Free Essay

Customer Satisfaction About Marketing Mix of Horlicks

In: Business and Management

Submitted By hkrajib
Words 5342
Pages 22
Report
On
Customer satisfaction about marketing mix of Horlicks

Report On “customer satisfaction about marketing mix of Horlicks” Submitted by: Group Name: jaguar Sec: 04 Name | Id | Nusrat Jahan | 10113101137 | Taskir Ahmed | 10113101140 | Humayun Kabir Rajib | 10113101176 | Omika Ome | 0809310112219th | Submitted to: Maniruzzaman Lecturer of BUBT Bangladesh University of Business & technology

Date of submission:16 April 2012 16 April 2012 Md Maniruzzaman Lecturer of BUBT Subject: Submission of report Dear Sir We are highly delighted to our report on “customer satisfaction about marketing mix of Horlicks” to you. We have tried our best level to put highest effort for the preparation of this report. We will whole-heartedly welcome any suggestion for improving this report. We hope all will see the flaws in forgiveness mind. We have gathered a lot of practical experience about Horlicks. Which is the only industries that fulfill their demand by themselves. We have also gathered a lot of knowledge about products of Horlicks. By analyzing our topics and have enjoyed it. We strongly hope and believe that you will enough to accord your kind approval to this report. Sincerely yours, Group: Jaguar Sec: 04 Program: BBA Bangladesh University of Business & Technology ACKNOWLEDGEMENT

Prosperous conclusion of any course requires support from various personnel and we were fortunate to have that support, direction, and supervision in every aspect from my teacher, Horlicks officials and friends.
First of all I would like to thank beyond measure grace and deep kindness of the Almighty Allah. We like to express my deep sense of thankfulness to my supervisor of Internship Program Md Maniruzzaman, lecturer, BUBT for his frank encouragement as well as guidance in preparing this report. We acknowledge our gratitude to Ms. Munira Rahman, Customer Development Manager for her help and valuable suggestion from time to time and for being our supervisor in the host organization in preparing the report.
We also show my utmost gratitude to all the officials of Horlicks Bangladesh Limited. The speed and helpfulness of the officers really helped me in obtaining the necessary information in time. We would also like to thank Mr. Mustafizur Rahaman, Customer Development Director of Horlicks Bangladesh Limited who made the door of Horlicks wide open for us.

Table of content Sl no. | Content | Page no. | | Executive summery | I. | | Introduction | | 1.1 | Background of the study | 1 | 1.2 | Significance | 1 | 1.3 | Scope of the study | 2 | 1.4 | Objective of the study | 2 | 1.5 | Methodology | 3-4 | 1.6 | Limitation | 5 | | Company profile | | 2.1 | Profile | 6-8 | 2.2 | Mission | 8 | 2.3 | Vision | 9 | 2.4 | Goal | 9 | 2.5 | Management | 9-11 | 2.6 | Marketing mix | 12-18 | | Theoretical aspects | | | Marketing strategy | 19 | | Marketing mix | 19-20 | | Analysis and findings | | | Marketing mix analysis | 21-25 | | Major findings | | | Findings | 26 | | Recommendations | | | Recommendations | 27-28 | | Conclusion | | | Conclusion | 29 | | Bibliography | | | Bibliography | 30 | | Appendix | | | Appendix | 31-36 |

List of Graphs Figure | Page no. | 1 | 9 | 2 | 11 | 3 | 21 | 4 | 24 | 5 | 24 | 6 | 25 | 7 | 25 |

Abbreviation VAT= Value Added Tax BBA= Bachelor of Business Administration USA= United State of America GSK=Glaxo SmithKline ASM=Assistance Sales Manager

Executive summery
Horlicks is an Anglo-Dutch company, with a history of grand operation, on which it has gradually built its capital. Today it owns most of the world's consumer product brands in food products.
Horlicks Bangladesh Ltd is one of the world’s most successful fast moving consumer goods manufacturing companies with local manufacturing facilities, reporting to regional business groups for innovation and business results. Horlicks brands are trusted everywhere and, by listening to the people who buy them, they've grown into one of the world's most successful consumer goods companies. In fact, 150 million times a day, someone somewhere chooses a Horlicks product. Horlicks Bangladesh Limited has five departments to carry out all the organizational functions.
I was appointed in Customer Development Department Headed by Customer Development Director (CDD) as an intern. Starting from the depot to reaching the products to the market, Horlicks CD plays very important role. Our report on “customer satisfaction about marketing mix of horlicks”.
This report is designed in four major chapters. Initially the opening words about the report were described in the first segment titled “Introduction”. The next segment “Overview of Horlicks” contains the history of Horlicks, Horlicks Bangladesh Ltd, and Organizational structure.
Next two chapters are on my intern experience and the project part. In chapter three we have briefly describe my key responsibilities and involvements as an intern of marketing Department. And in project part we have research that customer satisfaction about marketing mix of Horlicks. At the end we have find out some interpretation of the findings and gave recommendation.

I.

1.1 Background of the study
The trade atmosphere today is changing more rapidly than ever before. It is characterized by increasing competition from both domestic and foreign companies, a brandish of mergers and acquisitions, and more sophisticated and demanding customers who have great expectations related to their consumption experiences. Since services are intangible, heterogeneous, and inseparable, it is difficult to measure service quality objectively. So the companies have focus to so many different aspects in order to make sure their sales.
This project deals with meeting up the new challenges that Horlicks is facing to manage the selling environment. Horlicks has stared so many projects to get a better position in the market. The objective of the study is to see customer satisfaction about marketing mix of horlicks.

1.2 Significance
This report is a requirement of the program for my BBA program. My supervisor Mr. Maniruzzaman assigned me the topic. I have tried my level best to make it as an excellent one. I used all the latest data and information. I have been serving this company as an intern under Customer Development Department for three months. I got privilege to put latest data. Our job responsibility is to create relationship with our present and potential customers, sales products and provide service time to time by giving latest product’s information. So, I am getting the opportunity to be very close to the customer as well as retailers. I have the idea why customer choose, the reason of leave and the reason of using Horlicks products. Our supervisor Mr. Mustafizur Rahaman, Manager of the Customer Development, guides me time to time to make this report faithful.

1.3 Scope of the study

This report covers all the aspects of retail environment from all the two perspective, Horlicks, consumer. This report also gives an overview about the company like about the mission and goals of the company, the functional departments, the strategies, social responsibilities etc.
This report has been prepared through extensive discussion with the customer development manager, retailers and with the shoppers. While preparing this report, I had a great opportunity to have an in depth knowledge of sales activities of the “Horlicks Bangladesh Ltd.” It also helped me to acquire a first-hand perception of a leading Multinational company in Bangladesh.

1.4 OBJECTIVE OF THE STUDY 1.4.1 General Objective:
The main objective of this report is customer satisfaction about marketing mix of horlicks. 1.4.2 Specific Objective:

* To understand the customer satisfaction.

* To know the marketing mix.

* How sales improving customer and retailers relationship.

* To know the customer wants.

* How it is providing better visibility.

* How it is providing better products.

1.5 METHODOLOGY:

1.5.1 Type of research design:

We have applied “descriptive research” to conduct the report . This includes the method of data collection and the sources of the data or information of the research.

1.5.2 Source of data 1.5.2.1 Primary data: This type of data we can get from doing survey and observe the behavior of the customer. 1.5.2.2 Secondary data: This type of data we can get from official web site, Horlicks annual report and different document of Horlicks.

1.5.3 Data collection procedure We have used data both qualitative and quantitive method .We have collected data for this report in two ways: 1.5.3.1 Primary data: We collected primary data through survey and for doing survey we have prepare a questionnaire on Horlicks .We observe the behavior of customer.

1.5.3.2 Secondary data: In order to collect secondary data I used official website of horlicks, annual report and different document of the Horlicks.

1.5.4 Research instruments 1.5.4.1 Questionnaire: As a tool for collecting primary data a questionnaire was constructed to carry on the sample survey. 1.5.5 Sample plan: 1.5.5.1 Population: The entire customer of Horlicks . 1.5.5.2 Sample elements: The sample element is the individual customer of Horlicks. 1.5.5.3 Sample frame: No structured sample frame was found. 1.5.5.4 Sample procedure: Non-probability convenience sampling procedure is used in the survey.

1.5.5.5 Sample size: The sample size is 50 customers. 1.6 Limitation: The present study was not out of limitations. But it was a great opportunity for me to know the retail activities handled by Horlicks. Some constraints are given bellow— * The main constraint of the study is inadequate access to information, which has hampered the scope of analysis required for the study. It was unable to provide some formatted documents data for the study. * Due to time limitations, many of the aspects could not be discussed in the present report. * As Horlicks is a private limited company; it maintains some secrecy that is not revealed to others. While collecting data they did not disclose much information for the sake of the confidentiality of the organization. * The customers were too busy to provide me much time for interview. * The customer couldn’t provide proper information about some aspect due to their lack of knowledge. * Only few areas of Dhaka city have been considered for the study.

* Samples were selected conveniently.

* The sample size does not represent the total

2.1 Profile
Horlicks is 138 years old. The drink's rich history that has made it a much loved part of the nation.

Two brothers, one vision

Horlicks was founded by two British brothers, William and James Horlick. Both brothers immigrated to America and in 1873 the company J&W Horlicks was founded in Chicago.

From infants to infantry

Due to its sterile production methods, Horlicks was first used to improve the nutrition of infants and the unwell. Once its nourishing qualities had been realized, the drink then became part of armed forces' kit bags during World War II serving all three forces.

Pushing the limits

William Horlick had a great passion for pushing the limits of human endurance and was a patron of polar expeditions. Horlicks has travelled to the top and bottom of the world, nourishing explorers including Scott, Emmerson and Bryrd. In fact, in Antarctica you can find the Horlicks mountain range - named in gratitude for William's continued support.

1948 OLYMPICS

Horlicks was also used extensively during the 1948 Olympic Games held in London! Supporting all the teams, it was available at every venue to give the athletes an extra energy boost.
Horlicks has been a popular brand in India since 1930. It was re-launched in 2003 and included a new look for the brand targeting its core consumer, children up to 14 years old. Traditionally it has been positioned as "The Great Family Nourisher”. New products have been developed specifically for India, catering different segments of the Indian market.
In India, over 2 billion cups of Horlicks are drunk every year. Horlicks is the only drink clinically proven in India to make kids ‘taller, stronger and sharper’. The Horlicks available has been scientifically developed and specifically caters to the nutritional needs of the Indian diet. Horlicks alone enjoys 50% of the Health Food Drinks market.
In South India, which is milk deficient, Horlicks is consumed as a substitute to milk. Horlicks was first invented as to substitute milk as baby food. However, in North India, it is consumed as a taste enhancer, although now it’s being recognized as a health food drink proven to make kids ‘taller, stronger and sharper’.
2.2 MISSION

Horlicks mission is to add Vitality to life. They meet everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good and get more out of life.

2.3 VISION
To make cleanliness a commonplace; to lessen work for customer; to foster health and contribute to personal attractiveness, in order that life may be more enjoyable and rewarding for the people who use the products.

2.4 GOALS

* To manufacture high-standard products. * Promoting products to the highest extent * Producing large volume to achieve production cost economies. * Enabling quality products to be sold out at obtainable product.

2.5 Organogram: COUNTRY
SALES HEAD
REGIONAL
SALES HEAD

BRANCH
SALES MANAGER
AREA
SALES MANAGER
SALES
OFFICER
SALESMEN
KEY ACCOUNT
MANAGERS

1. Figure: The Sales Organization Structure

The Distribution Management

Horlicks powder is manufactured in the factories, where it is packed in drums. It is then transported to the packaging stations, where it is packed into jars and cartons. Further, it is sent to company owned depots. Where there are no Company Owned Depots, Carrying & Forwarding Agents take charge of the stocks.

From the depots or C&F Agents, the stocks are sent to the distributors, who in turn distribute it to the distribution centre, wholesalers or semi wholesalers or directly to the retailers. The retailers can also get the stocks from the wholesalers or can directly approach the semi wholesalers.

Then there are the institutional buyers or government/army canteens who also get there stock from the C&F Agent where Horlicks is sold at a subsidized price.

Further, there are the Key Accounts. These include Subiksha, Spencer’s, Big Apple, Big Bazar, Vishal Megamart and Reliance. The Distribution Centre of these Key Accounts gets their stocks from the distributors, from where it is sent to their various outlets.

Primary Manufacturing Stations
Packaging Stations

Company Owned Depots
Or
Carry & Forwarding Agents

Distribution Centre
Canteens
Stores
Departments
Wholesalers
Distributors
Semi Wholesalers
Retailer
Customer

2. Figure: The Distribution Management.

2.4 Marketing mix Product:
Light Chocolate:

2.4Ingredients: Wheat Flour (31%), Sugar, Dried Whey, Malted Barley (8%), Calcium Carbonate, Fat-Reduced Cocoa Powder, Vegetable Fat, Dried Skimmed Milk (3%), Milk Proteins, Chocolate Powder (1.6%), Glucose, Salt, Stabilizers (Dipotassium Phosphate, Sodium Polyphosphate), Vitamins (C, Niacin, E, Pantothenic Acid, B6, B2, B1, Folic Acid, A, Biotin, D, B12), Flavorings, Emulsifier (Glyceryl Monostearate), Anti-caking Agent (Tricalcium Phosphate). May contain traces of soybeans.

Instructions for use:
Just put 5–6 teaspoons (32g) of Horlicks into a mug, add hot water and stir well. Relax and enjoy.

Storage instructions: Once opened, store in a cool, dry place away from sunlight. To enjoy the product at its best use within 4 weeks of opening. This pack contains 16 servings. Its contents may settle during transit.

Product: Light

Ingredients: Wheat Flour (33%), Malted Barley (19%), Dried Skimmed Milk (14%), Dried Whey, Sugar, Milk Proteins, Calcium Carbonate, Vegetable Fat, Salt, Vitamins (C, Niacin, E, Pantothenic Acid, B6, B2, B1, Folic Acid, A, Biotin, D, B12).May contain traces of soyabeans.
Instructions for use:
Just put 5–6 teaspoons (32g) of Horlicks into a mug, add hot water and stir well. Relax and enjoy.
Storage instructions: Once opened, store in a cool, dry place away from sunlight. To enjoy the product at its best use within 4 weeks of opening. This pack contains 16 servings. Its contents may settle during transit.

Product: Traditional

Ingredients: Wheat Flour (55%), Malted Barley (15%), Dried Whey, Sugar, Calcium Carbonate, Vegetable Fat, Dried Skimmed Milk, Salt, Vitamins (C, Niacin, E, Pantothenic Acid, B6, B2, B1, Folic Acid, A , Biotin, D, B12), Ferric Pyrophosphate, Zinc Oxide.May contain traces of soyabeans

Instructions for use:
Just put 3–4 teaspoons (25g) of Horlicks into a mug. Mix to a smooth paste with a little water and pour in 200ml (1/3pt) of hot milk. Stir well. Relax and enjoy. It’s also easy in a microwave. Just follow the directions about using cold milk, then heat in a microwave (800W) for 1 minute. Stir well, then heat for another 30 seconds and stir again.
Storage instructions:
Once opened, store in a cool, dry place away from sunlight. To enjoy the product at its best use within 4 weeks of opening. This pack contains 20 servings. Its contents may settle during transit.

Other Horlicks Products:

Price: HORLICKS | | Flavors (Rs) | | Elaichi | Chocolate | Honey Buzz | Vanilla | Weight(gm) | Jar | Refill Pack | Jar | Refill Pack | Jar | Jar | 200 | 57 | - | 57 | - | - | - | 500 | 108 | 103 | 108 | 103 | 108 | 108 | 1000 | 199 | 189 | - | - | - | - |

HORLICKS JUNIOR | Weight(gm) | Jar | Refill Pack | 200 | 58 | - | 500 | 114 | 105 |

Place:
It has a strong marketing network in India comprising over 1800 wholesalers and direct coverage of over 4,00,000 retail outlets. Horlicks sales have been strong in the south and eastern markets which contributes about 46 per cent and 47 per cent of the total sales. Milk-deficient South and East preferred white liquid powders (Horlicks, Viva, and Complain) as the drink could be prepared with hot water.

Promotion:
The company has earmarked around Rs 10 crores for brand promotion throughout 2003, and 70% of this will be spent in next six months. Sixty-five per cent of the ad-spend (around Rs 10 crores) will be for the visual medium and the balance for the print and others. Apart from the high-decibel media campaign, the company also plans to conduct an inter-school competition called Activity 2003 in which around 1.5 million students are expected to take part. Unlike its other drink (the Rs 170-crore Boost, promoted by Sachin Tendulkar); the new Horlicks does not have a brand ambassador. While all the action will be in the general Horlicks segment, the focus of Junior Horlicks (target segment: kids between one and three) will continue to remain the same. The brand will continue to talk to the mother since the purchase decision rests with her.

Marketing strategy:
The marketing logic by which the business unit hopes to create customer value and achieve profitable customer relationship .Guided by marketing strategy, the company designed an integrated marketing mix made up of factors under control-product, price, place, promotion.

Marketing mix:
The set of controllable tactical marketing tools-product, price, place and promotion- that the firm blends to produce the response it wants in the target market.
Product
Variety
Quality
Design
Brand Name
Price
List price
Discount
Allowances
Payment period

Target Market

Place
Channels
Coverage
Location
Inventory

Promotion
Advertisement
Personal selling
Sales promotion
Public relation

Product:
Product means goods-and-services combination the company offers to the target market. Thus a ford Escape consists of nuts and bolts, spark plug, pistons, head light and thousand other parts.

Price:
Price is amount of money customer must pay to obtain the product. Fords calculates suggested retail prices that its dealers might charge for each escape.

Place:
Place includes company activities that make product available to target customer. Ford partners with a large body of independently owned dealership that sell the company’s many different model.

Promotion:
Promotion means activities that communicate the merits of the products and persuade target customer to buy. Ford Motors Company spends more than $25 billion each year on USA advertising to tell consumer about the company and its products.

Marketing Mix analysis:
Marketing Mix of Horlicks
In 1960, a factory was built in the state of Punjab, India following pressure from local Government, heavy tariffs and diminishing import permits for Horlicks. This involved using Buffalo milk rather than cow’s milk, and the modified technology of using vacuum ovens, rather than the traditional vacuum pans. During 1969, a second factory was started in Andhra Pradesh, India subsequently increased in size until finished in 1978. The two factories now produce twice the quantity of product now produced at Slough (a factory at England).
The Merger 1989
On July 26, 1989, SmithKline Beckman and the Beecham Group merged to form SmithKline Beecham. SmithKline Beecham was formed with a compelling goal to become an integrated human healthcare company, covering prevention, diagnosis, treatment, cure and disease management — all built around creating customer healthcare solutions for today and tomorrow’s evolving healthcare needs.

3. Figure: Marketing Mix

Product:
Horlicks is a widely regarded and highly respected 130-year-old brand. GSK has four brands in the health food drinks segment. Apart from Horlicks, which contributes Rs 600 crores in revenue to the consumer healthcare division, it has Boost, Maltova and Viva – the last three are much smaller brands than Horlicks. Faced with stagnating sales in the health food drinks segment, the company has chalked out an aggressive brand push strategy and a revamp for its flagship brand, Horlicks. The prelaunch aims to focus on children as Horlicks were previously considered as a nourishment drink for old people. The company expects Horlicks contribution to the total turnover to be around Rs 800 corer which amounts to a major chunk of the company’s turnover. Horlicks is a nourishing malted food drink which combines the wholesome goodness of malted barley, wheat and dairy ingredients. A For more nourishment, Glaxo SmithKline Consumer Healthcare India Ltd (GSKCH) has relaunched its flagship brand Horlicks. Â to enable consumers choose different flavors, Horlicks is now available in Regular, Chocolate, Creamy Vanilla and Honey Buzz varieties in a new package. Â Horlicks drinks provide the following essential nutrients: A Proteins, Carbohydrate, Fat, Vitamin A, Niacin, Vitamin B1, VitaminB12, Vitamin E, Vitamin B6, and Iron & Calcium
Price:
HORLICKS | | Flavors (Rs) | | Elaichi | Chocolate | Honey Buzz | Vanilla | Weight(gm) | Jar | Refill Pack | Jar | Refill Pack | Jar | Jar | 200 | 57 | - | 57 | - | - | - | 500 | 108 | 103 | 108 | 103 | 108 | 108 | 1000 | 199 | 189 | - | - | - | - |

HORLICKS JUNIOR | Weight(gm) | Jar | Refill Pack | 200 | 58 | - | 500 | 114 | 105 |

Target market:
Earlier Horlicks believed, white drinks are for the entire family in contrast to the browns, whose prime target audience is children. This is probably because whites–whose growth rate is faster than the browns–have the added advantage of being perceived as food which enhances the healthy image of those who are recovering. But gradually they realized that they have to focus on one segment of market that is children. Horlicks is now positioned as a pleasurable nourishment drink aimed at children between the age group of 8 -14. Nowadays children have tremendous influence on the things purchased for the family and therefore we want children to prefer Horlicks as a pleasurable nourishment drink. While all the action will be in the general Horlicks segment, the focus of Junior Horlicks (target segment: kids between one and three) will continue to remain the same.
Promotion:
The company has earmarked around Rs 10 crores for brand promotion throughout 2003, and 70% of this will be spent in next six months. Sixty-five per cent of the ad-spend (around Rs 10 crores) will be for the visual medium and the balance for the print and others. Apart from the high-decibel media campaign, the company also plans to conduct an inter-school competition called “Activity 2003” in which around 1.5 million students are expected to take part. Unlike its other drink (the Rs 170-crore Boost, promoted by Sachin Tendulkar); the new Horlicks does not have a brand ambassador. While all the action will be in the general Horlicks segment, the focus of Junior Horlicks (target segment: kids between one and three) will continue to remain the same. The brand will continue to talk to the mother since the purchase decision rests with her. | | |
Place:
It has a strong marketing network in Bangladesh comprising over 1800 wholesalers and direct coverage of over 4,00,000 retail outlets. Horlicks sales have been strong in the south and eastern markets which contributes about 46 per cent and 47 per cent of the total sales. Milk-deficient South and East preferred white liquid powders (Horlicks, Viva, and Complain) as the drink could be prepared with hot water.

* Type of Horlicks customer measured time?

Figure:

* Which type of Horlics products consumer buy more?

* Consumer opinion about price of Horlicks products?

* Consumer opinion about Horlicks products?

Major Findings:
While conducting our study, we came across some interesting facts about Horlicks.

* In Bangladesh, which is milk deficient, Horlicks is consumed as a substitute to milk. Horlicks was first invented as to substitute milk as baby food. However, in North India, it is consumed as a taste enhancer.

* In Dhaka, chocolate flavor is preferred the most as Horlicks is seen as a taste enhance.

* GSK keeps conducting ‘Creative Activity’ where it distributes creative posters, post its, stickers to the sales personnel for Visual Merchandising at retail outlets.

* In certain areas, GSK has dedicated Visual Merchandisers.

* Most of the horlicks consumer are satisfied with its products.

* The VAT on Horlicks and other products in health drink powders’ category is 12.5%.

* Mother Horlicks is primarily sold through chemist outlets on doctors’ prescription. * In spite of the strong distribution network of GSK, the penetration of Horlicks Lite has been very low due to lack of advertising.

* For countries like Saudi Arabia and Bangladesh, special packing with local language is done. Within India, there is one standard packing.

Recommendation: 1. In major markets, if the company operates a high discount on prices, the wholesaler tends to sell below company prices and upset company sales. And to meet short term sales targets, the sales personnel engage in under cutting. The Sales Officer or the ASM should intervene in such a scenario.

2. Wholesalers at times tend to corner the stocks and influence the pricing of the goods to retailers and customers. The Sales Officer’s role is very critical here.

3. The sales person should try to bring the retailer in the direct company coverage in case he sources goods from semi wholesaler. If the distributor’s salesman keeps pestering the retailer time and again, despite him not taking the stocks, he will eventually get into the system by getting stocks directly from the company.

4. Currently, only 5% trade in India is organized. But more and more retail chains are coming up with outlets all over India. GSK should continue with the same structure and not create a parallel channel for them. One way of doing that is by persuading retailers to route their purchases through suppliers' existing distribution networks. For instance, Reliance follows a separate channel where it has eliminated all intermediaries. This channel is already facing a lot of hostility from the market.

5. Meanwhile, manufacturers have to also keep their traditional distributors satisfied - a tough task, considering they offer modern trade more concessions and better promotions than their general trade partners.

6. The CSD’s are often found making profit out of the differential pricing. They give orders of required quantity to the company and sell the surplus stocks in the retail market.

7. The salesmen at times have some preferred retailers because of personal relations that build up over time. The salesmen are often willing to extend credit to retailers with high sales and very less or no credit to retailers with low sales.

8. Company should increase their sell.

9. At times, a wholesaler or semi wholesaler tries to poach into another’s territory. It is tedious for the company to track this as the retailers will be resistant to reveal where they are sourcing their stocks from. The Sales Officer and ASM have to narrow down on the possible distributors who could be supplying to these retailers, by identifying erratic sales with distributors.

10. If distributor is not extending the kind of credit required, it is likely that the coverage is not 100 percent, and he maybe avoiding some outlets. The salesperson is required to take corrective action on his while working the markets with the distributor.

11. The distributors have to extend credit to the retailers. At times for even more than a fortnight. In this scenario, the outstanding debtors of the distributor will increase. Return on investment will decrease. Company prefers if the distributors get more cash payments rather than credit.

Wholesalers in secondary markets and rural areas get easily tempted to stock and sell infringements and counterfeits of well known brands. The sales team has to be very vigilant in this regard and in case they come across any such case, it should be reported to the head office urgently. Corrective measures need to be taken immediately.

Conclusion:
Horlicks is one of the leading multinational companies in Bangladesh. we had the opportunity to work for this company during our report. we have worked in customer satisfaction about marketing mix of Horlicks. During this time we got an opportunity to observe the overall activities of managing retail environment.
This report has provided some interesting insight into what kind of service the customers and retailers are getting and what is their expectation from Horlicks Customer Development Department. It also analyzed the perceptions of retailers like how it has helped to build the relationship with Horlicks as well as increase the sales. As it can be seen the relationship with retailers has already strengthen now Horlicks should try to attract the customer who are not fully satisfied and bring them to the positive side of the road so that strong relationship with the customers should be maintained. Horlicks should also provide more value to its loyal customers.
Finally, we would say that this report at Horlicks has increased our practical knowledge of Business Administration and made our BBA education more complete and applied.

Bibliography:

* Official web site of Horliks. * Annual report of Horlicks. * Principle of marketing (Philip Kotler) 13th edition. * Previous internship report of BUBT.

Annexure
Dear Respondent,
We are doing our report. We are conducting a sample survey on “customer satisfaction about marketing mix of Horlicks”, to prepare this report. We need the following information. We are ensuring you that we will use this information only for the purpose of writing our report. So please fill the questionnaire:

1. For how long you have been drinks Horlicks? * Below 1 year * Between 1 to 5 year * Over 5 year
2. Which type of products you have in Horlicks? * Horlicks chocolate * Horlicks light * Horlicks traditional * Horlicks others

3. Are you satisfied about malted milk food provided by Horlicks? Yes No

4. Do you think Horlicks should advertise on its products? Yes No

5. If yes which media do you prefer most? * TV * Newspaper * Promotional events * Billboards
6. Do you think price of Horlicks for their various products is at right? Perfect High Low

7. Do you feel comfort to drink this malted drinks? Yes No

8. Do you drink another malted milk drink? Yes No

9. Do have faced any problem to drink this malted milk drinks? Yes No

10. What is your opinion about Horlicks Products? * Good * Bad

11. Do you think Horlicks should sell more? Yes No

Name: ............................................................................................
Address: …………………………………………………….
Sex: Male Female
Age: ………………..
Occupation: …………………….

Row table

* For how long you have been drink Horlicks? Below 1 year | 20% | Between 1 to 5 year | 50% | Over 5 year | 30% |

* Which type of products you have in Horlicks?

Horlicks chocolate | 12% | Horlicks light | 28% | Horlicks traditional | 35% | Horlicks others | 25% |

* Are you satisfied about malted milk food provided by Horlicks?

Yes | 80% | No | 20% |

* Do you think Horlicks should advertise on its products?

Yes | 30% | No | 70% |

* If yes which media do you prefer most?

TV | 40% | Newspaper | 10% | Promotional events | 20% | Billboards | 30% |

* Do you think price of Horlicks for their various products is at right?

Perfect | 50% | High | 48% | Low | 2% |

* Do you feel comfort to drink this malted drinks? Yes | 85% | No | 15% |

* Do you drink another malted milk drink? Yes | 5% | No | 95% |

* Do have faced any problem to drink this malted milk drinks? Yes | 2% | No | 98% |

* What is your opinion about Horlicks Products? Good | 97% | Bad | 3% |

* Do you think Horlicks should sell more? Yes | 80% | No | 20% |

Similar Documents

Free Essay

Supply Chain Management

...have been a comprehensive one. We would like to give special thanks to Mr. Harunur Rashid, Head of finance & accounts of Agora for giving us time from their very busy office work to discuss the things & have guided us by giving useful suggestions and providing us data and relevant information for completing this report. We would also like to thank  Mr. Bajan saha, accounts manager of  Agora for giving us some important information about the official procedure and inspiration techniques of Agora to complete this report. They shared their practical experiences and talk about their loyalty and commitment towards the organization. .All of our group members supported each other, throughout the making of this report and completing it successfully. We have done some group discussions, where we shared each other‘s views on the different issues to complete this report. Executive Summary Agora is the largest retail superstore in Bangladesh. Agora‘s interior is similar to most supermarkets in design and layout due to trends in marketing. It produce tends to be near the entrance of the store. Various kinds of products and services are sold (at least 2500 products and services). Milk, bread, and other essential items are...

Words: 5471 - Pages: 22

Premium Essay

Marketing

...A SUMMER INTERNSHIP PROJECT REPORT ON ANALYSIS OF PRODUCT DEVELOPMENT AND CUSTOMER FEED BACK BY GUJARAT MILKMARKETING FEDERATION LIMITED SUBMITTED TO BY ROHIT.B.PATHAK ROLL NO-11-E35 This report is submitted to the University / Institute in partial fulfillment of the requirement for the curriculumas prescribed by the University of Mumbai. Table of Contents TOPIC | PAGE NO | Executive Summary. | 6 | Industry Profile. | 7 | Company Profile. | 12 | Products. | 13 | Amul Pro Description. | 21 | Research Methodology. | 25 | Questionaire. | 30 | Comparison With Bournvita. | 31 | Findings. | 33 | Conclusion. | 34 | DECLARATION I hereby declare that all the work presented in the summer internship project report entitled “ANALYSIS OF PRODUCTDEVELOPMENT AND CUSTOMER FEEDBACKBY GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LIMITED. atVidylankar Institute of Technology , Wadala and AMUL is my authentic record of my own work carried out . Certificate of Internship This is to certify that MR ROHIT.B.PATHAK a student of vidyalankar institute of technology and pursuing two years full time MASTERS IN MANAGEMENT STUDIES (MMS), underwent two months of internship with us from may 2, 2012 to June 5, 2012. During the internship, MR ROHIT.B.PATHAK has successfully completed the project titled “analysis of product development and customer feedback. .” Under the guidance of MR.P.S BABRA, We wish MR ROHIT.B.PATHAK the very best for his......

Words: 3430 - Pages: 14

Premium Essay

Mktg

...dimensions of marketing and exploring horizons of this integral business function. To bring out the best in the marketing domain from the trivial to the bizarre things that really matter which is aimed at enlightening the marketers is the onus of the team. We have a legacy of producing one of the best marketing magazines across all B-Schools. Trend analysis and innovation in the market are two prime focus areas of the magazine. These, we think, will make you ponder upon how a company proactively or reactively markets its offerings. Customer value is of paramount importance to every marketer and we as IIFTians strive to provide maximum value proposition to our customers, that is, you. This edition of Markmantra focuses the most core aspect of Marketing, i.e. Why is Marketing Needed in the First Place? The theme, “Why is Marketing Important”, seeks to dispel the belief of “Marketing is Just Gas” from people’s minds, all the while convincing them about the importance of marketing in today’s era of the evolved-and-ever-informed customer, the roles it plays right from the birth of an idea till the final sale, the work it does to turn unknown strangers into hardcore brand-loyalists, the magic it works to change the image of an “also-ran” brand into one with a cult following and what not. TEAM MARKMANTRA Editor-in-Chief Managing Editors Gaurav Gudhka Sidharth Nanda Prashant Sishodia CONTENTS i. ii. iii. iv. v. vi. vii. ix. x. xi. Cover Story: Why is Marketing......

Words: 11391 - Pages: 46

Premium Essay

Marketing Management

...PAPER 3.5: MARKETING MANAGEMENT – M.B.A. III Sem UNIT 1 Modern Marketing Concept: Social Marketing concept – Approaches to the study of marketing – Marketing segmentation – Meaning – Bases for segmentation, benefits – Systems approach – Features of industrial, consumer and services marketing. UNIT 2 Marketing Environment: External factor – Demographic factors – Internal factors – Marketing mix – Four P’s marketing. Consumer Behaviour: Meaning and importance – Consumer buying process – Determinants and theories of consumer behaviour – Psychological, sociological determinants – Theories and their relevance to marketing. Marketing Research: Meaning – Objectives – Procedure. UNIT 3 Product Mix Management: Product planning and development – Meaning and process – Test marketing – Product failures – Product life cycles – Meaning and Stages – Strategies – Meaning PLC. Product-Market Integration: Strategies – Product positioning – Diversification – Product line simplification –Planned obsolescence – Branding Policies and Strategies – Packing. UNIT 4 Price Mix Management: Pricing and pricing policies – Objectives – Procedures – Methods of price fixing – Administered and regulated prices – Pricing and product life cycle – Government control of pricing. UNIT 5 Physical Distribution Mix: Distribution channel policy – Choice of channel – Channel management – Conflict and cooperation in channels – Middlemen functions. UNIT...

Words: 57203 - Pages: 229

Premium Essay

Maggi Marketing Communication

...Brief Introduction of Nestlé: Nestlé was founded in 1866 by Henri Nestlé and is today the world's biggest food and beverage company. Nestlé has employed around 2,50,000 people from more than 70 countries and has factories or operations in almost every country in the world. The history of Nestlé began in Switzerland in 1867 when Henri Nestlé, the pharmacist, launched his product Farine Lactée Nestlé, a nutritious gruel for children. Henri used his surname, which means ’little nest’, in both the company name and the logotype. The nest, which symbolizes security, family and nourishment, still plays a central role in Nestlé’s profile. Since it began over 130 years ago, Nestlé’s success with product innovations and business acquisitions has turned it into the largest Food Company in the world. As the years have passed, the Nestlé family has grown to include chocolates, soups, coffee, cereals, frozen products, prepared dishes and cooking aids, yoghurts, mineral water and other food products. Beginning in the 70s, Nestlé has continued to expand its product portfolio to include pet foods, pharmaceutical products and cosmetics too. Today, Nestlé markets a great number of products, all with one thing in common: the high quality for which Nestlé has become renowned throughout the world. The Company's strategy is guided by several fundamental principles. Nestlé's existing products grow through innovation and renovation while maintaining a balance in geographic activities and......

Words: 7939 - Pages: 32

Premium Essay

Rural Marketing

...Rural Marketing Quite clearly, large Indian companies have begun looking at rural markets seriously. Some of them are even developing exclusive marketing strategies to tap this huge mass of consumers. Of India's one billion plus population, nearly 70 per cent live in non-urban or rural areas. According to a National Council for Applied Economic Research (NCAER) study, there are as many "middle income and above" households in rural areas as there are in urban areas. There are almost twice as many "lower middle income" households in rural areas as in urban. According to NCAER's projections, the number of middle and high-income households in rural India is expected to grow from 80 million to 111 million by 2007. In Urban India, the same is expected to grow from 46 million to 59 million. Hence the absolute size of middle and high income households in Rural India is expected to be nearly double that of Urban India. Percentage Distribution of household population and income | |Households |Population |Income | |Rural |73.6 |74.6 |55.6 | |Urban |27.4 |25.4 |44.4 | |All India |100 |100 |100 | Thus we see that Rural India contributes almost 56% to the National Income as against 44% contributed by Urban India. Although it is contributed by 76% of the total...

Words: 15293 - Pages: 62

Premium Essay

Test

...CHAPTER 8 IMPORTING, EXPORTING, AND SOURCING SUMMARY A company’s first business dealings outside the home country often take the form of exporting or importing. Companies should recognize the difference between export marketing and export selling. By attending trade shows and participating in trade missions, company personnel can learn a great deal about new markets. Governments use a variety of programs to support exports, including tax incentives, subsidies, and export assistance. Governments also discourage imports with a combination of tariffs and nontariff barriers. A quota is one example of a nontariff barrier. Export-related policy issues include the status of foreign sales corporations (FSCs) in the United States, Europe’s Common Agricultural Policy (CAP), and subsidies. Governments establish free trade zones and special economic zones to encourage investment. The Harmonized Tariff System (HTS) has been adopted by most countries that are actively involved in export-import trade. Single-column tariffs are the simplest; two-column tariffs include special rates such as those available to countries with normal trade relations (NTR) status. Governments can also impose special types of duties. These include antidumping duties imposed on products whose prices government officials deem too low and countervailing duties to offset government subsidies. Key participants in the export-import process include foreign purchasing agents, export brokers, export......

Words: 8210 - Pages: 33

Free Essay

Cheet

...LIST OF COMPANIES American Express Amway Anand Axis Castrol Deloitte Ernst & Young FINO Godrej Maruti Ingersol Rand Inno Park L&T Madura Marg Group Mercer Metro Cash and Carry Naukri Tata Sons Tata Motors TVS Motors Marico Religare Standard Chartered Sanofi UBI American Express (India) Private Ltd Vision: We work hard every day to make American Express the world’s most respected service brand Slight History – Parent company is an American multinational financial services. Founded in 1850, it is one of the 30 components of the Dow Jones Industrial Average. The company is best known for its credit card, charge card, and traveler'scheque businesses. Amex cards account for approximately 24% of the total dollar volume of credit card transactions in the US, the highest of any card issuer. American Express (India) Private Ltd. offers accounting and financial processes consolidation services to the American Express Company’s businesses. The company was founded in 1994 and is based in Gurgaon, India. American Express (India) Private Ltd. operates as a subsidiary of American Express International Inc. and American Express Limited. Basics Non-Listed, Limited Liability Company Net operating revenues increased 4.01%, (INR 812.33 to INR 844.89 tens of millions) Operating result increased 7.59% (INR 175.98 to INR 189.33 tens of millions) Net Profit Margin (Net Income/Net Sales) from 24.52% to 13.68% Employee 6158 • s Key • People Sanjay Rishi CEO India HR practices......

Words: 14529 - Pages: 59

Premium Essay

Brand Positioning

...positioning is used as a communication tool to reach target customers in a crowded marketplace. Regular use of the term dates back to 1972 when the same authors published a series of articles in Advertising Age called "The Positioning Era." Not long thereafter, Madison Avenue advertising executives began to develop positioning slogans for their clients and positioning became a key aspect of marketing communications. Positioning: The Battle for your Mind has become a classic in the field of marketing. The following is a summary of the key points made by Ries and Trout in their book What is Positioning? Positioning is a platform for the brand it facilitates the brand to get through to the target consumers. Positioning is act of fixing the locus of the product offer in the minds of the target consumers. In positioning, the firm decides how and around what parameters, the product offer has to be placed before the target consumers. The significance of product positioning can be easily understood from David Ogilvy’s words; the results of your campaign depends less on how we write your advertising than on how your product is positioned. Most authors define positioning as the perception that a target market has of a brand relative to its competitors. This definition raises two points. First, positioning is perceptual. In other words, positioning is not factual; instead it pertains to influencing customer perceptions of your product. Second, companies cannot......

Words: 12367 - Pages: 50

Premium Essay

Research in Motion

...LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT Report on Summer Training On the topic “A REVIEW OF RETAIL OPRATION WITH REFRENCE TO FMCG” Submitted to Lovely Professional University In partial fulfillment of the Requirements for the award of Degree of Master of Business Administration Submitted by: DEEPAK M 11001433 DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY JALANDHAR NEW DELHI GT ROAD PHAGWARA PUNJAB 1 ACKNOWLEDGEMENT I would like to express my gratitude to all those who gave me the possibility to complete this project titled, A REVIEW OF RETAIL OPERATIONS WITH REFERENCE TO FMCG(IN FOOD SECTION) – A STUDY DONE ON HYPER CITY RETAIL INDIA LTD(AMRITSAR). I wish to take this valuable opportunity to express my sincere thanks to Hyper City Retail India Ltd for providing me a chance of learning. The project not only helped me to understand retail industry in India in depth but widened my vision in general management too by virtue of being associated with an excellent and professional organization. Words perhaps fail to express the gratitude and special thanks I owe to Mr Sonu Dua (Sr. Lecturer) who is my project guide, who helped me while preparing my summer training report and guide, who helped me while preparing my summer training report and giving guidance whenever required. The project would not have been complete without the guidance of Mr. Nitin Chubby (SOM), Deepak (Brand Staff), and Miss Kusum (Associate). Who was there to provide me the......

Words: 10923 - Pages: 44

Premium Essay

Accounting

...or to announce publicly.‖ Definition of Advertising:  The American Marketing Association has defined Advertising as ―any paid form of non-personal presentation and promotion of goods, services or ideas by an identified sponsor.‖ Elaboration of the above definition:  First advertising is ―paid for‖ that means it involves commercial transaction.  Secondly advertising is ―non-personal‖ that means it is directed towards a mass audience not directed towards any individual as it is in the case of personal selling.  Finally advertising is identifiable with its sponsoring authority or advertiser. It discloses or identifies the source of opinions and ideas, it presents. Einstein College of Engineering Objectives of Advertising: There are two types of Advertising Objectives, I. II. General Objectives. Specific Objectives. I. General Objective a) Stimulating Demand – It can be done in two ways, first the present users of the product may be persuaded to increase the present rate for product consumption. Second way is to attract the new users into the market by telling them the qualities of the product. b) Increased profits. II. Specific Objectives of Advertising a) Preparing ground for new product. b) Facing competition. c) Informing the changes to the consumers. d) Barring new entrants. e) Creating or enhancing goodwill. f) To assist salesmen. g) Expanding the market to new buyers. h) Reminding customers. Einstein College of Engineering Elements to Be Considered In......

Words: 37507 - Pages: 151

Premium Essay

Btl Marketing

...1 : Introduction To Marketing Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is the key factor behind the success of a company. Generally a company produces many things which may include different kinds of consumer products, electronic goods or may be many services. Every company spends huge sums of money to these marketing strategies. They employ these specialized people in the field of marketing in lieu of huge remuneration. The chief responsibility of these marketing is to make these products popular and to prepare new marketing ventures so that people develop some sorts of understanding about the company and its products or services. When it comes to marketing, most if not all marketing professionals have a different approach on how to reach consumers. Despite the differences in how consumers are reached, the goal is often the same; encourage consumers to purchase a specific product or service. The obvious way to increase your consumer base is to increase the amount of consumers you reach. Evolution of Marketing Earlier approaches The marketing orientation evolved......

Words: 22932 - Pages: 92

Premium Essay

Spanish Culture

...PROGRAMME OF APOLLO INSTITUTE OF TECHNOLOGY KANPUR UNDER GUIDANCE OF: Mr. ADESH TRIPATHI (AREA MARKETING MANAGER) SUBMITTED BY: Divya Tiwari MBA 3rd SEMESTER 2009-2010 DECELARATION I Divya Tiwari declare that this project report titled “Comparative Survey of Coke vs. Papsi” is an original work done by me under the guidance of Mr. ADESH TIWARI (AREA MARKATING MANAGER). I further declare that it is my original work as a part of my academic course. PLACE: KANPUR DATE: Aug. 16th, 2010 Divya Tiwari INDEX TITLE PAGE AKNOWLEDGEMENT MEANING OF PROJECT INTRODUCTION CHAPTER 1: PROFILES * HISTORY OF THE COMPANY * EARLY GROWTH * WARTIME DEVELOPMENT RECENT DEVELOPMENTS * * POSTWAR GROWTH CHAPTER 2: INDUSTRIAL PROFILE * SOFT DRINK INDUSTRY IN INDIA * COCA-COLA IN INDIA * VISION OF COCA-COLA IN INDIA * MISSION OF THE COCA-COLA IN INDIA CHAPTER 3: PRODUCT PROFILE * SOFT DRINK INDUSTRY IN INDIA * COCA-COLA IN INDIA * VISION OF COCA-COLA IN INDIA * MISSION OF THE COCA-COLA IN INDIA CHAPTER 4: THE COMPETITIVEAREA * THE COMPETITIVE AREA AMONG COKE AND PEPSI * ADVERTISING CHAPTER 5: MARKETING DEPATMENT * MARKETING DEPARTMENT * SALES PROMOTION TECHNIQUES OF COMPANY * CRITERIA FOR PROVIDING......

Words: 9852 - Pages: 40

Premium Essay

Human Resource Policy

...Introduction :- Human Resource Management (HRM) is a relatively new approach to managing people in any organisation. People are considered the key resource in this approach. it is concerned with the people dimension in management of an organisation. Since an organisation is a body of people, their acquisition, development of skills, motivation for higher levels of attainments, as well as ensuring maintenance of their level of commitment are all significant activities. These activities fall in the domain of HRM. Human Resource Management is a process, which consists of four main activities, namely, acquisition, development, motivation, as well as maintenance of human resources. Scott, Clothier and Spriegel have defined Human Resource Management as that branch of management which is responsible on a staff basis for concentrating on those aspects of operations which are primarily concerned with the relationship of management to employees and employees to employees and with the development of the individual and the group. Human Resource Management is responsible for maintaining good human relations in the organisation. It is also concerned with development of individuals and achieving integration of goals of the organisation and those of the individuals. Northcott considers human resource management as an extension of general management, that of prompting and stimulating every employee to make his fullest contribution to the purpose of a business. Human resource......

Words: 9061 - Pages: 37

Premium Essay

Singapore Healthcare Report

...Q3 2010 www.businessmonitor.com siNGapore pharmaceuticals & healthcare report INCLUDES 10-YEAR FORECASTS TO 2019 issN 1748-216X published by Business monitor international ltd. SINGAPORE PHARMACEUTICALS & HEALTHCARE REPORT Q3 2010 INCLUDING 5-YEAR AND 10-YEAR INDUSTRY FORECASTS BY BMI Part of BMI’s Industry Report & Forecasts Series Published by: Business Monitor International Copy deadline: June 2010 Business Monitor International Mermaid House, 2 Puddle Dock, London, EC4V 3DS, UK Tel: +44 (0) 20 7248 0468 Fax: +44 (0) 20 7248 0467 Email: subs@businessmonitor.com Web: http://www.businessmonitor.com © 2010 Business Monitor International. All rights reserved. All information contained in this publication is copyrighted in the name of Business Monitor International, and as such no part of this publication may be reproduced, repackaged, redistributed, resold in whole or in any part, or used in any form or by any means graphic, electronic or mechanical, including photocopying, recording, taping, or by information storage or retrieval, or by any other means, without the express written consent of the publisher. DISCLAIMER All information contained in this publication has been researched and compiled from sources believed to be accurate and reliable at the time of publishing. However, in view of the natural scope for human and/or mechanical error, either at source or during production, Business Monitor International accepts......

Words: 29653 - Pages: 119