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Project Report On
Market Research and Product Development
Mix N Drink

Submitted By-
Rahul Srivastava
Trainee
DS Group
Executive Summary
The aim of the project is to enhance the understanding of the Mix N Drink category through retail auditing. Another part of this project is Product Testing of the new product through market research. This report examines in detail the market behavior and growth of the mix n drink category in the Indian retail industry and consumers buying behavior. It discuss in detail the emerging trends and buying behavior of the mix n drink product. It also describes the placement, stocking, packaging and pricing of the mix n drink product in various retail outlets.
The report observes the changing dynamics in the FMCG sector which forced the FMCG to revamp their product, marketing, distribution, formats to meet the changing customer requirements or preferences. During the whole process we did category understanding, market research, retail auditing and competition mapping and prepared report on the same. Also visited market with sales team and understood the product placement, stocking and competition mapping.
The methodology adopted for retail auditing and product testing are observation of various retail outlets, face to face interview with the retailers and survey of the product through convenience sampling.
The retail auditing was done on 100 retail outlets of Delhi and NCR such as South Delhi, North Delhi, Noida etc. where the mix n drink product or powder concentrate drink like Rasna, Tang, Piyoz etc where observed. Product testing is done by convenience sampling on 28 individuals and their feedback is recorded in questionnaire.

Chapter 1
Company Profile Dharampal Satyapal Group (DS Group) is Rs. 2200 crore rapidly growing multi-diversified conglomerate that has a strong presence in sectors such as F&B, Hospitality, Mouth Fresheners, Tobacco, Packaging, Agro forestry, Rubber Thread and Infrastructure. The Group


Bibliography: http://www.business-standard.com/india/news/rasna-beatsheat/437120 http://www.naukri.com/gpw/rasna http://www.cadburyindia.com/in/en/mediacenter/pages/kingoffruitswithtang.aspx http://www.cadburyindia.com/in/en/brands/beverages/pages/tang.aspx http://www.business-standard.com/india/news/kit-non-alcoholic-beverage-market-in-india/452713/
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