MARKETING RESEARCH

OBJECTIVES:

To compare and study the

products of which brand of health drinks

are more preferred by

the customers.

To study the preference of the customers

towards the products of cadbury’s

To study the preference of the customers

towards the products of

GLAXO SMITHKLINE.

To study the reasons of the preference of the customers

towards a particular

brand.

Need of the studyTo know the overall preference of the brands in the market among its customers.

To study the performance of both the brands in the market

To analyze the preferred products of both the brands amongst the customers

To know the overall sales of the products in the market.

To know the strengths and weaknesses of both the brands

Customer satisfaction

Customer satisfaction refers to how satisfied customers are with the products or services they receive from a particular agency. The level of satisfaction is determined not only by the quality and type of customer experience but also by the customer’s expectations.

ABOUT GLAXO SMITHKLINE

• Glaxo smithkline consumer healthcare limited (GSKCH), a global nutritional healthcare company .

• It came up in India in 1958• Horlicks is the most respected brand of GSK.• It has about 21000 employees working with it.• Its first plant in INDIA was set up at NABHA.

ABOUT CADBURY

• Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands.

• In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.

• Employ around 50,000 people and have direct operations in over 60 countries, selling products in almost every country around the world.

Sample size/target population

• Sample size will comprise on normal customers• There were in all 60 customers out of

which I received only 54 responded.

Database questionnaire

– A questionnaire of 12 questions was prepared for the proper comparison of GSK with Cadbury’s

– Primary data was collected with the help of customers.

• Secondary data: secondary data are those which have already been collected by someone else and which have already pass through statically process. These are various publications, newspapers, magazines, and web site to gather information already existing in the broadband.

DATA ANALYSIS WITH THE HELP OF

QUESTIONNAIRES

QUESTION-1 which product out of two you usually buy?

Horlicks ) Bournvita0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

41 59

Question-2 The price of which product you find better?

Horlicks

Bournvita

0 10 20 30 40 50 60 70

32

68

Question-3 The quantity of which product you find better?

48

52

Horlicks Bournvita

Question-4 The packaging of which product you find better?

horlicks bournvita0

10

20

30

40

50

60

70

62

Series1

Question-5 The quality of which product you find better ?

horlicks

bournvita

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

47

53

Series1

Question-6 The feature of ease of availability is available in which product out of two

67

33

horlicksbournvita

Question-7 The taste of which out of two products is better?

horlicksbournvita

Question-8 Does the product of your choice provides you with any scheme

horlicks

bournvit

0

10

20

30

40

50

60

70

36

64

Series1

Question-9 Does the nutritional content of product has any relevance for you ?

yes no0

10

20

30

40

50

60

70

80

Series1

Question-10 If yes which out of the two products offer better nutritional content for your family

horlicksbournvita

Question-11 Which feature out of the following instigates you to buy the product of your choice?

Family decision

) Individual decision

Advertisement instigated decision

0 5 10 15 20 25 30 35 40 45

Series1

Question -12 which product over all satisfies you and your family ?

horlicks

bourn vita

0 10 20 30 40 50 60 70 80

Series1

SUMMARY OF FINDINGS∑ It can be concluded that most of the people prefer to buy bourn

vita for their families.∑ Mostly people prefer bourn vita price wise.∑ Quantity wise people prefer bourn vita in comparison to horlicks.∑ Most of the respondents believe that they find huge categories of

products under horlicks.∑ Taste wise people prefer more bourn vita.∑ People also believe that bourn vita provides more schemes for its

customers in comparison to horlicks.∑ Most of the respondents go for the nutritional contents of the

products which they find better in bourn vita .∑ Overall out of all the respondents mostly people are satisfied with

bourn vita.

SUGGESTIONS

Horlicks should reduce its prices so as to earn better profits in comparison to bourn vita.

More schemes should be offered with the products so as to lure the customers.

It should also try to introduce its products in category of brown flavor.

Should give more emphasis on the availability of product in the market.

Product should be promoted extensively through hoardings, seminars, demonstrations to the customers and also with the latest innovative schemes.

Should also venture into the quiz competition among the children, should conduct game fairs

CONCLUSION

It can be concluded from the whole survey that people prefer more of Bourn Vita( a Cadbury product) rather than Horlicks ( Glexosmith’s product). People prefer Bourn Vita because of the fact that the prices the quality the quantity & the family inspiration are the biggest reasons for the purchase of this product.

People prefer Horlicks because of better advertisement and the reason that their packaging is long lasting.

Otherwise overall people are more satisfied with Bourn Vita in comparison to Horlicks because of the above mentioned reasons.

REFERENCES

Web Resources:

• www.cadburyindia.com• www.gsk-ch.in• www.google.com