³Brand Promotion Of Tzinga Energy Drink´ Summer Internship Project Report Submitted towards Partial Fulfillment of Post Graduate Diploma in Management-MM (Approved by AICTE, Govt. of India) Academic Session 2010 ± 2012 Submitted By: Dheeraj Singh Somvanshi Roll No ± BM.010262 Under the Guidance of: Industry Guide: Faculty Guide: Mr. Harsingh sir prof UrvashiMakkar Designation Designation: facultyHector Beverages Pvt. Ltd.IMS, Ghaziabad INSTITUTE OF MANAGEMENT STUDIES GHAZIABAD A Project Report Of Summer Internship Project on ³Brand Promotion Of Tzinga Energy Drink´ Submitted To:Submitted By: Prof UrvashiMakk Dheeraj Singh Somvanshi BM 010262 DECLARATION I, Dheeraj Singh Somvanshi, BM-010262 here by declared that the work which is being presented in the report etitled ³Brand Promotion of Tzinga energy Drink´ in partial fulfillment of the requirement for the award of Post Graduate Diploma in Management studies, Ghaziabad is an authentic record of our own work carried out during period from April 2010 to july 2010 under the supervision of Mr. Harsingh (ASM) and Ms. UJwalla (HR, Hector Gurgaon) and regular guidance by Prof. Urvashi Makkar(Faculty Mentor, IMS Ghaziabad). I have not submitted the matter presented in the report for the award of any other degree or diploma of this or any other institute. Date: July 15th , 2010 Dheeraj Singh Somvanshi Place: Ghaziabad PREFACE The PGDM program is well structured and integrated course of business studies. The main objective of practical training at PGDM level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The PGDM program provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. Training is an integral part of PGDM and each and every student has to undergo the training for 45 days in a company and then prepare a project report on the same after the completion of training. During this whole training I got a lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. In today¶s globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that ³Experience is the best teacher´ ACKNOWLEDGEMENT With immense pleasure, I would like to present this project report for Tzinga Energy drink, Hector Beverages PvtLtd.It has been an enriching experience for me to undergo my summer training at Hector Beverages, which would not have possible without the goodwill and support of the people around. As a student of INSTITUTE OF MANAGENENT STUDIES, GHAZIABAD, I would like to express my sincere thanks to all those who helped me during my practical training program. Words are insufficient to express my gratitude toward Mr. Harsingh sir (A.S.M.), (Mentor/Project Guide) ,Miss. UjwallaMaam(H.R.)and Dr. UrvasiMakkar for their timely contribution in completion of my project. My heartfelt thanks go to all who helped me to gain knowledge about the actual working and the processes involved in various departments. However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice. Thanking You Dheeraj Singh Somvanshi Enrollment BM-010262 IMS,Ghaziabad CERTIFICATE I, Dheeraj Singh Somvanshi, BM-010262 here by declared that the work which is being presented in the report etitled ³Brand Promotion of Tzinga energy Drink´ in partial fulfillment of the requirement for the award of Post Graduate Diploma in Management studies, Ghaziabad is an authentic record of our own work carried out during period from April 2010 to july 2010 under the supervision of Mr. Harsingh (ASM) and Ms. UJwalla (HR, Hector Gurgaon) and regular guidance by Prof. Urvashi Makkar (Faculty Mentor, IMS Ghaziabad). We have not submitted the matter presented in the report for the award of any other degree or diploma of this or any other institute. This is to certify that the above statement made by the candidate are correct to the best of my knowledge. Dr. Urvashi Makkar (Project Guide) IMS, Ghaziabad TABLE OF CONTENT CHAPTER NO TITLE PAGE NO CHAPTER 1 EXECUTIVE SYNOPSIS INTRODUCTION OBJECTIVE OF STUDY NEED OF STUDY SCOPE OF STUDY CHAPTER 2 COMPANY PROFILE INDUSTRY PROFILE LITERATURE REVIEW CHAPTER 3 RESERCH METHODOLOGY CHAPTER 4 DATA ANALYSIS CHAPTER 5 FINIDINGS RECOMMENDATION CONCLUSION QUESTIONNAIRE BIBLIOGRAPHY APPENDIX LIST OF FIGURES Figures: o Fig.1 o Fig.2 o Fig.3 o Fig.4 o Fig.5 o Fig.6 o Fig.7 o Fig.8 o Fig.9 o Fig.10 Pie Charts: o Fig.11 o Fig.12 o Fig.13 o Fig.14 o Fig.15 o Fig.16 o Fig.17 o Fig.18 o Fig.19 o Fig.20 o Fig.21 o Fig.22 o Fig.23 o Fig.24 o Fig.25 o Fig.26 o Fig.27 o Fig.28 CHAPTER 1 EXECUTIVE SYNOPSIS Hector Beverages brings healthy, tasty beverages to the Indian consumer. The company strives to bring the best for human health that emerges from scientific observation/ analysis of nature and creates tasty beverages, associating with leading companies and personalities. I, Dheeraj Singh Somvanshi felt privileged to be a part of Institute Of Management Studies, Ghaziabad. I did my summer training program in Tzinga Energy drinks holdings Hector Beverages Pvt India Ltd a FMCG Sector company in Gurgaon. My project title is ³Brand Promotion of Tzinga Energy Drink´.The Project basic objective was make awareness of product along with analyzes the awareness of product for retailer and customer. The project begins with an introduction of Energy drinks and research of market demand, market leader and product awareness to retailer and consumer. In this project I surveyed in areas of Sales in retail outlets of Noida,Gr.Noida and asked selected questions to the outlet owners who were either not selling Tzinga energy drink or selling in very less quantity. We did some research through questionnaire, to know the consumer perception and brand awareness. Further in the report we have defined the way we have chosen to work for the brand and mentioned certain recommendations for the brand and the company, for improving the brand image in the market. We started by understanding, what kind of a market does Tzinga share and what is its posiotin in the market.This is not useful to understand how the product is defind in the market but is useful to understand the competition in the market. Further in the report we would be discussing about the product and its features, also what marketing measures have been taken to make it a unique brand identity in the market, which includes packaging, logo, etc..Then,we would be discussing about the product positioning and the segmentation in the market, along with the problems being faced by Tzinga today. Out of my project I learntthese things: When a company is new in market, it really need to make investment to make a valuable brand in image in eyes of customers.so our main motive was to make aware the people about this product either by free sampling, by sponsoring events in colleges, by talking people, by social networking sites etc. Since from the first day, we had started free sampling from GNIT Gr. Noida and since it is a new product so we heard different words from different people. But when a new product get introduced in the market, it usually happens with every new one because everybody is not aware about the new product. Since it is an energy drink, so we visited gyms, sports complex, colleges etc to make aware all the youngsters about this because mostly this age segment prefer energy drinks most. So we started by focusing college students, since Gr. Noida is full of the no. of colleges so its easy to work over there because you will get no. of people at same place so its easy to create awareness either by performing any activity like sampling, sponsoring, feedback, roleplay etc« We had also done sales promotion by providing pamplets, demo packs, etc to the retailers to create visibility. A Company should understand the expectations of people, If one wants to grow in FMCG sector one should keep the following factors in mind that the products are easily available to the consumers, competitive services should be provided to the retailers, the price of the product should be low and last but not the least the visibility and the most important things are promotional strategy should be such that it hits people¶s mind that create a loyal brand image PRMOTIONAL ACTIVITIES PERFORMED Fig.1 INTRODUCTION The beverage offerings in the developed world are so much better than those in the developing world. Beverages in the US and Europe are an important delivery mechanism for nutrients (macro, like protein and micro- vitamins and minerals) while in the developing countries they arelittle more than (as we have noted) sweetened fizzy water.