Malted Beverages

By: Chirag Harde

Malted Beverages
 Malted beverages are very popular health drinks in india.

 Market Size
 Colour : White and Brown
 White cover 65% of market
 82000 tone per annum
 Rs. 1300 Crores market
 Growth Rate : 12 -14 %
Penetration And Growth
 Penetration is 6.1% in 2005.
 More variety of tastes , and flavours and awareness
building effort to increase acceptability.
Consumer Behavior
 Health drinks specially in brown colour form have
primarily been used in upper and middle class families
 In contrast, white beverages are consumed more for their
therapeutic values.
 Energy drinks generally perceived as a luxury
 No brand loyalty and children want always some thing
new.
 Promotion target to children with free gifts like Crystal
jars, pet jars and sippers also
The Competition
 Major Players:
 GlaxoSmithKline - 70% Market
 Horlicks, Boost , Viva and Maltova
 Cadbury - 12%
 Bournvita
 Nestle - 12%
 Milo
 Heinz - 3%
 Complan
Leading Brands
Market Size Rs. 1300Crores
2%
12%
Horlicks
Complan
Viva
13% Maltova
Milo
Bournvita
3% 59% Boost
1% Others
1%
8%
Brand Positioning and Strategy
 Complan
 A health drink marketed by Heinz in India
 Brand Positioning
 Complete planned food drink enriched with 23 vital nutrients in
right quantity and proportion essential for healthy growth.
 Children’s growth
 Its claimed 100% milk protein.
 Complan for whom?
 Growing Children
 Packaging
 Complan Boy
 Competitive positioning
 Targeted for children and its sponsoring cricket, tennis and
squash.
Boost
 Developed in india in 1974 and launched in Kerala in 1975-76
 Re launched in 2002 with power boosters.
 Brand Positioning
 Boost for what?
 For fitness and health.
 Boost for whom?
 8-14 year age.
 Boost for when?
 Whenever energy is needed, before and physical activity.
 Boost Against whom?
 Milk
 Packaging
 Brown color and Jar reflect vibrancy, enthusiasm and vigor.
 Brand Strategy
 Limited to malted health drink to healthy and fitness drink.
 Milo
 Low fat chocolate malt energy drink packed with essential 13
vitamins and rich in flavours.
 Packaging
 Cylindrical straight jar in green color
 Brand positioning
 Milo for what?
 Nutritious Nestle Milo with its unique delicious taste, gives
confidence, energy, and spirit to succeed in an active life.
 Milo for whom?
 For all family member
 Brand Strategy
 Milo has always been targeted at the young generation.
Bournvita
Cadbury Bournvita a malted chocolate nutritional drink made with wholesome ingredients
which is good for both physical and mental health
Packaging
A tallcylindrical straight jar that symbolizes athleticism and fitness containing a brown
colored powdery substance that can help in attaining it
Brand Positioning
Bournvita for what?
Nutrition and health.
Bournvita for whom?
8-14 year age boys
Bournvita for when?
Every day to ensure you are energetic throughout the day.
Brand Strategy
Cadbury have had some very successful strategic associations, which have added to the
brand quality
Bournvita quiz contest.
Bournvita interschool chess tournament
 Horlicks
 Horlicks is a nourishing malted food drink, which combines the
wholesome goodness of malted barley, wheat and dairy ingredients.
 Packaging
Cylindrical Jar
 Brand Positioning
 Horlicks for what?
 For a good night’s sleep to stay fresh all day long.
 Horlicks for whom?
 Traditionally, Horlicks has been targeted at the older user
 Horlicks for when?
 As part of an evening routine, having a hot milky drink such as Horlicks ensures a
good night’s rest.
 Brand Strategy
 Horlicks has come up with a new brand called junior Horlicks.
 Re-launched repacked product contains a “Combination of nutrients that
act as Resistance Builders”
Future Trends
 Product
 Ready to drink health drinks
 Fruit based health drinks
 Price
 Affordable to the lower middle stratum of the society
 Places
 Every general store
 Promotion
 Different and depend on the respective brand