Professional Documents
Culture Documents
DRINKS
PRESENTED BY
Sourav Paul
07/21/11
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INTRODUCTION
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vHealth drinks are usually soft drinks specifically designed to
provide energy, nutrition and health to the human body.
vIn 2008 global sales of “healthy” drinks, including bottled water,
fruit juices, and sports and energy drinks may have been as high as
$138 billion, which would represent 45% of the entire softdrinks
market.
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vHealth drinks market as a US $41 billion business in 1999
and having grown to US $55 billion in 2005.
Different Health Drinks
v Energy drinks
Beverages designed to give you a burst of energy.
v Sports drinks
They provide an instant source of carbohydrates: Sugars
and other energy compounds that help to feed the muscles and 3
can delay fatigue.
INDIAN MARKET
vIn value terms, the health food drink market is
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around Rs 1, 400 crore and in volume terms around
65,000 tonnes per annum.
vGlaxoSmithkline (GSK) with four brands
Horlicks, Boost, Viva and Maltova ; Complan,
GluconD from Heinz India & Cadbury India's
Bournvita are also popular among the Indian
health drink brands.
vAccording to retail audit unit ORG Marg, GSK
has a 70 per cent volume market share and 4
Complan's share is 13 per cent.
Glaxo Smithkline
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vFounded 2000, by merger of Glaxo Wellcome and
SmithKline Beecham.
vHeadquarters Brentford, London, England, UK
v Key people Sir Chris Gent, Chairman;
Andrew Witty ,Chief Executive Officer.
vRevenue £ 24.352 billion (2008)
v Net income £ 4.712 billion (2008)
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vEmployee 103,000 (2008 )
Glaxo Smithkline
vGlaxoSmithKline Consumer Healthcare Ltd.
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(GSKCH) is an Indian associate of GlaxoSmithKline
plc, U.K.
vGSKCH is one of the largest players in the Health
Food Drinks industry in India.
vIts flagship product, Horlicks, is a highly respected
brand which is over 100 years old in India.
vGSKCH has a strong marketing and distribution
network in India comprising over 1800 wholesalers
and direct coverage of over 4,00,000 retail outlets. 6
Product Portfolio
vNutritional Categories
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Horlicks
Boost
Viva
Maltova
vAnalgesics & GI
Crocin
Eno
vRubefacients
Iodex
vBiscuit 7
Horlicks biscuit
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vHorlicks is the leading Health Food Drink in India
and as the 'Most trusted Drinks Brand in India.
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v Horlicks Ninja
Target segment school going children.
v Junior Horlicks
Target segment 0 to 5 years children.
v Mother's Horlicks
Target segment pregnant and breast feeding women.
vHorlicks Lite
Target segment health conscious adults & people
with diabetes.
v Women Horlicks 9
Target segment above 40 women.
Horlicks Ninja
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v Horlicks is the health drink, clinically
proven in India, to make kids taller,
stronger and sharper.
children.
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vTarget consumer pre school going children.
vThe average Indian diet may have low amounts of DHA
and absence of DHA in daily diet may impair
intelligence.
vNew Junior Horlicks 123TM provides essential nutrition
and when taken as part of a healthy diet, helps complete A
to Z nutrition & DHA for preschool kids.
is something every child would love to play with.
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vTarget segment pregnant and breast feeding
women.
vMother's Horlicks, launched in 1997, is a superior
nutritional supplement with 26 vital nutrients that
is scientifically designed for the nutritional needs
of the pregnant and breast feeding women.
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Women’s Horlicks
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vTarget consumer segment above 40
women.
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vTarget segment health conscious adults specially
above 40 men & people with diabetes.
vNew Horlicks Lite with zero added sugar and zero
cholesterol.
vContains 26 vital nutrients & has high fibre with
low fat. 14
Boost
vBoost is India's leading maltbased Health Food
Drink in a chocolate flavor, launched in 197576.
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vBoost has a market share of 13% countrywide, in
South India market share of 24%.
vThere is a range of interesting products prepared with
Boost which cater to local tastes: the Boost 'barfis‘, in
certain parts of India.
Maltova
vMaltova, a chocolate Health Food Drink, target segment kids.
vMaltova, was acquired from Jagatjit Industries Limited in Feb
2000, and was relaunched in June 2002 .
VIVA
vTarget segment kids, contains the natural goodness of milk, wheat
and malted barley. 15
COMPLAN
vAmerican foods major H J Heinz's Indian arm Heinz India has a
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strong market presence with brands like Complan and GluconD.
vComplan contributes 40 per cent to Heinz's sales.
vComplan mainly target children by delivering different tastes.
vComplan is also target the elderly people, pregnant and nursing
mothers provides vitamins and minerals necessary for good health
by coffee flavor.
Bournvita
vCadbury India entered in health drinks
market by Bournvita.
vTarget consumer children who likes
chocolates and its flavor.
vIt gives the child physical and mental 16
alertness resulting in a healthy body and an
active mind.
BIBLIOGRAPHY…
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http://www.fnbnews.com/article/detnews.asp?articleid=18133§ionid=32
http://www.researchwikis.com/Energy_Drinks_Marketing_Research
http://www.google.co.in/#hl=en&q=health+drinks+industry&meta=&aq=3&oq=h
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