1

A REPORT
ON
“UNDERSTANDING NUTRITIONAL
BEVERAGES IN DELHI/NCR MARKETS”

(MALTED DRINKS)
A Consumer Perspective
By

Rishabh Hingar

09BS0001902

The Nielson Company

A report submitted in partial fulfillment of the requirements of

MBA Program of ICFAI University, Dehradun

Distribution List Mr. Sandeep Pande,

Senior Manager, Nielson

Mrs. Shalini Khandelwal

Faculty guide, IBS Gurgaon

Date of Submission April 15, 2010

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 AUTHORISATION

The report is submitted as partial fulfillment of the requirement of MBA

Program of ICFAI University, Dehradun.

The report does not contain any element which has been prohibited for use
due to organizational confidentiality. There is no breach of any privacy
terms. It is prepared in accordance to the organizational policies and
procedures.

The database used for supporting my conclusions and recommendations of

the research is solely my own. It represents surveys, interviews which are
conducted by me at an individual level.

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 ACKNOWLEDGEMENTS

During the course of my SIP journey, I have taken help from several people
for project execution. I am extremely grateful to them for their valuable
contribution as my project would have been incomplete without their
valuable guidance.

Organizational Guide Sandeep Pande

Company Officials Tushar Goyal

I would like to express my special gratitude to my faculty guide

Mrs. Shalini Khandelwal for her continuous guidance during the tenure of
internship. She offered amazing insights concerning “Food and Beverages
Market” which proved to be very helpful to me. Ma’am had always been
very supportive.

I would also like to thank my sister, Anchal Hingar for her valuable
feedback. Her expertise in Marketing Research (MR) helped me highly in
comprehending MR process.

Last but not the least, my family for constantly motivating me to perform
well and co-operating with me.

I thank them all for their help. It is just that on paper, Project has been
prepared by me, but in actual it is a result of continuous efforts by many
people.

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 Executive Summary

Nutritional beverages form an essential part of today’s modern lives of

children .This project is an attempt to explore the consumer dynamics :
consumer taste & preference, role of these beverages in the lives of people,
perception of various brands of nutritional beverages among consumers,
their knowledge level about the products and the effect of 4Ps (product,
price, place and promotion) on them.

The Nielsen Company, is a leader in Market Research. It is my privilege to

be associated with Nielsen (Jai Singh Road,Connaught Place Branch) and be
a part of the project “Understanding Nutritional Beverages in
Delhi/NCR Markets”. The project is executed in three phases A) Pilot
Survey B) Main Survey C) Analysis of the surveys and findings.

Target Respondents (Sample size to remain same for both the surveys)
 Mothers (30)
 Children (30) [Age 4-16 years old]
 Medical Store Personnel (30)
A structured questionnaire is used for interviewing the respondents.

Target Areas/Places : Delhi and Gurgaon

a) Shopping Malls
b) Random Street Selections
c) Medical Stores

The Survey shows that GSK is the market leader with Horlicks alone
occupying above 40% market share, closely followed by Bournvita.
Complan and Boost are other popular brands. Although, Nutritional
beverages have been positioned as a health drink, but majorly consumers use
it as a “ milk taste enhancer ”.Chocolate is a predominant flavor as more
than 90% consumers prefer it. Proteinex and Pediasure are preferred brands
among medical store personnel. Consumers are by and large satisfied with
nutritional beverages. The major reason for switching brands is
“ need/craving for a change ” .i.e. just to try a new brand because of the
monotony of existing taste. Advertisements are seen as a major purchase
trigger .At the time of sickness of a child, the intake of nutritional beverages
does not increase.

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 TABLE OF CONTENTS
Cover 1

Title Page 2

Authorization 3

Acknowledgement 4

Executive Summary 5

List of illustration 9

1 Introduction

1.1 Purpose of the project 12

1.2 Objectives and Limitations of the report 16

1.3 Sources and Methods 17

1.31 Sources 17

1.32 Methodology 18

1.321 Project Schedule 19

1.322 Research Design 20

1.4 Brief Introduction

1.41 An Overview of FMCG Sector 22

1.42 Beverages 27

1.43 Nutritional beverages 31

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 1.44 The need of Understanding Nutritional Beverage 32

1.45 Major Players in Indian Nutritional Beverage 34

Market
1.46 Glaxo Smithkline (GSK) 37

1.461 Horlicks 38

1.462 Boost 39

1.463 Maltova & Viva 41

1.47 Heinz India 42

1.471 Complan & Glucon D 43

1.48 Cadbury India 45

1.49 Nestle India 46

1.50 Abbott India 48

1.51 Wockhardt 49

2 Main Text

2.1 Description of Survey 50

2.2 Data Collection 51

2.3 Brand Association 63

2.4 Recent Development in nutritional beverage 64

markets

3. Conclusion and Recommendations

3.1.1 Findings 65

3.1.2 Differences observed during Pilot 67

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 and main survey

3.1.3 Delta Moments 68

3.1.4 Purchase Funnels 69

3.1.5 Conclusions 73

3.1.6 Recommendations 75

4 Attachments ( Annexure )

4.1 Calculation Sheet 76

4.2Background Material (Surveys) 82

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 LIST OF IILUSTRATION

List of Figures

1.1 Mother’s Dilemma 12

1.2 FMCG Value growth over the years 22

1.3 India’s FMCG Market Share 23

1.4 FMCG growth prospect 24

1.5 FMCG Industry Category Break up 26

1.6 Beverage – Classification 27

1.7 Nutritional Beverage Market Share 35

1.8 GSK – Brands 37

1.9 Heinz Brands 42

2.0 Nestle Brand 46

2.1 Others 47

2.2 Market Share 51

2.3 Consumer Knowledge Level 53

2.4 Does the intake of nutritional beverage increase 55

at the time of sickness

2.5 Reason for taking nutritional beverage 56

2.6 Switching Pattern 57

2.5 Reason for switching 58

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2.6 Does nutritional intake increase at the time 57
Of sickness

2.7 Dominant Flavor 59

2.8 Purchase Trigger 60

2.9 Purchase Frequency 61

3.0 Consumer Satisfaction Level 62

3.1 Brands Preferred by Medical Store Personnel 63

3.2 Brand Association 64

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11
12
 PURPOSE OF THE PROJECT

Traditionally, Indian consumers have resorted to fresh juices, natural food &
fruits, “shudh ahaar” for gaining nutrients.
But, with the growing urbanization, consumers are now migrating to
products which give them instant nutrition without dedicating much time.
Mothers have always been worried about their child’s health and nutrition.
Most of the nutritional beverages actually target growing children
as their potential users.

MODERN LIFE ISSUES

Working mothers don’t have much time to look after their kids. Hence, are
always concerned about child’s health and nutrition.

Kid’s “picky eating habits” have always kept mothers worried about their
health and nutrition. Hence, they look out for source of food which finds
acceptance among kids and also give them required nutrition. Nutritional
beverages are known for their taste and flavor and are a favorite among kids.

Mother’s DILEMMA

Milk in our society, is the most revered food. Many kids are averse to
drinking “plain milk”. Given, the perception of milk in our society as a

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 “complete food”, nutritional beverages have become a favorite among
mothers.

It is the most selling fmcg product (Source: HT report April 6, 2010)

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 OTHER FACTORS

Due to rapidly changing Economic & Social drivers

Given, the changing demography of our nation

Rising middle class

Increasing consumer spending

Greater focus on health and lifestyle

Nutritional Beverages offer tremendous potential for growth as consumers

are becoming more aware, literate. There is a new variety of consumers
which are fast emerging “Health Conscious Consumers”. Consumers are
concerned about diet and health, particularly with all the media focus on
obesity and diabetes. With the changing life style, increased awareness and
health concerns; consumers are now switching over to more healthy drinks
over carbonated soft drinks

Nutritional beverages offer exciting range of opportunities for entrepreneurs

as well as consumers. It has become a strong potential market for the FMCG
companies to explore. The health beverage segment is amongst the fastest
growing led by nutritional/energy/sports drinks reinforcing the global
phenomenon of the emerging trend of consumer focus on health.

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Hence, my project on “Understanding Nutritional Beverages in Delhi /
NCR Markets” - A Consumer Perspective is an attempt to comprehend
nutritional beverages from consumer point of view. During the course of
my project i shall try to explore consumer dynamics with respect to
nutritional beverages, ascertain consumer knowledge level about nutritional
beverages, its role in the lives of consumers. On the basis of above
discussion it is safe to conclude that nutritional beverages, certainly is an
interesting sectoring to watch out.

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 OBJECTIVES

To study consumer habits, preferances, attitudes, taste with respect

to Nutritional Beverages.

Effect of 4 Ps (Product, Price, Place, Promotions) of Nutritional

Beverages on Consumers.

Ascertain Consumer Knowledge level about Nutritional beverages

Role of Nutritional Beverages in the lives of consumers

Perception of different brands among Consumers, Health Experts.

LIMITATIONS

Although. Nutritional beverages are positioned as

“health drinks”. But people, in general perceive it as a
“milk taste enhancer”.

It was difficult to interview Health Experts due to lack economic

of resources.

Respondent may give biased view due to certain stereo-tyes/halo

effects.

There might have been some mistake while interviewing

respondents due to lack of experience

SOURCES AND METHODS

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 Primary Sources

I have conducted face – face interviews of the targeted people

(mentioned below under the head “Research Design”)

Secondary Sources

I have referred to a few texts on “Marketing Research” for a greater

understanding of Marketing Research Methodology

Continuous guidance by my sister, Anchal Hingar (Marketing

Research Analyst).
.
www.myprotinex.com/

www.abbott.co.in/

www.boost.com/

www.gsk-ch.in/

www.cadburyindia.com

www.heinz.co.in

www.csostat.gov.mm

www.equitymaster.com

Nielsen 360 Degree Conference

“Changing Times, Changing Consumers, Changing Rules of

Marketing ", 4th November, 2009, the Grand Ballroom, Leela
Kempinski, Mumbai
METHODOLOGY
Methodology Purpose

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Personal Interviews of
Consumers

Mothers Mothers look after the health and nutritional

needs of the child. They have thorough
understanding of child’s needs. Also, the decision
making power vests with them. Hence, by
conducting face- face interview of mothers it shall
be helpful to understand nutritional beverages from
consumer point of view.
Medical Store Personnel
Medical Store personnel shall help us to
ascertain the “buying trend of nutritional
beverages”, which brands are more preferred.
Children Children are the end user of nutritional
beverages. Our attempt shall be determine their
taste and preference for the brands.

Note: During the course of project, Three Health Experts (general

physician) had been interviewed for greater understanding of
nutritional beverages. The Objective is to ascertain the role of
these beverages in the lives of consumers, consumer perception,
taste & preference.
Mothers often consult them for advise about their child’s diet.

PROJECT SCHEDULE

DATE ACTIVITIES

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21st Feb – 1st  Understand marketing research process
March ( thorough understanding of research methodology,
objectives )

1st March– 10th  Undertstanding Nutritional beverages.

March  Collecting secondary data by visiting websites of
major brands.
 Submit IIR ( Initial Information Report ) by 5 th
March
 Reading articles related to health drinks.

10thMarch-15th  Making Questionaires for the project by carefully

March examining the project objectives.

15th March-10th  Submit Project Proposal by 16th April.

April  Conducting Surveys using a standardized
questionnaire ( Pilot Survey )
Visiting
 Shopping Malls ( Sahara Mall, MGF
Mall, Ansal Plaza )
 Bangla Saheb ( Connaught Place )
 Janpath area ( Connaught Place )
 Random Street Survey (Saraswati
Vihar,Chakkarpur, Maruti Vihar )
10April-15th  Analysing Data
April  Submitting Interim Report

15th April- 7th  Conducting Main Survey

May

7thMay-12th May  Analysing Data

 Submitting Final Report

RESEARCH DESIGN

 Random sampling to recruit respondents for the study.

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 The Survey will be conducted into two phases

 Pilot Survey (Sample Space: 90)

 Main Survey (Sample Space: 90)

 Face to Face interviews using a structured questionnaire.

Mothers (30)
Children (30)
Medical Store Personnel (30)

 Region Covered : Delhi / NCR

Target Group

Stage 1 Stage 2 Stage 3

Pilot Survey Main Survey Conclusions
(Interviewing Mothers + Children+ Medical Store Personnel)

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 AN OVERVIEW OF FMCG SECTOR

FMCG represent Fast Moving Consumer Goods, it is one of the fastest

growing industry in India. India’s FMCG sector is the fourth largest sector
in the economy and creates employment for more than three million people
in downstream activities. Its principal constituents are

Household Care

Personal Care

Food and Beverages

( Source : AC Nielson Survey )

Over the past few years, FMCG has emerged as one of the fastest
growing sectors in our country ( as shown in the figure above ).

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 FACTS ABOUT FMCG

(Source: www.csostat.gov.mm )

Products which have a quick turnover and relatively low cost are
known as Fast Moving Consumer Goods (FMCG).

The Indian FMCG sector is the fourth largest sector in the economy
with a total market size of US $ 18 billion as of 2009

By 2015, the sector is predicted to scale up to US $ 33.4 billion.

The sector generates 5% of total factory employment in the country

and is creating employment for three million people, especially in
small town and rural India

FMCG Sector shall continue to grow at a compounded annual growth

rate of 20-25% over next 5-7 years.

(Source: central statistical organization estimates)

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(Source: nielson 360 Degree conference)

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FMCG is divided into three major categories

Household Care

Personal Care

Food and Beverages

25
F
B
P
A
H
O
C
V
S
U
D
L
E
R
 (For the year 2009-10)

(Source: equitymaster.com)

[Kindly note during the course of our project, focus shall be entirely
on “Food and Beverages” sector. Particularly “Nutritional
Beverages”]

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 What are Beverages?

A drink, or beverage, is a liquid which is specifically prepared for human

consumption. In addition to filling a basic human need, beverages form part
of the culture of human society.

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FACTS ABOUT FOOD AND BEVERAGE INDUSTRY

The size of the Indian food processing industry is estimated to be around

65.6 billion dollars.

The health beverage industry is valued at 230 million dollars.

The total soft drink market (carbonated beverages and juices) is valued at
one billion dollar.

The segment for non-alcoholic beverages and health drinks is growing at

30%, against about 3-4% for carbonated drinks.

(Source: cso estimates)

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29
30
 NUTRITIONAL BEVERAGES
What do we understand by the term “Nutrition”?

Nutrition is an input to and foundation for health and development.

Interaction of infection and malnutrition is well-documented. Better nutrition
means stronger immune systems, less illness and better health. Healthy
children learn better. Healthy people are stronger, are more productive and
more able to create opportunities to gradually break the cycles of both
poverty and hunger in a sustainable way. Better nutrition is a prime entry
point to ending poverty and a milestone to achieving better quality of life.

(Source: WHO, www.who.int/nutrition/en/who)

What are nutritional beverages?

Nutritional Beverages represent health drinks (non carbonated drinks).

They serve as additional source of nutrition (supplements) for consumers.
It is significant to note that Nutritional Beverages differ from carbonated
drinks.

[PLEASE NOTE: This project is a study on Nutritional Beverages

(Malted Drinks only) for children. Nutritional Beverage is a broad term
which includes other health drinks like Organic fruit juices, Butter milk,
pasteurized toned milk etc. During the course of the project, the term
“Nutritional Beverage” shall be used several times, here it refers to ‘malted
drinks category’ for children only]

During the course of the project,Nutritional Beverages do not refer to:

Carbonated Drinks (like Coke, Pepsi, Maaza etc)

Refreshment Drinks ( maaza, frooti etc. )

Nutritional Beverages are drinks for overall well being. They contain all the
nutrition like vitamins, proteins, carbohydrates, although recently lot of
fmcg companies like Glaxo Smithkline, have come out with specific nutrient
beverage like Boost High Protein, Boost Glucose Control, Boost Pudding
etc.
THE NEED OF UNDERSTANDING NUTRITIONAL BEVERAGES

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Traditionally, Indian consumers have resorted to fresh juices, natural food &
fruits, “shudh ahaar” for gaining nutrients.
But, with the growing urbanization, consumers are now migrating to
products which give them instant nutrition without dedicating much time.
Mothers have always been worried about their child’s nutrition.
Most of the nutritional beverages actually target children
as their potential users.

Demanding Career

With women becoming more career conscious and coming at par with men
in terms of education, overcoming gender constraints. Working women
don’t get much time to look after their kids. Hence, are always concerned
about their child’s nutrition and health. They look for products which can
provide complete nutrition and a balanced food to their loved ones.
Hence, Nutritional beverages have become an important source of nutrition
for the children.

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Kids “picky eating habits” have always kept mothers concerned about their
child’s nutrition intake.

Increasing Consumer Spending

New emerging Health Conscious Consumers

Changing Demography (Fast expanding Middle Class Population)

Increasing urbanization (Focus on Lifestyle & Health)

Rising Disposable Income

The latest AC Nielsen study of the food and beverage categories states that
beverages that support healthy diets are among the world's fastest-growing
food and beverage categories. The healthy beverage segment was amongst
the fastest growing led by nutritional/energy/sports drinks reinforcing the
global phenomenon of the emerging trend of consumer focus on health.

Consumers are concerned about diet and health, particularly with all the
media focus on obesity and diabetes. With the changing life style and
increased awareness and health concerns; consumers are now switching over
to more healthy drinks over carbonated soft drinks

It's not just the potential size of the market that makes this segment so
attractive to food companies. Health foods can also contribute to a healthy
bottom-line. Not only is the segment growing faster, margins here are
higher, too.

Given the trend, Nutritional beverages offer exciting range of opportunities

for entrepreneurs as well as consumers. Hence, my project is an attempt to
explore the consumer dynamics with respect to Nutritional Beverages.

MAJOR PLAYERS IN

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INDIAN NUTRITIONAL BEVERAGE MARKET

Glaxo Smithkline (GSK)

Heinz India

Nestle India

Cadbury India

Wockhardt

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 75%
13%

GSK Heinz India Others

12%

(Source: AC Nielson report on market share)

35
Pie Chart showing share of companies in Nutritional Beverage Market

Glaxo Smithkline is a clear market leader in health drinks market with

four major brands in its portfolio

Horlicks
Boost
Maltova
Viva

Heinz India is second with brands like

Complan
Glucon D ( instant energy drink )

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GLAXO SMITHKLINE (GSK)

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Glaxo Smithklike is a leading healthcare company born out of the merger of
two leading international organizations: GlaxoWellcome and Smithkilne
Beecham.

GSK is a market leader in nutritional beverage market. It has four iconic

brands in its portfolio

Horlicks

Boost

Maltova

Viva

HORLICKS

“the great family nourisher”

In the Indian Markets, GSKCH’s journey began with Horlicks.

Horlicks is the leading health food drink in India and ‘Most Trusted Drink
Brand’ (Economic Times survey, 2004). It enjoys a share of more than
half of the health food drink market.

Although, it has been a popular brand in the Indian market since the 1930s,
Horlicks underwent a revamp in 2003, to further increase its relevance. The
modern and contemporary Horlicks offers ‘pleasurable nourishment ‘with a
delicious range of flavors including Vanilla, Toffee, Elaichi and
Chocolate.

With revitalized packaging synergistic with the new brand personality, it is

favorite with both mothers for its nourishment and kids for its great taste and
variety.
Horlicks in different packages

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  Horlicks Ninja

 Junior Horlicks

 Mother’s Horlicks

 Horlicks Lite

 Horlicks Biscuit

Horlicks is a beneficial supplement for children to aid not only their growth ,
but also enhanced attention and concentration

Horlicks Ads and Promos, promise consumers to help in becoming

( Horlicks has been positioned as a “ great family nourisher ” )

 Sharper
 Taller
 Stronger
BOOST

“is the secret of my winning energy”

Boost is India’s leading malt based health food drink in a chocolate flavor.

Boost has a market share of 13% countrywide amongst all health food drink
(HFD), while in South India - the biggest region for the category - it
commands a market share of 24%.

[Source: AC Nielsen Retail Audit, as shown in GSK Official Website

www.gsk-ch.in/Boost.aspx ]

Boost is the first HFD to have used a celebrity endorsement to convey its
energy proposition and has thereby differentiated itself from other
brands. Flavors available: chocolate, strawberry, vanilla.

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 It is also the first brand in this segment to have developed a
‘shrink – sleeved’ packaging way back in 1999. In recognition of this,
Boost has won the prestigious World star award for its packaging.

Boost has the highest frequency of purchase among all brown powder
users in India (Source: IMRB Household Panel)

Boost has a household penetration of 40-45% in several cities and towns

in south india. In towns like Chennai and Madurai this penetration
exceeds 50%. (Source: IMRB Panel)
Boost in different packages

Boost Plus

Boost High Protein

Boost Glucose Control

Boost Pudding

Boost Drink
Boost Ads and Promos, promise consumers to help in

(Boost has been positioned as an energy booster promising high

physical endurance and is recognized as a sports brand among children)

High Energy Booster

Champion (“boost is the secret of my winning

energy”)

Stronger

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MALTOVA

“the yummy choco malt drink”

Maltova, a chocolate health food drink was acquired from Jagatjit Industries
Limited in Feb. 2000. It is extremely tasty and makes nourishment truly
enjoyable and exciting.

Maltova has again been restaged in November 2004, with an

attractive new packaging that connotes an extremely high taste appeal
and and a sense of fun and excitement. The communication and the

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 promotions have been made more exciting by bringing in cartoon
characters like Scooby Doo.

Maltova has been positioned as a tasty chocolate-based drink for children

VIVA

“start to a healthy and bright day”

Well begun is half done! Viva is based on the belief that a good start to the
day ensures that the rest of it goes well too.

New viva has VitahealthTM - a combination of 9 essential vitamins.

Viva contains the natural goodness of milk, wheat and malted barley.

Viva has been positioned as a traditional family health drink.

HEINZ INDIA

The H.J. Heinz Company, headquartered in Pittsburgh, Pennsylvania, is the

most global of all U.S.-based food companies Heinz India provides taste
and nutrition through globally trusted products like Heinz Tomato Ketchup
and strong local products like Complan - with extra growing power,
Glucon-D - the refreshing energy drink,

Heinz products synergize the three pillars of the Heinz tradition namely
TRUST, TASTE & NUTRITION.

Heinz India has strongly established itself in Indian Nutritional beverage

Market through its famous brand

Complan

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 Glucon D

COMPLAN

“the complete planned food”

Complan is the leading health food drink in India. It is a nutrition expert in

the category and its formulation is designed as per Indian RDA. It’s
available in various flavors (strawberry, caramel, mango, family – malt,
natural, kesar badam, family lite, chocolate)

It is positioned as a “complete planned food” for growing children.

Complans Ads and promos promises consumers

Growth: “to grow twice as fast”

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 Mental development

GLUCON D

“glucon d replenishes lost energy”

Glucon-D was introduced in 1933 and has been the category creator and
dominant market leader ever since. It is a glucose based beverage and is
available in powder form. With 99.4 % of pure glucose it is easily absorbed
by the body and is available for energy. It is available in various flavors
( tangy orange, nimbu pani, regular, froot energy – pineapple )

Glucon-D was adjudged as the 16th most trusted brand in the Brand
Equity Survey 2008. It stood at No.3 amongst beverages.

Glucon-D consumption cuts across Socio Economic Classes, Age

groups and geographies and reaches out to more than 4 crore
Households today

(Source: www.heinz.co.in )

Brand positioned as “an instant energy drink”

Glucon D Ads and promos promises consumers

Instant Energy

Body Glucose

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 CADBURY INDIA

BOURNVITA

'Real Achievers who have grown up on Bournvita'.

Cadbury Bournvita was launched in 1948. It is among the oldest brands in

the Malt Based Food / Malt Food category with a rich heritage and has
always been known to provide the best nutrition to aid growth and all round
development.

45
Throughout its history, Cadbury Bournvita has continuously re-invented
itself in terms of product, packaging, promotion & distribution. The Cadbury
lineage and rich brand heritage has helped the brand maintain its leadership
position and image over the last 50 years.

Given its market share of 17%, Cadbury Bournvita reaches across

hundreds of cities, towns and villages through 3,50,000 outlets in
India. (Source: www.cadburyindia.com)

Flavors available (chocolate, caramel)

Brand positioned as a beverage for arming growing children with

confidence to take on physical and mental challenges that nobody else can.

Bournvita Ads and promos promises consumers

Mental Development

Physical Development

NESTLE INDIA
Nestle India, the FMCG giant, is a vibrant Company that provides
consumers in India with products of global standards and is committed to
long-term sustainable growth and shareholder satisfaction. It is
acknowledged amongst India's 'Most Respected Companies' and amongst
the 'Top Wealth Creators of India'.

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MILO
Nestle entered nutritional beverage market (malt drink segment) with its
product Milo. Though, the brand has so far not earned a substantial market
share, and is still far behind of its competitors Horlicks, Boost. But, Nestle is
confident of reviving the product.

Milo Ads and promos promises consumers

mental & physical agility

Actigen – E (unique mix of B-vitamins and other key micro nutrients

which help optimize  energy release effectively.

OTHER KNOWN BRANDS

[Kindly note: “proteinex” is a dominant brand as a protein

health supplement.]

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Pediasure is a complete and balanced nutritional product designed to meet
the nutrient needs of children 2-10 years of age.

48
Pediasure also is a healthy, between-meals snack, for picky eaters. It also
provides nutritional support for children aged 2 to 10 years with chronic
conditions requiring supplemental or sole source nutrition, such as cerebral
palasy, cystic fibrosis, developmental delays, AIDS, cancer, cardiac disease,
neurological disorders, and failure to thrive. Also in children with acute
conditions: trauma, burns, before and after surgery..

Flavors available: vanilla and chocolate.

WOCKHARDT

Wockhardt is a global, pharmaceutical and biotechnology company that has

grown by leveraging two powerful trends impacting the world of medicine -
globalization and biotechnology.

PROTEINEX
“Every day Good health”

Wockhardt’s protein supplement “Proteinex” is a dominant brand in its

category.
Protinex is a scientifically formulated balanced nutrition supplement with
the power of protein and fortified with essential minerals and vitamins

It is positioned as a brand for growing children, professionals, mothers (for

all age group).

Proteinex Ads and promos promises consumers

Strength

Immunity

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 Stamina

Nourishment

Proteinex in different packages

Mama proteinex

Protein junior

Proteinex Total

Proteinex Diabetes

(Flavors available vanilla, chocolate)

DESCRIPTION OF SURVEY

The survey is conducted in two phases pilot survey followed by the main
survey. The pilot survey is aimed at carefully observing the response of
targetted people. Certain changes in questionnaire have also been
introduced based on the response of the consumers.
(kindly go through the annexures to see Questionaires)

50
So far, Pilot Survey has been conducted and lot of problems is faced in
conducting interviews of “Health Experts” due to lack of economic
resources.

After the completion of pilot survey, The second phase of project involved
conducting Main Survey.

The target respondent

Mothers (30)
Children (30)
Medical Stores (30)

Target places ( where survey was conducted )

Shopping Malls ( outside Sahara Mall, MGF Mall, Ansal Plaza )

Bangla Saheb ( Connaught Place )
Janpath area ( Connaught Place )
Random Street Survey ( SaraswatiVihar, Chakkarpur, Maruti Vihar )

The survey has been conducted in a sequential manner. The chosen

respondents have given a very positive feedback and the purpose of survey
has been fulfilled.

Sample Size (Pilot Survey –90)

(Main Survey-90)

[The Data Collection shows collated results (pilot and main survey
results are combined to show overall findings of the survey)

DATA COLLECTION

Out of the total respondents interviewed, the statistics below show

percentage of people who had these brands on top of their minds(1),
Spontaneous(2) and Aided(3)

51
Figure 1

100%
90%
80%
70%
Others
60% Boost
50% Complan
Bournvita
40% Horlicks
30%
20%
10%
0%
Top of the mind Spontaneous Aided

 Clearly, Horlicks is a market leader with around 45% market share. Followed by
Bournvita with a 30% market share.

Footnotes

(1) “ Top of the mind ” refers to the first brand which strikes one’s mind when we say
the term “ nutritonal beverage ”

(2) “Spontaneous” refers to the brands which strikes one’s mind after the first brand

(3) “Aided” refers to those drinks which are first reminded by the interviewer to the
respondent and then he recalls it.

Consumer Knowledge Level

MAIN SURVEY

52
 Figure 2

Chart Title

Yes
33%

No
67%

PILOT SURVEY
Figure 3

Chart Title

No
47%
Yes
53%

 Consumer awareness level stands at 33%.Interestingly, at the time of

pilot survey the awareness level stood at 53%,which has drastically
reduced to 33%.

53
Does the intake of nutritional beverages increases at the
time of sickness ?

54
 7%
3%
Increases
Decreases
It remains as it is

90%

Figure 4
PILOT SURVEY

Figure 5

55
 Increases
Decreases
It remains as it is

100%

MAIN SURVEY

Majority is clearly of the notion of keeping the intake of nutritional

beverages constant.

56
 17%

40%

Good Taste
Health Benefits
17% Kids insist
Health Benefits
good taste+health benefits

10%

17%

REASON FOR TAKING NUTRITONAL BEVERAGES

PILOT SURVEY
Figure 6

57
58
 17%

Good Taste
17% Health Benefits
good taste+health benefits

67%

59
 Switching Pattern

 Interestingly, Good taste is the greatest factor for consumers to take

nutritional beverages inspite of the fact that these drinks are
essentially positioned as a ‘health drink’.

 Both the surveys, pilot as well as main survey support the above fact.
Figure 7

MAIN SURVEY

BRAND SWITCHING PATTERN

60
Figure 8

Brand
Continuing Not Continuing

41%

59%

 The above pie chart percentage of people who prefer to continue/ discontinue the
same brand in a short span of time ( 6 months ).

REASON FOR SWITCHING

61
Figure 9

Chart Title
6

4 Taste in not good

Just for a Change
3 Influenced by TV commercials
Not satifisfied with the brand
2

0
Reason for Switching

 Interestingly, there is no genuine reason for changing a brand.

Consumers prefer a change just to break the monotony of the existing
brand. The intention is to seek a change in
taste/brand/experimentation.

Dominant Flavor

62
 8%

8%

Chocolate Vanilla

Others

85%

Figure 10

63
 Clearly, Chocolate is the most preferred flavor among kids.Both the
surveys clearly show chocolate as a favorite flavor among kids. There
is no change in the results of both the surveys.

Purchase Trigger

64
 Others
8%
Vanilla
8%

Chocolate
85%

Figure 11

65
 Chocolate Flavor is the major purchase trigger among kids as they
love its taste. Given kids picky eating habits, the only way for mothers
to make them drink milk is via nutritional beverage.

Purchase Frequency

66
 once in 2 or 3 months
17%

Once in a month
83%

Figure 12

67
  Majority of the consumers finish their pack ,once in a month as they
take it regularly. The above pie chart shows, consumer purchase
pattern. ( usually consumers buy 500 gms pack).

CONSUMER SATISFACTION LEVEL

Figure 13

1
Consumer Satisfaction level 2
3
4
5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

68
Figure 14

Brand Preferance among Medical Personnel

Pediasure & Proteinex Others

20%

80%

 Clearly, Pediasure and Proteinex is favourite among Medical Store

Personnel. They are of the opinion that these drinks offer good
nutritional value to the consumers in particular kids as Protein is a
vital supplement for growth.

69
[Note: During the course of Survey, 3 Health experts (general
physician) had been interviewed who also showed their preference for
Pediasure and Proteinex.]

BRAND ASSOCIATION

70
RECENT DEVELOPMENT IN NUTRITIONAL BEVERAGE
MARKETS

 Recently, companies like GSK, Heinz India have come out with small
packs ( 50 gms ) for consumers. So, as to offer higher value for money
products and also to expand their brands to other regions of the country
( especially rural india ). Companies are trying to capture the untapped
markets. This new strategy is an attempt to expand their customer base
from the traditional urban markets, also to create new customer base
within the urban markets by making these brands affordable for
everyone.

 Most of the companies have redesigned their brands. For instance, GSK
apart from repositioning its Horlicks brand from health drink to a fun
drink, GSKCH more recently has launched its brown drink Boost in
100gm sachets as well in Tetrapak as a ready-to-drink product. Another
fmcg major , Heinz India has repositioned Glucon D as a fun drink as
against a health drink previously.

 GSK launched two new brands Viva and Maltova, Complan has been
launched in new flavors like mango, strawberry, orange, nimbu pani.
Pineapple. Cadbury Bournvita has been advertising since the 1970s. In
the early years the positioning centred on 'Good upbringing' with
Bournvita being an essential building block for children. In the 1980-82
years it was 'Goodness that grows with you'. By 1987, it had become the
more aggressive 'Brought up right, Bournvita bright'. In the last decade of
the 20th Century, competition between children was becoming intense
and Bournvita was there with its 'Extra energy to stay ahead'. In the
1992-95 period 'Shakti har din ke champion ki' (Energy for the everyday
champion) was its payoff line. In 2000, 'Bournvita poshan, sahi poshan'
(Bournvita nutrition, right nutrition) encouraged consumption. In the

71
following year 'Confidence kuch kar dikhane ka' (Confidence to achieve)
became the reason to buy. The current Cadbury Bournvita positioning
suggests that it contains specific ingredients that augment stamina and
concentration in children.

FINDINGS
 Horlicks, Bournvita, Boost and Complan are popular brands.
Among them Horlicks and Bournvita are extremely popular and are
preferred consumer brands, given the survey results, Horlicks is
clearly a market leader with a market share of over 40%.

 Although, Nutritional beverages have been positioned as a health

drink, but majorly consumers use it as a “ milk taste enhancer ”.

 Consumers awareness level stands at 33% (main survey).Earlier,

during pilot survey, consumer awareness was actually reported at
53%. Combined, Awareness Level is reported at 43%.

 Chocolate is a predominant flavor as more than 90% consumers prefer

it.

 Proteinex and Pediasure is a preferred brand among medical store

personnel.

 Consumers are by and large satisfied with nutritional beverages. The

major reason for switching brand is “ need for a change ”. Just to try
a new brand because of the monotony of existing taste.

 Advertisements is seen as a major purchase trigger.

 At the time of sickness of a child, the consumption of nutritional

beverage does not increase. It remains the same as before the sickness.

72
DIFFERENCES OBSERVED DURING PILOT AND MAIN SURVEY

Main Survey complimented pilot survey in general. However, there are

certain notable differences which emerge while analyzing data.

 Consumers awareness level stands at 33% (main survey).Earlier,

during pilot survey, consumer awareness was actually reported at
53%. Combined, Awareness Level is reported at 43%.

 At the time of sickness, 90% of the respondent shall not increase the
intake of nutritional beverage at the time of sickness. While during
Main Survey, all the respondents shall not increase the intake of
nutritional beverage at the time of sickness of child.

However, these findings are minor differences which are been observed
at the time of these surveys. By and large, both the surveys are
complementary and support each other’s conviction and inferences.

73
 DELTA MOMENTS

Footnotes

74
(1)Delta moment refers to moment of realization. It may or may not lead to an actual purchase, but
certainly acts as a catalyst for a change in attitude / preferance towards the brand.

75
76
77
78
 CONCLUSIONS

Effect of 4Ps on Consumers Price: the price range of various

nutritional beverages are almost
same. So, it is difficult to
differentiate products on the basis
of prices.

Promotion: This is the most

important factor for differentiating
products. Survey has shown that
brand positioning and
adverstisemnets is a crucial
purchase trigger and has strong
impact on consumer psychie.
For instance,Complan brand is
often purchased because of the
“ height gain ” attribute of the
product.

To study consumer habits, preferances, Most preferred flavor among

attitudes, taste with respect to Nutritional consumers is chocolate.
Beverages.

Role of Nutritional Beverages in the Although nutritional beverages are

lives of consumers positioned as a health drink but
people in general perceive it as
“ milk taste enhancer ” and lay
more stress on the taste aspect of
these drinks. (many companies

79
 are now moving away from the
traditional image of ‘health drinks’
and are repositioning as a ‘fun
drink’. For instance, Glucon D,
Horlicks )

Ascertain Consumer Knowledge level The consumer awareness level

about Nutritional beverages stands at around 65%.
Perception of different brands among Most of the health experts and
Consumers, Health Experts, Medical medical store personnel prefer
Store Personnel ‘ proteinex and pediasure ’.

Complan is a preferred consumer

choice for kids with “ height
gaining ” issue.

Horlciks and bournvita are

extremely popular for their good
taste.

Given, Indian Consumers obsession with milk, kids picky eating habits and
our changing economic and social demography. Nutritional beverages are
certainly a favourtite among children. With people turning more health
conscious, the non-carbonated beverage segment has become one of the
fastest growing and most exciting businesses at the moment.

80
 RECOMMENDATIONS

 Certain respondents have expressed concern over “ Complan ” taste

particularly the strawberry flavor. They do not like its taste. In many
cases, it has become a reason for the consumers to switch to other
brands as kids are not really fond of it.

 Many respondents feel cheated with respect to packaging. The

package is huge and looks very catchy to the eyes ( 1 kg pack for
brands like Horlicks, Complan ). But in actual the quantity inside the
pack is a source of disappointment among consumers. The visual pack
appears to contain much more than what in actual it has.

 Complan brand promises a lot of benefits to its consumers particularly

“ height gain ”. Its ads promise “the child grows twice as fast”.
Though, all the existing brands promise certain benefits to the
consumers, but they are not visible to the naked eyes ( intangible
benefits ). Like Bournvita focuses on mental and physical
development, boost is positioned as an “ energy booster ”. But
complain by openly promising “height gain” among kids, has raised
lot of expectations among consumers as height is an important
attribute. Although Heinz India claims that it is a scientifically proven
fact that complain aids in height growth and have also done lot of
sample tests and shown positive results. But most of the health experts
completely disagree over the issue

When brands fail to live up to the expectations of consumers, it

creates disappointment among them and they stop trusting the brand.
So, companies should prefer not to create unnecessary hype about
their products.

81
 ATTACHMENTS

CALCULATION SHEET

Pilot Survey
Consumer Satisfaction level

1
2
3 04
4 03
5 23

Brands preferred by Medical Store Personnel

Proteinex & Pediasure 20

( total 25 )

Purchase Trigger

a) family, friends 3
b) good taste ( flavor ) 1
c) advertisements 7
d) good taste+change 1
e) nutritional value 3
f) kids like it 4
g) all of them 1
h) good taste + children like it 1
i) friends + advertisement+ children like it 6

82
 j) advertisements + kids 1

Chocolate 50
Vanilla 5
Others 5

Does the intake of nutritional beverages increases at the time of sickness

?

Increases 2

Decreases 1

It remains as it is 27

( Source : Mothers )

Consumer Knowledge Level

Q How many consumers check ingredients before buying any nutritional

beverage ?

Yes 20
No 17

Reasons for taking nutritional beverages

Good Taste 12
Health benefits 5
Kids insists 3
Good taste + health benefits 5
Kids picky eating habits 3

( Sample Space : mothers 30 )

83
 Reason for switching

Taste is not good 1

Just for a change 5
Influenced by TV ads 1
Not satisfied by the existing brand 1

Out of the total respondents interviewed, the statistics below show

percentage of people who had these brands on top of their minds(1)

Bournvita 26
Horlicks 32
Complain 12
Boost 07
Pediasure 02
Proteinex 01 (Mothers 30)
Children 30
Medical store 15
Health experts 5

84
 Main Survey

Out of the total respondents interviewed, the statistics below show

percentage of people who had these brands on top of their minds,
spontaneous and aided
(combined result)

Horlicks Bournvita Complan Boost Others

Top of the mind 90 60 10 10 10

Spontaneous 60 60 35 20 5

Aided 10 10 140 140 20

Consumer Satisfaction level

1
2
3 04
4 03
5 23

85
Brands preferred by Medical Store Personnel

Proteinex & Pediasure 24

(total 30)

Purchase Trigger

a) family, friends 2
b) good taste ( flavor ) 1
c) advertisements 10
d) good taste+change 1
e) nutritional value 3
f) kids like it 1
g) all of them 1
h) good taste + children like it 1
i) friends + advertisement+ children like it 5
j) advertisements + kids 1

Chocolate 50
Vanilla 5
Others 5

Does the intake of nutritional beverages increases at the time of sickness

?

Increases 0

Decreases 0

It remains as it is 30

( Source : Mothers )

86
Consumer Knowledge Level

Q How many consumers check ingredients before buying any nutritional

beverage ?

Yes 20
No 17

Reasons for taking nutritional beverages

Good Taste 12
Health benefits 5
Kids insists 3
Good taste + health benefits 5
Kids picky eating habits 3

( Sample Space : mothers 30 )

87
 BACKGROUND MATERIAL

SURVEY

QUESTIONNAIRE FOR MOTHERS

Name of the Respondent:

………………………………………………………………………………
………………………………………………………………………………
Address & Contact No..:
……………………………………………………………………………….
……………………………………………………………………………….
Occupation: ………………………………….... Category………………...:
\
Q1. What do you take additionally in your diet as a source of complete
nutrition? MA (1)

Sources Code
Fruits 1
Nutritional Beverages 2
Eggs/Non Vega 3
Sprouted pulses 4
Any others 5

If coded 2 in Q1. Ask Rest of the questions in the questionnaire

Q2. Which brand comes to your mind when I talk of nutritional beverages?
MA
Q3. (Ask for the brands coded in Q2.) How would you rate …………

(Mention Name) on a scale of 1 to 5 where 1 stands for ‘It provides zero

nutrition value’ and 5 stands for ‘It provides complete nutrition value’?

88
footnotes
(1) MA refers to multiple answers

Q4. Which nutritional beverage did you try first? MA

Q2 Q3 Q4
Nutritional TO SPON RAT First
AIDED
Beverage M T E Brand
Boost 1 1 1 1
Bournvita 2 2 2 2
Horlicks 3 3 3 3
Milo 4 4 4 4
Complan 5 5 5 5
Maltova 6 6 6 6
Pediasure 7 7 7 7
Others 8 8 8 8

Q5. Why did you take a nutritional beverage in your diet? Record
verbatim(2)

………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………

Q6. After using ……………….. (Mention name of brand coded in Q4.),

which nutritional beverage did you switch over to?

Nutritional Beverage Code

Boost 1
Bournvita 2
Horlicks 3
Milo 4
Complan 5
Maltova 6
Pediasure 7

89
 Others 8
I am continuing the same 9
brand
footnotes
(2) Record Verbatim refers to direct quotation of the respondent (exact words of the respondent)
Ask Q7 to those who coded 1 to 8 in Q6

Q7.Could you please tell the reasons for switching the brands of nutritional
beverage?
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
…………………………………………………………………………

Q8. Could you please tell us the reasons why you purchase a particular
brand of nutritional beverage when you visit a shop?

Triggers for purchase Co

de
A lot of my friends are using this brand and are satisfied by its results 1
It is less costly as compared to others 2
There was a discount/promotion on it 3
Its cover/packaging was very attractive 4
I like its advertisement and got influenced by it 5
It is easily available at the shop/market I purchase my regular things 6
from
The shopkeeper advised me the brand 7
It tastes good 8
I consulted a health expert and I was advised to purchase it 9
My child/children likes/like to have it in the diet 10
It has a lot of nutritional value and is essential for health 11
Others………………………………………………………………… 12
………………………………………….

90
Q9. On a scale of 5 how would you rate the need and Importance of
nutritional beverages in your life?

1 2 3 4 5
Not at all Somewhat Important Very Extremely
Important Important Important Important

Q10. And could you please tell us the reasons as to why do you say so?
Reasons:
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
………………………………………………...

Q11.Do you look for ingredients when you buy a nutritional beverage?

Yes No

Ask Q12. Only if coded Yes in Q11

Q12. Could you please tell us the ingredients that a nutritional beverage is
made up of?
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………

Q13. Do you use nutritional beverage on a regular basis .i.e. every day?

Yes No

Ask Q14 If coded ‘Yes’ in Q13

Q14.How frequently do you purchase a nutritional beverage?

Once in a month 1
Once in 2 or 3 months 2
Once in 4 or 5 months 3

91
 Once in 6 months 4
Once in a year 5

Q15. Which flavors in nutritional beverages do you like the most?

Chocolate
Vanilla
Others
Flavor doesn’t matter

Q16. Could you please tell us if the intake of nutritional beverages changes
in situations like sickness/depression/examinations?

The intake increases 1

It remains as it is 2
The intake decreases 3
We completely stop its 4
usage

Reasons:
………………………………………………………………………………
………………………………………………………………………...
………………………………………………………………………………..
………………………………………………………………………………..

92
Spontaneous Reaction (Brand Perception)

Q17. What comes to your mind when i say?

1. Horlicks …………………………………..
2. Bournvita …………………………………….
3. Boost ……………………………………..
4. Complan ………………………………………
5. Pediasure ……………………………………..

Q18. Which brands would you suggest when i say?

i. General Well Being

ii. Height & Weight gaining

iii. Energy

iv. Immunity

v. Physical Strength

Brand Feedback

Q19. Have your expectations been met after using the Nutritional Beverage.
Rate it on a scale of five. (SA)(3) where 1 means completely dissatisfied
and 5 means completely satisfied.

1. 2. 3. 4. 5.

Q20. If the rating (in the previous question) is less than 3. Give Reasons

93
 ………………………………………………………..
……………….........................................................................................
..........................

footnotes
(3) SA refers to single answers

SURVEY

QUESTIONNAIRE FOR MEDICAL STORE PERSONNEL

Name of the Respondent:

………………………………………………………………………………
……………………………
Address & Contact No..:
………………………………………………………………………………
………………………………………………………………………………

Occupation: ……………………….Category:……………………………

Q1.What do you advise people to take additionally in their diet as a source

of complete nutrition? (MA)(1)

Sources Code
Fruits 1
Nutritional Beverages 2
Eggs/Non Veg 3
Sprouted pulses 4
Any others 5

If coded 2 in Q1. Ask Rest of the questions in the questionnaire

Q2. Which brand comes to your mind when I talk of nutritional beverages?
MA

Q3. (Ask for the brands coded in Q2.) How would you rate …………

94
(Mention Name) on a scale of 1 to 5 where 1 stands for ‘It provides zero
nutrition value’ and 5 stands for ‘It provides complete nutrition value’?

footnotes

(1) MA refers to multiple answers

Q4. What are the brands which consumers purchase frequently?

(rate the brands according to the purchase pattern)

Q2 Q3
Q4
Nutritional TO Brand
SPONT AIDED RATE
Beverage M Rating
Boost 1 1 1
Bournvita 2 2 2
Horlicks 3 3 3
Milo 4 4 4
Complan 5 5 5
Maltova 6 6 6
Pediasure 7 7 7
Others 8 8 8

Q5. Do you recommend any specific brand? Reasons Record verbatim(2)

…………………………...
………………………………………………………………………………
……………………………………………………
Q6 Could you please tell us the reason why consumers purchase a particular
brand of nutritional beverage when they visit your shop? (MA)

Triggers for purchase Code

Social Influencer – family, friends 1
It is less costly as compared to others 2
There was a discount/promotion on it 3
Its cover/packaging was very attractive 4
They like the advertisement and get influenced by it 5
It is easily available at the shop/market 6
The shopkeeper advised the brand 7
It tastes good 8
Health experts advised them 9

95
 Child / children likes/like to have it in the diet 10
It has a lot of nutritional value and is essential for health 11
Others……………………………………………………………… 12
…………………………………………….
footnotes

(2) Record Verbatime refers to “direct quotation of the respondent” (exact words of the respondent)
Q7. On a scale of 5 how would you rate the need and importance of
nutritional beverages in the lives of consumers?

1 2 3 4 5
Not at all Somewhat Important Very Extremely
Important Important Important Important

Q8. And could you please tell us the reasons as to why do you say so?

Reasons:
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
………………………………………………......................................

Q9.Do they look for ingredients while buying a nutritional beverage?

Yes No

Q10. Which flavors in nutritional beverages do they like the most?

Chocolate
Vanilla
Others
Flavor doesn’t matter
Brand Recall

Q11.Could you please tell us which nutritional beverage comes to your mind
when I say……….?

(Read each option one by one from the table below)

96
 Characteristic Name of the Nutritional
Beverage
Attractive packaging
Very tasty/Great flavor
Provides complete nutrition
Easily available in the market
Appropriately/rightly priced
Spontaneous Reaction (Brand Perception)

Q12. What comes to your mind when i say?

Horlicks …………………………………..
Bournvita …………………………………….
Boost ……………………………………..
Complan ………………………………………
Pediasure ……………………………………..

Q13. What are the Strengths and Weaknesses of the these brands

Brand Strength Weakness

1.Horlicks
2.Bournvita
3.Boost
4.Complan
5.Pediasure

Q14. What brands would you suggest when I say

1 General Well Being

2 Height & Weight gaining

3 Energy

4 Immunity

97
 5 Physical Strength

Brand Feedback

Q15. How would you rate the overall satisfaction level of your customers
after using Nutritional Beverage? where 1 means completely dissatisfied
and 5 means completely satisfied. (SA)(3)

1. 2. 3. 4. 5.

Q16. (Ask If the rating (in the previous question) is less than 3).Reasons

………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………

98
footnotes

(3) SA refers to single answers

SURVEY

QUESTIONNAIRE FOR CHILDREN

Name of the Respondent:

………………………………………………………………………………
……………………………
Address & Contact No..:
………………………………………………………………………………
………………………………
Category:…………………………………………………………………..

Q1. Do you take any nutritional beverage (like complain, bournvita) ? SA(1)

YE NO
S

Ask Q2 only when answered Yes in Q1.

Q2. Which brand of nutritional beverage do you use? (MA)(2)

Q3. Which nutritional beverage did you try first? MA

Q2 Q3
Nutritional SPON First
TOM AIDED
Beverage T Brand
Boost 1 1 1 1
Bournvita 2 2 2 2
Horlicks 3 3 3 3
Milo 4 4 4 4
Complan 5 5 5 5
Maltova 6 6 6 6
Pediasure 7 7 7 7

99
 Others 8 8 8 8

footnotes
(1) SA refers to single answers
(2) MA refers to multiple answers

Q4. After using ……………….. (Mention name of brand coded in Q4.)

which nutritional beverage did you switch over to?

Nutritional Beverage Code

Boost 1
Bournvita 2
Horlicks 3
Milo 4
Complan 5
Maltova 6
Pediasure 7
Others 8
I am continuing the same 9
brand

Ask Q5 to those who coded 1 to 8 in Q4

Q5.Could you please tell the reasons fort switching the brands of nutritional
beverage?
………………………………………………………………………………
……………………………………………………………………………

Q6. Do you use nutritional beverages on a regular basis .i.e. every day?

Yes No

Q7. Which flavor in nutritional beverages do you like the most?

Chocolate
Vanilla
Others

100
 SURVEY

QUESTIONNAIRE FOR HEALTH EXPERTS

Name of the Respondent:

………………………………………………………………………………
……………………………
Address & Contact No..:
………………………………………………………………………………
………………………………
Occupation: …………………………………............... Category:
……………………………………………………….

Q1. What do you advise your patients to take additionally in their diet as a
source of complete nutrition? (MA)(1)

Sources Code
Fruits 1
Nutritional Beverages 2
Eggs/Non Veg 3
Sprouted pulses 4
Any others 5

If coded 2 in Q1. Ask Rest of the questions in the questionnaire

Q2. Which brand comes to your mind when I talk of nutritional beverages?
MA

Q3. (Ask for the brands coded in Q2.) How would you rate …………

(Mention Name) on a scale of 1 to 5 where 1 stands for ‘It provides zero

nutrition value’ and 5 stands for ‘It provides complete nutrition value’?

101
Q4. Do patients seek your advise concerning nutritional beverages?

YE NO
S
Footnotes
(1) MA refers to multiple answers
Ask Q5 only when answered YES in Q4

Q5. To whom do you advise to take nutritional beverages in his/her diet?

(MA) (Tick your option)

Pregnan Normal Sick Mother Others

t Child Child / s
Woman Mother

Ask Q6 if chosen at least one of the options in Q5

Q6 .Could you please tell us what a nutritional beverage provides to a

……………. (mention the option chosen in Q5)?

………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………

Q7. Which brand of nutritional beverage do you recommend to patients?

MA (Tick the options)

Q2 Q3
Q7
Nutritional TO Brand
SPONT AIDED RATE
Beverage M Recommended
Boost 1 1 1
Bournvita 2 2 2
Horlicks 3 3 3
Milo 4 4 4
Complan 5 5 5
Maltova 6 6 6
Pediasure 7 7 7
Others 8 8 8
We don’t 9 9 9

102
 recommend
any brand

Q8. Could you please tell us if the intake of nutritional beverages change in
situations like sickness/depression/examinations?

The intake increases 1

It remains as it is 2
The intake decreases 3
We completely stop its 4
usage
Reasons:
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………

Spontaneous Reaction (Brand Perception)

Q9. What comes to your mind when i say

Horlicks …………………………………..

Bournvita …………………………………….

Boost ……………………………………..

Complan ………………………………………

Pediasure ……………………………………..

Q10. What are the Strengths and Weaknesses of these brands

Brand Strength Weakness

103
1. Horlicks
2.Bournvita
3.Boost
4.Complan
5.Pediasure

Q11. What brands would you suggest when I say

1 General Well Being

2 Height & Weight gaining

3 Energy

4 Immunity

5 Physical Strength

104
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