A PROJECT REPORT ON NEW PRODUCT LAUNCH OF

“HIPPIE”-A MOCKTAIL BRAND IN BHUBANESWAR

BY LIZA PRUSTY
REG NO. - 1801247025
A SUMMER INTERNSHIP PROJECT SUBMITTED AS A PARTIAL
FULFILMENT OF POST GRADUATE DIPLOMA IN
MANAGEMENT

GUIDED BY
Dr. RAJESH K SATPATHY
PROFESSOR OF MARKETING
REGIONAL COLLEGE OF MANAGEMENT

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 DECLARATION

I hereby declare that the Summer Training Project Report work entitled “Report on new

product launch of HIPPIE“, being submitted to Regional College Of Management,

BHUBANESWAR is of my own and that is neither submitted to any other institution

including University nor published anywhere prior to this.

LIZA PRUSTY

Roll No. –1801247025

Place – BHUBANESWAR

Date -

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 CERTIFICATE OF GUIDE

This is to certify that, this is a bonafide report on the Summer Training Project Report work
entitled “Report on new product launch of HIPPIE” under the guidance of DR. RAJESH
K SATPATHY for the partial fulfillment of the POST GRADUATE DIPLOMA IN
MANAGEMENT (PGDM), (Session 2018-20) Odisha.

During the period of the project work he was found to be sincere and her conduct remains
satisfactory.

DR. RAJESH K.SATPATHY

Signature of guide

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 ACKNOWLEDGEMENT

A Project usually falls short of its expectation unless guided by the right person at the right
time. Success of a project is an outcome of sincere efforts, channeled in the right direction,
efficient supervision and the most valuable profession guidance.

The internship opportunity I had with HIPPIE, Bhubaneswar, was a great chance for learning
and professional development. Therefore, I consider myself as a very lucky individual as I
was provided with an opportunity to be a part of it. I am also grateful for having a chance to
meet so many wonderful people and professionals who led me through this internship period.

This project would not have been completed without the direct and indirect help and guidance
of such luminaries. They provide me with the necessary resources and atmosphere conductive
for healthy learning and training.

At the outset I would like to take this opportunity to gratefully acknowledge the very kind
and patient guidance I have received from my project guide. Without their critical evaluation
and suggestion at every stage of the project, this report could not have reached its present
form.

I would like to extend my gratitude towards MR. SOMESH BEHERA, founder and CEO of
HIPPIE and MR. SATYAJIT MOHANTY, regional head (sales) for the constant guidance
and support given by them. They all have ensured that I get a practical overview, this project
is an outcome of that exposure.

Lastly, I would like to thank DR. RAJESH SATPATHY, professor at Regional College of
Management who gave me fruitful information to finish my project with his continuous
guidance.

LIZA PRUSTY

REG. NO. 1801247025

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 EXECUTIVE SUMMARY
This report explains about the data I have collected from the market about the 3 Cs of the
company’s brand which is COMPANY,COMPETETORS and CUSTOMERS. I went to
certain places to get feedback from the people about the product HIPPIE by providing
samples. This study includes primary data only. This primary study focuses on survey of the
competitors and the likings and disliking of people.

The study contains some articles about the mocktails which are abstracted from internet.

Our product is launched in modern trade stores, bars, hotels and restaurants.

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 CONTENTS

CHAPTER 1………………………………………………… ……………7-11

1.0 INTRODUCTION TO THE COMPANY

1.1 INTRODUCTION TO THE FLAGSHIP BRAND “HIPPIEE”

1.2 COMPETITORS

1.3 CUSTOMERS

CHAPTER 2………………………………………………………..……..12-14

2.0 LITERATURE REVIEW

CHAPTER 3……………………………………………………………..15-17

3.0. BRANDING

CHAPTER 4……………………………………………… ……………18-36

4.0 RESEARCH METHODOLOGY

4.1 TOOL USED

4.2 TYPES OF DATA

4.3 OBJECTIVES

4.4 DATA ANALYSIS

CHAPTER 5…………………………………………………………….37-39

5.0 FINDINGS

5.1 SUGGESTIONS

CHAPTER 6…………………………………………………………….40-41

6.0 CONCLUSION

ANNEXURES-I……………………………………………………………………………42

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CHAPTER 1

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 1.0 INTRODUCTION TO COMPANY

Novolutions Food & Beverage Private Limited is a private company incorporated on 07 July
2017. It is classified as Non-Govt company and is registered at Registrar of Companies,
Cuttack. Its authorized share capital is Rs. 1,000,000 and its paid up capital is Rs. 100,000. It
is involved in Business activities in the name of Novolutions Food & Beverage Private
Limited. Annual General Meeting (AGM) was last held on 31 December 2018 and as per
records from Ministry of Corporate Affairs (MCA), its balance sheet was last filed on 31
March 2018. Directors of Novolutions Food & Beverage Private Limited are Mr. Umesh
Chandra Behera, Mrs. Urmila Behera, Mr. Somesh Ranjan Behera, .

Novolutions Food & Beverage Private Limited's Corporate Identification Number is (CIN)
U74999OR2017PTC027305 and its registration number is 27305.

Its Email address is cssatyapradeep@gmail.com and its registered address is B-104, 1ST
FLOOR, SAI ROSE APPARTMENT PATIA BHUBANESWAR Khordha.

Current status of Novolutions Food & Beverage Private Limited is - Active.

CIN U74999OR2017PTC0
27305
Company Name NOVOLUTIONS
FOOD &
BEVERAGE
PRIVATE LIMITED
Company Status Active
RoC RoC-Cuttack
Registration Number 27305
Company Category Company limited by
Shares
Company Sub Non-Govt company
Category
Class of Company Private
Date of Incorporation 07 July 2017

Activity Business activities

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 1.1. INTRODUCTION TO FLAGSHIP BRAND “HIPPIE”

There are two kinds of people in the world, people who have hard drinks and people who
have soft drinks. People who have soft drinks have many options like carbonated sweetened
water for e.g. PEPSI, COCA-COLA, THUMBSUP, etc. They also have tetra pack fruit juices
like MAZA, FROOTI, APPY FIZZ, PAPPER BOAT, etc. as an option, also there are energy
drinks and beers which are alcohol free. When people go to a bar in a group, some order hard
drinks and for non-alcoholics there is a concept of mocktail(mix of juices) which are freshly
prepared.

MOCKTAIL – It is a non alcoholic drink consisting of a mixture of fruit juices or other soft
drinks.

According to my survey in Bhubaneswar, mostly SYRUPS(flavored) are used for making

mocktails which is not the exact way of making it. An authentic mocktail is made of real
juices and not just flavored sweetened water i.e., SYRUP, which are sometimes very low in
quality. To make one glass of mocktail by using syrups, there is a requirement of man, more
than one material and time.

Therefore our brand came up with a concept of readymade, ready to consume glass
bottled mocktail. This product is ideally for every age group, from kids to grandparents as
each bottle contains more than 40% of fruit pulp in it and does not contain color, sugar or
preservative. So you get the benefits of fruit and at the same time you satisfy your taste buds
without any guilt as it is sugar free, preservative free and color free.

MRP: Rs.110/-

Net quantity: 275ml

The product has a total of 6 flavors but initially we launched only 2 flavors i.e,
MARGARITA & PINA COLADA.

Fruit juice in:

MARGARITA: Mango and passion fruit

PINA COLADA: Coconut milk and pineapple strain

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 1.2. COMPETITORS

MONIN - A French company, producing liquors and syrups.

Monin products in India are exclusively imported and distributed by Saksham. Monin is the
world’s largest and best-known producer of premium flavourings for beverage and culinary
applications. With over 100 natural flavours, Monin provides the elements to serve creative,
great tasting offerings for the on premise operator. Recipes, point of sale merchandising
materials and customized drink development are all available to help translate Monin flavours
into profitable sales and satisfied guests.

MARIM BULA – Marimbula an INDIAN comprises of international and ethnic flavors of

syrups . It has been created a team of Beverage professionals with over 25 years of
experience in the Beverage Industry.

MALA - Mala an INDIAN company has been built on the philosophy of developing
products that are wholesome, nutritious, and imaginative. ... HERBAL SYRUP.

MANAMA – It is an INDIIAN company.The health and wellness mega trend drives the
demand for premium and quality products which are apex in flavor & taste. Manama
products have higher ratio of fruit juices & pulps when compared with other products, the
formulation of invert sugar eliminates crystallization and enhances taste. We only prefer
premium ingredients in our unique blending process which helps retain the natural flavors &
reduces the usage of synthetic substances & preservatives during manufacturing process.

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 1.3. CUSTOMER

Non-alcoholic mixed drinks are the hot trend right now, "People want to not be intoxicated
but still want to be part of the bar life," Thirteen percent of consumers agree that mocktails
are a good alternative to alcoholic drinks, with younger men/women the target market for
mocktails, according to the global market research firm Mintel, Forty-five percent of
millennials would give up alcoholic beverages in order to improve their health. Consumers
don’t want to sacrifice flavor and quality of ingredients. They want to have a great
experience, but perhaps without alcohol. Currently, a lot more restaurants and bars offering
more high-caliber options.

Targeted Segment: Premium segment

Age Group: All age groups
Gender: Unisex

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CHAPTER 2

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 2.0 LITERATURE REVIEW

 Warsi, S. (2019) in his article “How Mocktails Are Reshaping The Beverage
Industry” described eating fruits and vegetables is always considered good and
beneficial for a nutritious lifestyle. But who would have thought that
drinking them can be even more fun and delicious. Keeping the beverage
trends under consideration, restaurants are coming up with varieties of fruit
or veggie based drinks and non alcoholic drinks namely ‘Mocktails’.

Considering the customer’s changing habits, it is perhaps the ideal time for alcohol
free market to introduce varieties of mocktails. Alcohol free drinks are catching the
attention of restaurants and chefs as the segment is showing promise. Evolving from
the words ‘mock’ and ‘cocktail’, it is experiencing high demand with times among
the customers where mocktails and cocktails are providing the same experience, the
former being devoid of alcohol.

Constant expansion of mocktail segment is making restaurants work on intricate

layers of flavors, attractive colors, quirky names and inventive presentations which
are making the customers go crazy for the product. The beverage is all about
freshness, quality, seasonality and creativity. The change in the drinking habits of
people has created a lot of buzz in the industry which has allowed bartenders to
experiment with the syrups and other flavorings to satisfy the customers.

Available online at https://www.restaurantindia.in/article/how-mocktails-are-reshaping-the-

beverage-industry.11143

 Mitra, S. (2017) in his article “Dabur India To Debut Fruit Based Mocktails
Under Real Brand” described Dabur India Ltd will launch ready-to-drink fruit-
based mocktails, or non-alcoholic versions of popular cocktails, under its fruit juice
brand Real.
This is the first time mocktails will be available in a ready-to-drink format in India. Priced at
Rs110 for a 1-litre tetra pak, Real mocktails will be sold at modern-trade stores, open format
outlets and across online marketplaces, said Mayank Kumar, marketing head (foods), Dabur
India.
Dabur’s fruit juice brand Real is currently sold across 300,000 retail outlets, and Dabur will
make Real mocktails available at 10-15% of these outlets to start with. “We’ll also look at
making the Real mocktails available at select liquor stores, besides pubs and bars," Kumar
added.

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Real mocktails will initially come in two variants: Virgin Mary and Pina Colada. The
company will later extend the range with variants like fizzy mocktails, and will look at
bringing in other formats of packaging, such as cans.

Available online at

https://www.livemint.com/Companies/h7LratpKDLRJvUAqXMjogO/Dabur-India-to-

debut-fruitbased-mocktails-under-Real-brand.html

References:

https://www.restaurantindia.in/article/how-mocktails-are-reshaping-the-beverage-
industry.11143

https://www.livemint.com/Companies/h7LratpKDLRJvUAqXMjogO/Dabur-India-to-

debut-fruitbased-mocktails-under-Real-brand.html

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CHAPTER 3

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 3.0. BRANDING

Branding, by definition, is a marketing practice in which a company creates a name, symbol

or design that is easily identifiable as belonging to the company. This helps to identify a
product and distinguish it from other products and services. Branding is important because
not only is it what makes a memorable impression on consumers but it allows your customers
and clients to know what to expect from your company. It is a way of distinguishing yourself
from the competitors and clarifying what it is you offer that makes you the better choice.
Your brand is built to be a true representation of who you are as a business, and how you
wish to be perceived.

There are many areas that are used to develop a brand including advertising, customer
service, promotional merchandise, reputation and logo. All of these elements work together
to create one unique and (hopefully) attention-grabbing professional profile.

Types of Branding

 Product Branding
 Personal Branding
 Corporate Branding
 Geographical Branding
 Retail Branding
 Co-Branding

1. Product Branding:
This is the most common and easiest type of branding. Product branding is a symbol or
design that identifies and differentiates a product from other products. Product branding is
very easily noticeable when you walk through a supermarket filled with different products as
most products are branded with a unique colour, design and logo.

2. Personal Branding:
This type of branding is very common among politicians, athletes and celebrities. Personal
branding makes it possible for famous people to reflect a good image of themselves to the
public. Politicians, for instance, use personal branding to create a good impression and
convince voters that they are right for an office.

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3. Corporate Branding:
This type of branding is used by businesses interested in creating and maintaining a good
reputation. Corporate branding thus cuts across an organisation’s services, products,
employees, corporate culture as well as corporate social responsibility. Every activity carried
out by an organisation has a positive or negative effect on its reputation A wrong decision can
in fact have an adverse effect on the corporate brand.

4. Geographical Branding:
This type of branding is used for specific services and products that are peculiar to a
particular region. Geographical branding is commonly used in the tourism industry. Various
countries and regions try to brand things that make them different from other areas.
Landscape, cuisine, tourist centres within a popular region are usually advertised and
eventually become associated with the region.

5. Retail Branding:
Retail branding is mostly used by industry giants to increase the interest of consumers and
make product sales outpace the competition. A lot of money is spent to develop unique brand
images that convince consumers to select their brand instead of others. Retail branding
however requires a lot of planning. The right strategy needs to be adopted to ensure its
success.

6. Co-Branding:
Co-branding is a type of branding that associates the brands of two or more companies with a
specific product or service. It can also be described as marketing partnership between two or
more brands such that the success of one brand rubs off on the other. Co-branding is effective
in building business, increasing awareness and breaking into new markets.

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CHAPTER 4

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 4.0. RESEARCH METHODOLOGY

The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys and
other research techniques, and could include both present and historical information.
The research methodology section of any academic research paper gives you the opportunity
to convince your readers that your research is useful and will contribute to your field of
study. An effective research methodology is grounded in your overall approach – whether
qualitative or quantitative – and adequately describes the methods you used. Justify why you
chose those methods over others, then explain how those methods will provide answers to
your research questions. Begin your research methodology section by listing the problems or
questions you intend to study. Include your hypotheses, if applicable, or what you are setting
out to prove through your research. In your restatement, include any underlying assumptions
that you're making or conditions that you're taking for granted. These assumptions will also
inform the research methods you've chosen., state the variables you'll test and the other
conditions you're controlling or assuming are equal.

Types of research:
 Exploratory Research
 Descriptive Research

I have collected the data through descriptive research method .

4.1 TOOLS USED

Tools used for data collection:

Feedback Forms:
A Feedback form is a research tool which consists of series of questions for the purpose of
gathering information .They are designed for statistical analysis of the feedback, this is not
always true .
A Feedback form has many advantages as they can be orally asked and easy to collect
response.

 Sample size:
100 customers: 50 for MARGARITA

50 for PINA COLADA

 Sample area:
BHUBANESWAR

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 4.2 TYPES OF DATA

There are two types of data collection method-primary and secondary data.

 Primary data:
Primary source refers to the customer feedback form prepared by us to gather the data, it
contains all the questions regarding the research done. It contains questions regarding the
product. Here the feedback forms is distributed to the customers and then they fill it up and
give it back and from that form data and feedback is collected and a summary of all the data
is displayed.

We went to the customers at different places and gave them samples of our product, after
they tasted it we sat with them and got all the required feedback.

 Questionnaire method:

In this process of survey, prepared questions are asked to people to get information.

 Observation method:

The retailers are observed to have an insight about the perception to keep stock in shop.

 Personnel interaction method:

In this process a direct interaction takes place with the retailer or the customers.

 Secondary data:
Some data as acquired from existing sources of information which
were accessed due to availability of various other forms of information and
data .sources of these data are the company’s website, other product
information website.

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 4.3. OBJECTIVE OF THE STUDY

I. To understand the taste and preference of consumers in

cocktail/mocktail products.
II. To evaluate the market potential of “HIPPIE” brand.
III. To persuade consumers to taste the newly launched product as
a base to cocktails.

I. To understand the taste and preference of consumers in

cocktail/mocktail products.

Demand for a commodity depends upon the taste and preferences of a consumer. A change
in taste and preferences affects the level of demand for various goods. There are all kinds of
things that can change one's tastes or preferences that cause people to want to buy more or
less of a product. For example, if a celebrity endorses a new product, this may increase the
demand for a product. Eating fruits and vegetables is always considered good and
beneficial for a nutritious lifestyle. But who would have thought that drinking them
can be even more fun and delicious. Keeping the beverage trends under consideration,
restaurants are coming up with varieties of fruit or veggie based drinks and non
alcoholic drinks namely ‘Mocktails’.

Considering the customer’s changing habits, it is perhaps the ideal time for
alcohol free market to introduce varieties of mocktails. Alcohol free drinks are
catching the attention of restaurants and chefs as the segment is showing promise.
Evolving from the words ‘mock’ and ‘cocktail’, it is experiencing high demand with
times among the customers where mocktails and cocktails are providing the same
experience, the former being devoid of alcohol.

Constant expansion of mocktail segment is making restaurants work on

intricate layers of flavors, attractive colors, quirky names and inventive presentations
which are making the customers go crazy for the product. The beverage is all about
freshness, quality, seasonality and creativity. The change in the drinking habits of
people has created a lot of buzz in the industry which has allowed bartenders to
experiment with the syrups and other flavorings to satisfy the customers.

It’s a spillover from the ongoing mocktail revolution happening across the
country where people are choosing to avoid alcohol. Constantly experimenting with
the product in order to provide something new to customers. The love and craving
people carry for mocktails is expected to grow in near future.

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 Mocktails are making their way into menus across India blending various
ingredients into refreshing booze-free drinks. Customers who are looking for the same
crisp and complex notes of wine and beer without any alcohol content are appreciating
and falling in love with these drinks. Hence, mocktails are providing experience along
with taste to a non-drinker who love to have a blast outside as well as at home. The
presentation and flavor of the drink adds upon the experience of the customers.

Mocktail sector is forecasted to become more dynamic as offshoot categories,

driving momentum in developed markets. It is believed that health consciousness and
awareness will also contribute in shaping the consumption pattern within this beverage
sector. Mocktails are undergoing makeover at many restaurants in order to get as
much attention as cocktails and wines. Restaurateurs are trying to make sure that
mocktails can satisfy a customer’s non-alcoholic preferences. This new attention to
mocktails is allowing the industry to experiment with ingredients. This innovation
gives the opportunity for non-drinkers to raise a toast.

II. To evaluate the market potential of “HIPPIE” brand.

Fruit and vegetable juices are natural products that contain few or no additives. The health
benefit of green vegetable juices far outweighs its taste. Green juices are power-packed with
nutrition. Green vegetables have the ability to transform sunshine into the food that all
creatures consume. True to their nature, greens produce chlorophyll, which oxygenate our
body. This enables us to release stored toxins in the body. It is better to use a mixer and not a
juicer so that we get the fiber from the vegetables. Other known facts are not to strain the
juice, but have it with the pulp. Many kinds of berries and vegetables are crushed; their juices
are mixed with water and sometimes sweetened. Coconut water is a very refreshing drink to
beat tropical summer thirst. It is the clear liquid found inside a young, green coconut, which
is usually about the size of a basketball .As the coconut matures, the liquid is replaced with
coconut "meat". Many popular vegetable juices, particularly ones with high tomato content,
are high in sodium, and therefore, consumption of them for health must be carefully
considered. Fruit squash is produced using strained fruit juice, sugar and preservatives. In
fruit cordial suspended matter is eliminated by filtration or clarification. Fruit syrups are
made by crushing into puree followed by fermentation and heating with sugar to create syrup.
The non-alcoholic beverages segment faces complex consumer demands for nutritious and
energy rich fresh products with supplemental ingredients. The functional ingredients present
in these beverages could be physiologically active also, within the frame work of regulatory
bodies. Juices, tea, coffee, milk, syrups, punches, water, etc., offer us refreshment, quenching
of thirst and richness of taste with varieties of flavors. The latter part has contributed to the
reasons why these beverages are universally enjoyed by people of all ages, irrespective of
age, gender or class. These beverages offer different levels of physiologically active
ingredients and hence, due care must be given on their regular intake in high quantities.
Similarly the safety aspects of these juices inbuilding the herbals should be seriously dealt
with. The latest trends revealed that many companies were trying to enlarge or diversify their

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product portfolio in the direction of healthier options. This is mainly due to the high sugar
contents in the sweet beverages. Hence, the choice was towards the bottled drinking water.
The demand for healthy drink is blooming.

III. To persuade consumers to taste the newly launched product as a

base to cocktails.

Food preparation is a complex task, not only in dealing with which particular
combinations of ingredients should be used, but also how those ingredients should be
prepared and transformed into a finished product.

Many a times fruit juices are used as a base for cocktails.

Lemon-lime soda, though a little sweet, is a good beginner's introduction to whiskey

drinks and works well in fruity punches. Grapefruit soda mixes perfectly with tequila
and a pinch of salt. Orange juice works with gin, vodka and rum — freshly-squeezed
adds another layer of texture and flavour. Many rum-based cocktails, especially those
with fruit flavors, tend to be decorated with tropical-themed garnishes or slices of
fruit. Tequila-based drinks favours lime and other citrus fruits.
Lemon-lime soda, though a little sweet, is a good beginner's introduction to whiskey
drinks and works well in fruity punches.

Grapefruit soda mixes perfectly with tequila and a pinch of salt.

Orange juice works with gin, vodka and rum — freshly-squeezed adds another layer
of texture and flavor.

Grapefruit juice is better with gin than vodka, as the florals of gin and the sharpness
of the juice complement each other nicely and is always a great match with rum and
tequila.

Lime juice is the prime ingredient in sour mix; bottled, sweetened lime juice is perfect
with gin.

Cranberry juice works well with vodka and orange liqueur — it also gives the
cosmopolitan its signature red color.

You're looking for a balanced relationship between mouth feel (carbonation, texture
and how much space it takes up in your mouth), bitterness and other flavors, which
might be fruity, toasty, nutty or malty. These flavors may not necessarily come from
added fruit or nuts during the brewing process, though that's possible; they're usually
a natural outgrowth of fermentation. What you're looking for is well-cultivated
flavors, ones that make sense in the context of the rest of the beer.

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 4.4 DATA ANALYSIS

4.4.1. FAMILIARITY WITH MOCKTAILS:

YES NO TOTAL
79 21 100

FAMILIARITY WITH MOCKTAILS

21%

YES

79% NO

INTERPRETATION:

From the above pie chart we can easily see that out of 100 people 79% were aware of what
mocktail is and the rest 21% of the customers were not.

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4.4.2. FLAVORS SENSED:

1. PINA COLADA

FLAVOR ORANGE PINEAPPLE MANGO COCONUT TOTAL

HEADS 2 34 10 4 50

FLAVORS SENSED

8% 4%

20%
ORANGE
PINEAPPLE
MANGO
68%
COCONUT

INTERPRETATION:

From the above pie chart we can easily see that everyone has a different opinion and not all
are good food critic. While tasting our PINACOLADA mocktail which contains pineapple
strain and coconut milk, people tasted different flavors in it. As we can see 68% tasted
PINEAPPLE, 20% of them tasted MANGO, 8% of people tasted COCONUT and 4% of
them tasted ORANGE.

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 2. MARGARITA
FLAVORS ORANGE MANGO PINEAPPLE PASSIONFRUIT LEMON COFFEE TOTAL
HEADS 14 23 6 2 4 1 50

FLAVOR SENSED

2%
4%
8%
28%
ORANGE
12%
MANGO
PINEAPPLE
PASSIONFRUIT

46% LEMON
COFFEE

INTERPRETATION:

While tasting our MARGARITA mocktail which contains mango and passion fruit, people
tasted different flavors in it. As we can see in the above pie chart 46% of them tasted
MANGO, 28% people tasted orange, 12% customers tasted PINEAPPLE, 8% of them tasted
lemon in it, 4% tasted PASSIONFRUIT and 2% of them tasted COFFEE in it. Not all of us
know how PASSION FRUIT tastes because it is rare fruit in INDIA.

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4.4.3 MOCKTAIL CONSUMPTION PER MONTH:

RANGE 0-5 6-10 11-15 15+ TOTAL

HEADS 59 13 2 5 100

MOCKTAIL CONSUMPTION PER MONTH

3%
6%

16%
0 TO 5
6 TO 10
11 TO 15
75%
15+

INTERPRETATION:

The consumption pattern of customers for mocktails is observed in the above pie chart. Out
of 100 people, 75% of them take 0 to 5 mocktails in a month, 16% of people consume 6 to 10
mocktails per month, 6% of them drink more than 15 mocktails and 3% intake 11 to 15
mocktail.

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4.4.4. SODA/BOTTLED BEVERAGE CONSUMPTION PER MONTH

RANGE 0-5 6-10 11-15 TOTAL

HEADS 77 22 1 100

SODA/BOTTLED BEVERAGE CONSUMPTION PER MONTH

1%

22%

0-5

6 TO 10
77%

11 TO 15

INTERPRETATION:

The consumption pattern of customers for mocktails is observed in the above pie chart. Out
of 100 people, 77% of them take 0 to 5 soda in a month, 22% of people consume 6 to 10 soda
per month, 1% of them drink 11 to 15 bottled beverage.

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4.4.5 FAMILIARITY WITH PINA COLADA
YES NO TOTAL
25 25 50

FAMILIARITY WITH PINA COLADA

50% 50%
YES
NO

4.4.6. FAMILIARITY WITH MARGARITA

YES NO TOTAL
20 30 50

FAMILIARITY WITH MARGARITA

40%
YES
60%
NO

INTERPRETATION:

Here we can see that out of 50 for each, 25 of them were familiar with PINAACOLADA and
25 were not & 20 were familiar with MARGARITA and 30 were not.

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4.4.7 CONSISTENCY RATING:
1. PINA COLADA

CONSISTENCY TOO THICK BALANCED RUNNY TOTAL

HEADS 5 37 8 50

CONSISTENCY

16% 10%

TOO THICK

BALANCED

74%
RUNNY

INTERPRETATION:

According to the above pie chart 50 people have rated the consistency of PINACOLADA
where 74% said it is balanced, 16% said the mocktail is runny and according to the rest 10%
it’s too thick.

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 2. MARGARITA

CONSISTENCY TOO THICK BALANCED RUNNY TOTAL

HEAADS 4 39 7 50

CONSISTENCY

14% 8%

TOO THICK

BALANCED

78% RUNNY

INTERPRETATION:

According to the above pie chart 50 people have rated the consistency of MAARGARITA
where 78% said it is balanced, 14% said the mocktail is runny and according to the rest 8%
it’s too thick.

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4.4.8. COCKTAIL BASE PREFERENCE:

1. PINA COLADA

PREFERENCE DEFINITELY MAYBE NO TOTAL

HEADS 30 14 6 50

PREFERENCE

12%

DEFINITELY
28%
60%
MAYBE

NO

INTERPRETATION:

According to the above pie chart 50 people gave their opinion on whether the product will go
as a base of cocktail. For PINACOLADA 60% people said they will definitely like to use it
as base of cocktail, 28% were not sure and 12% of them did not like the idea.

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 2. MARGARITA

PREFERENCE DEFINITELY MAYBE NO TOTAL

HEADS 24 12 14 50

PREFERENCE

28%

48% DEFINITELY

MAYBE

24%
NO

INTERPRETATION:

According to the above pie chart 50 people gave their opinion on whether the product will go
as a base of cocktail. For MARGARITA 48% people said they will definitely like to use it as
base of cocktail, 24% were not sure and 28% of them did not like the idea.

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4.4.9. PRICE SATISFACTION:

PREFERENCE YES NO MAYBE TOTAL

HEADS 70 22 8 100

PRICE SATISFACTION

8%

22%
YES

NO

70%
MAYBE

INTERPRETATION:

MRP = Rs.110 for each 275ml bottle of our product. The above pie chart shows the
satisfaction of the pricing of the product out of which 70% were satisfied with the pricing and
will surely but the product, 22% of them were not sure and according to the rest 8% prople
price is high.

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4.4.10 OVERALL RATING:
1. PINA COLADA

PARAMETER Very satisfied Satisfied Neutral Dissatisfied Total

HEADS 12 36 1 1 50

RATING

2% 2%
Very satisfied
24%

Satisfied

Neutral

Dissatisfied
72%

INTERPRETATION:

As we can see 72% people were satisfied with the PINAACOLADA overall, 24% were very
satisfied, 2% were dissatisfied and for 2% of them the product was just OK.

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 2. MARGARITA

PARAMETER Very Satisfied Neutral Dissatisfied Total

satisfied
HEADS 8 36 3 3 50

RATING

6% Very satisfied
6% 16%

Satisfied

Neutral

Dissatisfied
72%

INTERPRETATION:

As we can see 72% people were satisfied with the MARGARITA overall, 16% were very
satisfied, 6% were dissatisfied and for 6% of them the product was just OK.

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CHAPTER 5

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 5.0. FINDINGS

 During the study, I found out that more than 50% of the people are aware of what
mocktail is.
 People did not like the MARGARITA flavour much, as it tastes same as mango
juice product already available in the market.
 People were not able to sense the flavour of passion fruit in the MARGARITA.
 People now a days are more concerned about their health, therefore they were
curious about what goes in the product.
 They looked at the ingredients in it, the shelf life of it and how many calories
does the product contain.
 People who consume alcohol were not showing much interest in the product.
 They were amazed by the fact that it can be consumed in home as well directly or
can be used as a base for cocktail.
 According to the survey, I found out that the consistency of the product is good.
 Most of them were satisfied with the pricing as well.
 Customers were impressed with the PINACOLADA way more than the
MARGARITA.

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 5.1. SUGGESTIONS

o There should be some modifications in the recipe of MARGARITA, without

changing the consistency of it.

o It can be beneficial if the company comes up with the schemes like extra for
example 250ml+25ml free, it will be helpful to increase sale.

o We should also try to work on the product margin.

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CHAPTER 6

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 6.0. CONCLUSION

After conducting market research for Hippie. I understood different needs of consumer, their
valuable suggestions, and responses to different questions.
Before launching product there is need of market survey to analyze market .After launching
of product during initial phase, there is need to do promotion activities to create awareness
among consumer.

Marketing is heart of organization. The only source of revenue with the companies is the
sales, its only sales which show the growth of the organization so they should always make
new creative and innovative strategies for better sales.

Our product is very unique in the market as it is the first of its kind in Bhubaneswar market.
Glassbottled ready to consume mocktails are very new in the market. It has many health
benefits as it is totally fruit based and has more than 40% of fruit pulp in it and also does not
contain any sugar, color and preservatives.

People don’t need to go to bar or restaurants to consume mocktail anymore, as they can buy
our product from any modern trade store and take it to their home and use it in home parties
as well.

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 ANNEXURE - I

Sample feedback form :-

1. Are you familiar with mocktails?

YES NO

2. Which Flavour did you sense?

3. How many mocktails do you consume in a month?

4. How many soda or bottled beverage do you consume?

5. Have you tasted the product prior to trying this?

YES NO

6. How would you rate the consistency?

TOO THICK BALANCED RUNNY

7. Would you use it as a base for cocktail?

DEFINITELY MAYBE NO

8. How likely are you to buy this @110

YES NO MAYBE

9. How would you rate the Drink?

VERY SATISFIED SATISFIED NEUTRAL DISSATISFIED

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