HECTOR

BEVERAGES
PVT LTD

SUMMER TRAINING REPORT

on

1
 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 Graduate Programme (PGP).

Submitted by

RAHUL KUMAR

Roll No: PG20090030

Batch: 2009-2011

IILM Institute for Higher Education

SIP REPORT

DECLARATION FORM

2
I 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 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 also 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

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

ACKNOWLEDGEMENT
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Summer 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
was a good experience for me. At each step of my training, my mentor gave me
full support 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 to generate more meaningful ideas
that have enabled me to further complete this project successfully.

EXECUTIVE SUMMARY
Hector Beverages brings healthy, tasty beverages to the Indian consumer. The
company strives to bring the best for human health that emerges from scientific

4
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
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 taken care of in this blend. It’s 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 

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.

TABLE OF CONTENTS

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ACKNOWLEDGEMENT…………………………………………….4
EXECUTIVE SUMMARY……………………………………………5
TABLE OF CONTENTS……………………………………………...6
INTRODUCTION……………………………………………………………….8

DESCRIPTION OF BUSINESS……………………………………………….11
MISSION………………………………………………………………………………………...12

VISION…………………………………………………………………………………………..12

OBJECTIVE……………………………………………………………………………………..12

VALUES…………………………………………………………………………………………13

COMPANY HIGHLIGHTS……………………………………………………………………..13

COMPANY STUDY : …………………………………………………………15

BEVERAGE INDUSTRY……………………………………………………………………….16

PROTEIN DRINKS SEGMENT………………………………………………………………..17

BENEFITS FROM PROTEIN POWDER………………………………………………………18

SOY PROTEIN POWDER………………………………………………………………………20

FRISSIA………………………………………………………………………………………….22

TARGET MARKET…………………………………………………………………………… 22

COMPETITION…………………………………………………………………………………23

BACKGROUND OF THE COMPANY HEADS……………………………………………….25

MARKETING PLAN: …………………………………………………………26

PRODUCT……………………………………………………………………………………….27

PRICE……………………………………………………………………………………………28

PROMOTION……………………………………………………………………………………28

PLACE…………………………………………………………………………………………...28

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PROJECT……………………………………………………………………….29
INTRODUCTION……………………………………………………………………………….30

STATEMENT OF PROBLEM………………………………………………………………….31

OBJECTIVE……………………………………………………………………………………..31

PROBLEM DEFINITION…………………………………………………………………........31

PLAN……………………………………………………………………………………………32

SWOT ANALYSIS……………………………………………………………..38

CONCLUSION…………………………………………………………………41

RECOMMENDATIONS………………………………………………………43

APPENDIX……………………………………………………………………..45

REFERENCES………………………………………………………………....51

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 INTRODUCTION

INTRODUCTION

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 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 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 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
Hector’s 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 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- 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 Beverages.
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 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 walked
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 challenge.

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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
players- 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

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DESCRIPTION OF
BUSINESS

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DESCRIPTION OF BUSINESS
MISSION:-
Hector’s mission statement is as follows:

“Our mission is to serve people by quality, 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.
 Increase customer 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 permanent recruits 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 every company
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 more self-serving nonsense we will not bore further thee
but, instead, just spread out 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 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 greater common good.
And unwaveringly so.

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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 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
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 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 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, 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 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 STUDY
BEVRAGE 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. Simulation results 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 beverages 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 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).

BEVERAGES AND THEIR CLASSIFICATION

A beverage is a liquid formulation specifically prepared for human consumption.
The word “Beverage” has been derived from the Latin word “bever” 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 explain
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 considered legal drunkenness as it reduces attention and slows
reaction speed. Ethanol being 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 content are
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 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 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. 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 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 metabolises 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 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 protein
efficiently. The scale is called the Biological Value scale and it depicts the best
sources of protein to quickly repair and replenish destroyed structures within the
body. The top three best sources of protein, according to their Biological Values
are Whey Protein, protein from whole eggs and protein from cow's milk. Most

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bodybuilders rely on whey protein supplements to ensure they're consuming
enough protein 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 per day, 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 their weight 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 your training 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 powder

You 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 for
your 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 your 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 make

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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 soy milk
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 many 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 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 or its compatibility with your
digestive system

Best supplement:
Protein powder is known 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 powder 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 Powder
It 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 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 vegetarians. 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 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
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 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
powder 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 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 will
require 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,
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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- 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
symptoms 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 sensitive 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,
about 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 Frissia’s case, it is not so, not at
all. So if someone is unhealthy, he/she might love Frissia for its delicious 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.

TARGET MARKET:-
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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 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 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 each 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 a protein drink; it is a wonderful snack
replacement as well. So, only protein drink brands are not its competitor, but every
leading beverage company, alcoholic or non alcoholic or compound, doesn’t
matter, all are Hector’s competitors.

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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.

BACKGROUND OF THE COMPANY HEADS

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India is Hector’s first target market because it is, well, India. The cola majors have
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 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 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

MARKETING PLAN

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

NUTRITIONAL INFORMATION: (per 100gm)

Energy(kcal) 400.3
Protein(gms) 33.9
Carbohydrates(g) 51.4
Fats(g) 7.0
Iron(mg) 7.3
Vitamin A(UI) 816.0
Calcium(mg) 341.3
Cholesterol(mg) 0.0

 Hector believes that Frissia is probably the best 11am drink in the world.

26
  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
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.

 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 has its 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; 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 market.

27
 PROJECT

28
PROJECT

INTRODUCTION
In today’s 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 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 have to rush to
the cafeteria to have something. There also there is a lot of rush. Even 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 aim of Hector beverages is to create an image in minds of the

customers. This plan can really help Hector in achieving this.

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

OBJECTIVE
The 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 diet of students, and convey to them that they are
protein deficient.
 To communicate to 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
effects of 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.

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  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 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 call a 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

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 the 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.
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 Frissia
can 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
requirements of protein and effects of its deficiency, they would have started
associating their 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 Frissia’s smiling 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.
 Price and 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 .
 The flavor 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 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 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 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 football 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, 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 or PPO.

 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.

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  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 exams 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
every 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 will be 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

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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 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 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 for
Frissia.
 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 not available 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 in
India, 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.
 Health is one of the five major trends in the world today along with trends
like terrorism 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 health conscious 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 threat
because 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 spread 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 for the company.

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 CONCLUSION

CONCLUSION

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  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 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 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.

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 RECOMMENDATIONS

RECOMMENDATIONS

 Hector should try and explore newer markets, such as educational institutes.
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  Hector 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
promotional 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 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 strongly
believe that this plan will be a success for Hector Beverages Pvt Ltd.

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 APPENDIX

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 References

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

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