Chocovik Health Drink Market Research – Case Study – sushi007.mit
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Chocovik Health Drink Market Research
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:To understand market opportunity for health drinkTo 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:ComplanHorlicksBournvitaHorlicks has market share close to 70%, Bournvita at over 16% and Complan 14%SWOT analysis for HorlicksStrengthStrong Brand awarenessStrong distribution network across IndiaWeaknessLow profit marginsHigh investments on product variationOpportunityEconomic development in IndiaIncreasing consumer awareness for health drinkThreatsHigh co petition from domestic marketIncrease in raw material costSWOT analysis for BournvitaStrenghtAggressive marketingPricing according to Indian BrandWeaknessChocolate can cause dental problemLess presence in rural marketOpprtunityExpand in while maltTo introduce product variantsThreatsStiff competitionLow price of product switchData 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 questionnairePersonal InformationName:GenderAgeNo. of Family membersIncome LevelContact DetailsE mail idCell No.When you consume Health DrinkMorningAfternoonEveningHow frequently you consume Once in a dayTwice a dayFrom where health drink is purchasedSuper MarketLocal StoreMedical ShopMedia followedTVPrint ( Newspaper / Hoardinds/ Pamplets)Doctor’s suggestionPreferred FlavourChocolateStrawberryHoneyVanillaAge GroupBelow 1010-1515-2021-3031-40Above 40OccupationStudentsEmployedHousewifeWhat is more important featureQualityPriceTastePackageHow you food Chocovik in comparison with competitorsBetterGoodBadWill you purchase the Chocovik in futureYesNoIf No, why_________________________________________________________________AnalysisGender [pic 1]GenderNo. Of PeoplePercentageMale4955.7%Female3944.3%Please Select your age [pic 2]AgeNo. Of PeoplePercentageBelow 101314.8%10-156776. 1%15-2033.4%21-3011%31 – 4011 %Above 4033.4 %Why you prefer eating biscuits[pic 3]PreferenceNo. Of PeoplePercentageMorning2225.3%Afternoon4046%Evening2629.9%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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By: sushi007.mit
Submitted: July 9, 2017
Essay Length: 616 Words / 3 Pages
Paper type: Case Study Views: 388
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