Hector Beverages Pvt. Ltd. was founded in 2009 by three people who have significant prior experience in the beverage industry. The company aims to become India’s definitive functional drink brand. Hector Beverages came into the Indian market on October 2009 with a mission ,to give Indian people Healthy and Tasty drink for their daily consumption. Funded by N. R Naryan Murthy’s Catamaran Venture Fund, Footprint Ventures and four angel investors the company started its operations in 2010. The firm’s strategy is based on three insights:
Functional beverages are an untapped opportunity in Indian mainstream consumer segments Packaging innovation can enable mainstream price points
Opportunity for superior execution in under-served channels
Hector Beverages manufactures and distributes a variety of products in the Delhi-NCR region mainly in the functional beverages segment: 1 BNatural – Fruit Juices in 200mL and 1 Litre packs manufactured by Balan Natural Foods based in Bangalore 2 ProV – A vitamin water manufactured by Magnus Wellness
3 Frissia – A protein powder manufactured by Hector Beverages Pvt Ltd 4 Tzinga – An energy drink manufactured by Hector Beverages Pvt Ltd
The company is headed by Mr. Neeraj Kakkar who is the CEO (and one of the co-founders) and its head office is in Gurgaon.
After successfully placed its energy drink under brand Tzinga, Hector Beverages entered into juice segment with 7 flavors in market viz. Aamras, Aampanna, Jaljeera, Jaamun kala khatta, Imli Ra, Kokum and gol-gappe ka paani.
Figure 1: PaperBoat Drinks
The problem statement
The Indian Non-Alcoholic Beverage Industry was estimated to be around Rs 2160 crores in 2008 with a forecasted CAGR of 15% for the next four years. The non-alcoholic beverage industry can be broadly divided to – Carbonated Drinks, Fruit Drinks and Functional Drinks. For years, the industry has been dominated by carbonated drink producer Coca-Cola and Pepsi. However, a radical shift is being witnessed in the industry now. Sales of carbonated drinks are witnessing a fall of sales and non-carbonated drinks market, such as energy drinks, sports drinks and fruit drinks, is seeing accelerated growth The fruit drink market is ruled by brands like Real, Tropicana, Mazza (Coca-Cola) & Slice (Pepsi).PaperBoat Drink, which now available in 7 flavours viz. Aamras, Aampanna, Jammun Kala kattha, Kokum, GolGappe ka Paani, Imli ka aamana and Jaljeera, was launched last year with the theme of Indian ethnic beverages. PaperBoat is about providing customers taste of typical home made Indian healthy drinks/ Hector Beverages Pvt. Ltd., is a disruptive entrant to the industry with the aim to change this. Priced at Rs 30 for a 250ml pack, thanks to its innovative packaging and low overheads, the drink is trying to create a space for itself with the customers of different category. As of now, Distribution channel for selling paperboat is direct sales in MT market and Distributor model in GT market. So, there is no particular distribution channel for SAMTs. The broad objective of the
Short term projectat Hector Beverages Pvt. Ltd. is to suggest different segments of retail stores where paper boat’s presence can be created to increase its sales. The major objectives of this project were
1) As a new beverage company known for wide product portfolio Hector gave the task of Segmentation of retail channels in the Noida region of NCR and developing a go-to market strategy for increasing penetration in this area.
2) Developing database of different stand-alone modern trade stores , traditional trade stores and other outlets in Noida 3) Analyses of various areas of Noida and its stores
4) During the course of the project covered 80+ outlets in Noida and recommended 30 outlets along with appropriate the sales promotions strategy.
For this we started with the process of segmentation of the stores on the basis of various parameters. The...
Please join StudyMode to read the full document