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There is an ever-growing need for nourishment and energy in todays fast-paced world.

Who can resist a steaming, hot drink which promises to energize, nourish and refresh? The need for nutritional supplementation is all the more relevant for kids. Coupled with the fact that kids love the delicious taste of these drinks, once they have tried them, lies the basic tale of milk additives and the growth and development of the Malted Health Drinks category.

Brand Company
Horlicks ( Regular & junior)

GlaxoSmithKline Consumer Healthcare Boost Healthcare Bournvita


GlaxoSmithKline Consumer Cadburys Heinz

To understand the Malted Health Drinks

market better. To understand the marketing and promotion strategies adopted by the major Brands in this industry To understand the perception of the consumers regarding these brands

The study is being conducted upon the Malted Health

Drinks market in India only. Only the brands having a major market share in this industry are studied in depth in the research though other brands have been highlighted and basic information has been provided upon these. The major areas that are covered for the major brands include:
Product description Product line (if any) Market of the product Cost of the product Advertising and promotion

The consumer survey will be conducted within the Delhi

region and the respondents will be women having children in the age bracket of 3-14 years.

Survey (Primary data) Desk Research (Secondary Data) Data Analysis

Regulatory focus and preference reversal between

hedonic and utilitarian consumption by Sharon NG and Rajat Roy Trends in consumer behavior Literature: a content analysis by James G.Helgeson How valuable is a well crafted design and name brand?: Recognition and willingnes to pay by Tore Kristensen, Gorm Gabrielsen and Judith Lynne Zaichkowsky Understanding consumers brand induced food taste perception: a comparison of brand familiarity- and consumer value brand symbolism (in)congruityaccounts by Rami Paasovaara, Hari T. Luomala, Terhi Pohjanheimo and Mari Sandell