35352591 Hector Beverages Pvt Ltd

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HECTOR BEVERAGES PVT LTD

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SUMMER TRAINING REPORT on

HECTOR BEVERAGES PVT LTDPROJECT TITLE:

A BUSINESS PLAN TO LAUNCH FRISSIA INTO EDUCATIONAL INTITUTES

Submitted in partial fulfillment of the requirements of the two year Post Graduate Programme (PGP).

Submitted by

RAHUL KUMARRoll No: PG20090030 Batch: 2009-2011

IILM Institute for Higher Education

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SIP REPORT

DECLARATION FORMI hereby declare that the Project work entitled, A BUSINESS PLAN TO LAUNCH FRISSIA INTO EDUCATIONAL INSTITUTES submitted by me for the partial fulfillment of the Post Graduate Program (PGP) to IILM Institute for Higher Education, is my ownoriginal work and has not been submitted earlier either to IILM or to any other

Institution for the fulfillment of the requirement for any course of study. I also declare that no chapter of this manuscript in whole or in part is lifted andincorporated in this report from any earlier / other work done by me or others.

Place : NEW DELHI Date :10/7/2010

RAHUL KUMAR Signature of Student

Name of Student: RAHUL KUMAR

Address: 155-C SAWITRI NAGAR, NEW DELHI-17

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No good work flows without the help from Faculty Members, Industry Professionals, Colleagues, Organization and Friends.

ACKNOWLEDGEMENTSummer Internship is a nurturing period which is indispensable for joining any company. On the voyage of learning I came across many hurdles but each hurdle wasa good experience for me. At each step of my training, my mentor gave me full s

upport which helped me in carrying positive attitude whenever I faced any problem. Firstly, I take this opportunity to thank Prof. B. Bhattacharya (Vice Chairman, IILM Institute for Higher Education), who has always stood by me and encouraged me to embark on the path of learning. I wish to convey my special thanks to Mr. Neeraj Kakkar(CEO at Hector Beverages), Mr. Suhas Misra(COO, Hector Beverages), my company project guide Ms. Bhavna Chandel (HR Manager) and all employees who have helped me directly or indirectly in my difficulties at Hector Beverages Pvt. ltd., Area Office, Gurgaon who have been a constant source of inspiration and encouragement to me. I wish to express my deepest and most sincere thanks to my Faculty Guide and mentor, Mr. Anil Vashishtha who has continuously guided me throughout this project. Last but not the least I would like to thank my fellow management trainees from IILM, Lodhi Road. By interacting with them, I was able t

o generate more meaningful ideas that have enabled me to further complete this project successfully.

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EXECUTIVE SUMMARYHector 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. Cases in point are the first two launches: Frissia (TM) Chocolate Protein Drink and Frissia (TM) Vanilla Protein Drink. These products are a delicious blend of Soy Protein Isolate with natural identical choco

late or vanilla flavor for really busy people. Soy's benefits for health are well recorded but a significant barrier to adoption has been its bitter after tastethat we have taken care of in this blend. It¶s as good as any chocolate/ vanillastuff that the consumer may consider. And, at the lowest calories/ gram of complete protein its perfect for work-days spent in meetings and working on laptops/blackberries Hector also brings about a genuinely new approach to market- dropping political correctness for an honest communication with consumers in all interactions. In short, they have these extremely meaningful products and are going to talk quite straight to their consumers. These are exciting times for Hector.

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TABLE OF CONTENTSACKNOWLEDGEMENT«««««««««««««««««.4 EXECUTIVE SUMMARY«««««««««««««««««5 TABLE OF CONTENTS««INTRODUCTION««««««««««««««««««««««««.8 DESCRIPTION OF BUSINESS««««««««««««««««««.11MISSION«««««««««««««««««««««««««««««««««...12 VISION««««««««««««««««««««««««««««««««««..12

COMPANY STUDY : ««««««««««««««««««««««15BEVERAGE INDUSTRY«««««««««««««««««««««««««««.16 PROTEIN DRINKS SEGMENT««««««««««««««««««««

MARKETING PLAN: ««««««««««««««««««««««26PRODUCT«««««««««««««««««««««««««««««««««.27

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PRICE«««««««««««««««««««««««««««««««««««28 PROMOTION««««««««««««««««««««««««««««««««28 PLA

PROJECT«««««««««««««««««««««««««««.29INTRODUCTION««««««««««««««««««««««««««««««.30 STATEMENT OF PROBLEM««««««««««««««««««««««««

SWOT ANALYSIS«««««««««««««««««««««««..38 CONCLUSION«««««««««««««««««««««««««41 RECOMMENDAT

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INTRODUCTION

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INTRODUCTIONThe 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 are little more than (as we have noted) sweetened fizzy water. Hector Beverage Pvt Ltd. is here to bridge the gap, to challenge the beverage majors and their attempts to maintain the status quo which they

have been doing for all the years they have been in business. The beverage gameis bound to change, for the better and Hector intends to be the people doing itHector is a beverage company with a twist. Now that does not really mean that Hector¶s products have a dash of lemon (some of them, in the future may indeed butthat's well besides the point). The twist is that Hector¶s beverages are meaningful. Hector beverages believes, and believe with a lot of intensity, that beverages have to be more than fizzy, sweetened/ flavored water. Worldwide beverages contribute a lot to the consumer's health- delivering macro- nutrients (protein) and micro (vitamins and minerals) and there is no reason why that should not be the case in the developing world. Well, no reason apart from the fact that the beverage giants have a vested interest in sustaining the status quo as that keeps cost down. Hector beverages is the new kid on the block that aims to take on the

beverage majors by offering real value to the consumer- that¶s it, so simple- justhealthy, tasty drinks, no celebrities, no Santa Claus, no bells, no whistles. Ifeel, its important to share with all, why they call themselves Hector Beverages. The latter part (Beverages i.e.) is self explanatory so I will resist givinga spiel about that. The first bit, however, is not so self-explanatory. The reason, in as few words as possible, is that they really dig Hector, the character as written by Homer in the Iliad. The Prince of Troy was noble, and seemed to know that his good is in the greater common good. He was as much of a skeptic of the existing order as he could have been given the times. He was able bodied and as fine a fighter as they come but in one-on-one combat he was pretty much the underdog when he walked9



out of the gates of Troy to take on Achilles. But he did walk-out leaving behindthe safety and comfort of his kingdom and took on a fairly odds-against challenge. Where we believe is going to be a departure in our case is that we know of the Achilles' heel. Hector associates itself with this story. As it is a very small player, new one also, in an industry which is so dominated by major players like Coke and Pepsi, it still believes that it will survive and win customers. Hector knows of what are the fundamental shortcomings of the existing beverage pla

yers- their inertia, and smugness and their commitment to status quo. So, HectorBeverages think that this Hector Vs Achilles will also be a contest of historicproportions, albeit with a significantly different outcome

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DESCRIPTION OF BUSINESS

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DESCRIPTION OF BUSINESSMISSION:Hector¶s mission statement is as follows: ³Our mission is to serve people byquality, healthy and tasty protein drink.´

VISION:Hector¶s vision is to capture Delhi and NCR market by providing quality, healthy and tasty protein drink at a suitable price to keep people healthy and fit.

OBJECTIVES: Maintaining positive, strong growth each year not withstanding seasonal sales pattern. Achieve a comprehensive output in market penetration. Increasecustomer satisfaction simultaneously. A double to triple digit growth for the first five years. Maintain a significant research and development budget to enhance future product developments. To take in fresh minds as interns and permanentrecruits to lead the organization to a greater development path.

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VALUES:We thought about this and decided to have this section not because everycompany seems to have something reasonably rich to say on its values. We realized that this is the beginning of differentiation and our values to us are just some of the fundamental things that excite us.

As some poet, forgotten cruelly by literature must have aptly noted: "with moreself-serving nonsense we will not bore further thee but, instead, just spread ou

t for your reading pleasure our values three"

1. Audacity: for obvious reasons. a new business is anyway tough. The fact thatwe would be taking on the Beverage Behemoths makes it even more exciting. We love thinking big and are in it because we want to ask the big boys to "bring it on" 2. Rooting for the underdog: the underdog can not but try harder. As the bona-fide underdog in the beverage market we have a vested interest in rooting for the underdog. 3. Integrity: all irreverence aside, we are committed to the greatercommon good. And unwaveringly so.

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COMPANY HIGHLIGHTS:The firm has started its operation to fulfill the need of themarket segment that still have not been fulfilling properly.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/ analysisof nature and creates tasty beverages, associating with leading companies and personalities. Cases in point are the first two launches: Frissia (TM) Chocolate Protein Drink and Frissia(TM) Vanilla Protein Drink. These products are a delicio

us blend of Soy Protein Isolate with natural identical chocolate or vanilla flavor for really busy people. Soy's benefits for health are well recorded but a significant barrier to adoption has been its bitter after taste that we have takencare of in this blend. Its as good as any chocolate/ vanilla stuff that the consumer may consider. And, at the lowest calories/ gram of complete protein its perfect for work-days spent in meetings and working on laptops/ blackberries Hectoralso brings about a genuinely new approach to market- dropping political correctness for an honest communication with consumers in all interactions. In short,we have these extremely meaningful products and are going to talk quite straightto our consumers. These are exciting times for Hector- do get in touch if you find all this interesting and want to be a part of Hector, in any capacity

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COMPANY STUDY

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COMPANY STUDYBEVRAGE INDUSTRY:INTRODUCTION Beverages are potable drinks which have thirst-quenching refreshing, stimulating and nourishing qualities. By refreshing, one means the replenishment of fluid loss from the body due to perspiration. Simulationresults in increase of the heart beat and blood pressure. This is due to the intake of spirits (alcohol) or tea (thein) and coffee (caffeine). Nourishment is provided by the nutrients in the beverages, especially fruit juices. Most of the b

everages supply energy in the form of sugar or alcohol. They also provide othernutrients like mineral salts and vitamins. For example, milk gives calcium and citrus fruits give vitamin C. Generally, people drink for one or more of six reasons; to quench thirst, to get drunk, to enjoy a social setting (social drinking),to enjoy the taste of the beverage, to feed an addiction (alcoholism),or as part of a religious or traditional ceremony or custom (proposing toast). BEVERAGESAND THEIR CLASSIFICATION A beverage is a liquid formulation specifically prepared for human consumption. The word ³Beverage´ has been derived from the Latin word ³bever´ meaning rest from work. After work, one tends to feel thirsty due to fluid loss through perspiration and one is inclined to drink water or other potable beverages to compensate fluid loss. Beverages can be broadly classified into two. They are Alcoholic Beverages and Non-alcoholic Beverages. The following lines expla

in the classification of beverages. Alcoholic beverage An alcoholic beverage isa drink containing ethanol, commonly known as alcohol. Ethanol is a psychoactivedrug, with a depressant effect. Significant blood alcohol content may be considered legal drunkenness as it reduces attention and slows reaction speed. Ethanolbeing a psychoactive drug, with a depressant effect, many societies regulates or restricts its sale and consumption e.g. beer, whisky, rum, etc. Compound beverage: Distilled beverages with added flavorings and relatively high sugar contentare generally referred to as compound beverages, e.g. gin, liqueur etc.

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Non alcoholic beverage: A non-alcoholic beverage is a beverage that contains noalcohol. Such drinks are generally drunk for refreshment, or to quench people'sthirst e.g. juice, squash, protein drinks etc.

PROTEIN DRINKS:Protein consumption is an essential part of a balanced workout and nutrition program. Aside from water, protein is the most prevalent substance in the human body. It comprises most of the body's tissues, including muscle and

vital organs ± protein is the building block of all of the body's muscles. Withouta protein rich diet, you cannot build lean muscle mass. Sounds pretty straightforward, right? Unfortunately, there's more to it than simply eating meat. Thereare different types of protein that are better for building muscle than othersand there are formulas for how much protein should be eaten in a day and when toeat it to best fuel workout and recovery periods. Once you become familiar withthe basic principles of protein consumption, it's pretty easy to follow the guidelines to ensure you'll achieve optimal results from your weight training program. How the Body Uses Protein: Protein consumption is critical for the proper functioning of the body. Protein within the body's cellular structures is being continuously destroyed. As a result, we need to consume protein in our diets everyday to replace the destroyed protein structures. When we eat protein, the body m

etabolises the whole protein structure, breaking it into amino acids. The body then uses these amino acids to repair and replace destroyed protein structures. If we don't eat enough protein to repair destroyed proteins, our bodies will metabolise our muscles to provide protein replenishment to our vital organs.ProteinSources

There are some protein sources that are easier for the human body to metabolisethan others, allowing the amino acids to repair protein structures more quickly ±these protein sources are optimal to support weight training programs. Differenttypes of protein are graded on the body's ability to breakdown and use the protein efficiently. The scale is called the Biological Value scale and it depicts the best sources of protein to quickly repair and replenish destroyed structureswithin the body. The top three best sources of protein, according to their Biolo

gical Values are Whey Protein, protein from whole eggs and protein from cow's milk. Most17



bodybuilders rely on whey protein supplements to ensure they're consuming enoughprotein to aid in muscle recovery after a hard workout. Other sources of protein that are recommended to support weight training include, boneless skinless chicken breast, lean cuts of fish and lean cuts of beef.How much is enough:-

Since protein is the building block of muscle, it's necessary to consume quality

protein everyday. How much protein should be consumed depends on your bodyweight, body composition and weight training goals. There are several different formulas that people use to determine the ideal amount of protein to support muscle growth. Some studies suggest 1.5 grams of protein per kilogram of bodyweight perday, while others suggest 2 grams of protein per kilogram of bodyweight. Some serious bodybuilders even suggest up to 4 grams of protein per kilo of bodyweight.For most people's purposes, 1.5 to 2 grams of protein is ideal to support theirweight training routine. Protein digestion can put a lot of strain of the kidneys, so it's important that you consume the minimum amount needed to support yourtraining goals based on your current weight. If you're weight training to achieve mass, you'll need to consume higher quantities of protein than if you're weight training to tone. If you are consuming more than 2 grams of protein per kilo

of body weight per day, it's important that you drink plenty of water to help protect your kidneys.

Benefits from protein powderYou people must have heard about protein powder supplements, but most of the people are not exactly aware about the number of benefits that it is providing foryour body. Protein powder is one of the preeminent and well known sources for keeping our body fit and fine. Also, lean or bend protein helps in attempts for losing weight. It is the chief diet for numerous athletes as they use it up to help them at the time of competitions or their special competitive events. On the othe rhand, some use it as an alternate for consumption a lot of higher calorie or higher fat containing foods. Protein powder with added taste: If you want to make sure that your body is gaining raw resources that are required for keeping y

our body perfect to function perfectly then protein concentrate is the best thing for you. It also helps in building up lean muscles. Most of the protein powders are almost bland or tasteless and hence people use to blend it with other beverages or foods in order to make18



themself absolutely able to ingest it in a proper manner. For adding the taste and getting good flavor, protein powder can be simply mixed with rich diet of soymilk or simple milk. This will convert it into more powerful protein shakes rather than simple protein powder intake. With these different flavors you can easily enjoy the better taste and with addition to the same benefits of protein powder that basically you desire. Number of questions usually comes in mind while buying protein powder are such as- Why Protein powder? Which protein powder? And m

any more like this. But the answers are also pretty much simple. Protein powdercomes in different forms and variety and hence is not alike at all. It is your wish and requirement from which you can decide the factor that which one is suitable for your body, you can consider the flavor as well and configure out that which one tastes the best to your tongue. But the most important thing while buying a protein powder that you should not forget in any case is the category of protein powder which is highly suitable for your body in terms of its digestion orits compatibility with your digestive system Best supplement: Protein powder isknown as the best supplement for the body builders and weight trainers. Generally, body builders and athletes pick up whey protein powder as their best source as the protein supplement. Also, there is wide variety of options available in the market providing the best out of best protein supplements but Whey protein pow

der is generally known as one of the easiest protein enriched supplement to digest and most of the people are agreeable with it. Your body can easily digest it,can enjoy the taste by adding flavors and get number of benefits with your healthy body.

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Soy Protein PowderIt seems that you can't shop anywhere without hearing about soy products. Soy has become the new "it" food, with many people adding it to their diets regularly,and soy protein in particular has become very popular. Protein powder used to be used mainly by bodybuilders and others wanting to buff up, but protein powdersare now commonly used in smoothies and other health drinks. Until recently, soywas known by Americans only as health food or as part of the diet of strict veg

etarians. While soy has been a staple in Asia for centuries, Americans didn't warm up to it until just a few decades ago. The three most common varieties of soyare tofu, edamame and tempeh. Tofu, which is soybean curd, can be bought by theblock and is served in dishes such as stir-fry, salads, shakes and side dishes.There are many kinds of tofu, and mastering the preparation and cooking of tofucan be tricky. Edamame, immature soybeans that are picked early and served green, is probably the most mainstream type of soy. These beans are perfect on salads and in side dishes, adding color, flavor and protein. Tempeh, which has a yeasty flavor, has a meatier texture than that of tofu because it is a mixture of partly cooked soybeans and enzymes, similar to cheese. Tempeh is often mixed withgrains. Other common varieties of soy are soy milk and soy flour.

Benefits of Soy ProteinsSoy protein comes from soy flour and has two types: soy protein isolate and soyprotein concentrate. Because soy protein is the most complete form of protein powder available, it is ideal for vegetarians and those who need to add protein totheir diet. Soy protein powder can be substituted for milk and meat and is a good source of protein for those who are lactose intolerant or don't eat meat. While it is easily digestible, it does not mix well in drinks or shakes, so it willrequire more mixing or shaking than dairy-based proteins. The most obvious benefit of soy protein powder is that it adds protein to the diet. However, soy protein also has been proven to reduce the risk for heart disease,20



and it helps lower cholesterol. Soy protein powders also contain many antioxidants. The soy isoflavones in soy protein powder can slow the growth of cancer- andtumor-causing cells, so the risk of such cancers as breast and prostrate can belowered. Finally, soy protein powder is beneficial to menopausal women becauseit helps prevent osteoporosis and build strong bones. It can even lessen the symptoms of menopause.

Disadvantages of Soy ProteinThe taste of soy protein can be very "beany," but it can be covered up by otherflavors in a shake or protein drink. Also, some people notice an increase in gaswhen they consume large amounts of soy protein, especially if they are sensitive to soy proteins.

FRISSIA:Frissia is a beverage that has three basic features. They are:

HealthyThe chocolate and vanilla flavor of Frissia, gives 10 gms of complete protein, about 14 % of daily requirements at only 120 kcal with all the goodness of soy.

TastyMostly the healthy stuffs are not too tasty, but in Frissia¶s case, it is not so,not at all. So if someone is unhealthy, he/she might love Frissia for its delicious taste.

ConvenientThe sachets of Frissia has been designed to fit in to all laptops bags easily soone can carry easily to work and as it needs to be added to water, one can haveit pretty much anywhere.

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TARGET MARKET:Usually there is a general belief that protein drinks are only forbody builders and gym goers. But the fact is that protein is required by everybody. Our daily requirements of protein are generally not fulfilled by what we take as our meals. Researches show that an average Indian is generally protein deficient. So to overcome this problem Hector has come up with Frissia protein drink. This drink is not only good for gym goers and bodybuilders, but also for thecommon masses. Frissia fulfills about 20% of the daily protein requirements. The

target market as decided by Hector is specified below:

Age group: above 18 years and below 50 years. Students at professional colleges.Working professionals and office goers. Body builders. Lifestyle gym goers. Fatand obese people. Ladies and housewives. Only people residing in Delhi and NCR(as of now).

COMPETITIONIf we consider the overall beverage industry, there is hell lot of a competition. All the beverages, weather alcoholic or non alcoholic, are competitors for eac

h other. Various beverages, such as milk, tea, coffee, beer, whisky, protein drink, energy drinks, soft drinks etc are all competitors for each other. Every beverage has a certain market share. As for hector, all the protein drink brands should ideally be its competitor. Bot this is not the case. Frissia is not just aprotein drink; it is a wonderful snack replacement as well. So, only protein drink brands are not its competitor, but every22



leading beverage company, alcoholic or non alcoholic or compound, doesn¶t matter,all are Hector¶s competitors. To name a few competitors, the leading beverage manufacturing companies in India are, Coca-cola, Pepsi-co, UB group, Hindustan Unilever Limited, Tata tea, Dabur foods, Godrej Hershey foods, SABMiller India, Nestle India, Sula wines, CCD, Amul, Mohan Meakins, Champagne Indage etc. The following chart shows the various market shares for all the beverages in percentage. The date is only up to 2007 as further latest data are not available.

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BACKGROUND OF THE COMPANY HEADSIndia is Hector¶s first target market because it is, well, India. The cola majorshave been registering impressive growth rates here, funding in some part their acquisitions of healthier beverage companies elsewhere. It is time the Indian consumer got her fair deal. Below, a brief note on Hector¶s key India personnel:

CEO:

Mr Neeraj Kakkar Neeraj's corporate career started after he completed his MBA from MDI, Gurgaon in 1998. He worked with Union Carbide and later Wipro before joining Coke in 2001. He had an amazing run with Coke- the kind that becomes a partof Corporate Folklore, with the high point being his time in Bangalore when heseemed to have settled the much-touted Cola battle conclusively. In 2008, he headed to Wharton to do a second MBA and is now in the thick of the action as CEO of Hector Beverages Private Limited, India

COO:

Mr Suhas Misra Suhas did his MBA from IIM Calcutta (Class of 2003) and joined Coke from campus. He had the kind of start that, again, Corporate Folklore, would

describe as sensational- with astronomical growth rates being registered in rural Rajasthan. In 2005 he moved to Nokia, before, in 2006, starting ChannelPlay- India's first integrated Sales Process Outsourcing company (www.channelplay.biz)and now is the COO of Hector Beverages Private Limited

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MARKETING PLAN

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MARKETING PLANPRODUCT:The Frissia range of protein drinks that is live in the Indian market isthe result of: a. the well-researched protein deficiency even amongst affluentIndians b. the presence of a number of protein drinks in the American market aimed at regular people (and not the traditional constituency: viz. body-builders)c. our joint development agreement with Solae LLC, USA (a DuPont venture), the world leader in protein research and production c. procurement of best in the wor

ld natural identical flavors from Firmenirch and Givaudan (both Switzerland based worldwise leaders in flavors)

NUTRITIONAL INFORMATION: (per 100gm) Energy(kcal) Protein(gms) Carbohydrates(g)Fats(g) Iron(mg) Vitamin A(UI) Calcium(mg) Cholesterol(mg)26

400.3 33.9 51.4 7.0 7.3 816.0 341.3 0.0



Hector believes that Frissia is probably the best 11am drink in the world. Its all about protein. In fact- skin , hair, immune system every thing requires to look and feel good. Its almost certain that people in India are protein deficient. The most wicked calories creep in at 11 am or at 4pm. One healthy swig of thisgood stuff at those in between times will keep people honest till the next meal. So, hector is also trying to establish its product as a snack replacement.

PRICE:-

One box of Frissia costs for Rs150. Each box have 5 sachets, so that way, each sachet costs for Rs30.\

PLACE: Currently, Hector is only focusing on the Delhi and NCR market. Hector is targeting- bodybuilders, lifestyle gym goers, housewives, students. Soon Hector will start selling at other places also, and in other parts of India. Since hector hasits head office at Philadelphia, USA, so there are ample chances that someday Hector will be sold in international market also.

PROMOTION: Hector is a bit weak on this front. Hector seriously needs some advertisement by any means; whethernewspaper, or TV, but something should be done. Only having a good product willdo alone for being successful. It is also important to have recognition in the market.27



PROJECT

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PROJECTINTRODUCTIONIn today¶s world, life is very difficult. Not only for working people but also forthe students studying in professional colleges. Students are so busy, now a days, that they do not have any time to look after their meals and health. In colleges like IILM, students barely get time to have their lunch properly. They haveto rush to the cafeteria to have something. There also there is a lot of rush. E

ven after ordering, one has to wait for a long time to get what he ordered for.At the end of the day, the result is that most of the students are either sick or protein deficient. Pretty soon they start losing hair. Damaged skin, insomnia,lack of concentration, weakness, dizziness etc are other signs of protein deficiency. For these reasons, Hector should introduce its protein drink in educational institutes, like IILM, so as to increase its market share and increase penetration, and also to benefit the protein deficient students also. The ultimate aimof Hector beverages is to create an image in minds of the customers. This plancan really help Hector in achieving this.

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STATEMENT OF PROBLEMTo create a business plan to introduce Frissia, a protein drink, which is a product of Hector Beverages Pvt Ltd, into educational institutes.

OBJECTIVEThe ultimate objective of Hector Beverages Pvt Ltd is related to market penetration for Frissia and subsequently capturing the market share & mind share of the

consumers. In this case, the consumers are the students and they are to be targeted by the Frissia protein drink. PROBLEM DEFINITION: In Hectors case, the problem definition can not be stated in one sentence. I have broken down it in to smaller problem definitions, so as to properly cover every thing in detail. To educate the students about the requirements of protein. To find and analyze the dietof students, and convey to them that they are protein deficient. To communicateto them the ways in which Hector¶s Frissia can help them. To organize an interactive event which will be fun for students and beneficial for Hector. To place Frissia in selected educational institutes and observe the response.

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PLAN

1) To educate the students about the requirements of protein. The first and the foremost important step for making Frissia success in educational institutes, is to educate students about the benefits of protein and effectsof its deficiency. This could be achieved by organizing a guest lecture in a selected educational institute, by Hector¶s nutritionist.

Hector has one of the most famous nutritionist in India. Her big name and aura will attract students to attend the lecture. There she will talk about protein requirements, and effects of its deficiency. She will also communicate about the requirements of other important nutrients such as calcium, iron and vitamin A.31



Hector should make a healthy diet chart available to the students, and convey tothem that if they follow this, no extra supplement is required. In this way, itwill be established in the minds of students that Hector genuinely believes inmaking students healthy, and is not here only to sell its product, like every other company. A good diet chart is shown below:-

2) To find and analyze the diet of students, and convey to them

that they are protein deficient. After having a lecture on the importance of protein and a balanced diet, Suhas will step in. He will have an interactive session with the students. He will calla few volunteers from the students and will tell them to describe their daily diet in detail. The students will be told to write their meal details on the black board of the class. In the guest lecture by Hector¶s nutrionist, the requirements of body are already established. Suhas will calculate the total protein consumption by the

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student volunteers, from their diet details, and will compare them with what isideal. This comparison will be an eye opener for students observing the show. Most of the times people don¶t know what they are actually taking inside their body. Visuals ar better source of communication. So along with the use of words, picture and videos of protein deficiency and its effects will be helpful for sure.

Some of the pictures that will be of impact are shown below:-

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3) To communicate to them the ways in which Hector¶s Frissiacan help them.

Till now, all the comparison and analysis would be done. Now will be the right time to strike the hammer. Now, when every student is fully aware of requirementsof protein and effects of its deficiency, they would have started associating their physical and mental being with what has been explained to them. Hector willassure that they have a solution which will bring back smiles. Then Frissia¶s smi

ling face will be shown to the students.

Suhas will explain the details of Frissia, as how can it be helpful for the students of the targeted age group, how can mental and physical well being effect their academic performance etc. The nutritional details will be explained to the student fraternity, to establish that the product is genuine and will help the students. The ways in which Frissia can be taken will also be communicated. Priceand the quantity in one box will all be explained, along with the process of fixing. It should also be communicated that Frissia can be taken with water, milk or any other non alcoholic beverage and that it is available in two flavors . Theflavor part will add interest to students curiosity and they will definitely think of trying Frissia for sure, atleast once.

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4) To organize an interactive event which will be fun forstudents and beneficial for Hector.

After all the serious talkings done till now, it is also important to establisha brand image in the students mind. Hector is trying to establish itself as a cool company, which it is for sure. For this reason, an event which will be fun for students will surely attract attention. Event should be such that, it will bechallenging physically for students, as the product of Hector ultimately affects

the physical wellbeing of people. Events that could be an option are, a football match(as there is still game fever due to the world cup), treasure hunt( verypopular among the students fraternity of targeted age), cricket matches, basketball, table tennis tournament(guaranteed success) etc. Attractive prizes should also be offered to the students. Prizes could be certificate, cash prize, gift hamper from Hector, Frissia Boxes and above all assurance for summer internship orPPO.

One more very important thing is to properly advertise the event. Posters, slogans and other creative things should be done from hector¶s side to create enthusiasm and excitement in the students.35



The time table and examination schedule should also be taken in to considerationbefore announcing the dates, because students will not show up in numbers if exams are very near.

5) To place Frissia in selected educational institutes and observethe response.

Since the price of Frissia is Rs150, it is not possible for every student in eve

ry college to buy a box regularly. So Hector should take this seriously and select colleges and educational institutes accordingly. The other ways of making Frissia affordable for students is to sell loose sachets. Every box has 5 sachets,each is worth Rs30. If Hector agrees to sell them loose to students then a separate counter for hector can be managed in the cafeteria itself. If not, then a tie up with the college cafeteria could be made. The college cafeteria will sell readymade Frissia shakes to students at a reasonable price. This way, Hector willbe able to sell their product to students through a channel. A trial period should be decided for this plan. Hector should carefully observe and track the sales of their product in this period and should continuously work towards making Frissia more visible to students. Hector should keep on organizing events and lectures, so as to be there in students mind.

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SWOT ANALYSIS

STRENGTHS: The biggest strength of Hector is its product, Frissia. Frissia is available in two flavors- vanilla and chocolate. So its advantageous for Hector to have two flavors. This way it can attract more customers. Efficient sales team. Frissia is developed by Solae LLC,USA, which is one of the world¶s best protein development organizations. Its flavors are brought all the way from

Switzerland which is known for finest natural identical flavors. Fixing Frissiais very simple. Frissia can be consumed with water also, which no other proteindrink can offer presently. It is non alcoholic, and Hector promises to be non alcoholic for all its future products.

WEAKNESSES: Hector is very less known brand, as it is a new brand in India. No promotions are being made right now for Hector Beverages or forFrissia. Price is a bit high to target the general Indian consumers, because there are other protein drinks available at a lower price. Smaller sachets are notavailable in the market so as to attract new customers. Not available in open market. If someone has to buy Frissia, he will have to order online or through phone.

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OPPORTUNITIES: Since protein drink segment is not largely being captured by any brand inIndia, so it is an opportunity for hector to skim over this market. No other brand is fully recognized by people in India as far as protein drinks are concerned. So, it is yet another opportunity for hector to create large scale brand awareness by promotional activities, as suggested by me in the business plan. Healthis one of the five major trends in the world today along with trends like terror

ism and technology. Hector is by and large part of this trend. So growth opportunities for hector are immense. People in India are becoming more and more healthconscious and are hitting gyms a lot. Hector¶s target customers are also gym goers and body builders. So the growing number of gym goers is an opportunity for hector beverages.

THREATS: Hector has only limited its functioning in Delhi region. This is a threatbecause other regions might be captured by some other brand and ultimately Hector will loose the market. Hector Beverages has only limited its sales to direct selling. This is a big threat, as other protein drinks are easily available in the open market. Non competitive pricing is also a threat. Hector¶s interns can spre

ad bad word for the company. So Hector should be more careful in selecting interns for training purposes. Hector is trying to be a cool company. But the customers and the market can treat this approach as very casual, which is not good forthe company.

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CONCLUSION

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CONCLUSION

Health sector is growing very rapidly in the world. Hector beverages, beingart of it, is also supposed to grow with this sector. The beverage industry is very large in India. All the cola giants have earned a lot of money from India. So the opportunities are endless for any Beverage company in India. Protein drinksegment is still largely untapped in India. So, a company Like Hector is using

this opportunity to tap into this market and slowly be a leader.

Hector Beverages

Pvt Ltd is a new company which makes protein drink. This company has tremendousgrowth opportunities.

The product Frissia is definitely one of the best protein drinks available inthe market. There are two flavors for this product- vanilla and chocolate.

The customer feedback is that chocolate flavor is better.

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RECOMMENDATIONS

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RECOMMENDATIONS

Hector should try and explore newer markets, such as educational institutes. Hector should do rethinking for its distribution strategy. Till date it has beenonly selling directly.

Hector should work upon channel development to have long term and loyal

customers.

Advertisement and promotional activities are the need of the hour for HectorBeverages. No company can survive for very long without doing adequate promotional activities.

More fresh and young minds should be induced into the organization to leadthe organization on the paths of success. Young brains will bring bright ideas and enthusiasm with them which will ultimately be beneficial for the company.

Hector should give a try to the business plan that I have suggested. I stronglybelieve that this plan will be a success for Hector Beverages Pvt Ltd.

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APPENDIX

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REFERENCES

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www.hectorbeverages.com www.frissia.com Marketing management by Philip Kotler. www.google.com

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Documents

35352591 Hector Beverages Pvt Ltd