Boost

Boost is health food drink (HFD), which is positioned on the energy platform in India. Developed by the
Indian R&D team in 1974, and launched in 1975-6 in Kerala, Boost has been one of the fastest growing
brands in the Indian GSK Consumer portfolio. Realising that the energy segment had a huge potential,
GSK India launched the brand as the ‘Vitaminised Energy Fuel’ with a unique choc malt taste, a
differentiator from the other HFD’s. The brand has always targeted at 8-14 year old boys. This is the
section of population most enthusiastic about sports, and also with high-energy needs, in India.

Product:
Don’t let anything come between you and getting the energy and nutrients you need to get the most out
of life. A convenient way to increase your intake of protein, nutrients and calories is with a nutritionally
complete supplement, like Boost. Glaxo SmithKline (GSK), the world’s leading research-based
pharmaceutical and healthcare company that re-launched Boost, enriched withPower Boosters.

The New Boost includes copper and Biotin in addition to existing vitamins

and minerals, which leads to consistency in performance. Boost provides 50% of the daily requirement
of Vitamin B1, B2, B6, B12, A, C, D, Niacin, Pantothenic acid, Biotin, Folic acid, Copper and Iron and
25% of Calcium. The vitamins and mineral not only provide adequate energy for the users but also help
in the efficient working of body cells (by releasing energy from food), formulation of healthy blood and
makes bones stronger.
Price:
We are charging you more if you are purchasing 200gm and comparatively lesser when you are
purchasing 500gm. The tendency behind this type of pricing is when you purchase in bulk you get at
lesser price.
Boost
Price(Rs)
Weight(gm) Jars Refill pack
200 54 -
500 108 99
Consumer behavior:
Energy drinks or milk drinks are perceived as a luxury. This explains the slow off-take. While white
beverages are hailed for their therapeutic offerings, consumers look at browns as mere taste additives.
Brand loyalties are not very strong as the key target, children, are always looking for new products.
Hence our company takes a good care that our each and every promotion strategy is pertaining to our
target customer which is the children between the ages of (7-14).

Place:
South has been the major contributor in making boost one of the biggest brown powder brands in India.
Today the South zone contributes as much as 80% of the Boost sales and is a household name. In
markets like Chennai Boost has approximately 40 – 45% household penetration. The advertising line
“Boost is the secret of my energy” has become an ever-present line in every household today.
Southern markets had contributed significantly towards the success of the brand. Boost has grown from
a market share of seven per cent in 1985 to 24 per cent in 2002.
Distribution Network of Boost

Promotion:
Promotion campaigns such as freebies and contests also play an important role in influencing brand
choice. These campaigns are mainly targeted at children who force their parents to buy these products.
Free gifts like crystal jars, pet jars and sippers also attract consumers.  It was Kapil Dev who was first
roped in by the brand to endorse Boost in 1986, followed by Sachin in 1989 – among the earliest brands
that the master-blaster endorsed. Boost’s growth as a brand is pretty much in line with the flowering of
Sachin as a batsman, and from a shy kid who way back in 1989 first boyishly intoned “Boost is the secret
of my energy” to a man who can face fiery pace bowlers and hostile questions hurled at him with equal
aplomb – to Sehwag now, who will give a double boost to the brand along with Sachin. The company
also announced the launch of this year’s Boost Cricket Cup, which it instituted in 1998 to promote
cricket and identify talent at the grassroots level. This is now restricted to Andhra Pradesh, Tamil Nadu
and Bangalore, but would be extended to the rest of the country in a year.