e various sports events.

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This process is kno!n as the distribution chain or the channel. 9re5uently there may be a chain of intermediaries; each passing the product do!n the chain to the ne.t organi:ation, before it finally reaches the consumer or end-user. ,istribution <or place= is one of the four elements of marketing mi.. ,istribution >hannel /ur distribution channel is consistent as follo!ed by most companies and involves a lot of intermediaries. 7o!ever !e plan to sell our products both directly i.e. through our campaign outlets and indirectly i.e. via 0gents, 8holesalers and "etailers. Since it is ne! launch, !e !ould primarily like to focus on production and 5uality of the product. #ut once the product is accepted, !e !ill shift our focus to!ards distribution as till then even !e !ill be sure of our production plans as per response. ,istribution >hannel 1anufacturer 0gents 8holesaler "etailer s >onsumer?s

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Chapter -1 Introduction
Study of consumer preference of energy drink in the cold beverages sector
Energy drinks are typically attractive to young people. 0ppro.imately (26 percent of its drinkers are bet!een the ages of 1@ and @2 years old, !ith males being appro.imately (26 of the market. 0 *))Astate!ide 3atient 3oll conducted by the 3ennsylvania 1edical Society?s $nstitute for -ood 1edicine found thatB *) percent of respondents ages *1C@) had used energy drinks in high school or college to stay a!ake longer to study or !rite a paper; ) percent of respondents kne! someone !ho had used an energy drink to stay a!ake longer to study or !ork. Energy drinks are also popular as drink mi.ers. >ritics !ho suggested that energy drinks !ere Dust a passing fad and that the rapid gro!th rates in many European and &S countries !ould never be maintained appear to have been proved !rong. 0ne! report from drinks consultancy Eenith $nternational sho!s that energy drink sales in 8estern Europe, &S and %apan sho!ed no sign of slo!ing and predicts that gro!th !ill continue some time yet. The *))9 8est Europe Energy ,rinks? report claims that energy drink sales gre! by ** per cent *))9to reach *A9 million liters, putting total sales value in 8estern Europe at around F*, 2 million. >urrently the energy drink market share in &S and European market is around ()-(26 by volume of the total li5uid beverage market. This indicates that possibility for further gro!th in the market is G)6.#y the year *))G; the &S energy drink market had gro!n to nearly A)) million per year in retail sales. /ver the ne.t 2 years, it gre! an average of over 2)6 per year, totaling over H@) billion in *))9.1aDor companies such as 3epsi, >oca->ola, 1olson, and 4abatt have tried to match smaller companies innovative and different approach, !ith marginal success.2.1. $ndian 1arket The energy drink market in $ndia is at a nascent stage and is estimated at *)-*2 cores per annum. 0ustria?s "ed #ull, !orld leader of the energy drink market, dominates the $ndian market too, and has become a popular mi.er at clubs since its *))@ launch. #ut is there a big market for energy drinks in $ndia as the -,3 of the country has gro!n up by 96. 7ence, "ed #ull and other competitor and ne! entrants proDect a 1)) per cent annual gro!th. Energy drinks

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consumption is proDected at *)-** million cans in $ndia this year, according to 7asiDa.8hile "ed #ull is talking about a volume of 2 lakh cans a month, effect seeks to do a moderate *2,)))cans a month by *)1)."ed #ull, !ith an Iassessed market share of 92 per cent of the marketI in >hauhans !ords, Isees noncompetition !ith ne! entrants in the $ndian market, as many energy drinks have come and gone, unable to sustain themselvesI.

Ob ectives of the Study

The obDective of study is that trainee is must understand the company its achievement and task of product and service and also to collect information about its competitor , product offered by the company , so that after understand and collecting the information of organi:ation and competitor, a trainee !ill able to !ork !ell for the organi:ation .creating a!areness about the Energy ,rink in the cold beverages sector as !ell as consumer 1- !o determine of the factor influence consumer choice of energy drink product *- !o indentify the costumer buying pattern related to energy drink product @- !o determine the consumer perception the taste price advertising and celebrity endorsement related of energy drink

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Literature review and Theoretical background


Study of consumer preference of energy drink in the cold beverages sector .
Targets of the marketing research are younger audience, mostly students, young professionals, and people on-the-go. Energy drinks become significant in 199 !ith products like "ed #ull and similar products. $n %apan and &', energy drinks !ere kno!n for as far as the early 19()s and 19*9 respectively. Energy beverage industry targets to!ards those people !ho need some sort of energy boost Energy drink claims to be healthier beverage type This type of non-carbonated drink has shrunk carbonate soft drink market in a short period of time. Energy ,rink suddenly takes the market of beverage by storms.. Energy ,rinks--eneral $ntroduction This cro!d is a group e.cited by speed, energy, flash, and instant thrill. This may be the result that many energy drinks are sponsored or created by e.treme sports teams, stars, etc. the primary consumer group of energy drinks includes e.treme sports enthusiasts, young adults and teenagers.. /vervie! of Energy ,rink Target 0udience The popularity of energy drinks may have risen due to busier schedules and more complicated lives people are going through. 1ale teenagers and people in their *)s are most likely to believe in the fact that energy drinks !ill give them the boost they need. 0ttractive ,esigning and 3ackaging. 0vailable in various flavors. /riginal, 1artini, 1oDito, Te5uila sunrise Tasty. 1))6 fat free. +atural and 7ighly +utritional. +o caffeine, taurine.. 3roduct 9eatures Since our product already has many !ell set competitors in the market, !e have to make sure the public is !ell informed of our product. Thus !e plan to undertake as many as possible advertisement and promotion schemes possible.. 0dvertisement and 3romotion schemes

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8e !ill also sponsor various college events and festivals !here !e can distribute free samples. To promote the drink !e !ill give out 2) free samples outside colleges once a !eek for the first month. 9ree distribution of samples in colleges 8e !ill have tie ups !ith gyms to promote our product. 0ssociate !ith gyms.8e !ill organi:e sport events like marathons, etc. !here !e can promote /rgani:e various sports events. This process is kno!n as the distribution chain or the channel. 9re5uently there may be a chain of intermediaries; each passing the product do!n the chain to the ne.t organi:ation, before it finally reaches the consumer or end-user. ,istribution <or place= is one of the four elements of marketing mi... ,istribution >hannel /ur distribution channel is consistent as follo!ed by most companies and involves a lot of intermediaries. 7o!ever !e plan to sell our products both directly i.e. through our campaign outlets and indirectly i.e. via 0gents, 8holesalers and "etailers. Since it is ne! launch, !e !ould primarily like to focus on production and 5uality of the product. #ut once the product is accepted, !e !ill shift our focus to!ards distribution as till then even !e !ill be sure of our production plans as per response. ,istribution >hannel 1anufacturer 0gents 8holesaler "etailer s >onsumer s >lubs >ollege and office canteens 1alls and Super 1arkets 4ocal general stores 4ocal drug or medical store *). 3roduct /utlets 0s per our distribution strategy !e plan to make the product advertisements visible every!here to the customers. /ther than this it is also very important for the product to be easily available to the customers. Thus, !e plan to make sure that the product must be available in the follo!ing placesB1isconceptions -ro!ing $ndian market late entry #ig >ompetitors+e! 3roduct 8hy is it re5uiredJ >olor Scheme C /range Tagline C 1akes you invincible 4ogo C /range colored star +ame C#rand Elements K Sounds C#lack #rand E5uity 1odels B #0L 0aker #"0+,E $mportant intangible asset to the firm that has psychological and financial value. 0dded value endo!ed on products and services. #rand E5uity 0aker 1odel Ten attributes of a brand that can be used to assess its strength. 7$3 /" 3/3&40T ,$99E"E+T$0T$/+ #"0+, 3E"S/+04$TMS0T$S90>T$/+ /" 4/M04TM /"-0+$E0T$/+04 0SS/>$0T$/+S 3E">E$LE, N&04$TM #"0+, 080"E+ESS4E0,E"S7$3 /" 3/3&40"$TM 10"'ET S70"E 3E">E$LE, L04&E 10"'ET 3"$>E

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#"0+,E 1/,E4 Strong "elationship #onding <+othing beats it= 0dvantage <compared to others= 3erformance <>an it deliver= "elevance <,oes it offer something= 3resence <,o $ kno! it= 8eak "elationship >loud #urn O.. "ed bull >ompetitors in the market

"lan of the #esearch:

#esearch $ethodology
The obDective of the present study can be accomplished by conducting a systematic market research. 1arket research is the systematic design, collection, analysis and reporting of data and findings that are relevant to different marketing situations facing the company. The marketing research process that !ill be adopted in the present study !ill consist of the follo!ing stagesB

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%& &'efining the problem and the research ob ective: The research obDective states !hat information is needed to solve the problem. The obDective of the research is to find out the customersP satisfaction of maDor products of T:inga brand in ,elhi. (& 'eveloping the research plan: /nce the problem is identified, the ne.t step is to prepare a plan for gathering the information needed for the research. The present study !ill adopt the e.ploratory approach !herein there is a need to gather large amount of information before making a conclusion. c& Collection and Sources of data: 1arket research re5uires t!o kinds of data, i.e., primary data and secondary data. ,ue to intensive nature of the study, data gathering involved usage of both primary and secondary data though there !as an e.tensive usage of primary data. 8ell-structured 5uestionnaire !as prepared for T:inga users <respondents=for primary data collection. Secondary data !as collected from various maga:ines, books and !eb sites.

Sampling "lan: Sampling )nits: The respondents !ere "etailer of T:inga and users. Sample Si*e: The study !as carried on 2) T:inga user of ,elhi region to asses and measures their satisfaction level. d.Sampling $ethod
Random sampling is the purest form of probability sampling. Each member of the population has an equal and known chance of being selected. When there are very large populations, it is often difficult or impossible to identify every member of the population, so the pool of available subjects becomes biased.

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Systematic sampling is often used instead of random sampling. It is also called an Nth name selection technique. fter the required sample si!e has been calculated, every Nth record is selected from a list of population members. s long as the list does not contain any hidden order, this sampling method is as good as the random sampling method. Its only advantage over the random sampling technique is simplicity. "ystematic sampling is frequently used to select a specified number of records from a computer file. Stratified sampling is commonly used probability method that is superior to random sampling because it reduces sampling error. stratum is a subset of the population that share at least one common characteristic. E#amples of stratums might be males and females, or managers and non$managers. %he researcher first identifies the relevant stratums and their actual representation in the population. &andom sampling is then used to select a sufficient number of subjects from each stratum. ' Sufficient' refers to a sample si!e large enough for us to be reasonably confident that the stratum represents the population. "tratified sampling is often used when one or more of the stratums in the population have a low incidence relative to the other stratums. Convenience sampling is used in e#ploratory research where the researcher is interested in getting an ine#pensive appro#imation of the truth. s the name implies, the sample is selected because they are convenient. %his no probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample. Judgment sampling is a common no probability method. %he researcher selects the sample based on judgment. %his is usually and e#tension of convenience sampling. (or e#ample, a researcher may decide to draw the entire sample from one 'representative' city, even though the population includes all cities. When using this method, the researcher must be confident that the chosen sample is truly representative of the entire population. Quota sampling is the nonprobability equivalent of stratified sampling. )ike stratified sampling, the researcher first identifies the stratums and their proportions as they are represented in the population. %hen convenience or judgment sampling is used to select the required number of subjects from each stratum. %his differs from stratified sampling, where the stratums are filled by random sampling. Reseach tools

Images $mages !ill appear in the general search, as !ell as an image search. +arro! your search results to only images by selecting Q$magesR from the drop-do!n menu in the search bar. +ideos

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8hen using -oogle Slides, use video search to find MouTube videos, previe! them, and then easily insert them into your presentation. Lideo results !ill appear for any search terms you enter into the "esearch toolPs search bar. Mou can also narro! your search results to only videos by selecting QLideosR from the drop-do!n menu in the search bar. ,uotations +arro! your search results to only 5uotations by selecting QNuotesR from the drop-do!n menu in the search bar. /nce you have selected the 5uotation you?d like to use in your document, click Insert to add it to your document !ith a footnote citation <or linked to the author?s name in a presentation=. %rticle citations +arro! your search results to only articles by selecting QScholarR from the drop-do!n menu in the search bar. /nce you have selected an article you?d like to read or reference, click on that entry in the search results. Mou !ill see a -eb or "'.hyperlink in the upper left-hand corner of the entry that !ill take you to a !eb or 3,9 version of the article itself. Mou !ill see a Cited by hyperlink in the upper right-hand corner of the entry, sho!ing ho! many times the article has been cited, that !ill direct you to the -oogle Scholar list of sources that have cited this article. >licking on either of these links !ill open the result in another !indo!. To insert an article citation into your document, select the article and click Cite. $n presentations, you may insert a link to the article by pressing Insert. "laces 8hen conducting a search in the "esearch tool for a geographic location, your search results may include a map. Mou can edit this map by selecting Edit and then :ooming inSout or dragging the map. /nce you have the e.act map image you?d like to include in your document, click Insert. Mou can also drag and drop the map image into your document. "ersonal #esults 3ersonal results include documents, presentations, and spreadsheets from your ,rive, as !ell as images from 3icasa and posts from your -oogleT stream. #y clicking "revie/ you can 5uickly glance at the content, and for presentations you can click Import Slides to choose slides to insert into the current presentation. Mou can also click Insert 0ink to insert the item?s &"4 and title. $n documents only, you can insert a footnote citation !ith the link by clicking the Cite button.

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'ictionary &se the "esearch toolPs dictionary to search for definitions, synonyms, and usage e.amples. $f you donPt already have the "esearch tool open, you can access the dictionary by clicking the !ools menu and then selecting 'efine. Mou can also use a keyboard shortcutB 1 Shift 1 2 on a 1ac, Ctrl 1 Shift 1 2 on a 3>. To change the dictionaryPs language, click the drop-do!n arro! belo! the "esearch toolPs search bar and select a language from the menu.

"rimary data %naly*e the collected information: This involves converting ra! data into useful information. $t involved tabulation of data and statistical measures on them. #eport research findings: This phase marked the culmination of marketing research effort. This report !ith the research findings is a formal !ritten document. The research findings and personal e.perience !ere used to propose recommendations to develop satisfaction level among T:inga users and retailers

+avigating the ,igital &niverse 0s our universe gro!s more digital, marketers are finding that the data from traditional research providers are not comprehensive or timely enough to improve their advertising, engagement or "/$. >onsumers are transitioning from the couch to the it comes to shopping, sociali:ing, vie!ing and even creating their o!n media online. 0nd marketing and media strategists !ho once relied on plan-andplace tactics are no! actively seeking a more nimble, look-listen-respond approach. #ut e.isting audience measurement currencies like demographics and reach are not sufficient to keep pace !ith ne! consumers-in-motion. The old !ay simply doesn?t !ork in the ne! !orld. >ompete, a 'antar 1edia company, has both the data methodology and products designed to connect the dots from data to insights to marketing actions that

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resonate !ith today?s consumers.>ompete?s data provides the precision and granularity to uncover ne! metrics and insights that chart the entire purchase path!ayB from e.posure to search and digital media campaigns to !ebsite engagement to onlineSoffline conversion. >ompete combines a multidata source approach, state-of-the-art harmoni:ation algorithms, and advanced normali:ation techni5ues to provide advertisers, media companies, and agencies !ith the metrics they need to achieve ne! levels of marketing Success. >ompete?s approach helps clients drive site traffic, build their brands and increase sales. 0nd through collaborations !ith sister 833 and 'antar companies such as T+S, ,ynamic 4ogic, *GS "eal 1edia, &nderman, -roup 1, 'antar "etail, and the 1edia $nnovation -roup, >ompote?s clients are able to gain far more comprehensive and integrated insights. This constellation of partnerships e.pands >ompote?s capabilities and helps marketers confidently navigate their e.panding digital universe. "eaching >onsumers in 1otion /nline consumer behaviors create ne! digital research that can offer a highly 5uantifiable depiction of daily life as it?s come to be lived. 8hile the marketingSadvertising industry recogni:es these digital breadcrumbs as opportunities for true engagement, traditional demographic-based media planning and buying metrics can?t fully capture the dynamism of consumers. $nputs like >31 and >3> are helpful for establishing a currency for media investments, but are only narro! entry points for a marketplace demanding richer insights about differentiated audiences and marketing impact. >ompete provides a !ide spectrum of actionable metrics and insight-based products that help marketers develop, E.ecute, and measure their digital media strategies. These products track success and failure along every point in the consumer purchase path!ay from early consideration to online and offline purchase to loyalty and satisfaction. 9or e.ample, >ompete !orks !ith a leading !ireless carrier to measure, strategi:e and act on ne! insights dra!n from consumers? online behaviors. Specifically, the carrier relies on >ompete toB develop efficient media plans that target >onsumer and business segments; measure ho! effectively its display ads and 4anding pages achieve brand and sales goals;

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create ne! online user e.periences and 3romotional strategies that ma.imi:e conversion /n its !ebsite and at retail locations; and create digital programs that reduce subscriber >hurn. >ompote?s data methodology is uni5ue in the industry and is designed to provide comprehensive, granular insights that advertisers, agencies and media companies can use to build their businesses. >ompote?s methodology includes four distinct componentsB

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0nne.ure ,uestionnaire
,.1 !hich categories of products come to your mind !hen you think of Energy ,rink and cold drink J <you can tick more than one= a= %uice c= Energy drink b= cold drink d= Soda

e= 0ny other <please specify=UUUUUUUUUUUUUUUUUU. N.* Tick marks the company <brand name= !hose products you have used . <Mou can tick more than one= "ed #ull >oca cola. ------------------,abur >loud9 ------------OOO ---3arle 0gro ---3epsi ------------------------------

T:inga ---------------------,ellmonte ---------

3riyagol

N @. 8hich of the follo!ing products or brand do you think is the best to buyJ <3lease tick any one= 0= 4emonK 1int b= Tropical Trip

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c= 1ango K Stra!berry e=any other <please specify=UUUUUUUUUUUUUUUUUU.

N G. 8hich of the follo!ing products you think is definitely better to buy from a company <#rand name= other than . <3lease tick any one= a= 1ango c= >hocolate e= 0ny other <please specify=UUUUUUUUUUUUUUUUUU. N 2. "ate the performance of energy drink on the basis of follo!ing parameters. 3lease tick mark. E.cellent a= b= c= d= e= f= &ser friendliness 3rice 9lavored Taste >ontents "etailer sales service -ood 0verage 3oor Lery 3oor b= 4emon

N (. 8ill you be purchasing any Energy drink in near futureJ a= Mes b= +o c= >an?t say $f yes, 3lease mention the productUUUUUUUUUUUUUUUUUU N . 7ave you ever advised anyone to buy a Energy drink J a= Mes b= +o c= >an?t say $f yes, 3lease mention the productUUUUUUUUUUUUUUUUUU N A. 7o! !ould you rate the products offered by brand . <-ive an overall rating= a= E.cellent b= -ood c= 0verage d= 3oor e3Lery 3oor

,.9 8hy you drink energy drink u choose J <Mou can tick more than one=

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a= 9reshness c= Energy

b= study d= enDoy

e= 0ny other <please specify=UUUUUUUUUUUUUUUUUU.

N.1) Tick mark the company <brand name= !hose product you !ill preferred. <Mou can tick more than one= "ed #ull >oca cola. ------------------,abur >loud9 ------------OOO ---3arle 0gro ---3epsi ------------------------------

T:inga ---------------------,ellmonte ---------

3riyagol

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