HEALTH DRINKS

WHY HEALTH DRINKS ?

Universally, in bringing up their children, mothers attach a lot of emotional importance to nourishment. There is an ever-growing need for nourishment and energy in todays fast-paced world

AVAILABLE HEALTH DRINKS IN MARKET

Bournvita Horlicks Boost Complan

BRAND VALUE:

The core values of the brand have been mental alertness and physical fitness for children who consume Bournvita daily. This layered with the great Cadbury chocolate taste has made the brand distinct from other offerings in the consumers mind.

BOURNVITA

BRAND VALUE:

Horlicks has always been a brand that stands for good health and nourishment through a wholesome, natural product. A commitment towards product quality and reinforcement of essential nutrients has won over the trust of generations of mothers.

HORLICKS

BRAND VALUE:

The personality of the Boost brand is distinctly sporty and energetic and everything - from the tone of communication to packaging - is done to reflect this vibrant energy. Today, the colour red and 'Boost is the secret of my energy' have become synonymous with the brand.

BOOST

BRAND VALUE:

Complan for Growth is a delicious nourishing drink with 100% milk protein content. It is ideal for children to achieve their maximum growth potential.

COMPLAN

MARKET ANALYSIS
The

competitive environment Porters five forces analysis The driving forces The key success factors The strategic groups within the industry A comparative study of the marketing mix

THE COMPETITIVE ENVIRONMENT

Huge competition between the health drinks brands . Different Ads campaign to tap market share

The TV commercial had children going around the town, cheering Epang Opang Jhapang by Complan.

Horlicks gives the kids a motto: 'Badlo Apne Bachpan ka Size.

PORTERS FIVE FORCES ANALYSIS

Bargaining Power of Supplier: Less Bargaining Power of Supplier due to large number of supplier and intense competition. Bargaining Power of Buyer: less bargaining power but more than supplier due to low switching cost. Threats of new entrants: both entry barrier and exit barriers are high so the return will be high but risky. Threats of substitute: threats of substitutes if high as strong substitutes are present in the market and consumers have a misconception about certain ingredients contained in the drinks. Determinant of rivalry among existing firms: the intensity of rivalry in the industry is high

DRIVING FORCES OF HEALTH DRINKS INDUSTRY:

Trend of health drinks in urban market People have become more health conscious Focus of children and mothers towards health drinks Social factors Awareness of health drinks through medium of celebrities and style icons Social trends

KEY SUCCESS FACTORS

Changing consumer beverage preferences Featuring a shift toward health-oriented wellness drinks. Manufacturers in the distribution system. Continually increasing retailer strength. Fierce competition. Complex distribution system composed of multiple sales channels. Beverage safety concerns and more-stringent regulations

STRATEGIC GROUP WITHIN THE INDUSTRY:

Strategic groups within an industry means the group of companies that pursue similar strategies Strategic groups within health drinks industry are nutrition value segment and multi flavored segment Nutrition value segment groups include Protinex, Ensure, Pediasure, Maltova and Viva

Multi flavored segment includes Boost, Complan, Horlicks and Bournvita

MARKETING MIX OF FEW HEALTH DRINKS

BOURNVITA

Target Market- 5-7 years of kids Price- 200gm 75 500gm 150 Place- distribution network encompasses 2100 distributors and 4,50,000 retailers Promotion Positions itself as a healthy and nutritious drinks for kids. Bournvita Quiz contest Packaging Color, refill packages, jars.

COMPLAN

PLACE- More of direct selling, less of C&F agents, wholesalers and stockiest PRICE- Priced higher than its competitors PROMOTION- Focuses more on sponsorship of various sports related events

PACKAGING- Varies with the array of offerings i.e. cartons, jars

PRESENTED BY: SAUMYA DUBEY SHILPI SRIVASTAVA QUAUSAIN JAFRI SHUBHAM ROHINI SRIKANT TIWARI