chapter 17 (malted beverage)
Post on 27-Oct-2014
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1
Malted Beverages
2
Structure of Presentation Major players Market size Current situation Distribution Consumer behaviour Brand positioning
• Complan• Boost• Bournvita• Milo• Horlicks
Future trends
3
Major Players
Companies GlaxoSmithKline Cadbury Nestle Heinz
Brands Horlicks, Boost,
Viva and Maltova Bournvita Milo Complan
4
Market Size of Various Brands
Market Share of Various Brands
59
13
11.6 2.2
1.48.31.23.3
Horlicks Complan Viva MaltovaMilo Bournvita Boost Others
Total Market size: Rs 1300 cr
5
Current Situation
Growing at the rate of 12-14% per annum
Penetration of malted food in India is a low 6.1 %
Traditionally malted beverages have had a strong association with milk
Growth of middle class has driven the uptrend in food industry in general and health beverages in particular
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Distribution
Factory Packaging centre / Depot
Distributor / Semi-wholesaler
Retailer
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Consumer Behaviour and Trends
Perceived as a luxury
White beverages : therapeutic offerings
Brown beverages : taste additives
Brand loyalties are not very strong
Promotion campaigns such as freebies and contests
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Brand Positioning : Complan Complan for what?
• Enriched with 23 vital nutrients in right quantity and proportion essential for healthy growth
Complan for whom? • A brand for growing children
Complan for when? • Higher nutrition needs
Packaging • Complan Boy/Complan Girl
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Brand Positioning : Complan
“Complete planned food”
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Boost for what? • For fitness and health
Boost for whom? • For the young and the sporty Kapil Dev, Sachin
Tendulkar and Virender Sehwag Boost for when?
• Whenever and wherever energy is needed Packaging
• Tall cylindrical straight jar that symbolizes athleticism and fitness
Brand Positioning : Boost
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“Boost is the secret of my
energy”
Brand Positioning : Boost
12
Bournvita for what?• For nutrition and health
Bournvita for whom?• For a growing kid who is healthy, intelligent, energetic
and glowing Bournvita for when?
• Everyday to ensure you are energetic throughout the day
Packaging • A tall cylindrical straight jar that reflect energy,
enthusiasm and vigour
Brand Positioning : Bournvita
13
Brand Positioning : Bournvita
“Poshan bhi swaad bhi”
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Milo for what?Nutritious Milo, with its unique delicious taste, gives the confidence, energy and spirit to succeed in an active life
Milo for whom?For all family members - especially for growing children and active people
Milo for when?Anytime
PackagingA cylindrical straight jar in green colour that symbolizes taste and energy
Brand Positioning : Milo
“Energy Food Drink”
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Horlicks for what?
The name Horlicks is synonymous with health
Horlicks for whom?
For a broader age range
Horlicks for when?
As part of an evening routine, having a hot, milky drink – such as Horlicks – ensures a good night’s rest
Packaging
The colour combination and the signage of the jar reflect peace and health – both mental and physical
Brand Positioning : Horlicks
“Nourishment for Internal resistance”
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Future Trends
Product: Ready to drink health drink; Fruit-based health drinks
Price: Affordable to the lower middle stratum
Place: Supply-chain capabilities
Promotion:
• Fruit-based drinks - health
• Ready to drink - convenience
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