Dec 07, 2015
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