Milk additives
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The document discusses milk additives in the Indian market. It provides a history of major brands entering the market such as Horlicks in 1918, Bournvita in 1948, Boost in 1975, and Complan in 1964. It analyzes market share data showing Horlicks has 62.94% market share. A SWOT analysis is given for the milk additive market. Segmentation and targeting strategies are discussed for different brands, including targeting students aged 18-25 for Bournvita. The document also discusses past branding strategies for Bournvita and proposes repositioning it to target ambitious students.
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Milk additives
- 1. Inside The Marketer’s Head Milk Additives
- 2. 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
- 3. 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 Horlicks 63% Boost 16% Bournvita 14% SALES VALUE
- 4. 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
- 5. 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 StrengthWeakness Opportunities Threat Strategy
- 6. 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
- 7. 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
- 8. 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)
- 9. 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
- 10. 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
- 11. To children with fussy eating habits who need complete nutrition, PediaSure is a nutritious milk additive that ensures better immunity and better growth. Positioning Statement To growing kids who need daily nutrition and health, Bournvita is a Healthy and tasty milk additive that ensures healthy, intelligent and energetic kids
- 12. Sophisticated Reliable Boldness Cheerful High 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 Perception Mapping Horlicks Bournvita Boost Complan PediaSure
- 13. 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 mandatory Growing up is a Choice…!!
- 14. Thank You