Milk additives

Inside The Marketer’s Head

Milk Additives

Horlicks came to India with The British Army

after World War I. Indian Army brought it

back with them as a dietary supplement

History

Bournvita then entered the

Indian market in the year of 1948

Boost entered this

milk additive

market in 1975

Complan entered this

competitive market in 1964,

recently it celebrated its

golden jubilee

India is the world’s largest malt

based drinks market and

accounts for about 22% of the

world’s retail volume sales

MarketLeaders Brand Name Brand Share Sales value

Horlicks 62.94% Rs. 23,200,000,000.00

Boost 16.01% Rs. 5,900,000,000.00

Bournvita 14.11% Rs. 5,200,000,000.00

Maltova 3.58% Rs. 1,320,000,000.00

PediaSure 1.84% Rs. 680,000,000.00

Viva 0.81% Rs. 300,000,000.00

Drinking Chocolate 0.68% Rs. 250,000,000.00

Others( B protein, Wave Protein) 0.03% Rs. 10,000,000.00

Total Rs. 36,860,000,000.00

Horlicks63%

Boost16%

Bournvita14%

SALES VALUE

SWOT

S

O

• Attractive Packaging

• Big Brand visibility

• Has targeted market across various

segments

• Weak Distribution channels

• Very low footprint in North and

West India

• Better penetration into the rural

markets

• Experimentation

• Entering into related segment,

beverages, snack bar segment

• New variety of flavours

• Fierce Competition: More chocolate

based drinks in India especially

Bournvita of Cadbury.

W

T

Vending Machines:• in school canteens/mess• outside coaching centers / tuitions

• Creating Emotional connect with the customers for building long term relations.

• Horlicks has targeted Functional creation as of now.

• Can create a network of local women of the village as brand ambassadors and sales agent. (HUL Shakti Amma)

• Reduce cost, Increase penetration/ improved distribution

• Social responsibility

Experimentation:• in terms of expanding into food sector-

cookies, baby food(like Cerelac)

S/O S/T

W/O W/T

Str

en

gth

We

ak

ne

ss

O p p o r t u n i t i e s T h r e a t

Strategy

Demographic Segmentation

Age (2-5 years) – Li’l Champs

Age (5-16 years)

Geographical Segmentation

Country Region (South and East)

Behavioral Segmentation

Benefits sought (Nutrition, supplement for food)

Segmentation&

Targeting

Demographic Segmentation

Age (2-10 years)

Geographical Segmentation

Density (Tier-1 cities)

Psychographic Segmentation

Social Class (Upper Middle and Rich)

Behavioral Segmentation

Benefits sought (Nutrition, supplement for food)

Segmentation&

Targeting

Segmentation (New Strategy)

Geographical Segmentation

Student Hub Cities

Demographic Segmentation

Occupation (Under Graduate and Graduate Students)

Age (18 - 25 years)

Behavioral Segmentation

User Status (Ex-user, Regular User)

Benefits sought (Alternative for unhealthy food drink)

Total

Population

Urban,

Tier1, Tier2

Students

18 - 25

Middle

and Rich

Jovial,

Confident,

Ambitious

Lower Class

Other age

Groups

Others

Rural

Target Profile

Farhan Rancho Raju

Goodness that Grows with You

Brought up Right, Bournvita Bright

Tan Ki Shakti, Man Ki Shakti

Do you have Bournvita Confidence

1970’s

1980’s

1990’s

Li'l Champs is riding on the a higher platform of emotional connect

Bournvita Quiz Contest since 1972

Bournvita Nutritional Centre ensures right RDA percentage that kids require

Winning the hearts and minds of moms

Directing communication at young and smart mothers

Focus on the fussy eating habits of children rather than talking about DNA or brain development

SureMoms, a program to educate and counsel parents through a 6-step process

Positioning

To children with fussy

eating habits who need

complete nutrition,

PediaSure is a nutritious

milk additive that ensures

better immunity and

better growth.

PositioningStatement

To growing kids who

need daily nutrition and

health, Bournvita is a

Healthy and tasty milk

additive that ensures

healthy, intelligent

and energetic kids

Sophisticated

Reliable

Boldness

CheerfulHigh PriceLow Price

High Brand Value

Low Brand Value

Bournvita: • Positioned itself as a child’s drink and has been promoting itself in the same

light

• Recently they have started to target mothers

• Bournvita has identified ‘Confidence’ as it’s core brand essence

• Customers perceive Bournvita to be a “Boldness” brand as well

• It has the same price as compared to Horlicks, however due to its low brand

value and nutritious value it has not able to become market leader

PerceptionMapping

Horlicks

Bournvita

Boost

Complan

PediaSure

Re-positioning

To Ambitious Students who need energetic

and tasty drink, Bournvita Yuva is healthy and

tasty milk additive that ensures a spirited and

cool persona

Growing old is mandatoryGrowing up is a Choice…!!

Thank You