Health Drink

TABLE OF CONTENTS

Health drinkPopular health drinks:–Cadbury Bournvita–Gsk’s Horlicks, Boost, Maltova & Viva

–Heinz ComplanMarket CompetitionIndirect Competition

GlaxoSmithkline (GSK) with four brands:

Heinz India: Cadbury India:

Cadbury was incorporated in India on July 19th, 1948 Cadbury Bournvita was launched during the same year. market share: 17 % 3,50,000 outlets in India.

www.cadburyindia.com

Cadbury Bournvita has continuously re-invented itself in terms of ProductPackaging, Promotion & Distribution

SUPER CHARGERS

5 STAR MAGIC

LITTLE CHAMPS

BOURNVITA ++

BOURNVITA PRODUCTS

Early '90s Tan Ki Shakti, Man

Ki Shakti

1980’S"Brought up right, Bournvita bright"

1970’S"Goodness that grows with you"

'Real Achievers who have grown up on

Bournvita'.

SWOT ANALYSIS

• Strong brand presence of Cadbury that Gives it a lot of �credibility.

• One of the oldest brands

• Children relate �very well to its chocolate taste.

• A very strong research team since they are constantly modifying their product.

• A very strong advertising team

• Lack of launch of new flavours.• About its nutritional values is a

challenge.• Stiff competition from Horlicks

Brand ambassadors

Complan• The COMplete PLANned

Food by • Includes 23 vital

nutrients for child’s brain development.

• 100% Milk Protein.

FOR GROWTH:‘Grow faster with a complan’

FOR MEMORY:

• Powerful nutrition

• Improved memory

• Amazing taste

FOR NUTRI-GRO:

• Complete planned food in a drink for 2+ to 4 years.

CHOCOLATE

STRAWBERRY

CARAMEL

NATURAL

KESAR BADAMFAMILY MALTFAMILY LITE

MANGO

Products & flavours

• HORLICKS – GlaxoSmithKline• The Great Family Nourisher‘• Market share : 52.6 %

• Horlicks is the leading Health Food Drink in India and as the 'Most Trusted Drinks Brand' (Economics Times Survey, 2004)

• The modern & contemporary Horlicks offers 'pleasurable nourishment' with a delicious range of flavours.

Horlicks is the only health drink, clinically proven in India, to make kids taller, stronger and sharper.

Horlicks

Women’s Horlicks

Mother’s Horlicks

Junior Horlicks

Horlicks Lite

PRODUCTS

ADVERTISING CAMPAIGN:• Chocolate: 'jaise bhi kaise bhi doodh

le ao, Chocolate Horlicks shake banao….’

• Apang ..opangg…zappang….

Elaichi

Vanilla

Toffee

Chocolate

• Specially formulated for preschool children

• DHA for Brain Development• 100% Daily Quota of key

nutrients to keep children physically active.

• A to Z Nutrition• comes in a completely new

pack.

• Mother's Horlicks, launched in 1997• It is a superior nutritional supplement with

26 vital nutrients• Development of brain, eyes and nerves of

the baby• Mental and physical development of the

baby

• A nutritional drink specially formulated for all health conscious adults and is also suitable for use by people with diabetes

Contains 26 vital nutrients Has high fibre Is low fat Has essential

antioxidants

• Boost is India's leading malt-based Health Food Drink in a chocolate flavour.

• Launched in 1975-76.• Boost has a market share of

13%

CONTINUOUS INNOVATION

First brand to introduce ‘’Power Boosters’’ & Advanced Energy Boosters

'shrink-sleeved' packaging

exciting new graphics

compelling advertising

• New Boost ChocoBlast:

'The energy of Boost, now in an Exxxtra Chocolate Taste!‘

• Advanced Energy Boosters:

Iron, Zinc and Magnesium along with other key vitamins and minerals that give extra energy.

Boost is a secret of our energy…!!

Maltova, a chocolate Health Food Drink was acquired from Jagatjit Industries Limited in Feb 2000.

To kids Maltova is the fun health drink, which is extremely tasty, and makes nourishment truly enjoyable and exciting.

• Viva has VitaHealth - a combination of 9 essential Vitamins

• [Vitamin A, D, B1, B2, Niacin, Vitamin B6, Folic acid, Vitamin B12 & C], Iron, Calcium and Phosphorous.

• Viva contains the natural goodness of milk, wheat and malted barley

52.6

17.2%

12.6%

12.1%

0.8%0.5%

MARKET SHARE (2010-11)

Horlicks

Bournvita

Boost

complan

Viva

Maltova

source: www.gsk-ch.in

TARGET MARKET

PRICE

PRODUCT

PROMOTION

PLACE

• Flavours : Chocolate, 5 Star Magic, Caramel

• Only flavours no products.

• Targeted age group: 3 to 14 years.

• Price: 145 for 500 gm.

• Marketing & promotions is outstanding

• Flavours: chocolate, Vanilla, Honey, Elaichi

• Wide range of products.

• Targeted Age group: 4 to adults.

• Price: 153 for 500 gm

• Marketing & promotions

• Energy cum health drink

• Targeted Age group: 12+

• Flavours & products

• Price: 160 for 500 gm.

• Promotions & marketing

• Complete nutritional health drink

• Targeted age group: family health drink

• Flavours & products

• Price: 153 for 500 gm.

• Promotions & marketing

Heinz Complan is the nearest competitor of Horlicks

• Provides Formula to become ‘ Taller ’.

• Targeted age group : 2+ to adults.

• price : 170 for 500 gm.

• Promotions & marketing is good.

• Popular in Global market

• “Taller, Stronger and Sharper”

• Targeted age group : 4 to adults.

• Low price : 153 for 500 gm.

• Has extra-ordinary promotional & marketing team

• Most popular heath drink in India.

INDIRECT COMPETITION

INDIRECT COMPETITION

OUR TEAM:

Tejas Salunke

Anjali

Upadhayay

Ankit Rathi

Ruchira

Koyande

Rahul Jangid

Chirag

Sankhe

Sanika

Agarkhed