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Chocovik Health Drink Market Research

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Background:

The product is chocolate based health drink ‘Chocovik’. It is to be taken along with milk has high nutrient value and protein rich. The health drink demand is increasing due to growing awareness among consumer about fitness and health. The importance of healthy breakfast is increasing and milk becomes an important ingredient of breakfast. Apart from general population, sports and athletic professions and body builder are also using heath drink to have a healthy start of their day.

Objective:

  1. To understand market opportunity for health drink
  2. To study consumer preference and behaviour towards ‘Chocovik

To understand market we can source data from secondary data as company SWOT analysis can be Technical paper, company website and company annual report.

The major competitors in Indian Market are as follows:

  1. Complan
  2. Horlicks
  3. Bournvita

Horlicks has market share close to 70%, Bournvita at over 16% and Complan 14%

SWOT analysis for Horlicks

Strength

  1. Strong Brand awareness
  2. Strong distribution network across India

Weakness

  1. Low profit margins
  2. High investments on product variation

Opportunity

  1. Economic development in India
  2. Increasing consumer awareness for health drink

Threats

  1. High co petition from domestic market
  2. Increase in raw material cost

SWOT analysis for Bournvita

Strenght

  1. Aggressive marketing
  2. Pricing according to Indian Brand

Weakness

  1. Chocolate can cause dental problem
  2. Less presence in rural market

Opprtunity

  1. Expand in while malt
  2. To introduce product variants

Threats

  1. Stiff competition
  2. Low price of product switch

Data related to consumer preferences and behaviour to be collected by primary data collection. The primary data can be collected by observation or Communication. The communication can be carried out by survey or focused group discussion

The research survey will be conducted in Tier 2 cities where the consumer are not brand sensitive.

The questionnaire

  1. Personal Information
  1. Name:
  2. Gender
  3. Age
  4. No. of Family members
  5. Income Level
  6. Contact Details
  1. E mail id
  2. Cell No.
  1. When you consume Health Drink
  1. Morning
  2. Afternoon
  3. Evening
  1. How frequently you consume
  1. Once in a day
  2. Twice a day
  1. From where health drink is purchased
  1. Super Market
  2. Local Store
  3. Medical Shop
  1. Media followed
  1. TV
  2. Print ( Newspaper  / Hoardinds/ Pamplets)
  3. Doctor’s suggestion
  1. Preferred Flavour
  1. Chocolate
  2. Strawberry
  3. Honey
  4. Vanilla
  1. Age Group
  1. Below 10
  2. 10-15
  3. 15-20
  4. 21-30
  5. 31-40
  6. Above 40
  1. Occupation
  1. Students
  2. Employed
  3. Housewife
  1. What is more important feature
  1. Quality
  2. Price
  3. Taste
  4. Package
  1. How you food Chocovik in comparison with competitors
  1. Better
  2. Good
  3. Bad

  1. Will you purchase the Chocovik in future
  1. Yes
  2. No

If No, why_________________________________________________________________

Analysis

  1. Gender                                                              [pic 1]

Gender

No. Of People

Percentage

Male

49

55.7%

Female

39

44.3%

  1. Please Select your age    [pic 2]

Age

No. Of People

Percentage

Below 10

13

14.8%

10-15

67

76. 1%

15-20

3

3.4%

21-30

1

1%

31 – 40

1

1 %

Above 40

3

3.4 %

  1. Why you prefer eating biscuits

[pic 3]

Preference

No. Of People

Percentage

Morning

22

25.3%

Afternoon

40

46%

Evening

26

29.9%

The filled survey forms will be collected and analysis will be called out by pie chart and tabulation of data as represented above

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