HECTOR BEVERAGES PVT LTD 1

SUMMER TRAINING REPORT on HECTOR BEVERAGES PVT LTD PROJECT TITLE: A BUSINESS PLAN TO LAUNCH FRISSIA INTO EDUCATIONAL INTITUTES Submitted in partial fulfillment of the requirements of the two year Post Gradua te Programme (PGP). Submitted by RAHUL KUMAR Roll No: PG20090030 Batch: 2009-2011 IILM Institute for Higher Education 2

SIP REPORT DECLARATION FORM I hereby declare that the Project work entitled, A BUSINESS PLAN TO LAUNCH FRISS IA INTO EDUCATIONAL INSTITUTES submitted by me for the partial fulfillment of th e Post Graduate Program (PGP) to IILM Institute for Higher Education, is my own original 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 al so declare that no chapter of this manuscript in whole or in part is lifted and incorporated 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 3

No good work flows without the help from Faculty Members, Industry Professionals , Colleagues, Organization and Friends. ACKNOWLEDGEMENT Summer Internship is a nurturing period which is indispensable for joining any c ompany. On the voyage of learning I came across many hurdles but each hurdle was a 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 proble m. Firstly, I take this opportunity to thank Prof. B. Bhattacharya (Vice Chairma n, IILM Institute for Higher Education), who has always stood by me and encourag ed me to embark on the path of learning. I wish to convey my special thanks to M r. Neeraj Kakkar(CEO at Hector Beverages), Mr. Suhas Misra(COO, Hector Beverages ), my company project guide Ms. Bhavna Chandel (HR Manager) and all employees wh o have helped me directly or indirectly in my difficulties at Hector Beverages P vt. ltd., Area Office, Gurgaon who have been a constant source of inspiration an d encouragement to me. I wish to express my deepest and most sincere thanks to m y Faculty Guide and mentor, Mr. Anil Vashishtha who has continuously guided me t hroughout this project. Last but not the least I would like to thank my fellow m anagement 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 p roject successfully. 4

EXECUTIVE SUMMARY Hector Beverages brings healthy, tasty beverages to the Indian consumer. The com pany strives to bring the best for human health that emerges from scientific obs ervation/ analysis of nature and creates tasty beverages, associating with leadi ng companies and personalities. Cases in point are the first two launches: Friss ia (TM) Chocolate Protein Drink and Frissia (TM) Vanilla Protein Drink. These pr oducts 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 wel l recorded but a significant barrier to adoption has been its bitter after taste that we have taken care of in this blend. Its as good as any chocolate/ vanilla stuff that the consumer may consider. And, at the lowest calories/ gram of compl ete protein its perfect for work-days spent in meetings and working on laptops/ blackberries Hector also brings about a genuinely new approach to market- droppi ng political correctness for an honest communication with consumers in all inter actions. In short, they have these extremely meaningful products and are going t o talk quite straight to their consumers. These are exciting times for Hector. 5

TABLE OF CONTENTS ACKNOWLEDGEMENT.4 EXECUTIVE SUMMARY5 TABLE OF CONTENTS INTRODUCTION.8 DESCRIPTION OF BUSINESS.11 MISSION...12 VISION..12

COMPANY STUDY : 15 BEVERAGE INDUSTRY.16 PROTEIN DRINKS SEGMENT MARKETING PLAN: 26 PRODUCT.27 6

PRICE28 PROMOTION28 PLAC

PROJECT.29 INTRODUCTION.30 STATEMENT OF PROBLEM

SWOT ANALYSIS..38 CONCLUSION41 RECOMMENDATI 7

INTRODUCTION 8

INTRODUCTION The beverage offerings in the developed world are so much better than those in t he developing world. Beverages in the US and Europe are an important delivery me chanism for nutrients (macro, like protein and micro- vitamins and minerals) whi le in the developing countries they are little more than (as we have noted) swee tened fizzy water. Hector Beverage Pvt Ltd. is here to bridge the gap, to challe nge 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 game is bound to change, for the better and Hector intends to be the people doing it Hector is a beverage company with a twist. Now that does not really mean that H ectors products have a dash of lemon (some of them, in the future may indeed but that's well besides the point). The twist is that Hectors beverages are meaningfu l. Hector beverages believes, and believe with a lot of intensity, that beverage s have to be more than fizzy, sweetened/ flavored water. Worldwide beverages con tribute a lot to the consumer's health- delivering macro- nutrients (protein) an d micro (vitamins and minerals) and there is no reason why that should not be th e case in the developing world. Well, no reason apart from the fact that the bev erage giants have a vested interest in sustaining the status quo as that keeps c ost 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- thats it, so simple- just healthy, tasty drinks, no celebrities, no Santa Claus, no bells, no whistles. I feel, its important to share with all, why they call themselves Hector Beverage s. The latter part (Beverages i.e.) is self explanatory so I will resist giving a spiel about that. The first bit, however, is not so self-explanatory. The reas on, in as few words as possible, is that they really dig Hector, the character a s written by Homer in the Iliad. The Prince of Troy was noble, and seemed to kno w that his good is in the greater common good. He was as much of a skeptic of th e existing order as he could have been given the times. He was able bodied and a s fine a fighter as they come but in one-on-one combat he was pretty much the un derdog when he walked 9

out of the gates of Troy to take on Achilles. But he did walk-out leaving behind the safety and comfort of his kingdom and took on a fairly odds-against challen ge. Where we believe is going to be a departure in our case is that we know of t he Achilles' heel. Hector associates itself with this story. As it is a very sma ll player, new one also, in an industry which is so dominated by major players l ike Coke and Pepsi, it still believes that it will survive and win customers. He ctor knows of what are the fundamental shortcomings of the existing beverage pla yers- their inertia, and smugness and their commitment to status quo. So, Hector Beverages think that this Hector Vs Achilles will also be a contest of historic proportions, albeit with a significantly different outcome 10

DESCRIPTION OF BUSINESS 11

DESCRIPTION OF BUSINESS MISSION:Hectors mission statement is as follows: Our mission is to serve people by quality, healthy and tasty protein drink. VISION:Hectors vision is to capture Delhi and NCR market by providing quality, he althy and tasty protein drink at a suitable price to keep people healthy and fit . OBJECTIVES: Maintaining positive, strong growth each year not withstanding season al sales pattern. Achieve a comprehensive output in market penetration. Increase customer satisfaction simultaneously. A double to triple digit growth for the f irst five years. Maintain a significant research and development budget to enhan ce future product developments. To take in fresh minds as interns and permanent recruits to lead the organization to a greater development path. 12

VALUES:We thought about this and decided to have this section not because every company seems to have something reasonably rich to say on its values. We realize d that this is the beginning of differentiation and our values to us are just so me of the fundamental things that excite us. As some poet, forgotten cruelly by literature must have aptly noted: "with more self-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 that we would be taking on the Beverage Behemoths makes it even more exciting. We lov e 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 bonafide underdog in the beverage market we have a vested interest in rooting for th e underdog. 3. Integrity: all irreverence aside, we are committed to the greater common good. And unwaveringly so. 13

COMPANY HIGHLIGHTS:The firm has started its operation to fulfill the need of the market segment that still have not been fulfilling properly.Hector Beverages br ings healthy, tasty beverages to the Indian consumer. The company strives to bri ng the best for human health that emerges from scientific observation/ analysis of nature and creates tasty beverages, associating with leading companies and pe rsonalities. Cases in point are the first two launches: Frissia (TM) Chocolate P rotein Drink and Frissia(TM) Vanilla Protein Drink. These products are a delicio us blend of Soy Protein Isolate with natural identical chocolate or vanilla flav or for really busy people. Soy's benefits for health are well recorded but a sig nificant barrier to adoption has been its bitter after taste that we have taken care of in this blend. Its as good as any chocolate/ vanilla stuff that the cons umer may consider. And, at the lowest calories/ gram of complete protein its per fect for work-days spent in meetings and working on laptops/ blackberries Hector also brings about a genuinely new approach to market- dropping political correc tness for an honest communication with consumers in all interactions. In short, we have these extremely meaningful products and are going to talk quite straight to our consumers. These are exciting times for Hector- do get in touch if you f ind all this interesting and want to be a part of Hector, in any capacity 14

COMPANY STUDY 15

COMPANY STUDY BEVRAGE INDUSTRY:INTRODUCTION Beverages are potable drinks which have thirst-que nching refreshing, stimulating and nourishing qualities. By refreshing, one mean s the replenishment of fluid loss from the body due to perspiration. Simulation results in increase of the heart beat and blood pressure. This is due to the int ake of spirits (alcohol) or tea (thein) and coffee (caffeine). Nourishment is pr ovided 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 other nutrients like mineral salts and vitamins. For example, milk gives calcium and c itrus fruits give vitamin C. Generally, people drink for one or more of six reas ons; 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 par t of a religious or traditional ceremony or custom (proposing toast). BEVERAGES AND THEIR CLASSIFICATION A beverage is a liquid formulation specifically prepare d for human consumption. The word Beverage has been derived from the Latin word bev er meaning rest from work. After work, one tends to feel thirsty due to fluid los s through perspiration and one is inclined to drink water or other potable bever ages to compensate fluid loss. Beverages can be broadly classified into two. The y are Alcoholic Beverages and Non-alcoholic Beverages. The following lines expla in the classification of beverages. Alcoholic beverage An alcoholic beverage is a drink containing ethanol, commonly known as alcohol. Ethanol is a psychoactive drug, with a depressant effect. Significant blood alcohol content may be consid ered legal drunkenness as it reduces attention and slows reaction speed. Ethanol being a psychoactive drug, with a depressant effect, many societies regulates o r restricts its sale and consumption e.g. beer, whisky, rum, etc. Compound bever age: Distilled beverages with added flavorings and relatively high sugar content are generally referred to as compound beverages, e.g. gin, liqueur etc. 16

Non alcoholic beverage: A non-alcoholic beverage is a beverage that contains no alcohol. Such drinks are generally drunk for refreshment, or to quench people's thirst e.g. juice, squash, protein drinks etc. PROTEIN DRINKS:Protein consumption is an essential part of a balanced workout an d nutrition program. Aside from water, protein is the most prevalent substance i n 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. Without a protein rich diet, you cannot build lean muscle mass. Sounds pretty straight forward, right? Unfortunately, there's more to it than simply eating meat. There are different types of protein that are better for building muscle than others and there are formulas for how much protein should be eaten in a day and when to eat it to best fuel workout and recovery periods. Once you become familiar with the basic principles of protein consumption, it's pretty easy to follow the gui delines to ensure you'll achieve optimal results from your weight training progr am. How the Body Uses Protein: Protein consumption is critical for the proper fu nctioning of the body. Protein within the body's cellular structures is being co ntinuously destroyed. As a result, we need to consume protein in our diets every day 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 t hen uses these amino acids to repair and replace destroyed protein structures. I f we don't eat enough protein to repair destroyed proteins, our bodies will meta bolise our muscles to provide protein replenishment to our vital organs. ProteinSources There are some protein sources that are easier for the human body to metabolise than others, allowing the amino acids to repair protein structures more quickly these protein sources are optimal to support weight training programs. Different types of protein are graded on the body's ability to breakdown and use the prot ein efficiently. The scale is called the Biological Value scale and it depicts t he best sources of protein to quickly repair and replenish destroyed structures within 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 mi lk. Most 17

bodybuilders rely on whey protein to aid in muscle n that are recommended to cken breast, lean cuts of How much is enough:-

protein supplements to ensure they're consuming enough recovery after a hard workout. Other sources of protei support weight training include, boneless skinless chi fish and lean cuts of beef.

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 bodyweigh t, body composition and weight training goals. There are several different formu las that people use to determine the ideal amount of protein to support muscle g rowth. Some studies suggest 1.5 grams of protein per kilogram of bodyweight per day, while others suggest 2 grams of protein per kilogram of bodyweight. Some se rious 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 their weight training routine. Protein digestion can put a lot of strain of the kidne ys, so it's important that you consume the minimum amount needed to support your training goals based on your current weight. If you're weight training to achie ve mass, you'll need to consume higher quantities of protein than if you're weig ht 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 pr otect your kidneys. Benefits from protein powder You people must have heard about protein powder supplements, but most of the peo ple are not exactly aware about the number of benefits that it is providing for your body. Protein powder is one of the preeminent and well known sources for ke eping our body fit and fine. Also, lean or bend protein helps in attempts for lo sing weight. It is the chief diet for numerous athletes as they use it up to hel p them at the time of competitions or their special competitive events. On the o the rhand, some use it as an alternate for consumption a lot of higher calorie o r higher fat containing foods. Protein powder with added taste: If you want to m ake 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 thin g for you. It also helps in building up lean muscles. Most of the protein powder s are almost bland or tasteless and hence people use to blend it with other beve rages or foods in order to make 18

themself absolutely able to ingest it in a proper manner. For adding the taste a nd getting good flavor, protein powder can be simply mixed with rich diet of soy milk or simple milk. This will convert it into more powerful protein shakes rat her than simple protein powder intake. With these different flavors you can easi ly enjoy the better taste and with addition to the same benefits of protein powd er that basically you desire. Number of questions usually comes in mind while bu ying 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 powder comes in different forms and variety and hence is not alike at all. It is your w ish and requirement from which you can decide the factor that which one is suita ble for your body, you can consider the flavor as well and configure out that wh ich one tastes the best to your tongue. But the most important thing while buyin g a protein powder that you should not forget in any case is the category of pro tein powder which is highly suitable for your body in terms of its digestion or its compatibility with your digestive system Best supplement: Protein powder is known as the best supplement for the body builders and weight trainers. Generall y, body builders and athletes pick up whey protein powder as their best source a s the protein supplement. Also, there is wide variety of options available in th e 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 dige st 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 heal thy body. 19

Soy Protein Powder It seems that you can't shop anywhere without hearing about soy products. Soy ha s 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 b e used mainly by bodybuilders and others wanting to buff up, but protein powders are now commonly used in smoothies and other health drinks. Until recently, soy was 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 wa rm up to it until just a few decades ago. The three most common varieties of soy are tofu, edamame and tempeh. Tofu, which is soybean curd, can be bought by the block 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 tofu can be tricky. Edamame, immature soybeans that are picked early and served gree n, is probably the most mainstream type of soy. These beans are perfect on salad s and in side dishes, adding color, flavor and protein. Tempeh, which has a yeas ty flavor, has a meatier texture than that of tofu because it is a mixture of pa rtly cooked soybeans and enzymes, similar to cheese. Tempeh is often mixed with grains. Other common varieties of soy are soy milk and soy flour. Benefits of Soy Proteins Soy protein comes from soy flour and has two types: soy protein isolate and soy protein concentrate. Because soy protein is the most complete form of protein po wder available, it is ideal for vegetarians and those who need to add protein to their diet. Soy protein powder can be substituted for milk and meat and is a go od source of protein for those who are lactose intolerant or don't eat meat. Whi le it is easily digestible, it does not mix well in drinks or shakes, so it will require more mixing or shaking than dairy-based proteins. The most obvious bene fit of soy protein powder is that it adds protein to the diet. However, soy prot ein also has been proven to reduce the risk for heart disease, 20

and it helps lower cholesterol. Soy protein powders also contain many antioxidan ts. The soy isoflavones in soy protein powder can slow the growth of cancer- and tumor-causing cells, so the risk of such cancers as breast and prostrate can be lowered. Finally, soy protein powder is beneficial to menopausal women because it helps prevent osteoporosis and build strong bones. It can even lessen the sym ptoms of menopause. Disadvantages of Soy Protein The taste of soy protein can be very "beany," but it can be covered up by other flavors in a shake or protein drink. Also, some people notice an increase in gas when they consume large amounts of soy protein, especially if they are sensitiv e to soy proteins. FRISSIA:Frissia is a beverage that has three basic features. They are: Healthy The chocolate and vanilla flavor of Frissia, gives 10 gms of complete protein, a bout 14 % of daily requirements at only 120 kcal with all the goodness of soy. Tasty Mostly the healthy stuffs are not too tasty, but in Frissias case, it is not so, not at all. So if someone is unhealthy, he/she might love Frissia for its delici ous taste. Convenient The sachets of Frissia has been designed to fit in to all laptops bags easily so one can carry easily to work and as it needs to be added to water, one can have it pretty much anywhere. 21

TARGET MARKET:Usually there is a general belief that protein drinks are only for body builders and gym goers. But the fact is that protein is required by everyb ody. Our daily requirements of protein are generally not fulfilled by what we ta ke as our meals. Researches show that an average Indian is generally protein def icient. So to overcome this problem Hector has come up with Frissia protein drin k. This drink is not only good for gym goers and bodybuilders, but also for the common 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. Fat and obese people. Ladies and housewives. Only people residing in Delhi and NCR (as of now). COMPETITION If 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 dri nk, energy drinks, soft drinks etc are all competitors for each other. Every bev erage has a certain market share. As for hector, all the protein drink brands sh ould ideally be its competitor. Bot this is not the case. Frissia is not just a protein drink; it is a wonderful snack replacement as well. So, only protein dri nk brands are not its competitor, but every 22

leading beverage company, alcoholic or non alcoholic or compound, doesnt matter, all are Hectors competitors. To name a few competitors, the leading beverage manu facturing companies in India are, Coca-cola, Pepsi-co, UB group, Hindustan Unile ver Limited, Tata tea, Dabur foods, Godrej Hershey foods, SABMiller India, Nestl e India, Sula wines, CCD, Amul, Mohan Meakins, Champagne Indage etc. The followi ng chart shows the various market shares for all the beverages in percentage. Th e date is only up to 2007 as further latest data are not available. 23

BACKGROUND OF THE COMPANY HEADS India is Hectors first target market because it is, well, India. The cola majors have been registering impressive growth rates here, funding in some part their a cquisitions of healthier beverage companies elsewhere. It is time the Indian con sumer got her fair deal. Below, a brief note on Hectors key India personnel: CEO: Mr Neeraj Kakkar Neeraj's corporate career started after he completed his MBA fr om MDI, Gurgaon in 1998. He worked with Union Carbide and later Wipro before joi ning Coke in 2001. He had an amazing run with Coke- the kind that becomes a part of Corporate Folklore, with the high point being his time in Bangalore when he seemed to have settled the much-touted Cola battle conclusively. In 2008, he hea ded to Wharton to do a second MBA and is now in the thick of the action as CEO o f Hector Beverages Private Limited, India COO: Mr Suhas Misra Suhas did his MBA from IIM Calcutta (Class of 2003) and joined Co ke from campus. He had the kind of start that, again, Corporate Folklore, would describe as sensational- with astronomical growth rates being registered in rura l Rajasthan. In 2005 he moved to Nokia, before, in 2006, starting ChannelPlay- I ndia's first integrated Sales Process Outsourcing company (www.channelplay.biz) and now is the COO of Hector Beverages Private Limited 24

MARKETING PLAN 25

MARKETING PLAN PRODUCT:The Frissia range of protein drinks that is live in the Indian market is the result of: a. the well-researched protein deficiency even amongst affluent Indians b. the presence of a number of protein drinks in the American market aim ed at regular people (and not the traditional constituency: viz. body-builders) c. our joint development agreement with Solae LLC, USA (a DuPont venture), the w orld leader in protein research and production c. procurement of best in the wor ld natural identical flavors from Firmenirch and Givaudan (both Switzerland base d 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 a ll about protein. In fact- skin , hair, immune system every thing requires to lo ok 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 this good 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. achet costs for Rs30.\ Each box have 5 sachets, so that way, each s

PLACE: Currently, Hector is only focusing on the Delhi and NCR market. Hector is target ing- bodybuilders, lifestyle gym goers, housewives, students. Soon Hector will s tart selling at other places also, and in other parts of India. Since hector has its head office at Philadelphia, USA, so there are ample chances that someday H ector will be sold in international market also. PROMOTION: Hector is a bit weak on this front. Hector seriously needs some advert isement by any means; whether newspaper, or TV, but something should be done. Only having a good product will do alone for being successful. It is also important to have recognition in the m arket. 27

PROJECT 28

PROJECT INTRODUCTION In todays world, life is very difficult. Not only for working people but also for the students studying in professional colleges. Students are so busy, now a day s, that they do not have any time to look after their meals and health. In colle ges like IILM, students barely get time to have their lunch properly. They have to 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 o r protein deficient. Pretty soon they start losing hair. Damaged skin, insomnia, lack of concentration, weakness, dizziness etc are other signs of protein defic iency. For these reasons, Hector should introduce its protein drink in education al institutes, like IILM, so as to increase its market share and increase penetr ation, and also to benefit the protein deficient students also. The ultimate aim of Hector beverages is to create an image in minds of the customers. This plan can really help Hector in achieving this. 29

STATEMENT OF PROBLEM To create a business plan to introduce Frissia, a protein drink, which is a prod uct of Hector Beverages Pvt Ltd, into educational institutes. OBJECTIVE The ultimate objective of Hector Beverages Pvt Ltd is related to market penetrat ion 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 targe ted by the Frissia protein drink. PROBLEM DEFINITION: In Hectors case, the probl em definition can not be stated in one sentence. I have broken down it in to sma ller problem definitions, so as to properly cover every thing in detail. To educ ate the students about the requirements of protein. To find and analyze the diet of students, and convey to them that they are protein deficient. To communicate to them the ways in which Hectors Frissia can help them. To organize an interact ive event which will be fun for students and beneficial for Hector. To place Fri ssia in selected educational institutes and observe the response. 30

PLAN 1) To educate the students about the requirements of protein. The first and the foremost important step for making Frissia success in educatio nal institutes, is to educate students about the benefits of protein and effects of its deficiency. This could be achieved by organizing a guest lecture in a se lected educational institute, by Hectors nutritionist. Hector has ill attract quirements, equirements 31 one of the most famous nutritionist in India. Her big name and aura w students to attend the lecture. There she will talk about protein re and effects of its deficiency. She will also communicate about the r of other important nutrients such as calcium, iron and vitamin A.

Hector should make a healthy diet chart available to the students, and convey to them that if they follow this, no extra supplement is required. In this way, it will be established in the minds of students that Hector genuinely believes in making students healthy, and is not here only to sell its product, like every ot her 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 w ill step in. He will have an interactive session with the students. He will call a few volunteers from the students and will tell them to describe their daily d iet in detail. The students will be told to write their meal details on the blac k board of the class. In the guest lecture by Hectors nutrionist, the requirement s of body are already established. Suhas will calculate the total protein consum ption by the 32

student volunteers, from their diet details, and will compare them with what is ideal. This comparison will be an eye opener for students observing the show. Mo st of the times people dont know what they are actually taking inside their body. Visuals ar better source of communication. So along with the use of words, pict ure 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:33

3) To communicate to them the ways in which Hectors Frissia can help them. Till now, all the comparison and analysis would be done. Now will be the right t ime to strike the hammer. Now, when every student is fully aware of requirements of protein and effects of its deficiency, they would have started associating t heir physical and mental being with what has been explained to them. Hector will assure that they have a solution which will bring back smiles. Then Frissias smi ling face will be shown to the students. Suhas will explain the details of Frissia, as how can it be helpful for the stud ents of the targeted age group, how can mental and physical well being effect th eir academic performance etc. The nutritional details will be explained to the s tudent fraternity, to establish that the product is genuine and will help the st udents. The ways in which Frissia can be taken will also be communicated. Price and the quantity in one box will all be explained, along with the process of fix ing. It should also be communicated that Frissia can be taken with water, milk o r any other non alcoholic beverage and that it is available in two flavors . The flavor part will add interest to students curiosity and they will definitely th ink of trying Frissia for sure, atleast once. 34

4) To organize an interactive event which will be fun for students and beneficial for Hector. After all the serious talkings done till now, it is also important to establish a brand image in the students mind. Hector is trying to establish itself as a co ol company, which it is for sure. For this reason, an event which will be fun fo r students will surely attract attention. Event should be such that, it will be challenging physically for students, as the product of Hector ultimately affects the physical wellbeing of people. Events that could be an option are, a footbal l match(as there is still game fever due to the world cup), treasure hunt( very popular among the students fraternity of targeted age), cricket matches, basketb all, table tennis tournament(guaranteed success) etc. Attractive prizes should a lso be offered to the students. Prizes could be certificate, cash prize, gift ha mper from Hector, Frissia Boxes and above all assurance for summer internship or PPO. One more very important thing is to properly advertise the event. Posters, sloga ns and other creative things should be done from hectors side to create enthusias m and excitement in the students. 35

The time table and examination schedule should also be taken in to consideration before announcing the dates, because students will not show up in numbers if ex ams are very near. 5) To place Frissia in selected educational institutes and observe the 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 sele ct colleges and educational institutes accordingly. The other ways of making Fri ssia 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 separ ate counter for hector can be managed in the cafeteria itself. If not, then a ti e up with the college cafeteria could be made. The college cafeteria will sell r eadymade Frissia shakes to students at a reasonable price. This way, Hector will be able to sell their product to students through a channel. A trial period sho uld be decided for this plan. Hector should carefully observe and track the sale s of their product in this period and should continuously work towards making Fr issia more visible to students. Hector should keep on organizing events and lect ures, so as to be there in students mind. 36

SWOT ANALYSIS 37

SWOT ANALYSIS STRENGTHS: The biggest strength of Hector is its product, Frissia. Frissia is ava ilable in two flavors- vanilla and chocolate. So its advantageous for Hector to have two flavors. This way it can attract more customers. Efficien t sales team. Frissia is developed by Solae LLC,USA, which is one of the worlds b est protein development organizations. Its flavors are brought all the way from Switzerland which is known for finest natural identical flavors. Fixing Frissia is very simple. Frissia can be consumed with water also, which no other protein drink can offer presently. It is non alcoholic, and Hector promises to be non al coholic for all its future products. WEAKNESSES: Hector is very less known brand, as it is a new brand in India. No pr omotions are being made right now for Hector Beverages or for Frissia. Price is a bit high to target the general Indian consumers, because the re are other protein drinks available at a lower price. Smaller sachets are not available in the market so as to attract new customers. Not available in open ma rket. If someone has to buy Frissia, he will have to order online or through pho ne. 38

OPPORTUNITIES: Since protein drink segment is not largely being captured by any b rand in India, so it is an opportunity for hector to skim over this market. No other bra nd 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 aware ness by promotional activities, as suggested by me in the business plan. Health is 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 opportu nities for hector are immense. People in India are becoming more and more health conscious and are hitting gyms a lot. Hectors target customers are also gym goer s and body builders. So the growing number of gym goers is an opportunity for he ctor beverages. THREATS: Hector has only limited its functioning in Delhi region. This is a threa t because other regions might be captured by some other brand and ultimately Hecto r will loose the market. Hector Beverages has only limited its sales to direct s elling. This is a big threat, as other protein drinks are easily available in th e open market. Non competitive pricing is also a threat. Hectors interns can spre ad bad word for the company. So Hector should be more careful in selecting inter ns for training purposes. Hector is trying to be a cool company. But the custome rs and the market can treat this approach as very casual, which is not good for the company.

39

CONCLUSION 40

CONCLUSION Health sector is growing very rapidly in the world. Hector beverages, being art of it, is also supposed to grow with this sector. The beverage industry is v ery large in India. All the cola giants have earned a lot of money from India. S o the opportunities are endless for any Beverage company in India. Protein drink segment 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 tremendous growth opportunities. The product Frissia is definitely one of the best protein drinks available in the market. There are two flavors for this product- vanilla and chocolate. The customer feedback is that chocolate flavor is better. 41

RECOMMENDATIONS 42

RECOMMENDATIONS Hector should try and explore newer markets, such as educational institutes. Hec tor should do rethinking for its distribution strategy. Till date it has been only 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 Hector Beverages. No company can survive for very long without doing adequate promotion al activities. More fresh and young minds should be induced into the organization to lead the organization on the paths of success. Young brains will bring bright ideas a nd 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 strongly believe that this plan will be a success for Hector Beverages Pvt Ltd. 43

APPENDIX 44

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REFERENCES 49

www.hectorbeverages.com www.frissia.com Marketing management by Philip Kotler. w ww.google.com 50