Malted Beverages

Structure of Presentation
Major players Market size Current situation Distribution Consumer behaviour Brand positioning
Complan Boost Bournvita Milo Horlicks

Future trends
2

Major Players
Companies
GlaxoSmithKline Cadbury Nestle Heinz

Brands
Horlicks, Boost, Viva and Maltova Bournvita Milo Complan

Market Size of Various Brands

Market Share of Various Brands
11.6 2.2 13 3.3 1.2 1.4 8.3 Horlicks Milo Complan Bournvita

59

Total Market size: Rs 1300 cr

Viva Boost Maltova Others
4

Current Situation
Growing at the rate of 12-14% per annum
Penetration of malted food in India is a low 6.1 % Traditionally malted beverages have had a strong association with milk Growth of middle class has driven the uptrend in food industry in general and health beverages in particular

Distribution

Factory

Packaging centre / Depot

Distributor / Semiwholesaler

Retailer

Consumer Behaviour and Trends

Perceived as a luxury
White beverages : therapeutic offerings Brown beverages : taste additives Brand loyalties are not very strong Promotion campaigns such as freebies and contests

Brand Positioning : Complan

Complan for what?
Enriched with 23 vital nutrients in right quantity and proportion essential for healthy growth

Complan for whom?

A brand for growing children

Complan for when?

Higher nutrition needs

Packaging
Complan Boy/Complan Girl
8

Brand Positioning : Complan

Complete planned food

9

Brand Positioning : Boost

Boost for what?
For fitness and health

Boost for whom?

For the young and the sporty Kapil Dev, Sachin Tendulkar and Virender Sehwag

Boost for when?

Whenever and wherever energy is needed

Packaging
Tall cylindrical straight jar that symbolizes athleticism and fitness
10

Brand Positioning : Boost

Boost is the secret of my energy

11

Brand Positioning : Bournvita

Bournvita for what?
For nutrition and health

Bournvita for whom?

For a growing kid who is healthy, intelligent, energetic and glowing

Bournvita for when?

Everyday to ensure you are energetic throughout the day

Packaging
A tall cylindrical straight jar that reflect energy, enthusiasm and vigour
12

Brand Positioning : Bournvita

Poshan bhi swaad bhi

13

Brand Positioning : Milo

Milo for what? Nutritious Milo, with its unique delicious taste, gives the confidence, energy and spirit to succeed in an active life Milo for whom? For all family members - especially for growing children and active people Milo for when? Anytime Packaging A cylindrical straight jar in green colour that symbolizes taste and energy

Energy Food Drink

14

Brand Positioning : Horlicks

Horlicks for what?

The name Horlicks is synonymous with health

Horlicks for whom? For a broader age range

Horlicks for when?

As part of an evening routine, having a hot, milky drink such as Horlicks ensures a good nights rest Packaging The colour combination and the signage of the jar reflect peace and health both mental and physical

Nourishment for Internal resistance

15

Future Trends
Product: Ready to drink health drink; Fruit-based health drinks
Price: Affordable to the lower middle stratum

Place: Supply-chain capabilities

Promotion:
Fruit-based drinks - health Ready to drink - convenience

16