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Milk Additives: Inside The Marketer S Head

Milk Additives has re-emerged as one of the most competitive market in India. They have positioned as a complete food product in themselves. We as a group will identify the market leader in the category and carry out its SWOT analysis and identify strategies for its weakness and opportunities. We have also selected 2 different products and analysed their segmentation, targeting and positioning. We had floated a questionnaire to understand consumer insights regarding their brand preferences. After data collection, it was analysed with different charts and graphs, which is very important to find observation and findings. We also interviewed several retailers to obtain the required information. It was observed that Horlicks got major share among all the health drinks. The survey was conducted to understand the prospective customer awareness for various milk additives in market. The objective of the study also included identifying the determinant purchase factors, the customer segments and the source of information they rely on. The existing positioning of two brands have also been covered under the study.

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Aditya Khare
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176 views

Milk Additives: Inside The Marketer S Head

Milk Additives has re-emerged as one of the most competitive market in India. They have positioned as a complete food product in themselves. We as a group will identify the market leader in the category and carry out its SWOT analysis and identify strategies for its weakness and opportunities. We have also selected 2 different products and analysed their segmentation, targeting and positioning. We had floated a questionnaire to understand consumer insights regarding their brand preferences. After data collection, it was analysed with different charts and graphs, which is very important to find observation and findings. We also interviewed several retailers to obtain the required information. It was observed that Horlicks got major share among all the health drinks. The survey was conducted to understand the prospective customer awareness for various milk additives in market. The objective of the study also included identifying the determinant purchase factors, the customer segments and the source of information they rely on. The existing positioning of two brands have also been covered under the study.

Uploaded by

Aditya Khare
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Inside The Marketers Head

Milk Additives

History
Horlicks came to India with The British Army
after World War I. Indian Army brought it
Bournvita then entered the

back with them as a dietary supplement

Indian market in the year of 1948

Complan entered this

competitive market in 1964,


recently it celebrated its
golden jubilee
India is the worlds largest malt
based drinks market and

accounts for about 22% of the


worlds retail volume sales

Boost entered this


milk additive
market in 1975

Market
Leaders

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

Bournvita
14%

Boost
16%

SALES VALUE

Horlicks
63%

SWOT

O
W
ST

Better
Fierce
penetration
Competition:
intoMore
the rural
Attractive
Packaging
Weak
Distribution
channels
markets
chocolate
based drinks
in and
India
Big
visibility
Brand
Very
low
footprint
in North
Experimentation
especially
Bournvita
of Cadbury.
Has
targeted
across
various
West
Indiamarket
segments
Entering into related segment,
beverages, snack bar segment
New variety of flavours

Strategy

Strength

Opportunities

S/O
S/T
W/O
W/T

We a k n e s s

Threat

Can create
Creating
Emotional
a network
connect
of localwith
women
the of
customers
the
village as
forbrand
building
ambassadors
long term relations.
and sales
Experimentation:
Vending Machines:
agent.
Horlicks
(HUL
hasexpanding
Shakti
targeted
Amma)
Functional
creation
into food sector in
in terms
schoolof
canteens/mess
Reduce
as of now.
cost,
penetration/
babyIncrease
food(like
Cerelac)
cookies,
outside coaching
centers
/ tuitions
improved distribution
Social responsibility

Segmentation
&
Targeting
Demographic Segmentation

Age (2-5 years) Lil 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
(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)

Target
Profile

Total
Population
Urban,

Rural

Tier1, Tier2

Students

Other age

18 - 25

Middle
and Rich

Others

Groups

Lower Class
Jovial,
Confident,
Ambitious

Farhan

Rancho

Raju

Positioning

Goodness that Grows with You

1970s

Brought up Right, Bournvita Bright

1980s
Tan Ki Shakti, Man Ki Shakti

1990s

Do you have Bournvita Confidence


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

Focus on the
fussy eating
habits of
children rather
than talking
Winning the
hearts and minds about DNA or
brain
of moms
development
Directing
communication
at young and
smart mothers

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

Positioning
Statement

growing kids who


need daily nutrition and
health, Bournvita is a
To

Healthy
additive

and tasty milk


that
ensures

healthy,
intelligent
and energetic kids

To

children

with

fussy

eating habits who need


complete
nutrition,
PediaSure is a nutritious
milk additive that ensures

better immunity and


better growth.

Critical
Analysis
Reliable

Cheerful

High Brand Value

Sophisticated

Boldness

Bournvita:

High Price

Low Price

Positioned itself as a childs drink and has been promoting itself in the same
light
Recently they have started to target mothers
Bournvita has identified Confidence as its 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

Low Brand Value

Horlicks
Bournvita
Boost
Complan
PediaSure

Re-positioning

Ambitious Students who need energetic


and tasty drink, Bournvita Yuva is healthy and
tasty milk additive that ensures a spirited and
cool persona
To

Growing old is mandatory


Growing up is a Choice!!

Thank You

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