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Malted Beverages
By: Chirag Harde
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Malted Beverages
` Malted beverages are very popular health drinks in india.
` Market Size
` Colour : White and Brown` White cover 65% of market
` 82000 tone per annum
` Rs. 1300 Crores market
` Growth Rate : 12 -14 %
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Penetration And Growth
` Penetration is 6.1% in 2005.
` More variety of tastes , and flavours and awareness
building effort to increase acceptability.
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Consumer Behavior
` Health drinks specially in brown colour form haveprimarily been used in upper and middle class families
` In contrast, white beverages are consumed more for their
therapeutic values.
` Energy drinks generally perceived as a luxury
` No brand loyalty and children want always some thing
new.
` Promotion target to children with free gifts like Crystal
jars, pet jars and sippers also
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The Competition
` Major Players:` GlaxoSmithKline - 70% Market
` Horlicks, Boost , Viva and Maltova
` Cadbury - 12%
` Bournvita
` Nestle - 12%
` Milo
` Heinz - 3%
`
Complan
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Leading Brands
59%
8%
2%
1%
3%
13%
12%
2%
Market Size Rs. 1300Crores
Horlicks
ComplanViva
Maltova
Milo
Bournvita
BoostOthers
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Brand Positioning and Strategy
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` Complan` A health drink marketed by Heinz in India
` Brand Positioning
` Complete planned food drink enriched with 23 vital nutrients
in right quantity and proportion essential for healthy growth.
` Childrens growth
` Its claimed 100% milk protein.
` Complan for whom?
` Growing Children
` Packaging
` Complan Boy
` Competitive positioning
` Targeted for children and its sponsoring cricket, tennis and
squash.
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`Boost` Developed in india in 1974 and launched in Kerala in 1975-76
` Re launched in 2002 with power boosters.` Brand Positioning
` Boost for what?` For fitness and health.
` Boost for whom?`
8-14 year age.` Boost for when?
` Whenever energy is needed, before and physical activity.
` BoostAgainst whom?` Milk
` Packaging` Brown color and Jar reflect vibrancy, enthusiasm and vigor.
` Brand Strategy` Limited to malted health drink to healthy and fitness drink.
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` Milo` Low fat chocolate malt energy drink packed with essential 13
vitamins and rich in flavours.
` Packaging
` Cylindrical straight jar in green color
` Brand positioning
` Milo for what?
` Nutritious Nestle Milo with its unique delicious taste, gives
confidence, energy, and spirit to succeed in an active life.
` Milo for whom?
`
For all family member` Brand Strategy
` Milo has always been targeted at the young generation.
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` Bournvita` Cadbury Bournvita a malted chocolate nutritional drink made with wholesome
ingredients which is good for both physical and mental health
` Packaging` A tall cylindrical straight jar that symbolizes athleticism and fitness containing a
brown colored powdery substance that can help in attaining it
` Brand Positioning` Bournvita for what?
` Nutrition and health.` Bournvita for whom?
` 8-14 year age boys
` Bournvita for when?
` Every day to ensure you are energetic throughout the day.
` Brand Strategy` Cadbury have had some very successful strategic associations, which have added
to the brand quality
` Bournvita quiz contest.
` Bournvita interschool chess tournament
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` Horlicks` Horlicks is a nourishing malted food drink, which combines the
wholesome goodness of malted barley, wheat and dairy ingredients.` Packaging
Cylindrical Jar
` Brand Positioning
` Horlicks for what?
` For a good nights sleep to stay fresh all day long.
` Horlicks for whom?
` Traditionally,Horlicks has been targeted at the older user
` Horlicks for when?
` As part of an evening routine, having a hot milky drink such as Horlicks
ensures a good nights rest.
` Brand Strategy
` Horlicks has come up with a new brand called junior Horlicks.
` Re-launched repacked product contains a Combination of nutrientsthat act as Resistance Builders
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Future Trends
` Product` Ready to drink health drinks
` Fruit based health drinks
` Price
` Affordable to the lower middle stratum of the society
` Places
` Every general store
` Promotion
` Different and depend on the respective brand